The document discusses the digital campaign strategies employed by a graphic and web designer, emphasizing the integration of social media and web tools to enhance political candidate awareness and engagement. It analyzes Barack Obama's successful campaign, highlighting metrics such as online donations and social media following compared to John McCain. The document concludes with assessments of what strategies worked and what did not, providing insights for future campaign efforts.

2. Graphic and web designer Started Digital Deceptions in 2001 Using WordPress professionally since 2008 Spoke at WordCamp Toronto 2009 Received Best Theme Design at #wcto2009

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.

4. A Winning Campaign Needs Goals Strategies Tactics

5. Goals To Win An Election

6. Strategies Integrate the internet into everything you do Make the web the hub of all your campaigns

7. Tactics Social networking leverages audiences quickly WordPress is easy to publish content SEO allows you to be found

8. Barack Obama

9. Obama Results Obama = 2,380,000 McCain = 620,000 383.8% more

10. Obama Results Obama = 833,161 McCain = 217,811 382.5% more

11. Obama Results 139,000 YouTube videos uploaded 1,800 official clips 14.7 hours of viewing Yes We Can video had 14.5 million views 905% more views over McCain

12. Obama Results 6.5 million online donations gave $500 million Average was $100 or less per donor 70,000 personal blogs raised $30 million

13. Obama Results 1 billion emails sent with targeted messages

14. Obama Results 1 million signed up for mobile alerts

15. Obama Results Obama = 145,869 followers McCain = 4,603 followers 3169% difference

16. Campaign Fundamentals Getting the message out Keeping the message fresh Sticking to the story Tracking + keeping in touch with visitors Developing a worthwhile and engaging relationship with those who can support you and your concerns

17. Crunch Time It’s Jan 6 th and the election is on the 20 th What can be done in 2 weeks?

19. Overview Background Campaign Strategy Campaign Tools Web Statistics Election Results What worked What didn't work Recommendations

20. Background Union politics and Social Media: 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 The tools including video, Slideshare.net, Soundslides, Youtube, Blip.tv, Animoto Local online newspaper, Wordpress and more

21. Campaign Strategy Set the stage as a local long standing community member Long history as an auto worker Establish credibility as a legitimate union member

22. Campaign Tools Set the stage as a local long standing community member Long history as an auto worker Establish credibility as a legitimate union member

23. Identify the Issues Leadership Currency Relevancy Economy Politics More

24. Approach

25. Approach Reach out and touch the viewer Short Comedic Edgy Grasp attention Encourage smart phone viral distribution

27. Tools 18 short videos 30 sec free or upgrade to unlimited account Embed into WP blog, Facebook & Youtube

28. Tools 5 slideshows Slideshows Powerpoint and Open Office Embed into WP blog, Facebook & Youtube

29. Tools 18 Short videos Embed into WordPress blog & Facebook

30. Tools Revolution Theme Plugins Used Google XML Sitemaps All in One SEO Pack SlideShare Sociallite

31. Impact

32. Show Me the Money Slideshare.net Five presentations 450 views YouTube + blip.tv Total over 1,900 hits

33. Website Stats for Year of 2009

34. First 3 Months of 2010

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%

36. Elections Results

37. Election Results Analysis Chris Buckley 70%- 3,532 Al Clarke 30%- 1,143 Less than 21% voter turnout 9 out of 10 voters were retirees Membership of 22,000 workers and retirees working at 22 locations at Oshawa General Motors plant and feeder plants

39. What Worked?

40. What Worked 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 Setting the foundation for next election Rapid deployment of content to various platforms over a 14 day period. Idea to implementation

41. What Didn't Work?

43. Talent Pool Campaign started too late Lack of campaign focus & message Little written content and photos No integrated approach No dedicated volunteer base

44. Not Enough Help Lack of talent pool to disseminate information to thoughtful leaders and influencers No campaign volunteers to help build community on Twitter, Facebook or YouTube

45. Not Enough Time Campaign lacked definite brand Too late setting up YouTube channel Slow turnaround time on content

46. Tools and Links

47. Technical Tools Sound Editing - Audacity Video capture - Camtasia Studio Photo editing - Adobe Photoshop Video editing - Adobe Premier Storytelling - Soundslides Sound bytes - Archives.org Website - WordPress Statistics - Google Analytics Slideshows - Open Office Impress

48. Links Animoto animoto.com/play/ky1QpLR11z8bGuLuKBBBfg Slideshare slideshare.net/logdon WordPress website 222talk.ca Youtube youtube.com/watch?v=Y44w7vQtaQk BlipTV blip.tv/file/3065984

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