An Ecology Modeling framework to understand individual motivations and behavioral patterns to design campaigns and tools to suit specific needs and goals.

1. R A P I D R E S P O N S E F R A M E W O R K & M E T H O D O L O G Y

2. OUR
HYPOTHESIS…
It has become clear
that conventional
analysis alone cannot
accurately reflect the
state of our union,
nor can it measure
public opinion.

3. Moreover, traditional approaches to information
dissemination can actually preclude engagement if the
tone is too negative.

4. Sociologists have found that additional
facts tend to close, not change, minds.
As the electorate gets bombarded with
more information, loses trust in
intermediaries, and gains more exposure
to harsh opinions and criticism, many
voters act against their own self-
interests.

5. We need a reboot of open
society on the web -- and that
starts with understanding.

6. Wondros has developed a process called Ecology Modeling, which enables us
to understand individual motivations and behavioral patterns, in order to
design campaigns and tools to suit specific needs and goals.
We are currently building an internal Rapid Response team that will use the principles of goal-directed design
to build, test, and adapt messaging campaigns that can move public opinion.

7. Our hypothesis is…
that by talking to certain
voters about their concerns,
we can find ways to share new
information with those who
disagree with us, and achieve
a measurable sentiment
change.

8. OUR PROCESS & FRAMEWORK

9. What makes Wondros unique is our adherence to the principles of human-centered storytelling.
We would develop an understanding of our target audiences through a process of discovery we
call Ecology Modeling. This will lay the foundation for developing, executing, and testing new
messaging strategies.
WHAT’S YOUR STORY?

10. What is the overall goal
or issue positioning?
We begin each Rapid Response scope with an initial period of
discovery and strategic planning, starting with key questions:
Who are we trying to move?
What is our hypothesis
about the general sentiment
surrounding this issue, and
how would we like to
change it?
Q1
Q2
Q3

11. We then begin our
four-step methodology
and modelingprocess:

12. Campaign
Analytics
Content
Distribution
Content
Production
Ecology
Modeling
1 2 3 4

13. ECOLOGY MODELING
1.
2.
3.
4.
5.
6.
1.Conduct interviews with 10-12 individuals
from our proposed target audience
segments.
1.Identify their core values, motivating
factors, life contexts, and points of view.
1.Develop a cast of “personas” that model
those contexts, which will form the basis of
audience segmentation tactics during the
distribution and analysis phases.
4.Re-frame our overall campaign goal for
these personas.
4.Identify individual video topics with
personas in mind.
4.Optional: Design a sentiment change
survey to accompany the videos or campaign.

14. CONTENT PRODUCTION
1.Create 60-second videos optimized for
Facebook from existing footage.
2.(These videos are easily templatized and
can be rapidly edited and delivered.
1.Tell each story at least two ways and test
them among audiences using the same
targeting criteria, to measure the success of a
messaging framework.
1.
2.

15. CONTENT DISTRIBUTION
1.
Categorize content assets into classifications
1, 2, or 3 (see below) to determine the best
platform for a native upload.
Upload content natively on either:
 Client or campaign’s central Facebook hub.
(Boost posts and run Facebook ads.)
 Partner pages via PR and community
outreach. (Boost posts and run Facebook
ads.)
 Seed on Reddit across other community
outlets.
Leverage paid media and syndication per
campaign objectives for greater reach,
influence and impact.
2.
3.

16. CAMPAIGN ANALYTICS Tracking &
Measurement
Daily
Reporting
Performance
Analysis
Campaign
Optimization
Influence
Analysis
Track and measure reach, impressions and
potential impact within targeted audiences of
influence and desired audiences of influence.
Track and measure creative asset
engagements and level of audience interest,
resonance and relevance across social media
channels, digital outlets and media buys.
Analyze influence and sentiments as aligned
to campaign objectives and goals.
Optimize paid media campaigns leveraging
real-time measurement and analysis.
Analyze sentiment change pre and post
campaign via targeted ‘focus group’ online
surveys.
1.
2.
3.
4.
5.

