Future Of Advocacy

727 views

Published on

A discussion on how influence and actions could help improve involvement in politics and social action

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
727
On SlideShare
0
From Embeds
0
Number of Embeds
22
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Future Of Advocacy

  1. 1. Future of Advocacy Management Sanford Dickert Rawlings Atlantic
  2. 2. “Hi. I am the Internet guy.” The “guy who does the Internet” for campaigns CTO, John Kerry for President Dir of Internet Strategy, Deutsch for US Senate Internet Consultant, Rod Smith for FL Governor Campaign Manager, Eric Massa for Congress
  3. 3. “Hi. I am the Internet guy.” Extended the concepts from politics to business Director of Contagious Conversations – focusing on social media marketing • 16Bars – hip-hop mobile marketing and contests • Goodnight Burbank – successful comedy podcast • Greg Warren Comedy – increasing name reach • tripSync – increasing awareness through blogs and SEO
  4. 4. Current State of Online Advocacy Presidential Campaigns All about the mailing list – direct mail model • blog – press releases in lieu of conversation • social networking – Facebook, myspace, YouTube • email – money and issue identification • house parties – money and emails Politics thinks of advocacy as flypaper how can we capture them how can we get them to donate
  5. 5. Engagement without memory Seen more “systems” and vendors than I wish iStandFor, NGP Software, Democracy in Action, WhatCounts, GetActive, Convio, Kintera, EZFax, CivicSpace, Drupal, Joombla, Mambo, etc. Every vendor has NO recollection of what I (or my customers) have done before In politics – vendors are often chosen by the General Consultant and/or Managing Director of the NGO In business – vendors are often entrenched or quickly migrated from one to another by decision makers or product managers The history of prior performance is often lost or locked away in some CRM database that is lost or forgotten
  6. 6. Two tracks – google and VRM A little history about google: Started as a search engine algorithm that could • Targeted searches by learning your preferences Moved into search engine advertising and AdSense • Better click performance if ads fit what you are looking for • Need to understand page to match appropriate ads google needs more up-to date information to understand your current interests/intents google captures information when you • use the search engine (on google, on IE, on Firefox, etc) • read pages with AdSense (served from google) • use gmail, google Docs, google Calendar • search using google Desktop (indexes your files)
  7. 7. Two tracks – google and VRM A little history about google: Today, google knows more Started as a search engine algorithm that could • Targeted searches by learning your preferences about search and your interests Moved into you engine advertising and AdSense than the • Better click performance if ads fit what you are looking for • Need to understand page to match appropriate ads CIA google needs more up-to date information to FBI understand your current interests/intents NSA google captures information when you • use the search engine (on google, on IE, on Firefox, etc) or even your mother • read pages with AdSense (served from google) • use gmail, google Docs, google Calendar • search using google Desktop (indexes your files)
  8. 8. Attraction in a search engine world google’s PageRank dailykos.com Validity is based on the nytimes.com blogger.com number of backlinks a page has pointing to it Age of links and age of content also impact the attractiveness stanford.edu geocities.com Reputation of source site also has serious impact on johnkerry.com validity (stanford.edu much higher than blogger.com) Social media is both a time-sensitive and link- sensitive property (e.g. how quick, how many)
  9. 9. Attraction in a search engine world How are we to do it? Search is about relevant content – in a familiar location e.g. Finding a auto mechanic in the Yellow Pages In making the decision to act, we: Read the advert (is this what I want?) Cold call the provider (do they share my viewpoint?) Ask friends or references (do they have good reputation?)
  10. 10. Blogging empowers the consumer By blogging about the content that is relevant to you – and engaging with the blogging community – you address the customer’s needs Read the Advert – snippet in the search engine Cold Calling – follow along other posts/comments Asking for References – how high does the post rank in google? who ranks them? who comments? Through blogging, you identify the product – the customer finds to you, because you offer what they need at the time they are looking for it
  11. 11. Building the attraction… Understanding the rules of the search engines defines “attractiveness” Original, frequently updated content Links between relevant sites Frequent references to ideas/concepts Which explains “social media”… Blogging in inherently a “social act” – you must engage the community (both readers and other sites) to share the conversation and traffic (read: links)
  12. 12. Does blogging really deliver? Backbone Media conducted an extensive survey with corporate bloggers, and summarized: 'Another way to publish content and ideas', 'Thought leadership', and 'Build a community' top three reasons for blogging Bloggers received results more quickly on the search engine marketing factors 'Increase link popularity' and 'Boost search engine positions' than bloggers received on 'Increasing sales'. Within one month – search engine ranking and link popularity increased 83% saw traffic increase due to blog traffic to the site Search engine keyword traffic increased with posts relevant to the keywords http://www.backbonemedia.com
  13. 13. Rod Smith for Governor Study Campaign needed a change of online direction: Increase awareness Focus on “Democrat” Increase membership Increase involvement Site redesign hid other strategies: Search engine optimization Blog engagement
  14. 14. Rod Smith for Governor Study Campaign needed a change of online direction: Increase awareness Focus on “Democrat” Increase membership Increase involvement Site redesign hid other strategies: Search engine optimization Blog engagement Blog recruitment
