From segmentation and activation of voter files in political campaigns to segmentation and activation of consumer facing communities around brands. Kevin Spidel presents his background in Presidential campaigns, DC Lobbying, and Non-Governmental Organizations and how he leveraged that experience in digital marketing, publishing, and products (Gannett, Voice Media Group, and more.)
2. COMMUNITY
• Where does community fit around your brand?
!
• Do you have an active community plan around leadgen?
!
• How many paid staffers do you have facilitating community?
!
• How many community leaders are volunteers around your brand?
3. WHO ISTHIS DUDE?
1996 - 2006 (Political Hack)
2004 - 2010 (Digital Marketing Hack)
2010 - Now (Digital Product - Publishing)
!
!
!
Community Architect - WTF is that bro?
4. POLITICSTO MARKETING?
To me...
!
Branding is about the aftertaste.
!
!
The emotion...
!
...the memory...
!
...the gut feeling you get when you interact with a
brand that lingers.
!
!
5. Audience vs. Communities:
!
• The audience witnesses the brand. (Broadcast)
!
• The community is the audience that adopts the brand.
(Engagement)
!
• Advocates are the loyal and passionate people behind brands.
They are re-marketers. (WOM Advocates / Brand Loyalists)
!
Grassroots community organizing is about empowering the
public to take action and mobilize.
!
Word of Mouth Marketing is about empowering loyal
advocates of brands to re-market, organically.
!
!
!
!
10. Voter Data in Political Campaign
Keep in mind small campaigns vs. well funded
!
1. Voter File (State or County)
!
2. Public Data (Government or Nonprofit)
!
3. Party Data
!
4. 3rd PartyVendors
!
5. Community Segmentation (Voter ID Groups)
!
6. GOTV 1-3 Scoring (Primary)
!
7. GOTV 1-5 Scoring (General)
!
8. Tiered Community (Precincts)
!
!
!
11. Voter Data in Political Campaign
Empowering, Nurturing, and Scoring
!
Initial Empowerment
1. Low hanging fruit (4 x 4's)
1. Wait for (4 x 2's) until an active community base
2. Divide into constituency / voter groups (segmentation)
3. Activate these for Community Leaders
4. Build structure around these activated members of the
community
5. Begin to lead score their activity / touches
!
!
!
12.
13. Segmentation and Activity Monitoring
of Activated Community Leaders is key!
!
Initial Empowerment
1. Low hanging fruit
1. Current customers (email lists)
2. Referral programs or re-engagement (open graph
activity, share for social credit, etc.)
3. Scoring of Leads
!
!
!
14. The Common Path
!
• Invite, engage, and empower the already "Opt-in" believers
!
• Survey! Listen to them and understand their desires what
will sustain an empowered segment of our community?)
!
• Why are they passionate? Who else will recognize that
passion and why? Lightbulb moment?
!
• List and Persona Segmentation! ( Next Slide)
!
• WOM adoption, then follow up empowerment...
understanding that connection!
!
!
!
17. THE SEGMENTED PATH
• Identify a segment (voter group or persona group)
• What are the issues they care about?
• Target & Content
• Bag andTag
• Survey "Light Bulb Moments"
• Activate based on trigger points
!
• Remember every community is diverse!
!
• Segment Messaging!
• Custom Audiences(next slide)
• Facebook StatusTargeting(next slide)
• PhoneTrees
• Email Segmentation (List Building)
• Twitter Lists
18. THE RIGHT MESSAGE FORTHE RIGHT AUDIENCE
• Conversion w/ Lead Source by Segment
• Message Strategy by Segment
• Drill Segments Down via FB Custom Audience
• Status Update to Segments
!
19. LOYALTY
Everyone likes to be rewarded, but I'm not sure that will nurture loyalty in
Millennials. Loyalty is ignorance/lack of better options.With knowledge available at
their finger tips, Millennials could switch loyalty at the drop of their hat.
- Shilpa Rao Practice Head - Merchandising Retailwire Blog
!
Loyalty = "Lack of better option."
!
Fragile brand loyalty?
20. MANAGING FATIGUE
There is responsibility in empowerment. Once you create a hungry brand ambassador,
you must have the tools and response.Are you staffed for this responsibility?
Forget about digital strategy, do you have a volunteer strategy? For both brands and
grassroots organizing.What can they do to feel the momentum moving forward.That
their impact is heard, felt, witnessed, and part of the larger picture.
• Brand Leader Roundtables
• Project Management
• Goals / Objectives(Visibility to the WHY)
• Involve them in the overall strategy. Give them a voice!