17. THE
RAPID
RESPONSE
TEAM

18. Campaign
Director
•Director of
Social
Media
Director of
Analytics
Public
Relations
Manager
Community
Outreach
Coordinator
Story
Department
Editorial
Team

19. THE
OPEN SOCIETY
FOUNDATIONS
CAMPAIGN

20. Wondros is currently in
production on a slate of 60-
second films for The Open
Society Foundations, each of
which spotlights an
organization supported by
George Soros that protects
civil society and civil rights.
The films outline the mission and programming of
the organizations in very plain terms, and
underscore why each group is fundamental to
Americans’ rights and liberties.
The films conclude with a simple statement of
support from George Soros and OSF. Other films
advocate for a particular issue or tell a story that is
aligned with the Foundations’ goals but not
obviously branded.

21. Given the variety of styles in
this scope, the following plan
outlines our distribution
strategy for each category of
work.
In order to properly identify the correct outlet
for each video, we divided them into
categories based on content.

22. OSF-
BRANDED
VIDEOS
Distribution
Strategy

23. Reach both an audience likely to
share the videos as well as those
currently questioning George
Soros’ reputation in an effort to
factually prove the work he has
done in a natural way.
OBJECTIVE

24. TARGET AUDIENCE
24-50 years old
Primarily those active in left leaning politics
30% "red state" consumers
LEFT Facebook Targeting: Social Justice, US Politics (Liberal), US Politics (Very Liberal), US Politics (Active), The People For Bernie Sanders, Democrat, Think
Progress, The Other 98%, Human Rights Watch , ACLU, Planned Parenthood, Women’s March on Washington, The Daily Kos, Mic, US Uncut, Politico, etc.
RIGHT Facebook Targeting: US Politics (Moderate), Being Conservative, Positively Republican, The Conservative Hammer, States [TX, TN, SC, WY, AL, KY]

25. PAID MEDIA
PLATFORM: Open Society Foundation Facebook Page
BUDGET: $2,000
DURATION: 30 days
SUGGESTED MESSAGING: OSF is proud to have been a long
time supporter of the ACLU. Are you with us?
KPI: 50,000 views

26. ADDITIONAL
DISTRIBUTION
PARTNER PAGES: Organizations mentioned in the video’s
subject matter will also be encouraged to post their video.
Example Caption: Thanks to George and @The Open Society
Foundation for giving us their continued support over the
years #DifferenceMakers.
REDDIT: As needed/appropriate - seek out relevant
subreddits and topics revolving around either OSF or the
subject matters organization (ie ACLU) and post the content
with a sentence or two of context so messaging appears
natural and not like an advertisement.
FACEBOOK EVENTS: As needed/appropriate - seek out
relevant Facebook events and groups (Immigrants March,
Women’s March, Airport Protests) and/or revolving around
either OSF or the subject matters organization (ie ACLU) and
post the content with a sentence or two of context so
messaging appears natural and not like an advertisement.

27. SATIRE
PIECE
Distribution
Strategy

28. Effectively dispute the circulating
rumors that George Soros hired
actors to produce the Women’s
March on Washington in a satirical
and highly shareable way.
OBJECTIVE

29. TARGET AUDIENCE
4-50 years old
Primarily those active in left leaning politics
30% "red state" consumers
Those who are talking about and showing interest in the “day without women” upcoming demonstration.
Those who have and/or are participating in relevant marches (Immigration March, Airport Protests, Science March, Tax Day March).
LEFT Facebook Targeting: Social Justice, US Politics (Liberal), US Politics (Very Liberal), US Politics (Active), The People For Bernie Sanders, Democrat, Think
Progress, The Other 98%, Human Rights Watch , ACLU, Planned Parenthood, Women’s March on Washington, The Daily Kos, Mic, US Uncut, Politico, etc.
RIGHT Facebook Targeting: US Politics (Moderate), Being Conservative, Positively Republican, The Conservative Hammer, States [TX, TN, SC, WY, AL, KY]

