Smis thu 0915 thomas gensemer

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Smis thu 0915 thomas gensemer

  1. 1. So you say you want amovement?Politics 101: Lessons from theCampaign Trail © 2012 Blue State Digital.com | Proprietary and Confidential 1
  2. 2. Our mission: TO DRIVE MEASURABLE ROU S THR USPTISG EGH IN LIR N & ENGAGING PEOPLE. © 2011 Blue State Digital.com | Proprietary and Confidential 2
  3. 3. Our mission: TO DRIVEIt’s simple, really. MEASURABLE USPTISG EGH IN LIR N ROU SBut inspiration is justhalf of the puzzle.Success demandsthat customer and fanengagement efforts be THR AGINGboth quantifiable and & ENGrepeatable. PEOPLE.Dangerous words:“Viral”“Movement” © 2011 Blue State Digital.com | Proprietary and Confidential 2
  4. 4. Our clients: A healthy mix © 2011 Blue State Digital | Proprietary and Confidential 3
  5. 5. Our clients: A healthy mix Public Affairs & Charitable Unions & Trade Brands & Brands & Politics Organizations Organizations Businesses Businesses © 2011 Blue State Digital | Proprietary and Confidential 3
  6. 6. Our clients: A healthy mix Public Affairs & Charitable Unions & Trade Brands & Brands & Politics Organizations Organizations Businesses Businesses { BUT WE’RE NOT JUST POLITICS. } © 2011 Blue State Digital | Proprietary and Confidential 3
  7. 7. Our clients: A healthy mix Public Affairs & Charitable Unions & Trade Brands & Brands & Politics Organizations Organizations Businesses Businesses © 2011 Blue State Digital | Proprietary and Confidential 3
  8. 8. Our Approach: Ladder of engagement © 2011 Blue State Digital.com | Proprietary and Confidential 4
  9. 9. Our Approach: Ladder of engagement TOTAL TARGET AUDIENCE © 2011 Blue State Digital.com | Proprietary and Confidential 4
  10. 10. Our Approach: Ladder of engagement EVANGELISTS EVENT HOSTSBARRIER TO ENTRY RAPID RESPONDERS ADVOCATES CAMPAIGNERS ON THE EMAIL LIST COOKIED WEBSITE TRAFFIC VIEWERS TOTAL TARGET AUDIENCE © 2011 Blue State Digital.com | Proprietary and Confidential 4
  11. 11. SOM E REAL- WORLD EXAMPLES #1 © 2011 Blue State Digital.com | Proprietary and Confidential 5
  12. 12. Obama 2008 & 2012 2008 Results: 15 million email subscribers 3.6 million donors $1 billion raised © 2011 Blue State Digital.com | Proprietary and Confidential 6
  13. 13. Lesson: Moments matter; seize them “Do$we$really$think$that$ 10#minutes#later,#in#10#million#inboxes# being$a$community$ organizer$is$a$qualifica9on$ for$being$president?”$ © 2011 Blue State Digital.com | Proprietary and Confidential 7
  14. 14. Lesson: Listen, Watch, ACT © 2011 Blue State Digital.com | Proprietary and Confidential 8
  15. 15. © 2011 Blue State Digital.com | Proprietary and Confidential 9
  16. 16. Lesson: Don’t be shy; rethink segmentation © 2011 Blue State Digital | Proprietary and Confidential 10
  17. 17. Lesson: Don’t be shy; rethink segmentationINTERESTED OPPORT UNITIES © 2011 Blue State Digital | Proprietary and Confidential 10
  18. 18. Lesson: Don’t be shy; rethink segmentationADVOCATESINTERESTED OPPORT UNITIES © 2011 Blue State Digital | Proprietary and Confidential 10
  19. 19. Lesson: Don’t be shy; rethink segmentationEVANGELISTSADVOCATESINTERESTED OPPORT UNITIES © 2011 Blue State Digital | Proprietary and Confidential 10
  20. 20. Lesson: Integrate channels thru action © 2011 Blue State Digital.com | Proprietary and Confidential 11
  21. 21. INTEGRATEDCAMPAIG NING HAS UNIVERSAL APPEAL © 2011 Blue State Digital.com | Proprietary and Confidential 12
  22. 22. Our Global Politics © 2011 Blue State Digital.com | Proprietary and Confidential 13
  23. 23. BUT THERE ARE RISKS © 2011 Blue State Digital.com | Proprietary and Confidential 14
  24. 24. A Movement Without Legs - An Example © 2011 Blue State Digital.com | Proprietary and Confidential 15
  25. 25. Kony 2012‘s Atypical OriginsHashtag #Kony2012 begantrending in Birmingham,Oklahoma City, and Dayton,Ohio a week before videolaunchTagcloud of commonphrases in initial influencers’profiles suggest religiousinfluenceMovement emerged fromsmall cities, led by Christianyouth © 2011 Blue State Digital | Proprietary and Confidential 16
  26. 26. A new influencer outreach strategyAfter viewing the video, usersencouraged to tweet to celebrityinfluencers urging them to act9 of the celebrity “culturemakers”chose to publicly support thecause © 2011 Blue State Digital | Proprietary and Confidential 17
  27. 27. © 2011 Blue State Digital | Proprietary and Confidential 18
  28. 28. EXAMPLE #3 © 2011 Blue State Digital.com | Proprietary and Confidential 19
  29. 29. Example: It Gets Better Project (2011)Results:55+ million video views25,000+ content contributors from over 40countries4 heads of state; 100+ elected officials100+ workplaces & brandsNYT best-selling book, MTV special © 2011 Blue State Digital.com | Proprietary and Confidential 20
  30. 30. © 2011 Blue State Digital.com | Proprietary and Confidential 21
  31. 31. NOT JUST P OLITICS(CORPORATE BRAND EXAMPLES) © 2011 Blue State Digital.com | Proprietary and Confidential 22
  32. 32. Ford Motor CompanyBSD is working with Ford to build anarmy of brand advocates that includesemployees, shareholders, owners andenthusiasts. RECRUIT TED VA EP I LT LO CU Y © 2011 Blue State Digital | Proprietary and Confidential 23
  33. 33. Ford “crowd sourcing” innovation © 2011 Blue State Digital.com | Proprietary and Confidential 24
  34. 34. Leveraging existing assets in new ways © 2011 Blue State Digital | Proprietary and Confidential 25
  35. 35. © 2011 Blue State Digital.com | Proprietary and Confidential 26
  36. 36. AND FINALLY: EXA MPLE #5(A POINT ABOUT YOUR TARGET AUDIENCES & YOUR CORE BUSINESS OBJECTIVES) © 2011 Blue State Digital.com | Proprietary and Confidential 27
  37. 37. What’s the real goal here? © 2011 Blue State Digital.com | Proprietary and Confidential 28
  38. 38. © 2011 Blue State Digital.com | Proprietary and Confidential 29
  39. 39. THANK YOUTHOMAS@BLUESTATEDIGITAL.COM © 2011 Blue State Digital.com | Proprietary and Confidential 30

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