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. }
© 2011 Blue State Digital | Proprietary and Confidential 3

7. Our clients: A healthy mix
Public Affairs & Charitable Unions & Trade Brands & Brands &
Politics Organizations Organizations Businesses Businesses
© 2011 Blue State Digital | Proprietary and Confidential 3

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
© 2011 Blue State Digital | Proprietary and Confidential 10

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)
© 2011 Blue State Digital.com | Proprietary and Confidential 22

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
© 2011 Blue State Digital | Proprietary and Confidential 23

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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