14. 14
Cash on hand, at June 30, 2008 - $71,670,324
Unpaid campaign debts, at June 30, 2008 - $890,921
Contributions, net total to June 30, 2008 - $337,990,555
• Contributions for Jan 2008 - $32 million
• Contributions for Feb 2008 - $55 million
• Contributons for Mar 2008 - $41 million
• Contributions for Apr 2008 - $31 million
• Contributions for May 2008 - $22 million
• Contributions for June 2008 - $50 million
17. 10
Objectives
The first step is deciding what you want
Create a S.M.A.R.T*. Objective (or two)
Make sure your objective contributes to at least
one organizational objective
*Specific, Measurable, Attainable, Relevant, Timed
18. 18
Objectives - cont’d
Internal and external stakeholder consultation
Marketing and communications
Operations
Support and service
Objectives need to be measurable, link measurement to success
metrics.
19. 19
Audience
This is critical
Who are you connecting to?
What role will they play?
Online behaviour is not real life
20. 14
Audience - cont’d
Determine from your available resources how you
will...
• segment your audience, and;
• discover their online characteristics
21. 17
Audience - cont’d
What capabilities and behaviours do they have:
• Lurkers? Contributors? Creators? Hunter/gatherers?
• Use mobile? Web-only?
• What sites do they visit?
• What do they look for?
22. 19
Audience - cont’d
Use any recent existing research available
Conduct secondary audience research to verify
and validate
Conduct primary audience research, if possible
Research all online conversations
23. 20
Example
Primary Audience:
• Drivers license holders, aged 18-30, live in towns and
cities across province, travel 2-3 times per day via car
or truck, generally tech-savvy and participatory online,
high use of mobile devices, likely to have a profile in
one or more social networks, high consumers of video,
etc…
24. 24
Audiences in general
NA Watch Join Organize
Criticize Create
10%
25%
16%
5 basic behaviours
6%
13%
30%
35-44 year old in US.
Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.
Watch - read/watch.listen to social media (blogs, video, forums,
ratings, reviews)
Join - Maintain an on-line profile somewhere
Organize - Use RSS, tag photos, DIGG/Del.ic.ious
25. 25
Audience
35-44 year old in US.
Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.
Watch - read/watch.listen to social media (blogs, video, forums,
ratings, reviews)
Join - Maintain an on-line profile somewhere
Organize - Use RSS, tag photos, DIGG/Del.ic.ious
26. 26
Audiences in general
Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.
Blue Bars indicate the percentage of the selected demographic that are in each Social
Technographics group.
The white marks indicate the same percentages for the whole population of the country
selected.
The index indicates how the demographic compares to the population — a score of 100
means the demographic is the same as the population average.
27. 27
Audiences in general
Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.
28. 28
Audiences in general
Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.
29. 29
Strategy
How will you engage your audience?
Who gives, who gets?
How will they engage each other?
What are they looking for from each other?
How will this meet your goals?
What are you looking for?
Simple travel widget
Complex network of contributors with many actors, links and
outcomes
30. 30
Strategy
Simple travel widget
Complex network of contributors with many actors, links and
outcomes
31. 24
Implementation
Before you pick a tool, pick a type of tool:
• Should we be blogging?
• Host a discussion forum?
• Create videos?
• Join a social network?
• Replicate content?
32. 32
Implementation - cont’d
It will be a waste
of time using any
tool, if your
audience does
not use it, too.
That’s why your
audience
research is so
important.
(Image source: Robert Scoble & Darren Barefoot)
33. 33
Sustainment
You’ve launched, now what?
Plan for the end, or not
Monitor, and measure
What if it goes wrong?
What if it goes right?
34. 33
Sustainment - cont’d
OASIS
You are the host
• Treat everyone like a guest
• Interact, gauge reaction, ask questions, give honest
answers. Listen. Provide.
Nurture, measure, adjust
Results not what you want? Do things differently.
Results are good? Do more of the same!
35. 35
Key Points
Start with objectives
Know your audience
Measure, and monitor
Get leadership on-side
Look before you leap!
