Using New Media Using New Media in Political in Political CampaignsCampaigns

California Democratic PartyCalifornia Democratic PartyComputer & Internet CaucusComputer & Internet Caucus

July 16, 2010July 16, 2010

Sarah Granger, PublicEdgeSarah Granger, PublicEdgesarah@publicedge.comsarah@publicedge.com

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IntroductionIntroductionThis presentation was developed for This presentation was developed for progressive organizers, activists, progressive organizers, activists, candidates and other California candidates and other California Democrats working on local and Democrats working on local and state level races. Many of the state level races. Many of the concepts also translate to national concepts also translate to national campaigns, but the assumption is campaigns, but the assumption is that resources will be scarce and that resources will be scarce and grassroots volunteers will carry grassroots volunteers will carry most of the load. Most concepts most of the load. Most concepts included apply to candidate and included apply to candidate and issue-based campaigns.issue-based campaigns.

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Speaker Speaker BackgroundBackground

Sarah Granger first went online in the 80’s after Sarah Granger first went online in the 80’s after getting her first computer at age 9. She worked getting her first computer at age 9. She worked in government cybersecurity before riding the in government cybersecurity before riding the dotcom wave. When the opportunity arose to dotcom wave. When the opportunity arose to work on a presidential exploratory campaign in work on a presidential exploratory campaign in 2002, she took it, launching the “first true 2002, she took it, launching the “first true weblog to be put up by a politician” as director weblog to be put up by a politician” as director of Internet strategy. Since then, she has worked of Internet strategy. Since then, she has worked with dozens of campaigns and political with dozens of campaigns and political organizations, and she has written and spoken organizations, and she has written and spoken extensively on the topic of technology and new extensively on the topic of technology and new media in campaigns.media in campaigns.

Sarah’s full bio can be found at Sarah’s full bio can be found at http://sarahgranger.comhttp://sarahgranger.com

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Why Go Online?Why Go Online?Majority of voter population is onlineMajority of voter population is online

Web is preliminary research destination Web is preliminary research destination for the majority of votersfor the majority of voters

Internet is fast and cheapInternet is fast and cheap

Reach voters & media quicklyReach voters & media quickly

Immediate outreach in short timelineImmediate outreach in short timeline

Easy to activate volunteers, supportersEasy to activate volunteers, supporters

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Before the WebBefore the WebSpeaker’s CornerSpeaker’s Corner

Pamphleteering/Printing PressPamphleteering/Printing Press

RadioRadio

TVTV

InternetInternet

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In the BeginningIn the Beginning

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History of Online History of Online CampaignsCampaigns

1st Uses - E-mail ~’921st Uses - E-mail ~’92

Next Gen - Web sites ’96 & ‘00Next Gen - Web sites ’96 & ‘00

MeetUp - online-to-offline ‘04MeetUp - online-to-offline ‘04

Hart - 1st blog ‘04Hart - 1st blog ‘04

Dean - online fundraising ‘04Dean - online fundraising ‘04

MoveOn - online activism ’04 & ‘06MoveOn - online activism ’04 & ‘06

YouTube - online video sharing ‘08YouTube - online video sharing ‘08

Obama - social networking ’08*Obama - social networking ’08*77

Learning from Learning from HistoryHistory

Barack Obama broke new ground online Barack Obama broke new ground online engaging an untapped voter population and engaging an untapped voter population and winning the Democratic nomination & the winning the Democratic nomination & the presidency in large part due to new media.presidency in large part due to new media.

Translation: Every campaign must now Translation: Every campaign must now have an online presence.have an online presence.

What that means for local & state level What that means for local & state level candidates differs depending on voter candidates differs depending on voter demographics in each area, but bare demographics in each area, but bare minimum, every candidate needs a website, minimum, every candidate needs a website, an e-mail list, and a database.an e-mail list, and a database.

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Quick Start TipsQuick Start TipsFind a trusted techie volunteer/helperFind a trusted techie volunteer/helper

Reserve a domain nameReserve a domain name

Build a placeholder web siteBuild a placeholder web site

Create e-mail accounts Create e-mail accounts

(info, candidate, volunteer, fundaising)(info, candidate, volunteer, fundaising)

Aggregate initial contact dataAggregate initial contact data

Build initial e-mail listBuild initial e-mail list

Invite inner circle onto social network(s)Invite inner circle onto social network(s)

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Initial Initial Research/TargetinResearch/Targetin

ggFigure out which online/technology Figure out which online/technology tools will be most appropriate per tools will be most appropriate per campaign (study precinct campaign (study precinct demographics, i.e. Facebook is best for demographics, i.e. Facebook is best for ages 25-45)ages 25-45)

Candidate & opposition research tools Candidate & opposition research tools like MAPLight.org, Opensecrets.org, like MAPLight.org, Opensecrets.org, Voterwatch.org, Newsmeat.comVoterwatch.org, Newsmeat.com

Pew Internet – online census-like dataPew Internet – online census-like data

Other studies (Forrester, etc. – Other studies (Forrester, etc. – Groundswell)Groundswell)

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Which Comes Which Comes First?First?