30. FOCUS
DISTRIBUTION
PLATFORM: Women’s March on Washington Facebook Page
and subsequent event pages.
BUDGET: Initial post budget of $1,000
DURATION: ASAP pushing for two weeks
SUGGESTED MESSAGING: Some people think the 5 million
women who came out to support the Women’s March were a
bunch of paid actors hired by one man. Are they right
#WhyIMarch
KPI: 100,000 views

31. ADDITIONAL
DISTRIBUTION
PRESS OUTREACH: The Daily Kos, ATTN, Mic, US Uncut, The
Other 98%, Being Liberal, Addicting Info, Occupy Democrats,
Liberal America, Politico, Think Progress, Occupy Progress,
Truth Dig, Political Wire.
REDDIT: As needed/appropriate - seek out relevant
subreddits and topics revolving around either OSF or the
subject matters organization (ie ACLU) and post the content
with a sentence or two of context so messaging appears
natural and not like an advertisement.
FACEBOOK EVENTS: As needed/appropriate - seek out
relevant Facebook events and groups (Immigrants March,
Women’s March, Airport Protests) and/or revolving around
either OSF or the subject matters organization (ie ACLU) and
post the content with a sentence or two of context so
messaging appears natural and not like an advertisement.

32. UNBRANDED
CONTENT
Distribution
Strategy
Wondros has created additional Rapid Response
videos with varying goals, tones, and topics to
test sentiment change among audience
segments. While each of these videos is aligned
with the Open Society Foundations’ vision and
goals, they are unbranded and can thus be
distributed and tested across different channels,
with the potential of reaching highly diverse
audiences. Performance testing will be
conducted for the unbranded videos produced.

33. Challenge conspiracy theories
among moderate populations to
prevent their spread.
 Satire: George Soros & Paid Protestors
 Planned Parenthood & Prenatal Care
OBJECTIVE 1

34. Advocate for an issue or cause using
geo-targeting to produce a sentiment
change.
 Trump’s Travel Ban Blocks Doctors
 Trump’s Travel Ban Blocks Doctors
v2 (alternate messaging framework)
 Protect Title IX
OBJECTIVE 2

35. TARGET AUDIENCE
Targeting a healthy mix of both conservatives, liberals and moderates to test sentiment changes:
24-50 years old
Primarily those active in left leaning politics
30% "red state" consumers
MODERATE leaning Facebook Targeting: Social Justice, US Politics (Liberal), US Politics (Very Liberal), US Politics (Active), The People For Bernie Sanders,
Democrat, Think Progress, The Other 98%, Human Rights Watch , ACLU, Planned Parenthood, Women’s March on Washington, The Daily Kos, Mic, US
Uncut, Politico, etc.
RIGHT Facebook Targeting: US Politics (Moderate), Being Conservative, Positively Republican, The Conservative Hammer, States [TX, TN, SC, WY, AL, KY]

36. Advocate for an issue or cause
among sympathetic populations to
build support.
 Resistance Works
 (Obama’s) America Rising
 Albinism w/ Animation
OBJECTIVE 3

37. TARGET AUDIENCE
Targeting a primarily liberal audience in order to spread a message that will most likely be well received and shared.
24-50 years old
Primarily those active in left leaning politics
MODERATE leaning Facebook Targeting: Social Justice, US Politics (Liberal), US Politics (Very Liberal), US Politics (Active), The People For Bernie Sanders,
Democrat, Think Progress, The Other 98%, Human Rights Watch , ACLU, Planned Parenthood, Women’s March on Washington, The Daily Kos, Mic, US
Uncut, Politico, etc.

38. REACHING &
INFLUENCING
AUDIENCES

39. The number is associated with a specific plan for how to natively upload
and distribute the piece and is outlined as follows.
With the ultimate goal being to magnify accumulated video views and
track sentiment changes, videos will be given a classification level 1, 2, or 3
in order to determine their relevance to each platform.

