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Mixx Canada Jascha Franklin Hodge Obama Juggernaut

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Mixx Canada Jascha Franklin Hodge Obama Juggernaut

  1. 1. welcome Inside the Obama Social Media Marketing Juggernaut Jascha Franklin-Hodge Chief Technology Officer/Co-founder MIXX Canada | 2009-03-05
  2. 2. who we are  Founded in 2004  DC, Boston, NYC, L ondon  75 Employees  200+ Clients  Design  Technology  Strategy MIXX Canada | 2009-03-05
  3. 3. obama ‘08 by the numbers  >1B Emails to 13M  $770,000,000 Raised Addresses  >1M SMS Subscribers  200,000 Offline Events Offline Planned via Web 35% Online 65%  35,000 Local Volunteer Groups  14.5M YouTube Viewing Hours MIXX Canada | 2009-03-05
  4. 4. how we did it (and how you can too) 1. Drive Action 2. Be Authentic 3. Create Ownership 4. Be Relevant 5. Create a Strong, Open Brand 6. Measure Everything MIXX Canada | 2009-03-05
  5. 5. Off to a bad start MIXX Canada | 2009-03-05
  6. 6. Much improved MIXX Canada | 2009-03-05
  7. 7. Low barrier to action MIXX Canada | 2009-03-05
  8. 8. Action-oriented social networking MIXX Canada | 2009-03-05
  9. 9. Give people a reason to act MIXX Canada | 2009-03-05
  10. 10. set high expectations Multiple or recurring donors; Multiple top advocates (70% from 10%) Donations One-time donors; peer recruiters; action-takers Donation Potential donors; low-barrier action-takers Surrogacy/Outreach Subscribers; occasional Low-level action readers Inactive; don’t read Basic signup email MIXX Canada | 2009-03-05
  11. 11. 2. Be Authentic MIXX Canada | 2009-03-05
  12. 12. be authentic MIXX Canada | 2009-03-05
  13. 13. Thank you letter? Or, ransom note? MIXX Canada | 2009-03-05
  14. 14. Watch full video Go behind the scenes MIXX Canada | 2009-03-05
  15. 15. 3. Create Ownership MIXX Canada | 2009-03-05
  16. 16. Turn users into advocates MIXX Canada | 2009-03-05
  17. 17. It’s all about the network MIXX Canada | 2009-03-05
  18. 18. grassroots matching Traditional Match One Wealthy Donor Existing Donors + Non-Donors Grassroots Match Non-Donors Existing Donors MIXX Canada | 2009-03-05
  19. 19. grassroots matching Ownership through personal connection MIXX Canada | 2009-03-05
  20. 20. neighbor to neighbor MIXX Canada | 2009-03-05
  21. 21. neighbor to neighbor Volunteer gives us her home address MIXX Canada | 2009-03-05
  22. 22. neighbor to neighbor We provide targeted voters MIXX Canada | 2009-03-05
  23. 23. neighbor to neighbor Then do it a few million times MIXX Canada | 2009-03-05
  24. 24. 4,000,000 1,000,000 2,000,000 3,000,000 5,000,000 6,000,000 7,000,000 0 9-Jul 13-Jul 17-Jul 21-Jul 25-Jul 29-Jul 2-Aug 6-Aug 10-Aug 14-Aug 18-Aug 22-Aug 26-Aug 30-Aug 3-Sep 7-Sep 11-Sep MIXX Canada | 2009-03-05 15-Sep 19-Sep 23-Sep 27-Sep 1-Oct 6.1 million times, to be exact Knocks & Calls 5-Oct 9-Oct 13-Oct 17-Oct 21-Oct 25-Oct 29-Oct 6,122,837 2-Nov neighbor to neighbor
  25. 25. Recognize your leaders and engage them MIXX Canada | 2009-03-05
  26. 26. Multiple or recurring donors; Multiple top advocates (70% from 10%) Donations One-time donors; peer recruiters; action-takers Donation Potential donors; low-barrier action-takers Surrogacy/Outreach Subscribers; occasional Low-level action readers Inactive; don’t read Basic signup email 70% from 10%. No excuse not to engage. MIXX Canada | 2009-03-05
  27. 27. 4. Be Relevant MIXX Canada | 2009-03-05
  28. 28. #1 Obama Fundraiser. Thanks, Sarah. MIXX Canada | 2009-03-05
  29. 29. “You can send a crystal clear message.” MIXX Canada | 2009-03-05
  30. 30. Watch full video Don’t just react, anticipate MIXX Canada | 2009-03-05
  31. 31. 5. Build a Strong, Open Brand MIXX Canada | 2009-03-05
  32. 32. vs. Brand professionally MIXX Canada | 2009-03-05
  33. 33. vs. Brand consistently MIXX Canada | 2009-03-05
  34. 34. Don’t forget your plane MIXX Canada | 2009-03-05
  35. 35. Empower people to do interesting things. Why? MIXX Canada | 2009-03-05
  36. 36. They might paint their barn… MIXX Canada | 2009-03-05
  37. 37. Or, illuminate their bicycle… MIXX Canada | 2009-03-05
  38. 38. Or, they might create iconic art. MIXX Canada | 2009-03-05
  39. 39. Artists for Obama MIXX Canada | 2009-03-05
  40. 40. 6. Measure Everything MIXX Canada | 2009-03-05
  41. 41. measure everything  Emails  Online advertising  Engagement  Fundraising  Persuasion  Election Activities MIXX Canada | 2009-03-05
  42. 42. What you saw MIXX Canada | 2009-03-05
  43. 43. Why you saw it MIXX Canada | 2009-03-05
  44. 44. 6 core principles 1. Drive Action 2. Be Authentic 3. Create Ownership 4. Be Relevant 5. Create a Strong, Open Brand 6. Measure Everything MIXX Canada | 2009-03-05
  45. 45. thank you http://www.bluestatedigital.com/ MIXX Canada | 2009-03-05

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