This document discusses strategies for running an effective online campaign presence. It outlines key areas like content, participation, integration, and learning from experiences. Specific tools are recommended for different levels of supporter engagement, from casual to highly active. Trends mentioned include the growth of social media use and importance of community building to drive real-world actions. The overall message is that an online campaign should lead a movement, amplify supporters' voices, and find ways to translate online enthusiasm into offline outcomes.

1. e campaign

2. Presentation 1. What? Why? Me? 2. Numbers 3. Action 4. Ideas 5.Tools 6. Trends

3. Why? What? Me?

4. Result Content

5. Conversation

6. Career

7. Community

8. Citizens

9. Culture

10. Chaotic

11. Captivating

12. Connections

13. Confrontation

14. Copy

15. Clutter

16. Chief

17. Commerce

18. Champion

19. Numbers

20. US Internet Users ‘ 09 = 220m US Social Network Users on Once a Month ‘ 08 = 79m ‘ 09 = 88m ‘ 13 = 115m

21. Online Use Next 5 Years Teens = 21% increase

22. Online Use Next 5 Years Adults = 50% increase

23. Online Use Next 5 Years Ages 3-11 = 61% increase

24. 2008 Online Voter Activity 59% Took part in some sort of campaign activity 55% Searched for election information 44% Sent or received campaign related emails 39% Watched online political video 37% Visited politically oriented websites or blogs

26. Action

27. Offline Drives Online = Online Drives Offline

28. Participation Engagement

29. Integration Addition Accumulation

30. Communicate Communicate Communicate Reinforce the Message

31. Maximize Content Event Audience Opportunity

32. Learn Search Hear Discover Understand Fail

33. Ideas

34. Party Website More Passive Personal Website Email (newsletter) Web-based campaigning Web-based discussion forum Email (correspondence) Blog Social Networking Instant Messaging Texting More Proactive

35. Start Early

36. Build to scale

37. Innovate when necessary – do everything else incrementally better “ Do the cool well – do the boring really well”

39. Make it easy to Find 90% = Page 1 of the search results Use creative urls/twitter names Use the same tags as opponents - positive response can be found when people search for the

40. Make it easy to Forward Provide content, text, videos, speeches, photos, call sheets, scripts and how-to guides materials they can use to create their own compelling content Viral is the new local

41. Play where your supporters are – not where you think they are

42. Channel online enthusiasm into specific, targeted activities that further campaign goals

43. Integrate online advocacy into every element of the campaign

46. Steps of Activity TechPresident notes, “provide opportunities for the most casual supporters to stay involved, while also providing more strenuous opportunities for the smaller core of activists”

47. Advocate Social Personal Create a group Recruit others Host an event Host blog Coalition leader Create a profile Post pictures Write blog post Join a group Email / Text Volunteer Walk Phone Donate

48. Tools

52. Start Here Secure Name Secure Themes Think Creative

53. Bulletin Board Groups vs. Pages Events Search Status Updates More Formal Voice of the Candidate

54. Professional Serious Business Candidate Profile Groups Sub-Groups Status Updates

55. Dedicated Channel(s) Search Tags Share Multiple Videos 2:30 minutes

56. Word Press Blogger Regular Commentary News Graphs Photos/Video

57. Real Time Web Instant Web Rapid Reporting Search http://search.twitter.com/ Micro-Blog Target Reporters Develop Dialogue Voice of the Campaign

58. Share This Easily share content Analytics

59. StumbleUpon.com Browse Interests Discover Content Community Target Audiences

60. Photos Community Search Tags Share Edit

61. Event Planning Event Invitations Payment System Share Track who’s coming, who’s not and who has yet to respond

62. 90% Within three feet of their cell phones 24 hours a day Read their text messages

63. Analysis Speared Reach Search Schedule Multiple Accounts

64. # Hashtags Twitter Alerts Search

65. Spread Reach Update Multiple Accounts Manage Multiple SocNets

66. Trends

67. "In this Internet era, it's not enough to run a campaign; you need to lead a movement. That's what Obama did. If you look at their site, their online videos, their online ads, everything they did, it wasn't about 'me, myself and I.' It was about 'we' and 'us.‘“ Mindy Finn, Republican political operative.

68. Amplify the voices Receive real time knowledge that is actionable "live connections” Geo-location, location, location Twitter applications Mashups

69. Don't be surprised if a canvasser knocks on your door in 2012 and, glancing at his iPhone, says, "Ms. Smith, thanks for your $50 donation four years ago--and for attending the Joneses' party on the environment. Care to call voters in Ohio to help reelect President Obama? Oh, and your neighbor Mrs. Jensen couldn't get to the polls in 2008. Think you could give her a lift on Election Day?“ MIT Technology Review

70. Marc A. Ross (949) 373-6449 (703) 598-3242 [email_address] Blog @ Advocacy 2.0 advocacytwopointzero.blogspot.com Twitter @marcaross