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Online Campaigning

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9. CARP newsletter/PIPSC Ottawa Citizen ad/PSAC email to 8K members. 10. CARP newsletter banner and advertorial/PSAC BC email. 11. PIPSC community newspaper ads ... – PowerPoint PPT presentation

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Title: Online Campaigning


1
Online Campaigning
  • a crash course
  • Jim Thompson
  • Jason Meyers

2
Objectives Agenda
  • Part 1 - Steps to effective online campaigning
  • Strategy
  • Content
  • Tools
  • Relationships
  • Part 2 - Case Studies
  • Agriculture Union - PSAC
  • Friends of Canadian Broadcasting
  • Part 3 - Campaign show and tell

3
Part 1
  • Steps to effective online campaigning

4
Online Campaigning Strategy
Part 1 - Steps to effective online campaigning
  • What are the realistic goals of the campaign?
  • Define demands
  • Influence government decision
  • Scarecrow effect
  • Public education/outreach
  • Internal capacity building
  • What do you want?
  • Define demands
  • What are the organizations interests in the
    campaign?
  • Propose a solution
  • Influence decisions that effect members
  • Be seen to be doing something
  • Fundraising

5
Online Campaigning Strategy
Part 1 - Steps to effective online campaigning
  • Whats the message and who is the messenger?
  • Ensure alignment through all campaign channels
  • Appoint a spokesperson(s) to avoid message
    confusion
  • Recruit third parties and unlikely allies
  • Who to target? / Who has influence?
  • Friend or foe among Cabinet Ministers, Government
    or Opposition MPs
  • Political Party representative
  • Business executive
  • Bureaucrat
  • How to reach target?
  • Direct lobbying
  • Public scrutiny / Media reports
  • Grassroots contact
  • Pressure from a boss

6
Online Campaigning Strategy
Part 1 - Steps to effective online campaigning
  • Now, what is the best communication mix?
  • Online
  • Earned Media
  • Paid Advertising
  • Viral Marketing
  • Collaboration with other organizations
  • Face-to-face
  • Presentations

7
Content
Part 1 - Steps to effective online campaigning
  • Website
  • Build a microsite, or build into existing site?
  • Components of a campaign website
  • About the campaign
  • About the issue(s)
  • Why you should care
  • Join an e-network
  • Take Action (petition, action centre, etc)
  • Viral marketing (tell-a-friend about the
    campaign, post to social networking)
  • Fundraising
  • Resources for Media
  • Media Stories on the campaign
  • Campaign Blog
  • Connect supporters together (comments on blog,
    forum, etc)

8
Content
Part 1 - Steps to effective online campaigning
  • Email
  • Effective campaigning email is not just rehashing
    press releases - more personal email to a
    friend
  • Email should be urgent and rapid follow closely
    behind a news story on the issue
  • Must be relevant to audience
  • Ask for one thing only
  • Should follow public mood on the issue there
    will be a point when the supporters will think
    enough is enough
  • Effective imagery and campaign slogans can get to
    the heart of complex and confusing issues
  • Report back on success

9
Content
Part 1 - Steps to effective online campaigning
  • Anatomy of a campaign email
  • Find the CRISISTUNITY in your campaign
  • In order to be effective, you must convey both
    Crisis and Opportunity in your email
  • E.g. The Conservatives have introduced
    legislation harmful to our cause (Crisis), but
    the opposition parties can defeat it
    (Opportunity)
  • Develop a READER FOCUSED THEORY OF CHANGE
  • A chain of events that begin with your supporter
  • E.g. The Conservatives have introduced
    legislation harmful to our cause (Crisis), but
    the opposition parties can defeat it
    (Opportunity), but only if they get pressure from
    you and me (RFTOC)
  • Have a specific and focused ASK
  • The ASK is the actual action that starts the
    RFTOC
  • E.g. Write a letter to the opposition party
    leaders