40. LEVEL 1:
PRESS OUTREACH
DETERMINE OUTREACH.
Develop a target pitch list given
the nature of the video.
Wide examples include: The
Daily Kos, ATTN, Mic, US Uncut,
The Other 98%, Being Liberal,
Addicting Info, Occupy
Democrats, Liberal America,
Politico, Think Progress, Occupy
Progress,
DURATION: ASAP pushing for
two weeks
SUGGESTED MESSAGING:
KPI: 50,000 views

41. LEVEL 2:
CLIENT PLATFORM/PAGE
PAID MEDIA OPTIONS:
Facebook Boosted Post $5000
Duration: 1 month
Reach: TBD once we have
access to clients page
Facebook Boosted Post $2000
Duration:1 month
Reach: TBD once we have
access to clients page
Facebook Boosted Post $500
Duration: 2 weeks
Reach: TBD once we have
access to clients page

42. LEVEL 3:
WEB SEEDING
REDDIT:
As needed (appropriate) - seek
out relevant subreddits and
topics revolving around either
OSF or the subject matters
organization (i.e. ACLU) and
post content with a sentence or
two of context so messaging
appears natural and not like an
advertisement.
FACEBOOK EVENTS:
As needed (appropriate) - seek
out relevant Facebook events
and groups to post content with
a sentence or two of context so
messaging appears natural and
not like an advertisement.

43. MEASURING
INFLUENCE & IMPACT

44. Monitoring the performance activity on a daily basis ensures we are adapting
and optimizing for the best possible performance throughout the campaign.
Analytics enable us to track and measure campaign influence and impact.

45. TRACKING & MEASURING INFLUENCE
Baseline Metrics (A Multi-Step Quantitative & Qualitative Analytic Process)
• How broad within the general population did the videos reach and have potential impact?
Reach & Impressions
• How did people engage with the videos and at what levels? (views, comments, likes,
shares)
Engagements
• Post campaign - what is the general sentiment and POV among viewers?
General Sentiment
• How did the campaign change sentiments within the general population and within the
target audience?
Sentiment Change (Survey Option)

46. TIMELINE
The Analytics Roadmap
Optional
Benchmark
Sentiment Pre
Survey
Paid Media
Planned &
Scheduled
Media /
Blogger
Outreach
Outlet
Publishing
Agreements
1st Video
Placement
Measurement
Tracking &
Optimization
Last Video
Placement
Analysis &
Reporting
Optional
Change
Sentiment
Post Survey

47. CHANGE
SENTIMENT
SURVEYS
Activation Steps Defined
Pre-Campaign- Survey
Questions Developed
Demographics Selected
for Target Audience
Pre-Campaign Online
Survey Published
Benchmark Results
Tabulated & Reported
Post Campaign Survey
Questions Developed
Pre-Campaign
Demographics Re-Used
Post Campaign Survey
Published
Results Tabulated
Change Sentiment
Analysis Conducted &
Reported

48. Impression is
Announced
Every time an impression
is available, the ad
exchange “asks” if you’d
like to bid (the “bid
request”)
User visits a
web page
Impression
opportunity and
bid decision
made
You get a variety of
information about each
impression, such as the site
the impression is on, the time
stamp, information about the
user, information about the
page, etc.
What you bid is entirely up to
you - and you don’t have to
bid if the impression is not
valuable to you.
Auction
You typically have
milliseconds to respond
with a bid (the “bid
response”), and then the
exchange runs the
auction, evaluates all
bids, and determines the
winner.
Winning ad
served
In the course of 100
milliseconds, the entire
process is complete, and
if you win the auction for
this impression, your ad
is served.
EXPLAINING PROGRAMMATIC DIGITAL ADS
For media buys, we use digital advertising technology which empowers an advertiser to buy digital inventory from
multiple website publishers on an impression by impression basis, typically involving an auction pricing mechanism.
The technology platform leverages artificial intelligence to continually optimize for better performance based on
continual learning from past results.