Digital Campaigning Presentation to Conservative Renewal Conference by Paul Staines of Guido Fawkes / WESS / MessageSpace

1. MERLIN MOBILE CANvassing app

2. the case for an app
- paper-based canvassing is inefficient, time consuming and not interactive
- voter data captured is less rich, and more prone to human error
- canvass sheets are hand-written and then keyed back into merlin
- data is slow to reach the centre, and slow to reach the field
- smartphone penetration will be 74% by 2015 [probably higher among activists]
- participation can be measured and controlled (re. candidates)

3. merlin user complaints
- “the software is creakingly slow, buggy and not remotely intuitive”
- “electoral roll updates are irregular and infrequent”
- “activists regularly knock on doors to find the resident is not as described”
- “updating information is arbitrary, with no obvious fields on canvas sheets”
- “it takes a long time to train anyone, also very acronym heavy”
- “the complexity and bad design mean we are constantly calling the help desk”
- “papers can get mislaid, forgotten about, left in a drawer etc”

4. current merlin data flow
voter list
compiled
sheets printed
& distributed
canvassers
knock up
canvass sheets
returned
sit in agent’s
in-tray
input to merlin
terminal
- software dates back to the 1980s & requires regular tech support
- data entry is “clunky” and counter-intuitive
- widespread complaints from end users

5. current merlin data flow
voter list
compiled
sheets printed
& distributed
canvassers
knock up
canvass sheets
returned
sit in agent’s
in-tray
input to merlin
terminal

6. - make most effective use of field resources
- help agents manage field ops
- help activists canvass in unfamiliar areas
helping you win 40/40

7. app data flow
canvassers
knock up
enter returns
on street
app installed
on mobile
automatically
uploaded

8. - canvass data & engagement returned in real-time
- voter mapping
- walks activist through relevant talking points
- opportunities for automated follow-up actions
- user-friendly, web-based agent dashboard
- dashboard monitors & flags voter issues
CANVASSING

9. - allows better allocation of in-field resources
- makes polling station telling interactive
- agent can see real-time heat map
- push notification messages to volunteers
- incentivise / reward activity
GET OUT THE VOTE

10. voter map issue tracker follow up action
app functionality

11. privacy & security
- agent authorises app users via text or email
- data accessibility time-limited
- app can be remote-wiped
- device location when using app always available
- full AUDIT TRAIL

12. Time estimates
- scoping: 1 week on site, 2 weeks off site
- contract specification & sign-off: 3 weeks
- build and test: 10 weeks
beta version In the field within 3 months
- reiteration and field testing: 10 weeks
final version In the field within 6 months
- these are conservative estimates

13. future development
- fully extract database from merlin
- rebuild database to be big data ready
- augment database with big data
- integrate email, mailshots and real-time advertising data that follows user
- enhanced voter engagement tracking
- phone / Street stall canvass from within the app

14. MERLIN MOBILE CANvassing app
paperless data collection
quicker and less prone to error
cheaper, faster and easier
more data, better quality data
will please activists