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2012: The New Political Campaign

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Carol Spencer
Carol Spencer

Social media is the only way to effectively reach certain demographics, yet many political candidates and organizations do not effectively use digital channels. This presentation describes why it's important to use the channels and how to get started.

Actualités & PolitiqueTechnologie
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The New Political Campaign: Using Social Networking Carol A. Spencer RepublicanCarol@gmail.com March 24, 2012
Why Do We Care? Newspaper readership is plummeting • 18 of the 25 largest newspapers circulated fewer copies in the 1st quarter, 2011. • Online circulation is increasing. • 80% of consumers are unwilling to pay for news. • Newspaper ads and letters to the editor are not reaching voters.
Why Do We Care? May 2000 • 47% — overall internet population of adults • 78% — internet population of those in households earning more than $75,000 • 28% — internet population of those in households earning less than $30,000 • 61% — internet population of those ages 18-29 • 14% — internet population of those ages 65 and older February 2012 • 80% — overall internet population of adults • 98% — internet population of those in households earning more than $75,000 • 65% — internet population of those in households earning less than $30,000 • 94% — internet population of those ages 18-29 • 50% — internet population of those ages 65 and older Source: PewInternet.org,
Why Do We Care?
Broadcast Campaigning One to Many Push Technologies: Speeches Mailings Rallies TV & Radio Ads To actually participate, you have to go somewhere: Phone banks Headquarters Neighborhood Parties
Broadcast Campaigning Roles Clearly Defined • Candidate is the messenger • Volunteers are participants • Voters are passive receptors
Broadcast Campaigning • Voters are alienated from the process • Voters feel disconnected • Voters are cynical and don’t trust the message • Voters are not engaged
Broadcast Campaigning The messenger becomes the listener. The listener becomes the messenger. Stories are told and shared. Donors become fundraisers. Everyone participates. Everyone can play every role.
Participatory Campaigning Use these technologies to: • Build relationships among supporters • Create a campaign community • Engage citizens in the process • Turn every supporter into a volunteer • Provide tools for campaigning from any place at any time • Share everything to build trust • Get your message out, unfiltered
Using Social Networking We’ve entered a new era in political campaigning, government and politics. Defense Department study on the use of Social Networking… New Media “Ignore it at your peril”
Social Media Technologies Blogger Facebook Twitter YouTube Flickr All of these have been created for the purpose of sharing information
It’s all about SHARING! 249 Very important tweet! 203 34 50 20 142 421 432 93 97 378 356 260 567 181 Etc.
Facebook - FREE Facebook is a Social Network • Post your status • Know what friends are doing • Share your photos or videos • Join groups / invite friends to join • Send private messages (emails) • Comment on anything
Twitter - FREE Twitter is a micro-blog • Twitter limit is 140 characters • Sign up and others “follow” you • Your tweets or retweet others’ info • Include links to other information • Like reading email subject lines • Send / receive via web or mobile
Blogger - FREE A blog is a journal. • Blogging tells a story. • Commenting promotes trust and communicates openness. • Blogs can contain photos or videos. • Blogs can include links to FB or other sites. • Readers feel involved, connected
YouTube - FREE Internet is a visual medium. Use it. • Videos should be no more than 2 – 3 minutes. • Create your own channel • Use cheap digital camera to record • Testimonials • Your message unfiltered
Flickr - FREE Store and share your photos: • Upload digital photos • Tag your photos with people’s names or event details • Produce slideshows • Share your photos via email or embed in your website
Other (Cheap) Tools • Constant Contact • Opt-in email communication • Survey tools • Wufoo & Paypal • Create a form; take donations online
Using Social Networking: Making it Work Some Examples
Campaign Ideas • Five calls per person. Prize for xth caller • Donor match and connect. Blog about donors • Milestone donor prize and blog write-up • Video Testimonials with write-up • Photos of supporters in campaign t-shirts around town • Candidate poses a question for response. Best answer wins time with candidate • Negative campaign watch. Supporters “turn in” negative comments / stories Create community. Involve citizens. Highlight supporters on your blog or website. Bring people in rather than push the message out.
Constant Contact email Paypal payment
Constant Contact email YouTube video testimonial
Wufoo form Paypal payment
Twitter share
Hootsuite twitter facebook RSS mobile schedule
Hootsuite twitter facebook RSS mobile schedule
Google Alerts track info about you about your opponent
ALL of this is mobile! • Facebook • Twitter • YouTube • Flickr • Blogger • Constant Contact • Hootsuite These companies know mobile is now! And now…. you do too!
The New Political Campaign: Using Social Networking Carol A. Spencer RepublicanCarol@gmail.com March 24, 2012