Reserve names (domain, Twitter, Facebook, e-Reserve names (domain, Twitter, Facebook, e-mail lists)mail lists)

Create initial e-mail list (using software like Create initial e-mail list (using software like Constant Contact, Mail Chimp) & hook it to a Constant Contact, Mail Chimp) & hook it to a “database” – even if it’s initially just a “database” – even if it’s initially just a spreadsheetspreadsheet

Setup simple website and/or blog (see Setup simple website and/or blog (see Wordpress.com)Wordpress.com)

Setup Facebook fan pageSetup Facebook fan page

Start following local political organizations and Start following local political organizations and media on Twittermedia on Twitter

Make sure existing social media accounts in Make sure existing social media accounts in order for candidate (especially LinkedIn)order for candidate (especially LinkedIn)

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Online Online Campaigning Campaigning

Components & Components & ProcessProcessOverarching New Media Strategy & Team Leadership Overarching New Media Strategy & Team Leadership

(Sr Staff)(Sr Staff)

Online Communications (integrated with overall Online Communications (integrated with overall Comm/Press)Comm/Press)

WebsiteWebsite

DatabaseDatabase

E-mailE-mail

Blogging & BloggersBlogging & Bloggers

Social Media (Facebook, Twitter, LinkedIn, Flickr, Social Media (Facebook, Twitter, LinkedIn, Flickr, YouTube)YouTube)

Stats & ReportsStats & Reports

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Building a Building a Campaign Campaign

Tech/New Media Tech/New Media TeamTeamCoordinator - strategist, organizer, new media Coordinator - strategist, organizer, new media

team leadteam lead

Content - writer/editor for e-mail, web, blog Content - writer/editor for e-mail, web, blog

E-mail - administration & responder(s)E-mail - administration & responder(s)

Database - data entry supportDatabase - data entry support

Web - graphic designer, developersWeb - graphic designer, developers

Netroots - blogger, social networkersNetroots - blogger, social networkers

Back End - ISP/server adminsBack End - ISP/server admins

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Team Team Costs/BudgetingCosts/BudgetingTeam Team Lead/Consultant* - Lead/Consultant* - hourly or by hourly or by projectproject

Content - Content - volunteersvolunteers

Data entry - Data entry - volunteersvolunteers

Database & $$ Database & $$ engine - low cost engine - low cost systemssystems

Designer – consultant Designer – consultant by project (or by project (or volunteer)volunteer)

Web developer or Web developer or dev software - by dev software - by projectproject

Blog/Social Network Blog/Social Network accounts - freeaccounts - free

ISP/server - monthly ISP/server - monthly ratesrates

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Tips for Tight Tips for Tight BudgetsBudgets

Don’t get fancy with the website (pre-Don’t get fancy with the website (pre-packaged is OK, like Wordpress)packaged is OK, like Wordpress)

Use the same designer for website as logoUse the same designer for website as logo

Build social networks on existing sitesBuild social networks on existing sites

Excel is fine for a local race databaseExcel is fine for a local race database

Repurpose, reuse, reinvent copyRepurpose, reuse, reinvent copy

Focus on e-mail, pushing content outFocus on e-mail, pushing content out

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The Value of The Value of VolunteersVolunteers

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Volunteer Usage Volunteer Usage TipsTips

Email responding & data entry can be done Email responding & data entry can be done by people not local - great for friends & by people not local - great for friends & family in other states who want to help out family in other states who want to help out somehowsomehow

Content writer can be same person who Content writer can be same person who writes flyers, other campaign literaturewrites flyers, other campaign literature

Bloggers & social networkers ideally would Bloggers & social networkers ideally would be local so they can be tapped into all be local so they can be tapped into all events and activitiesevents and activities

Always treat volunteers well – they are your Always treat volunteers well – they are your most important resourcemost important resource

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A Word of A Word of Warning!Warning!

Be careful about using friends Be careful about using friends of friends or the first people of friends or the first people you meet for websites and you meet for websites and new media - especially people new media - especially people with only corporate web site with only corporate web site development experience. It’s development experience. It’s not the same as campaign and not the same as campaign and nonprofit site development.nonprofit site development.

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Online Online Communications Communications

& Content& ContentContent is content, regardless of platform; translate Content is content, regardless of platform; translate from offlinefrom offline

Segment the content for ease of use, mix it up (don’t Segment the content for ease of use, mix it up (don’t put the same thing in every medium)put the same thing in every medium)

Reusable content allows for speedy dissemination of Reusable content allows for speedy dissemination of information (information (changing a few words here and there to changing a few words here and there to personalize content will help with search recognition personalize content will help with search recognition and make bloggers more interested)and make bloggers more interested)

Make it “Sticky” - keep people on siteMake it “Sticky” - keep people on site

Personalize - blog updates, friendly “curated version Personalize - blog updates, friendly “curated version of yourself”of yourself”

Use Images - photos, videoUse Images - photos, video

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WebsiteWebsiteDesign consistent with overall themesDesign consistent with overall themes

Emphasize a simple user interfaceEmphasize a simple user interface

Basic site is better than no site at allBasic site is better than no site at all

Take advantage of colorTake advantage of color

Utilize Search Engine Optimization (SEO) Utilize Search Engine Optimization (SEO) tacticstactics

Find ways to stand out from the Find ways to stand out from the oppositionopposition

Integrate social media onto the siteIntegrate social media onto the site

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Important Site Important Site FeaturesFeatures

Candidate Candidate Information - Bio, Information - Bio, backgroundbackground

Contribution Contribution MechanismMechanism

Campaign News Campaign News (blog)(blog)

EndorsementsEndorsements

Position StatementPosition Statement

Press PagePress Page

Events/CalendarEvents/Calendar

Voter RegistrationVoter Registration

Campaign Store Campaign Store (via Café Press, (via Café Press, etc.)etc.)

Volunteer AreaVolunteer Area

Social Media LinksSocial Media Links

Contact InfoContact Info

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Online Volunteer Online Volunteer CenterCenter

Area on website (or could use Ning, Area on website (or could use Ning, wikis, Google Docs, Facebook group for wikis, Google Docs, Facebook group for campaign organizers, or part of Yahoo campaign organizers, or part of Yahoo Group for internal & volunteers)Group for internal & volunteers)

Content: Flyers, Talking Points, Sign-up Content: Flyers, Talking Points, Sign-up sheets, Event management kits, sheets, Event management kits, Widgets & ButtonsWidgets & Buttons

Place to motivate, inspire and keep Place to motivate, inspire and keep people engaged – internal communitypeople engaged – internal community

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Database, aka Database, aka Gold MineGold Mine

Options - Spreadsheets, databases, or more Options - Spreadsheets, databases, or more sophisticated online servicessophisticated online services

Tracking/managementTracking/management

Cleaning up dataCleaning up data

Data types - visitors, supporters/users, Data types - visitors, supporters/users, donors, volunteers, data managersdonors, volunteers, data managers

Security & data safetySecurity & data safety

List building as an art, ongoing processList building as an art, ongoing process

Purchasing/importing existing voter listsPurchasing/importing existing voter lists

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Where’s the List?Where’s the List?The usual suspects: home or work The usual suspects: home or work addresses, phone numbers, old business addresses, phone numbers, old business cards, conference attendee listscards, conference attendee lists

Additional mobile numbers, Skype Additional mobile numbers, Skype addresses, Instant Messaging accountsaddresses, Instant Messaging accounts

E-mail addressesE-mail addresses

Social media accounts: Facebook, Social media accounts: Facebook, LinkedIn, Plaxo, TwitterLinkedIn, Plaxo, Twitter

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E-mail UseE-mail UsePrimary campaign communication Primary campaign communication vehicle – still gets the best resultsvehicle – still gets the best results

Use viral themesUse viral themes

Stick to one focus (or ask) per messageStick to one focus (or ask) per message

• Integrate with databaseIntegrate with database

• Responding with care (friends, Responding with care (friends, supporters, volunteers, media, supporters, volunteers, media, undecided, negative, defamatory)undecided, negative, defamatory)

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E-mail ContentE-mail Content

• Engage with urgency & actionEngage with urgency & action

• Utilize endorsers, big name supportersUtilize endorsers, big name supporters

• Thank people often!Thank people often!

• Don’t ask for money every timeDon’t ask for money every time

• Use short sentences, repeat key pointsUse short sentences, repeat key points

• (Study what other campaigns are doing)(Study what other campaigns are doing)

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E-mail GroupsE-mail Groups• Creating e-mail and document sharing groups Creating e-mail and document sharing groups

for the campaign and subsets of the campaign for the campaign and subsets of the campaign is imperative for internal processesis imperative for internal processes

• Yahoo Groups or Google Groups commonly Yahoo Groups or Google Groups commonly used, freeused, free

• Set defaults to private & reply-to-sender (vs. Set defaults to private & reply-to-sender (vs. reply-all)reply-all)

• Develop group use rules from the startDevelop group use rules from the start

• Groups are great for organic volunteer use too!Groups are great for organic volunteer use too!

