Didital Deceptions Word Camp Toronto 2010

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Word Camp Toronto 2010 presentation on How to win an Election using WordPress and Social Media, presented by Duncan of Digital Deceptions and Glenn McKnight of Global Catalysts Consulting Services.

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Didital Deceptions Word Camp Toronto 2010

  1. 2. <ul><li>Graphic and web designer </li></ul><ul><li>Started Digital Deceptions in 2001 </li></ul><ul><li>Using WordPress professionally since 2008 </li></ul><ul><li>Spoke at WordCamp Toronto 2009 </li></ul><ul><li>Received Best Theme Design at #wcto2009 </li></ul>
  2. 3. He is a storyteller with a passion  to capture the meaning behind the message which is key for any business, non profit or social causes.
  3. 4. A Winning Campaign Needs <ul><li>Goals </li></ul><ul><li>Strategies </li></ul><ul><li>Tactics </li></ul>
  4. 5. Goals To Win An Election
  5. 6. Strategies <ul><li>Integrate the internet into everything you do </li></ul><ul><li>Make the web the hub of all your campaigns </li></ul>
  6. 7. Tactics <ul><li>Social networking leverages audiences quickly </li></ul><ul><li>WordPress is easy to publish content </li></ul><ul><li>SEO allows you to be found </li></ul>
  7. 8. Barack Obama
  8. 9. Obama Results <ul><li>Obama = 2,380,000 </li></ul><ul><li>McCain = 620,000 </li></ul><ul><li>383.8% more </li></ul>
  9. 10. Obama Results <ul><li>Obama = 833,161 </li></ul><ul><li>McCain = 217,811 </li></ul><ul><li>382.5% more </li></ul>
  10. 11. Obama Results <ul><li>139,000 YouTube videos uploaded </li></ul><ul><li>1,800 official clips </li></ul><ul><li>14.7 hours of viewing </li></ul><ul><li>Yes We Can video had 14.5 million views </li></ul><ul><li>905% more views over McCain </li></ul>
  11. 12. Obama Results <ul><li>6.5 million online donations gave $500 million </li></ul><ul><li>Average was $100 or less per donor </li></ul><ul><li>70,000 personal blogs raised $30 million </li></ul>
  12. 13. Obama Results <ul><li>1 billion emails sent with targeted messages </li></ul>
  13. 14. Obama Results <ul><li>1 million signed up for mobile alerts </li></ul>
  14. 15. Obama Results <ul><li>Obama = 145,869 followers </li></ul><ul><li>McCain = 4,603 followers </li></ul><ul><li>3169% difference </li></ul>
  15. 16. Campaign Fundamentals <ul><li>Getting the message out </li></ul><ul><li>Keeping the message fresh </li></ul><ul><li>Sticking to the story </li></ul><ul><li>Tracking + keeping in touch with visitors </li></ul><ul><li>Developing a worthwhile and engaging relationship with those who can support you and your concerns </li></ul>
  16. 17. Crunch Time It’s Jan 6 th and the election is on the 20 th What can be done in 2 weeks?
  17. 19. Overview <ul><li>Background </li></ul><ul><li>Campaign Strategy </li></ul><ul><li>Campaign Tools </li></ul><ul><li>Web Statistics </li></ul><ul><li>Election Results </li></ul><ul><li>What worked </li></ul><ul><li>What didn't work </li></ul><ul><li>Recommendations </li></ul>
  18. 20. Background <ul><li>Union politics and Social Media: </li></ul><ul><li>Presentation detailing the social media tools and techniques to build candidate awareness for the presidency of one of Canada's largest union of 22,000 members </li></ul><ul><li>The tools including video, Slideshare.net, Soundslides, Youtube, Blip.tv, Animoto Local online newspaper, Wordpress and more </li></ul>
  19. 21. Campaign Strategy <ul><li>Set the stage as a local long standing community member </li></ul><ul><li>Long history as an auto worker </li></ul><ul><li>Establish credibility as a legitimate union member </li></ul>
  20. 22. Campaign Tools <ul><li>Set the stage as a local long standing community member </li></ul><ul><li>Long history as an auto worker </li></ul><ul><li>Establish credibility as a legitimate union member </li></ul>
  21. 23. Identify the Issues <ul><li>Leadership </li></ul><ul><li>Currency </li></ul><ul><li>Relevancy </li></ul><ul><li>Economy </li></ul><ul><li>Politics </li></ul><ul><li>More </li></ul>
