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Smis thu 0915 thomas gensemer
1.
So you say
you want a movement? Politics 101: Lessons from the Campaign Trail © 2012 Blue State Digital.com | Proprietary and Confidential 1
2.
Our mission:
TO DRIVE MEASURABLE ROU S THR USPTISG EGH IN LIR N & ENGAGING PEOPLE. © 2011 Blue State Digital.com | Proprietary and Confidential 2
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” © 2011 Blue State Digital.com | Proprietary and Confidential 2
4.
Our clients: A
healthy mix © 2011 Blue State Digital | Proprietary and Confidential 3
5.
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
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 © 2011 Blue State Digital.com | Proprietary and Confidential 4
9.
Our Approach: Ladder
of engagement TOTAL TARGET AUDIENCE © 2011 Blue State Digital.com | Proprietary and Confidential 4
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 © 2011 Blue State Digital.com | Proprietary and Confidential 4
11.
SOM E REAL-
WORLD EXAMPLES #1 © 2011 Blue State Digital.com | Proprietary and Confidential 5
12.
Obama 2008 &
2012 2008 Results: 15 million email subscribers 3.6 million donors $1 billion raised © 2011 Blue State Digital.com | Proprietary and Confidential 6
13.
Lesson: Moments matter;
seize them “Do$we$really$think$that$ 10#minutes#later,#in#10#million#inboxes# being$a$community$ organizer$is$a$qualifica9on$ for$being$president?”$ © 2011 Blue State Digital.com | Proprietary and Confidential 7
14.
Lesson: Listen, Watch,
ACT © 2011 Blue State Digital.com | Proprietary and Confidential 8
15.
© 2011 Blue
State Digital.com | Proprietary and Confidential 9
16.
Lesson: Don’t be
shy; rethink segmentation © 2011 Blue State Digital | Proprietary and Confidential 10
17.
Lesson: Don’t be
shy; rethink segmentation INTERESTED OPPORT UNITIES © 2011 Blue State Digital | Proprietary and Confidential 10
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 © 2011 Blue State Digital | Proprietary and Confidential 10
20.
Lesson: Integrate channels
thru action © 2011 Blue State Digital.com | Proprietary and Confidential 11
21.
INTEGRATED CAMPAIG NING HAS
UNIVERSAL APPEAL © 2011 Blue State Digital.com | Proprietary and Confidential 12
22.
Our Global Politics
© 2011 Blue State Digital.com | Proprietary and Confidential 13
23.
BUT THERE ARE
RISKS © 2011 Blue State Digital.com | Proprietary and Confidential 14
24.
A Movement Without
Legs - An Example © 2011 Blue State Digital.com | Proprietary and Confidential 15
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 © 2011 Blue State Digital | Proprietary and Confidential 16
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 © 2011 Blue State Digital | Proprietary and Confidential 17
27.
© 2011 Blue
State Digital | Proprietary and Confidential 18
28.
EXAMPLE #3
© 2011 Blue State Digital.com | Proprietary and Confidential 19
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 © 2011 Blue State Digital.com | Proprietary and Confidential 20
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 © 2011 Blue State Digital.com | Proprietary and Confidential 24
34.
Leveraging existing assets
in new ways © 2011 Blue State Digital | Proprietary and Confidential 25
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) © 2011 Blue State Digital.com | Proprietary and Confidential 27
37.
What’s the real
goal here? © 2011 Blue State Digital.com | Proprietary and Confidential 28
38.
© 2011 Blue
State Digital.com | Proprietary and Confidential 29
39.
THANK YOU THOMAS@BLUESTATEDIGITAL.COM
© 2011 Blue State Digital.com | Proprietary and Confidential 30
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