10
Content
Part 1 - Steps to effective online campaigning
  • Detail SUPPORTING INFORMATION
  • Some people will automatically be with you
    after the first few lines, while others will need
    more information to be convinced
  • Address any weaknesses in your argument
  • Good practice to site news articles and other
    outside sources of info
  • Provide another link after the supporting
    information
  • Provide a MOVEMENT STORY
  • If supporting information appeals to logic, the
    movement story appeals to emotion
  • Describe what is really going on e.g. "this
    is about ordinary people taking back our
    democracy
  • Describe what we are doing - e.g. "we're
    building a network strong enough to get our
    message heard"
  • Describe where we are going the world we are
    trying to create e.g. "together we can ensure
    no child goes to bed hungry"

11
Content
  • Measure
  • Delivery rate number of emails received / total
    emails sent
  • Open rate number of recipients who open the
    email / number of emails delivered
  • Click through rate recipients who clicked on a
    link / total emails delivered
  • Conversion rate number of actions / total emails

12
Content
  • Good results
  • 30 overall open rates
  • 20 CTR
  • 60 - 75 conversion rate
  • Experiment
  • Copy
  • Subject line
  • Sender

13
Tools
Part 1 - Steps to effective online campaigning
  • Advocacy software
  • Advocacy Online
  • Democracy in Action
  • Fundraising Software
  • GiftTool
  • Artez
  • Website / Blog Management
  • Drupal
  • Wordpress
  • Integrated platforms
  • Convio
  • Kintera

14
Relationships
Part 1 - Steps to effective online campaigning
  • Extremely important for list building and
    maintenance
  • Not just what supporters can do for us but what
    we can do for them
  • Some tips
  • Put join form on website and outline benefits
  • Send email from a person
  • Personalize messages - remember letter to a
    friend
  • Send messages when it makes sense, not on a
    predetermined schedule

15
Relationships
Part 1 - Steps to effective online campaigning
  • Some tips
  • More communication is better than less
  • Provide feedback on campaign and show how they
    made a difference
  • Listen to supporters and respond personally to
    inquiries
  • Benefits of relationship building
  • List building / retention
  • Fundraising
  • Viral marketing
  • More likely to take action
  • More likely to do harder actions
  • Supporters can be eyes on the street

16
Part 2
  • Case Studies

17
Agriculture Union - PSAC FoodSafetyFirst.ca
Part 2 - Case Studies
  • The Issue
  • Government has taken a hands-off approach to
    food safety / Industry self-regulation
  • Maple Leaf listeriosis outbreak - 20 dead
  • Organizations interests
  • Cut-backs affecting members (food safety
    inspectors)
  • Engage members
  • Highlight value of quality public services

18
Agriculture Union - PSAC FoodSafetyFirst.ca
Part 2 - Case Studies
  • Campaign goals
  • To get the government to adopt a four part plan
    to improve food safety
  • To establish food safety as a local issue
  • To build an e-network of supporters
  • To build a brand
  • Campaign targets
  • Timing of campaign was during election so ask
    was for candidates to take a commitment to food
    safety

19
Agriculture Union - PSAC FoodSafetyFirst.ca
Part 2 - Case Studies
  • Campaign activities
  • Campaign website
  • Bilingual
  • Good copy (secret documents)
  • Email candidates
  • Candidate commitments
  • Join Campaign
  • Tell your friends
  • Media Stories
  • Resources for Media
  • Radio ad
  • Media Events
  • Toronto
  • Winnipeg
  • Rapid response

20
Agriculture Union - PSAC FoodSafetyFirst.ca
Part 2 - Case Studies
  • Campaign activities
  • Links within party leaders offices
  • Collaboration with other unions stakeholders
  • Online advertising
  • Facebook
  • Google
  • Globe and Mail
  • CTV
  • CARP
  • La Presse

21
Agriculture Union - PSAC FoodSafetyFirst.ca
Part 2 - Case Studies
  • Some numbers
  • 18,893 unique visits to campaign website
  • 3,950 letters sent to candidates in 286 ridings
  • 305 commitments from candidates
  • 40 new MPs made the food safety commitment
  • 1,338 new joins for the organization
  • 4681visits from ads / 372 click to take action
  • 42 open rate on emails
  • 4.3 action rate on emails

22
Agriculture Union - PSAC FoodSafetyFirst.ca
Part 2 - Case Studies
1. Campaign launch news conference 2. PIPSC email
(30K) 3. Winnipeg news conference 4. PIPSC email
action alert (2.5K) 5. Globeandmail.com banner
and big box ads 6. Google AdWords/ctv.ca ads 7.
CARP newsletter skyscraper ad 8. PIPSC ad in La
Presse 9. CARP newsletter/PIPSC Ottawa Citizen
ad/PSAC email to 8K members 10. CARP newsletter
banner and advertorial/PSAC BC email 11. PIPSC
community newspaper ads 12. RNA of Ontario email
20K/Email to 4K Straight Goods subscribers 13.
Message to 4K Straight Goods subscribers 14. PSAC
second email blast to list of 8K
23
PSAC - FoodSafetyFirst.ca
Part 2 - Case Studies
  • What happened?
  • About one quarter of candidates made the
    commitment
  • All opposition parties pledged to improve safety
  • Government announced an investigation into
    Listeriosis outbreak

24
PSAC - FoodSafetyFirst.ca
Part 2 - Case Studies
  • What was learned?
  • Combining earned, paid and viral marketing worked
    well to drive traffic to website
  • Look for real world opportunities
  • Money spent on banner ads did not result in many
    actions

25
Foodsafetyfirst.ca - ads
26
Friends of Canadian BroadcastingFight for Radio
Two
Part 2 - Case Studies
  • The Issue
  • CBC made changes to Radio Two from predominantly
    classical toward popular music
  • Public outcry from very loyal supporter base of
    over one-million weekly listeners
  • Organizations interests
  • High level of cross over between Radio Two
    listeners and FRIENDS supporter base
  • FRIENDS supporters asking the org to Do
    something

27
Friends of Canadian BroadcastingFight for Radio
Two
Part 2 - Case Studies
  • Campaign goals
  • To drive a wedge between CBC management and Board
    of Directors
  • To grow the e-network of supporters
  • Fundraising
  • Campaign targets
  • CBC Board of Directors
  • Note campaign changed focus to Stephen Harper
    after election call

28
Friends of Canadian BroadcastingFight for Radio
Two
Part 2 - Case Studies
  • Campaign activities
  • 3 large ads in Globe and Mail
  • Online Action Centre
  • Send email to CBC Board
  • Tell your friends
  • Media Stories on issue/campaign
  • Index of articulate letters
  • Q A for journalists / supporters
  • Broadcast voicemail
  • Series of Action Alerts
  • Posting of campaign material on Facebook
  • Online fundraising as exit page of Email to CBC
    Board

29
Friends of Canadian BroadcastingFight for Radio
Two
Part 2 - Case Studies
  • Some numbers
  • 2,789 actions from existing supporters (14
    response)
  • 1,496 actions from new supporters
  • 1,803 new joins (9 increase in the total
    membership)
  • 24,271 in website visits (442 increase over
    2007)
  • 40 of supporters customized template message

30
Friends of Canadian BroadcastingFight for Radio
Two
Part 2 - Case Studies
31
Friends of Canadian BroadcastingFight for Radio
Two
Part 2 - Case Studies
  • What happened?
  • No immediate change in programming to Radio Two
    (expected)
  • Anecdotal reports that there may be some
    unhappiness with certain CBC management
  • Increased e-network by 10
  • 14 response rate from supporters
  • What was learned?
  • Adapt to changing situations (election)
  • Newspaper ads were effective in driving traffic
    to the website
  • People are willing to send a custom message if
    they are prompted to and care about the issue

32
(No Transcript)
33
Part 3
  • Your Turn!Campaign Show and Tell
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