  22. 24. Approach
  23. 25. Approach <ul><li>Reach out and touch the viewer </li></ul><ul><li>Short </li></ul><ul><li>Comedic </li></ul><ul><li>Edgy </li></ul><ul><li>Grasp attention </li></ul><ul><li>Encourage smart phone viral distribution </li></ul>
  24. 27. Tools <ul><li>18 short videos </li></ul><ul><li>30 sec free or upgrade to unlimited account </li></ul><ul><li>Embed into WP blog, Facebook & Youtube </li></ul>
  25. 28. Tools <ul><li>5 slideshows </li></ul><ul><li>Slideshows Powerpoint and Open Office </li></ul><ul><li>Embed into WP blog, Facebook & Youtube </li></ul>
  26. 29. Tools <ul><li>18 Short videos </li></ul><ul><li>Embed into WordPress blog & Facebook </li></ul>
  27. 30. Tools Revolution Theme <ul><li>Plugins Used </li></ul><ul><li>Google XML Sitemaps </li></ul><ul><li>All in One SEO Pack </li></ul><ul><li>SlideShare </li></ul><ul><li>Sociallite </li></ul>
  28. 31. Impact
  29. 32. Show Me the Money <ul><li>Slideshare.net </li></ul><ul><li>Five presentations </li></ul><ul><li>450 views </li></ul><ul><li>YouTube + blip.tv </li></ul><ul><li>Total over 1,900 hits </li></ul>
  30. 33. Website Stats for Year of 2009
  31. 34. First 3 Months of 2010
  32. 35. What the Numbers Say Over All Traffic Increased by 340% in 3 months Search Engine Traffic Increased by 470% Referring Site Traffic Increased by 127% Direct Traffic Increased by 48%
  33. 36. Elections Results
  34. 37. Election Results <ul><li>Analysis </li></ul><ul><li>Chris Buckley 70%- 3,532 </li></ul><ul><li>Al Clarke 30%- 1,143 </li></ul><ul><li>Less than 21% voter turnout </li></ul><ul><li>9 out of 10 voters were retirees </li></ul>Membership of 22,000 workers and retirees working at 22 locations at Oshawa General Motors plant and feeder plants
  35. 39. What Worked?
  36. 40. What Worked <ul><li>Integration of the key messages through all the conventional media outlets including local newspaper ads and interviews, radio ads and flyers linking to the social media platforms </li></ul><ul><li>Setting the foundation for next election </li></ul><ul><li>Rapid deployment of content to various platforms over a 14 day period. Idea to implementation </li></ul>
  37. 41. What Didn't Work?
  38. 43. Talent Pool <ul><li>Campaign started too late </li></ul><ul><li>Lack of campaign focus & message </li></ul><ul><li>Little written content and photos </li></ul><ul><li>No integrated approach </li></ul><ul><li>No dedicated volunteer base </li></ul>
  39. 44. Not Enough Help <ul><li>Lack of talent pool to disseminate information to thoughtful leaders </li></ul><ul><li>and influencers </li></ul><ul><li>No campaign volunteers to help build community on Twitter, Facebook or YouTube </li></ul>
  40. 45. Not Enough Time <ul><li>Campaign lacked definite brand </li></ul><ul><li>Too late setting up YouTube channel </li></ul><ul><li>Slow turnaround time on content </li></ul>
  41. 46. Tools and Links
  42. 47. Technical Tools <ul><li>Sound Editing - Audacity </li></ul><ul><li>Video capture - Camtasia Studio </li></ul><ul><li>Photo editing - Adobe Photoshop </li></ul><ul><li>Video editing - Adobe Premier </li></ul><ul><li>Storytelling - Soundslides </li></ul><ul><li>Sound bytes - Archives.org </li></ul><ul><li>Website - WordPress </li></ul><ul><li>Statistics - Google Analytics </li></ul><ul><li>Slideshows - Open Office Impress </li></ul>
  43. 48. Links <ul><li>Animoto </li></ul><ul><li>animoto.com/play/ky1QpLR11z8bGuLuKBBBfg </li></ul><ul><li>Slideshare </li></ul><ul><li>slideshare.net/logdon </li></ul><ul><li>WordPress website </li></ul><ul><ul><ul><li>222talk.ca </li></ul></ul></ul><ul><li>Youtube </li></ul><ul><li>youtube.com/watch?v=Y44w7vQtaQk </li></ul><ul><li>BlipTV </li></ul><ul><li>blip.tv/file/3065984 </li></ul>
  44. 49. Contact Us Duncan Twitter Web Email Glenn McKnight Twitter Skype Web You can find this presentation at DigitalDeceptions.ca D @digitalduncan digitaldeceptions.ca [email_address] c @gmcknight gmcknight globalcatalysts.com

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