Elections 2.0 Part 1 of 2_civic
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A presentation delivered to Canadian market researchers - part 1 offers insights on social media impacts in 2010 Calgary mayoralty race, part 2 points to potential impacts on this spring's federal election
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Elections 2.0 Part 1 of 2_civic
- 1. SOCIAL MEDIA, RESEARCH & COMMUNICATIONSElections 2.0Part 1: Insights from the Nenshi CampaignPart 2: Implications for 2011 Federal Election Presented by Brian F. Singh, ZINC Research Market Research & Intelligence Association April 7, 2011
- 2. SOCIAL MEDIA, RESEARCH & COMMUNICATIONSElections 2.0Part 1: Insights from the Nenshi Campaign
- 3. Why does this matter? The Dynamics of Elections are Changing Evolution. Leadership. Engagement. Innovation. Mobilization. Marketing Research & Polling are Changing.
- 4. Don Braid, Calgary Herald; October 19 2010 “One of the most entertaining parts of the campaign, in fact, was watching the old pols — the people so used to getting the leaders elected — looking over their shoulders with growing dread. They wondered, what the hell is this chaotic, uncontrollable thing thundering up the track?”
- 5. Nenshi: “All the chops… and relentless.” Champion Debater Student Council President Management Consultant Academic/Professor Author Journalist/Media Chair – Arts Organization TEDx Speaker Plan-It Calgary Mayoral Candidate…
- 6. The Team… Nenshi leadership & design: “Established Parameters.” Some political experience. But… trusted network with… Proven performers/ Specialized skills. Independent thinkers, but collaborative. “Start-up & Launch.” Media literacy – traditional & Web-based Google docs/tools Cloud-based communication/collaboration Twitter FACT: All active on Twitter – Before & AFTER the Campaign.
- 7. Myth: This was easy. False. Candidate & Team worked tirelessly off! Used everything available… Events, Debates, Coffee Parties. Relationship building/Management. Communications: Social Media/Web. Public/Media Relations. Technical: Statistics, Network theory, Game theory, Semiotics. Voter Identification. Rhythm of a Campaign… from awareness to election day.
- 8. The Problem: Who is Nenshi? No awareness nor familiarity. No money. McIver’s “war chest” & perceived “in-waiting.” The Entry of Higgins. A Unique Opportunity… Timing, Scale & Geography Strategy, Tactics & Execution
- 9. The ApproachWhat Social Media Facilitated… Be different. Redefine the rules. Intelligence-/Data-driven. Innovation. One step ahead. Go to the people… wherever they are. Seed “Advocates:” Create base to talk among themselves.
- 10. Foundation Strategy + Improvisation & Co-creation.
- 11. What does this have anything to do with an election? SKYSCRAPERS? HOCKEY? CARS?
- 12. Initial Strategy: Connect with the Hyper-Engaged
- 13. The Strategy Phase 1: Awareness & Own Online. Phase 2: Brand (Stand out/Differentiate) Phase 3: Leadership. “The Event”
- 14. The Strategy Phase 1: Awareness & Own Online. Phase 2: Brand (Stand out/Differentiate) Phase 3: Leadership. “The Event” * During Phase 2, “Mass Action” stimulated *
- 15. The Process of Research & Strategy Social Media Monitoring Sentiment Analysis Web Analytics Media Monitoring Voter Identification/ Geo-Demographic Targeting Volunteer Feedback Social Media Monitoring Web Analytics Engagement Metrics PUBLIC OPINION POLLING (Population Reflective) CAMPAIGN STRATEGY “The Bridge:” Social Media & Canadians Study
- 16. Data Intensive Approach. REALLY INTENSIVE. Data = Measurement = Performance. Everything was measured: Social Media/Web Campaign Tracking Voter Identification Polling & Polling Analysis Sentiment Analysis (Blogs, Print/Electronic Media, Discussion boards) Volunteer feedback Everything fed back into & refined strategy. Core measurement: Return on Engagement.
- 17. Myth: “Social Media Candidate” Integrated & Innovative Communications. Social media was a tool – BUT used it better than everybody. Most other elements of campaign were traditional, but social media supported these efforts. Grasped media/engagement efficiencies. Experts dismissed & Other Candidates did not react: Cannot grasp what you don’t understand.
- 18. Survey: Social Media & Engagement.“Media Literacy”
- 19. Campaigns & Communications 2.0 Speed of Production & Transmission: Less than 1 minute. Media expectations: On-demand Access. Anywhere, Anytime, Any Channel. Preparation: Contacts, Access, Willingness, Response Times and CONTENT. Diversity – Vehicles & Population But also… Candidate Advocates (3rd Party).
- 20. The Speed of the Web… September 28, 2010
- 21. The Speed of the Web… September 28, 2010
- 23. Case Study: Measurement - 3 Pillars Video Source: http://www.chaordix.com/blog/2010/10/13/crowdsourced-nenshi-video/#more-1637
- 24. How did we know it was working?DIY & Empowerment…
- 26. Turning our attention to the 2011 Federal Election…To be continued in Part 2….
Notes de l'éditeur
- Every campaign is basically a machine designed to connect with voters and convince them you are the candidate/party to lead.But there is growing frustration that many elections and campaigns are delivering the same old same old.Most of accept that good governance and fiscal management is a given. The nuances are defined via values. But only a few in the public care what good tax design is about. (and you just need to have the Canadian Taxpayers Federation show up and they oppose everything).The public is looking for something that captures their imagination. They want to vote FOR something.Hence the best machinery is the one who grasp that each election requires the discipline of a start up with an IPO on election day. Within the dynamic environment of online and real-life, it is about learning the common objective, brand elements and measuring return on engagement.And part of the trick is to attract individuals who can operate in this environment.