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Rich and Co.

Best Practices Marketing: Political Campaigns

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If nothing else the political organizations are quick to use new tools, well-funded, very hard-headed and practical and 200% focused on real behavioral outcomes = votes.
They are the, some of the best evidence-based marketers.  They must get results.  Here is a brief on what they are doing now —
“”Right now they are just in the mode of: grow the network, grow the network. Connect as many people in the networks, with as much information as they can, and cross that data with voter information and phone numbers,”
“data-centric campaign strategy that both Obama and the presumptive Republican nominee, Mitt Romney, are deploying. The goal of both candidates is to merge data on voters from as many sources as possible—including Twitter feeds, public Facebook posts, and consumer databases—with the parties’ existing files on the nation’s 140 million registered voters. From there, the campaigns hope to identify undecided voters and people who could influence them, and craft highly personalized appeals.”

The results of this effort will emerge in force after the conventions, he adds. “The final stage, obviously, will be the most sophisticated. What’s most important in terms of being able to reach people is to know not only that the voter is undecided—and also what issues, what is holding them up from crossing the line—but who their friends are in the network that might be able to talk to them. And then get those friends the information that says, ‘We need you to talk to your friend in Pennsylvania about these three issues that matter most to them,’ ” Trippi explains. “This is a field organizer’s dream.” 

The campaign:
  • tries “to create interactive experiences that are designed to persuade people,”
  • whether that’s an infographic designed to tell the story of small-dollar donors to Obama’s campaign or online videos designed to represent the president as capable, human, approachable
  • in short, the kind of apt, likable guy that might deserve a second term as president.”For us, social media is ultimately about community organizing,”
Obama’s “community organizer” narrative is the core of the brand, organizing efforts foster buy-in to the brand, and the resulting horizontal organization will be leveraged in hopes of keeping that brand of leadership in the White House for another four years.
This is where smart use of data comes in:
  • Putting the right message in front of the right person requires knowing who the campaign is talking to.”
  • We try to speak to people in the language of the people we’re speaking with,”
  • “We also try to keep in mind that we are not speaking to the same people all the time.”
As an example, Goff and Rospars showed a photograph of a white board depicting the 26 segments of an email list that all received an Obama for America email.
  •  Different segments might receive different messages
  • a committed supporter might receive a link to a video to get them, in the parlance of the campaign, “fired up,”
  • while an undecided voter might get a chart intended to show that the jobs climate has improved with Obama in the White House — something that might persuade that voter to come around
  • On Tumblr, the campaign eventually followed a user who engaged them with a clever campaign to have them on her list of blog followers, slyly deploying a knowledge of Internet memes to win over that most mercurial of constituencies, the microblogger set
 Another segment of the Obama for America email list
  •  contains the addresses of everyone who has given a certain amount of money to the campaign that is less than $200 — the amount after which the campaign is required to disclose the donor’s name and information, such as employer, occupation and address
  • Before quarterly filing deadlines, Goff said, the campaign reaches out to these people to tell them that the official report is a record of the names of people who are building the campaign, and tells them how many dollars away they are from being on that list.
That, he said, is one of the most effective segments of the campaign’s email list.
“We’re in the process of what we’re calling the one-on-one program whereby everyone who donated to the last campaign or who volunteered for the last campaign is going to get a one-on-one conversation with a human,” Goff said, meaning a staffer, volunteer or supporter involved the 2012 effort that might win back that voter’s support a second time.
“There are people all over the country who have stories that are far more powerful than anything we could do,”
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Written by Rich and Co.

July 25, 2012 at 7:48 pm

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