  15. 15. Results? Search engine placement: google: from 19th to 3rd Yahoo!: from 10th to 3rd MSN: already at 1st Site traffic: Tripled average traffic Signups doubled Keyword cost: Reduced paid click thrus due to higher SE placement All within 30 days… Launch was Nov 9th, 2005
  16. 16. google NEEDS to know YOU “I want to be able to see into the mind of G-d” -Sergey Brin, interview in Red Herring, 2000 Why does this story matter? google has shown that technology and being the center of the information hub is where the power lies - Infrastructure is a commodity (google fiber, <$50/Mbps) - Content is cheaper than ever (UGC, YouTube) - Software is becoming easier to create Aggregation of user data is where the magic is Give the user what they want, when they want it!
  17. 17. Vendor Relationship Management Doc Searls, tech visionary Frustrated with the way vendors treat him and everyone else the same • More databases and technology than someone can throw at him, and he STILL gets treated as a generic customer Wants the ability to set his vendor “preferences” and bring it under his control • Be able to tell Dell that he is a tech-savvy customer and bypass the first level of support • Be able to have LL Bean know that he recently purchased a set of Chinos and, if calling within a day of receiving them, be prepared for his questions Give the user what they want, when they want it!
  18. 18. Competing Constraints Management Press Deliver performance at low Have something interesting or reduced cost to write about Achieve goals quickly and Inform as soon as possible effectively from “real parties” Community/ Technology Supporters Vendors Give me actions that are Reuse my platform so I can simple and effective make my margins Give me recognition and Spend only to increase my connection market
  19. 19. AMP: the Future of Advocacy
  20. 20. What? Okay – so the illustration is kind of technical… …but it addresses the competing needs Management needs flexibility for vendor selection • Avoid lock-in to any one vendor, campaigns migrate Staff needs power with simplicity for campaigns • Choose campaign method without needing to be a techie • Achieve goals using smarts of datamining and interface Supporters need ease of action and flexibility to act and be a part of the effort, not simply being an ATM • Say “thank you” for any/all actions • Track performance to throttle marketing communication messages • Give options to act when THEY want, not just when we want
  21. 21. Is this idea new? No. Customer Web Interface Drafted this system in 2001 for the largest European Inventory CRM SFA & Trouble Billing telecoms provider Ticketing Why now? Costs of software and Policy Mediation hardware are cheap Manager Workflow/Middleware Bus Supporters more familiar with Internet channels Policy Library QoS Staff and campaigns need Fault Perform. Service App Level Mgt Mgt Activation to succeed with an easy Data Collect and powerful interface IP Network
  22. 22. A proposal for fladems.com (2005) leaders FDP champions Press Faces & Voices Simple storylines focused FDP Blog supporters candidates on FDP message Ongoing conversation with supporters Authentic voices, not press releases Supporters comments FDP Channel Fundraising Email RSS FDP Database Provide feedback on Grounding relationships online and offline media Sign up box prominent plumbing4politics campaigns Invitations to engage TV and radio Come to DEC meetings Direct mail Join the Party Events and House events Parties List segmented over time media center fundraising Give super donors, DEC Action Center and supporters bundling membership voter contact power
  23. 23. What is plumbing4politics? Affiliate & local Website Petitions databases Events Contribution FDP Database System Web-enabled Community Email & RSS are RSS Bulk Email low-cost mediums System System for narrow-casting, Integrated supporter relationship-building relationship management: and viral growth reporting, learning, and lifecycle Reporting Supporter System Management Management Information
  24. 24. Advocacy Management Platform AMP gives: Management flexibility through “plug-ins” and strong reporting Staff power through simplicity using intuitive interfaces and consistent business processes Supporters get control over their information AMP Owner gets repository of actions and information that can be resold as premium services • Basic – hosted solution • Advanced – general/trending datamining services • Premium – targeted datamining services
  25. 25. Power is in the DATA
  26. 26. Power is in the FLEXIBILITY Can use multiple channels to impact supporters Fax – designed to look “human”, not automated Click2Dial – using web and POTS to connect supporters with electeds and/or other supporters – with tracking SMS – designed to engage with mini-messages at point of action (flashmobs – tmobile Supermarket Races) Blogging – tracking who posts where for what effect (pro/con/non) Microblogging – using comments and twitter/Jaiku/facebook for posting and tracking feeds Email – track open/actions for future analysis for communications
  27. 27. “But <XXX> does this!”, you cry. You can name a number of platforms Kintera, Convio, GetActive, DIA ...and you are locked into their solutions You can name a number of channel providers EZLink, WhatCounts, SubscriberMail, PoliTxt …and you can not share data/knowledge No one offers data integration for advocacy campaigns Connecting online actions with fundraising performance …what is it that really brings home the “bacon”
  28. 28. Power is in the “KISS” Keep it simple stupid Most solutions are driven by the engineer, not the user Design of the interface is often an after-thought AMP focused on making it incredibly simple for the techphobic – the typical political operative who hates forms and “databases” • “I have no idea what is wrong with this – can you fix it?”
  29. 29. AMP Slideware Presentation
  30. 30. Conclusion AMP has: Flexibility – use any vendor relationship for management KISS – ease of use for regular folks to make campaigns Data – where we grow the information over time Portable – will be installable behind the firewall Where do we go from here?
  31. 31. Thank you for your time! Sanford Dickert sanford@rawlingsatlantic.com www.rawlingsatlantic.com

×