- The document provides a checklist of seven essential elements for any successful digital campaign: search engine optimization, search engine marketing, online competition monitoring, utilizing existing online communities, appropriate content delivery, scaled engagement options, and coordinating online and offline efforts. - It highlights lessons learned from the presidential campaigns in 2008, including Obama's success with search engine marketing, monitoring competition online, and using existing online communities like YouTube and blogs. - An effective digital strategy can specifically target messaging, amplify messaging, offer measurable results, and often be cost-effective.

1. Digital Campaigns: Lessons Learned From Election 2008 A digital strategy checklist for your next campaign Presented by:

5. The Hype

6. The Technology

7. Our View Traditional Outreach Press releases Pitching reporters Fact sheets Special events We Media Search engine marketing Buzz Web 2.0 Citizen journalism MySpace Social Media Flogs Publicity Promotions Media relations IR Branding Viral marketing Tivo Social networking Metaverses Folksonomy Content optimization Online editorial outreach Syndication Flickr New Outreach Consumer- generated content Reputation management Public affairs Coalitions Third party outreach Grassroots Mobile marketing Advergaming YouTube PR stunts Employee communications RSS Blogs Wikis Tagging Podcasting Wireless Facebook

9. Drivers of Success

12. Invest in SEO

13. Invest in SEO “ economy” “ lower taxes” “ health care”

18. Monitor Your Competition Online

24. Scaled Engagement Options Large effort Small effort

25. Scaled Engagement Options

26. Scaled Engagement Options

27. Scaled Engagement Options

35. Q&A Chris Bonner, [email_address] Jon Carpenter, [email_address] www.stratacomm.net

36. Digital Campaigns: Lessons Learned From Election 2008 A digital strategy checklist for your next campaign Presented by: