This document discusses the impact of new technologies on e-democracy and political campaigns. It outlines key aspects of developing an effective digital strategy, including defining specific tactics to achieve goals online at the right time. Principles for an online strategy include infrastructure, communication, organization and planning. The document provides examples of when not to engage online and suggests tracking articles and popularity. It also presents a case study of a political campaign and outlines components of an evolution timeline, including starting fundraising early and getting out the vote.

1. FEBURARY 24, 2012
E DEMOCRACY EL IMPACTO DE UNA
REVOLUCION A TRAVES DE NUEVAS
TECNOLOGIAS

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e-Democracy

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AS SEEN IN:
ELECTIONMALL.COM

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Word
PowerPoint
Excel

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TECHNOLOGY
NOTConsulting

12. OFFLINE & ONLINE

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THE NEW CAMPAIGN

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17. A plan of action in order to achieve
a particular outcome online.
DEFINITION OF DIGITAL STRATEGY

18. A tactic is a specific method or action
that contributes to achieve a
particular strategic goal online.
DEFINITION OF TACTICS

19. • Strategy without tactics is the slowest route to
victory
• Tactics without Strategy is the noise before the
defeat

20. • Knowing when to…
 Tweet
 Facebook
 Retweet
 Mention
• This comes with experience and
analyzing the metrics
RIGHT TACTIC RIGHT TIME

21. MICROCAMPAIGNS
Mini campaign within a
digital strategy that has a
defined start and end date

23. FOUR PRINCIPLES
• Infrastructure
• Communication
• Organization
• Strategy

24. WHEN NOT TO PARTICIPATE
• Abusive Language
• Nudity
• Negative Photos
• Criticizing Competitors
• Never Highlight mistakes of others
• Don’t fight with team members
• Practice GOOD SNS KARMA

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Landing Page

34. TRACKING ARTICLES/POPULARITY

35. CASE STUDY: SANTOS PRESIDENT

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POSITIVO
NEGATIVO
NEUTRAL
12 DIC: ORVAÑANOS
SE SUMA A JVM
16 DIC: REGISTRO
PRECANDIDATO
24-25 DIC: TREGUA NAVIDEÑA

43. NEWS LETTERS

45. CAMPAIGN EVOLUTION TIME LINE
( 4)
Govt. Website( 3 )
Election
Date
( 1 )
Start Building
& Raising Money
Election DayStart Campaign
During the Campaign
Time Is Crucial
( 2 )
Get Out To
Vote
After Victory

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It strategy
INFRASTRUCTURE
 Website.
 Computer Hardware.
 Data Base management.
 Campaign Software.
 Email Software.
1 2
COMMUNICATE
 Staff.
 Voters.
 Donors.
 Party Influential’s
 Media
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ORGANIZE
 Data.
 Web Content.
 Online advocates.
 Graddroots.
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STRATEGY
 We will work with your
consultant, staff, web
master, manager,
spouse etc.
 Party Strategy.
 Voting or Absentee.
 Fundraising Online.
 Get Out Vote.

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Campaign Cloud

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50. ¡MUCHAS GRACIAS!
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