The document discusses strategies for building successful social movements and engagement campaigns. It provides examples from Obama's 2008 and 2012 campaigns, which achieved massive email lists and fundraising. Other examples discussed include the It Gets Better project against LGBT bullying and corporate brand examples from Ford Motor Company. The key lessons are to seize pivotal moments, listen to supporters, integrate online and offline channels, and focus campaigns around clear objectives rather than just pursuing a "viral" or "movement" label. Proper segmentation and targeting of supporter groups from interested to advocates to evangelists is also emphasized.

1. So you say you want a
movement?
Politics 101: Lessons from the
Campaign Trail
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2. Our mission:
TO DRIVE
MEASURABLE
ROU S
THR
USPTISG
EGH IN LIR N
& ENGAGING
PEOPLE.
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3. Our mission:
TO DRIVE
It’s simple, really.
MEASURABLE
USPTISG
EGH IN LIR N
ROU S
But inspiration is just
half of the puzzle.
Success demands
that customer and fan
engagement efforts be
THR
AGING
both quantifiable and
& ENG
repeatable.
PEOPLE.
Dangerous words:
“Viral”
“Movement”
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4. Our clients: A healthy mix
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5. Our clients: A healthy mix
Public Affairs & Charitable Unions & Trade Brands & Brands &
Politics Organizations Organizations Businesses Businesses
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6. Our clients: A healthy mix
Public Affairs & Charitable Unions & Trade Brands & Brands &
Politics Organizations Organizations Businesses Businesses
{ BUT WE’RE NOT JUST POLITICS. }
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7. Our clients: A healthy mix
Public Affairs & Charitable Unions & Trade Brands & Brands &
Politics Organizations Organizations Businesses Businesses
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8. Our Approach: Ladder of engagement
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9. Our Approach: Ladder of engagement
TOTAL TARGET AUDIENCE
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10. Our Approach: Ladder of engagement
EVANGELISTS
EVENT HOSTS
BARRIER TO ENTRY
RAPID RESPONDERS
ADVOCATES
CAMPAIGNERS
ON THE EMAIL LIST
COOKIED
WEBSITE TRAFFIC
VIEWERS
TOTAL TARGET AUDIENCE
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11. SOM E REAL-
WORLD
EXAMPLES
#1
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12. Obama 2008 & 2012
2008 Results:
15 million email subscribers
3.6 million donors
$1 billion raised
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13. Lesson: Moments matter; seize them
“Do$we$really$think$that$ 10#minutes#later,#in#10#million#inboxes#
being$a$community$
organizer$is$a$qualifica9on$
for$being$president?”$
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14. Lesson: Listen, Watch, ACT
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15. © 2011 Blue State Digital.com | Proprietary and Confidential 9

16. Lesson: Don’t be shy; rethink segmentation
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17. Lesson: Don’t be shy; rethink segmentation
INTERESTED
OPPORT
UNITIES
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18. Lesson: Don’t be shy; rethink segmentation
ADVOCATES
INTERESTED
OPPORT
UNITIES
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19. Lesson: Don’t be shy; rethink segmentation
EVANGELISTS
ADVOCATES
INTERESTED
OPPORT
UNITIES
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20. Lesson: Integrate channels thru action
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21. INTEGRATED
CAMPAIG NING HAS
UNIVERSAL
APPEAL
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22. Our Global Politics
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23. BUT THERE ARE
RISKS
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24. A Movement Without Legs - An Example
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25. Kony 2012‘s Atypical Origins
Hashtag #Kony2012 began
trending in Birmingham,
Oklahoma City, and Dayton,
Ohio a week before video
launch
Tagcloud of common
phrases in initial influencers’
profiles suggest religious
influence
Movement emerged from
small cities, led by Christian
youth
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26. A new influencer outreach strategy
After viewing the video, users
encouraged to tweet to celebrity
influencers urging them to act
9 of the celebrity “culturemakers”
chose to publicly support the
cause
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27. © 2011 Blue State Digital | Proprietary and Confidential 18

28. EXAMPLE #3
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29. Example: It Gets Better Project (2011)
Results:
55+ million video views
25,000+ content contributors from over 40
countries
4 heads of state; 100+ elected officials
100+ workplaces & brands
NYT best-selling book, MTV special
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30. © 2011 Blue State Digital.com | Proprietary and Confidential 21

31. NOT JUST
P OLITICS
(CORPORATE BRAND
EXAMPLES)
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32. Ford Motor Company
BSD is working with Ford to build an
army of brand advocates that includes
employees, shareholders, owners and
enthusiasts.
RECRUIT
TE
D
VA
EP
I
LT
LO
CU
Y
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33. Ford “crowd sourcing” innovation
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34. Leveraging existing assets in new ways
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35. © 2011 Blue State Digital.com | Proprietary and Confidential 26

36. AND FINALLY:
EXA MPLE #5
(A POINT ABOUT YOUR TARGET
AUDIENCES & YOUR CORE
BUSINESS OBJECTIVES)
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37. What’s the real goal here?
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38. © 2011 Blue State Digital.com | Proprietary and Confidential 29

39. THANK YOU
THOMAS@BLUESTATEDIGITAL.COM
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