Guest blogger Xavier Lopez-Ayala most recently served as the Obama campaign's New
Media Director in Minnesota. He breaks down the key elements of a new
media strategy for any campaign here on the wellstone.org blog.
Guest blogger Xavier Lopez-Ayala most recently served as the Obama campaign's New
Media Director in Minnesota. He breaks down the key elements of a new
media strategy for any campaign here on the wellstone.org blog.
Check out Xavier's unedited how-to guide to Developing a New Media Strategy in our Organizing Tools.
Photo by new-york-city on flickr.com
If there's one thing the 2008 election proved, it was that the Internet has lowered the barrier for political participation. It's transforming where voters get their information and offering campaigns a new medium through which to interact with voters.
And although the net is changing the way campaigns are run, it will never change the goal: to get more votes than the other guy. The web should be thought of an additional opportunity identify and mobilize supporters, educate voters, and recruit volunteers.
If there's one thing you take away from this post, let it be this: the goal of a successful new media program is to enhance the campaign's field, communications, and fundraising efforts.
While most campaigns and organizations will not have the resources to run a new media program as expansive as the Obama campaigns, a campaign of any size can apply the same organizing tools to help mobilize support online.
So how do you do this?
Your website is your virtual campaign office. Visitors should be offered the same opportunities online they'd have if they walked into your campaign headquarters
Let visitors decide how they want to participate in your campaign, and most importantly, don't take away any opportunities.
Remember, the goal of your online presence is to get voters to the polls, and that's very much an offline goal. You can make it easier for a voter to register to vote using online tools, but it's going to take future conversations to make sure they vote.
For example: the Obama campaign sent people who printed out a voter registration form on VoteForChange.com a follow-up emailing asking if they'd sent the form in, but you can be sure that those folks were still included in "Vote Today!" emails and GOTV phone calls.
Set up an online fundraising page
Your website should be about giving people opportunities-to learn more, to sign up to volunteer, and, yes, to contribute to your campaign.
As with any other form of giving, the people most likely to give money are those who are invested in the campaign and believe in your message. Online fundraising isn't a magic bullet, and it's hard to get activists to cross over and become donors. Use fundraising asks (emails, blog posts, etc.) as a messaging opportunity, with an eye to getting them to make that bigger commitment.
Think of it this way: every email address in your database represents not just a potential voter on Election Day, but also a potential volunteer and a prospective donor. Use every possible opportunity to collect email addresses:
Generally, you'll want to keep emails short (5 to 7 paragraphs) with very clear calls to action (e.g. bolded lines, stand alone underlined linked sentences, graphic link on the side).
In the email, give a clear reason to get involved or give money, and give them an update on what the campaign has been up to, showing them that you're serious about winning.
Remember, the emails your campaign sends out are public communications. Don't send something that you wouldn't' want to see on the front page of the New York Times.
Here are a couple ideas for email appeals:
One of my favorite fundraising campaigns from the primaries was the Clinton campaign's "MyPA" campaign.
It had all of the elements of a successful fundraising ask:
Setting goals, even modest ones like $1,000 in one week, and challenging your list to meet them is a great way of replicating this success. Provide a visual, such as a thermometer, to let allow supporters to track their collective effort.
Remember, the emails your campaign sends out are public communications. Don't send something that you wouldn't' want to see on the front page of the New York Times.
Having your website set up is just the first step, but you wont' get traffic if you don't promote it. Start printing your website on literature, press releases, and chum. Add a line to walk and call scripts telling voters to visit your website for more information.
Reach out to local bloggers. LeftyBlogs is a good directory of progressive blogs in all 50 states. DailyKos is a collaborative bloggers, with contributors posting diaries about everything imaginable. Reach out to these bloggers.
Just like with traditional media
sources, you have to build relationships with bloggers. You can start by adding friendly bloggers to
your press list and inviting them to cover campaign events.
Meet people where they are. Most states have an email list-serv of liberal bloggers that you can get access to. These aren't publicized, and you will have to be invited. This is where reaching out to the bloggers you've identified comes in. You can also buy ad space on relevant blogs in your area, typically for an affordable price.
Ask your new blogger contacts for their rates, which are usually a weekly flat fee. Be sure to tailor your ad to the audience of the blog. Buying ads on blogs engenders good feelings, and will make positive coverage of your campaign by the blogger that much more likely.
Advertise online smartly. Online advertising can take the form of banner ads, blog ads, and search engine ads, each with its own list of positive and negatives. The one thing to remember is that, if you're going to advertise online, it shouldn't be an afterthought.
Develop your ads with a specific purpose (e.g. list-building, volunteer recruitment, fundraising, etc.) and make sure the landing page matches that intention. If someone does click on your ad, you have a matter of seconds to convince them to take the requested action. Don't clutter the landing page-make the call to action as clear as possible.
If you want to learn more, here's a good study about the online ads during the 2008 presidential primaries.
The Internet has taken the public square and made it more accessible. There's a good chance that people are talking online-in comments, on blogs, and on forums-and providing real-time about your campaign. In some cases, this online chatter is drives the public debate.
"Listening" to social media outlets helps you understand what conversations are happening online and allows you to measure your any response appropriately.
Here are a couple of suggested ways to tune in:
Among new media types, the phrase is "participation in marketing." Join in on these conversations and add your own meaningful contributions.
You can very informally evaluate the effectiveness of your online outreach. If you have the time, you can do more advanced surveys and demographic analysis, but for most purposes, a combination of any of the following should suffice.
GReat post, such a good way
GReat post, such a good way to develop strategy for small campain ! So useful and helpful fo a beginner lime ! bwin
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If you have the time, you can do more advanced surveys and demographic analysis, but for most purposes, a combination of any of the following should suffice.
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The people most likely to
The people most likely to give money are those who are invested in the campaign and believe in your message. Online fundraising isn't a magic bullet, and it's hard to get activists to cross over and become donors. Use fundraising asks emails, blog posts, etc. As a messaging opportunity, with an eye to getting them to make that bigger commitment. club penguin
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