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2012: The New Political Campaign

  • 1. The New Political Campaign: Using Social Networking Carol A. Spencer RepublicanCarol@gmail.com March 24, 2012
  • 2. Why Do We Care? Newspaper readership is plummeting • 18 of the 25 largest newspapers circulated fewer copies in the 1st quarter, 2011. • Online circulation is increasing. • 80% of consumers are unwilling to pay for news. • Newspaper ads and letters to the editor are not reaching voters.
  • 3. Why Do We Care? May 2000 • 47% — overall internet population of adults • 78% — internet population of those in households earning more than $75,000 • 28% — internet population of those in households earning less than $30,000 • 61% — internet population of those ages 18-29 • 14% — internet population of those ages 65 and older February 2012 • 80% — overall internet population of adults • 98% — internet population of those in households earning more than $75,000 • 65% — internet population of those in households earning less than $30,000 • 94% — internet population of those ages 18-29 • 50% — internet population of those ages 65 and older Source: PewInternet.org,
  • 4. Why Do We Care?
  • 5. Broadcast Campaigning One to Many Push Technologies: Speeches Mailings Rallies TV & Radio Ads To actually participate, you have to go somewhere: Phone banks Headquarters Neighborhood Parties
  • 6. Broadcast Campaigning Roles Clearly Defined • Candidate is the messenger • Volunteers are participants • Voters are passive receptors
  • 7. Broadcast Campaigning • Voters are alienated from the process • Voters feel disconnected • Voters are cynical and don’t trust the message • Voters are not engaged
  • 8. Broadcast Campaigning The messenger becomes the listener. The listener becomes the messenger. Stories are told and shared. Donors become fundraisers. Everyone participates. Everyone can play every role.
  • 9. Participatory Campaigning Use these technologies to: • Build relationships among supporters • Create a campaign community • Engage citizens in the process • Turn every supporter into a volunteer • Provide tools for campaigning from any place at any time • Share everything to build trust • Get your message out, unfiltered
  • 10. Using Social Networking We’ve entered a new era in political campaigning, government and politics. Defense Department study on the use of Social Networking… New Media “Ignore it at your peril”
  • 11. Social Media Technologies Blogger Facebook Twitter YouTube Flickr All of these have been created for the purpose of sharing information
  • 12. It’s all about SHARING! 249 Very important tweet! 203 34 50 20 142 421 432 93 97 378 356 260 567 181 Etc.
  • 13. Facebook - FREE Facebook is a Social Network • Post your status • Know what friends are doing • Share your photos or videos • Join groups / invite friends to join • Send private messages (emails) • Comment on anything
  • 14. Twitter - FREE Twitter is a micro-blog • Twitter limit is 140 characters • Sign up and others “follow” you • Your tweets or retweet others’ info • Include links to other information • Like reading email subject lines • Send / receive via web or mobile
  • 15. Blogger - FREE A blog is a journal. • Blogging tells a story. • Commenting promotes trust and communicates openness. • Blogs can contain photos or videos. • Blogs can include links to FB or other sites. • Readers feel involved, connected
  • 16. YouTube - FREE Internet is a visual medium. Use it. • Videos should be no more than 2 – 3 minutes. • Create your own channel • Use cheap digital camera to record • Testimonials • Your message unfiltered
  • 17. Flickr - FREE Store and share your photos: • Upload digital photos • Tag your photos with people’s names or event details • Produce slideshows • Share your photos via email or embed in your website
  • 18. Other (Cheap) Tools • Constant Contact • Opt-in email communication • Survey tools • Wufoo & Paypal • Create a form; take donations online
  • 19. Using Social Networking: Making it Work Some Examples
  • 20. Campaign Ideas • Five calls per person. Prize for xth caller • Donor match and connect. Blog about donors • Milestone donor prize and blog write-up • Video Testimonials with write-up • Photos of supporters in campaign t-shirts around town • Candidate poses a question for response. Best answer wins time with candidate • Negative campaign watch. Supporters “turn in” negative comments / stories Create community. Involve citizens. Highlight supporters on your blog or website. Bring people in rather than push the message out.
  • 28. ALL of this is mobile! • Facebook • Twitter • YouTube • Flickr • Blogger • Constant Contact • Hootsuite These companies know mobile is now! And now…. you do too!
  • 29. The New Political Campaign: Using Social Networking Carol A. Spencer RepublicanCarol@gmail.com March 24, 2012

Notes de l'éditeur

  1. http://www.youtube.com/watch?v=0eUeL3n7fDs