Otto Guevara Case Study

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Otto Guevara Case Study

  1. 1. Executive Summary Comercializacion del eCampaign sometido a: don Otto Guevara Guth Libertario Party Costa Rica JULY 2009
  2. 2. Background • During preliminary fact finding meetings with don Otto we discussed how we can optimize his online presence through the use of Social Media and Internet Marketing. • It was agreed that we would outline the scope of duties and responsibilities required to develop and maintain his political eCampaign and to optimize his online presence in Costa Rica. • This proposal also was also to include eCampaign staffing, technical requirements, and budget considerations. • Following is a recap of the efforts developed to support that initiative...
  3. 3. Success Stories – Barack Obama
  4. 4. Success Stories – Barack Obama • AWARENESS Social media networking enables us to identify opportunities that fit the requirements of my clientele – and to make them aware of pertinent information in a timely, real-time environment. • EDUCATION Social media networking also allows us to: – Assume the role as subject matter experts – Identify favorable trends and market conditions – Position ourselves and our client as respected, credible resource on these relevant subjects By filling an educational niche, people turn to me (Otto Guevara) for my perspective on key issues. • RELEVANCE In this dynamic, ever-changing market, one of the key challenges is maintaining RELEVANCE within the constituency...communicating with people on their terms, with the right message, at the right time. • REACH Social media, in the right forum us to reach out to people who would not have an opportunity to dialog in the past due to communication barriers. We can now get the message out to remote corners of the world -- to anyone who feels our message is appropriate and relevant to their particular issues, needs, wants and desires.
  5. 5. Building Buzz Highly Effective eCampaign Initiatives The following two eCampaign initiatives set the bar for how to reach out to constituencies to create awareness, build excitement, and create grassroots buzz within your target audiences… www.rockthevote.com/rtv_register.html http://www.barackobama.com/index.php
  6. 6. eCampaign Deliverables Search Engine Optimization & Marketing Services Our search engine marketing services are customized to meet your goals and objectives. There are several factors that will influence the cost and time required to market your site in the search engines. These zero carbon footprint factors include: • Your competition • How much marketing has already been done for your site • Site content and theme • The business/political objectives of the site • Your search engine marketing budget Since we will be targeting highly diverse voter segments online, our tactics and messaging must be relevant to highly diverse voter groups. For example: • An older voter segment (50+) would likely respond more favorably to traditional, web/ broadcast/print-based tactics • A younger voter segment would likely respond more favorably to more leading edge tactics via mobile marketing and social networking applications Again, we must deliver your message in a format that is both comfortable and non- threatening to the respective audience.
  7. 7. eCampaign Deliverables Keyword Research • An important service we provide is to help identify the best possible keywords for your online marketing campaigns. • Intelligent keyword choice is essential for reaching out to the right audience, we will build your existing keyword list to include many more keywords and phrases that are relevant to your campaign. • Currently, you have only 7 keywords and to optimize your results, we should increase that number to at 100-300. We will then make keywords recommendations targeting search frequency and relevance to your website. • Following is the META tag information currently on your site with keywords highlighted in BOLD: <TITLE>Otto Guev ara 2010</TITLE> <META NAME="author" CONTENT=”sergiopaniagua.net"> <META NAME="subject" CONTENT=”Politica, Costa Rica, Noticias"> <META NAME="Description" CONTENT=”Web oficial del Precandidato Presidencial Otto Guev ara"> <META NAME="Classification" CONTENT=“Politica de Costa Rica y el mundo"> <META NAME="Keywords" CONTENT=”Otto Guev ara,Otto,Guev ara,Mov imiento Libertario,Politica,Elecciones,Noticias"> <META NAME="Geography" CONTENT=”San José Costa Rica San Pedro Mall Sanpedro"> <META NAME="Language" CONTENT=”Castellano"> <META HTTP-EQUIV="Expires" CONTENT=""never""> <META NAME="Revisit-After" CONTENT="1 days"> <META NAME="distribution" CONTENT="Global"> <META NAME="Robots" CONTENT="INDEX,FOLLOW"> <META NAME="country" CONTENT="Costa Rica">
  8. 8. eCampaign Deliverables Competitive Analysis • We take an in-depth look at the competitive marketplace for your chosen keywords. • Often you will find many marketers competing for a share of the traffic on your keywords, even though they may not be direct competitors. • It is important to understand what the competition is doing so you can identify key areas of weakness and other opportunities. In this case, the opposing candidates specifically, Otton Solis and Laura Chinchilla (as shown on the following Candidate Profile pages)…
  9. 9. Costa Rican Candidate Profiles: A Snapshot
  10. 10. Profile – Laura Chinchilla
  11. 11. Profile – Laura Chinchilla Key Platform Issues • CERO TOLERANCIA. – Los delincuentes, ¡a la carcel! • COMBATE A LA POBREZA – Es nuestra obligación terminar con la pobreza • IGUALDAD DE LAS MUJERES. – Consolidaremos las políticas de equidad de género http://www.laurachinchilla.com/ • RESPETO A LA NATURALEZA. – Nuestro compromiso con el desarrollo debe ir de la mano con un decidido respeto al ambiente • JÓVENES PROTAGONISTAS – Nuestra juventud necesita oportunidades, educación y ser escuchada en todos los espacios de toma de decisiones.
  12. 12. Profile – Ottón Solís
  13. 13. Profile – Ottón Solís Key Platform Issues El PAC es urgente para Costa Rica • En nuestros 8 años de existencia hemos recorrido un corto pero fructífero camino, férreamente fieles a nuestros principios éticos. Todos sabemos que nuestros objetivos son grandes, no son para los pusilánimes y requiere de lo mejor de nosotros. Por eso q uisiera compartir con ustedes estós artículos que resumén mi manera de pensar sobre la política, la ética y el modelo de desarrollo. Del clientelism o a la descentralización • En una democracia en la que se anhela más acción ciudadana, la descentralización es una herramienta para que la ciudadanía asuma un papel protagónico como sujeto del desarrollo local, lo que implica la reasignación de responsabilidades públicas desde las instancias centrales hacia las municipales y locales, para que la ciudadanía tenga mayor posibilidad de incidir en la toma de decisiones. http://www.ottonpresidente.com/ Ellas • Se inicia un período intenso y lleno de actividades que nos llevarán frecuentemente lejos de Montes de Oca. Las hijas nos acompañarán cada vez que sus actividades escolares no lo impidan. Shirley y yo queremos hacer todo lo posible para vivir como familia lo que hemos escogido hacer y que más bien lo aprovechemos para educarlas sobre las carencias y dificultades que padecen muchas personas y para transmitirles que trabajamos motivados por nuestro amor por Costa Rica.
  14. 14. Profile – Otto Guevara Guth
  15. 15. Profile – Otto Guevara Guth Key Platform Issues • El presidente del Partido Movimiento Libertario Otto Guevara califica de abusiva la prohibición impuesta por el Tribunal Supremo de Elecciones en lo que respecta al uso de internet para hacer proselitismo... • El Partido Movimiento Libertario y la fracción legislativa de esta agrupación presentaron un proyecto de ley a la corriente legislativa que busca frenar las sanciones penales contra los vendedores de tiempos y rifas. http://www.ottoguevara2010.com/ • El presidente del Partido Movimiento Libertario Otto Guevara califica de abusiva la prohibición impuesta por el Tribunal Supremo de Elecciones en lo que respecta al uso de internet para hacer proselitismo.
  16. 16. eCampaign Deliverables Search Engine Optimization • Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via “organic” search results. • The organic search results are the ones that pull up in the main body of the search results page. • Studies have shown that these organic search listings are clicked on more often than the sponsored search listings – which is why it is so crucial that companies optimize their websites for the best possible placement. • Our SEO process is based on over 12 years of research and experience getting clients' sites placed at the top of the search engines.
  17. 17. eCampaign Deliverables Social Media, Blogs, Micro Blogs, and Podcast Marketing • Social Media, Blogging and Podcasting are three of the best ways to produce fresh, unique, search engine friendly content for your site, as well as dramatically increase customer experience. • Whether you need help setting up your blog, updating it, creating a podcast or just need consulting, we have the experience and results to help you increase your traffic, sales, and blog visibility. • We will be handling and using as many Social Media sites possible and relevant to increase your online presence. • In addition to redesigning your websites, we will be handling all other sites related to your eCampaign for marketing purposes, this will include: – Facebook – You Tube – MySpace – Flickr – Twitter – Del.icio.us – hi5 – MiGente – Linkedin – Eons (great campaigning site) – Plaxo – Wordpress – Digg – Batanga (Latin site)
  18. 18. eCampaign Deliverables Online Public Relations/Press Release Optimization • Online public relations is the process of knowing where your customers and constituents spend their time online, and influencing those people using better, faster and less- expensive PR and marketing communications. • We can optimize your press releases and communications for the search engines and help spread your message to the people who are interested, to reach a much larger and more targeted audience than traditional PR. These releases will be in Spanish and English. IMPORTANT NOTE: In order to manage expectations, it is important to realize that this process takes time. It may take up to 72 hours for the bots to propagate the information throughout the Internet, normally taking about 3-6 months to start seeing results once our initial work is completed. However, by using our eCampaign Marketing team, we are confident that you will begin seeing immediate results.
  19. 19. Other Considerations Targeting • By default, Facebook targets all users 18 and older in the default location. Selection criteria can be customized to meet our particular needs. Location • Facebook Ads rely on user IP address/profile information to determine location. Keywords • Keywords are based on a variety of user demographics specified in Facebook user profiles, such as Activities, Favorite Books, TV Shows, Movies, etc. Connections • Connections are users who have become a fan of your Facebook Page, a member of your Group, RSVP’d to your Event or authorized your Application.
  20. 20. Work Completed to Date by eMarketing Team
  21. 21. Work Completed to Date by eMarketing Team Social Networking Tasks – Friendfeed In order to generate awareness and secure a digital foothold, we have established a campaign presence via the following:
  22. 22. Work Completed to Date By eMarketing Team Social Networking Tasks – LinkedIn
  23. 23. Work Completed to Date By eMarketing Team Social Networking Tasks – LinkedIn
  24. 24. Work Completed to Date By eMarketing Team Social Networking Tasks – Blogspot http://ottoguev araguth.blogspot.com/
  25. 25. Work Completed to Date By eMarketing Team Social Networking Tasks – Twitter http://twitter.com/ottoguev araguth
  26. 26. Work Completed to Date By eMarketing Team Social Networking Tasks – Twitvid
  27. 27. Work Completed to Date By eMarketing Team Social Networking Tasks – YouTube http://www.youtube.com/ottoguevaraguth
  28. 28. Work Completed to Date By eMarketing Team Social Networking Tasks – Facebook
  29. 29. Work Completed to Date By eMarketing Team Social Networking Tasks – Movimiento Libertario Website
  30. 30. Work Completed to Date By eMarketing Team Costa Rica Country Profile (Source: Intute) • Population: 4,195,914 (July 2008 estimate) • Capital: San Jose • Main urban areas: Cartago, Liberia, Limon, Puntarenas • Ethnicity: White (including mestizo) 94%, black 3%, Amerindian 1%, Chinese 1%, other 1% • Languages spoken Spanish (official), English • Population Age (2008 estimate): – Median Age: 27.1 (26.7 Male/27.6 Female) – 0-14: 27.2%; 584,782 Male/557,952 Female – 15-64: 66.8% (m 1,416,456/f 1,384,692) – 65+: 6% (m 116,461/f 135,571) • Life Expectancy (2008 estimate): – Total population: 77.4 years – Male: 74.79 years – Female: 80.14 years • Labour Force: 1.92 million (2007 estimate; excludes Nicaraguans living in Costa Rica – Agriculture: 14% – Industry: 22% – Services: 64% (2006 estimate.) • Unemployment: 4.6% (2007 estimate)
  31. 31. Work Completed to Date By eMarketing Team Campaign Branding – What is the Otto Guevara “Brand” • What is his vision? • What are his values? • What issues are we specifically targeting? (i.e., let’s define “change” as it relates to this campaign) • How are these issues relevant to our target demo/psychographic groups? – Young/New voters (18 - 35) – Social media – Midlife Voters (35 – 55) – Linkedin business networking – Senior Voters (55+) – Traditional and Internet media • How important are multi-cultural/multi-lingual communications? • What does the Headquarters eTeam currently have in place?
  32. 32. Work Completed to Date By eMarketing Team Existing Graphics/Communications Materials In order to develop and maintain graphic standards and consistency across all elements of our eCampaign, it is important to receive all relevant communications materials (paper and electronic) such as: • Logos • Photography and other graphic images associated with the candidate • Print advertising • Broadcast advertising • Audio/visual materials (QuickTime/WMV files, etc.)
  33. 33. Work Completed to Date By eMarketing Team Existing Graphics/Communications Materials In order to develop and maintain graphic standards and consistency across all elements of our eCampaign, it is important to receive all relevant communications materials (paper and electronic) such as: • Logos • Photography and other graphic images associated with the candidate • Print advertising • Broadcast advertising • Audio/visual materials (QuickTime/WMV files, etc.)
  34. 34. Work Completed to Date By eMarketing Team With advancements in technology and the surge in mobile marketing, technical standards continue to change dramatically. Things to consider: • Computer specs (speed and monitor resolution) • Web enabled phones • Costa Rican hosting solutions • To avoid PR backlash, we should consider outsourcing to nationals who can implement the design concepts established by the Campaign Team) • Search Engine Optimization – Keyword development and maintenance – Google Adwords – Popular/relevant site marketing (banner ads, etc.)
  35. 35. Work Completed to Date By eMarketing Team Top-Line Promotional Considerations • Live web/video/pod casting with moderated chat functionality • Moderated forums • Campaign graphics/visuals design competition for Costa Rican students/artists

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