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Remember the Remember the AudienceAudience

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Building an Online Building an Online CommunityCommunity

• Utilize social networks - Facebook, Utilize social networks - Facebook, LinkedIn, MySpace, Eons, etc.LinkedIn, MySpace, Eons, etc.

• Include visuals – Flickr, Picasa, YouTubeInclude visuals – Flickr, Picasa, YouTube

• Participate in related blogs (comment, be Participate in related blogs (comment, be a guest blogger)a guest blogger)

• Take advantage of online event services Take advantage of online event services like Evite, MeetUp & YahooGroupslike Evite, MeetUp & YahooGroups

• Use wikis for online collaborative Use wikis for online collaborative document developmentdocument development

• Have a presence on Twitter (reaches Have a presence on Twitter (reaches media)media)

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Blogs & BloggingBlogs & Blogging• Blogs can be considered online magazines or Blogs can be considered online magazines or

online newspapersonline newspapers

• Bloggers can be active community members Bloggers can be active community members down the street or major national influencersdown the street or major national influencers

• Blogs can cover topics as small as city-wide Blogs can cover topics as small as city-wide recycling programs or as large as global newsrecycling programs or as large as global news

• People flock to blogs because they tend People flock to blogs because they tend toward a more conversational atmospheretoward a more conversational atmosphere

• Bloggers can shape the news cycle & public Bloggers can shape the news cycle & public agendaagenda

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Why Blog?Why Blog?• Blogging is a great way to reach people Blogging is a great way to reach people

in the community, learn what their in the community, learn what their concerns are, respond directly, and have concerns are, respond directly, and have a substantive conversationa substantive conversation

• Blogging helps candidates and staffers Blogging helps candidates and staffers become comfortable with op-ed style and become comfortable with op-ed style and online community engagementonline community engagement

• A blog provides a sense of dynamic A blog provides a sense of dynamic activity in the campaign vs. just a static activity in the campaign vs. just a static presencepresence

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Campaign BlogCampaign Blog• Regular account of campaign activitiesRegular account of campaign activities

• Syndicated content for subscribersSyndicated content for subscribers

(supporters, media, opposition)(supporters, media, opposition)

• Can double as a news areaCan double as a news area

• Can be hosted off site for free (linked)Can be hosted off site for free (linked)

• Two-way conversation mechanismTwo-way conversation mechanism

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Blogging TipsBlogging Tips• Check out free services - TypePad, Check out free services - TypePad,

Blogger, WordPressBlogger, WordPress• Post as often as possiblePost as often as possible• Employ someone (volunteer) to Employ someone (volunteer) to

monitor the comments & keep out the monitor the comments & keep out the spammers, trollsspammers, trolls

• Keep the content fresh - don’t always Keep the content fresh - don’t always use the same as in e-mailuse the same as in e-mail

• Network with other bloggers, Network with other bloggers, maintain good blogrollmaintain good blogroll

• Have fun with it; don’t be afraid to Have fun with it; don’t be afraid to experimentexperiment

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Finding BloggersFinding Bloggers• Google Blog Search ex. ‘Santa Clara County’ Google Blog Search ex. ‘Santa Clara County’

or city name or other local areas or by topicor city name or other local areas or by topic

• Find your favorite blogs and check their Find your favorite blogs and check their blogrolls (side panels of links) for more blogrolls (side panels of links) for more good ones, i.e. Caliticsgood ones, i.e. Calitics

• Check local newspapers for their blogsCheck local newspapers for their blogs

• Search Technorati listings for city, county, Search Technorati listings for city, county, state and key wordsstate and key words

• Find local bloggers at events through Find local bloggers at events through organizers, see who’s tweeting on the organizers, see who’s tweeting on the hashtag, or look at who has camerashashtag, or look at who has cameras

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Blogger OutreachBlogger Outreach• Not all bloggers are e-mail people; some Not all bloggers are e-mail people; some

prefer phone, IM, twitter so find out what each prefer phone, IM, twitter so find out what each prefers and use that mode to connectprefers and use that mode to connect

• When communicating with local bloggers, have When communicating with local bloggers, have talking points ready for e-mail or phone callstalking points ready for e-mail or phone calls

• Bloggers are like other media – they like Bloggers are like other media – they like special angles and scoops, so pitch special angles and scoops, so pitch accordinglyaccordingly

• Many bloggers are political and want to make Many bloggers are political and want to make friendsfriends

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Widgets & Widgets & ButtonsButtons

• Buttons can be downloaded and used to Buttons can be downloaded and used to promote campaigns on other sites – put promote campaigns on other sites – put a button on your blog that’s a static a button on your blog that’s a static image linking to your favorite image linking to your favorite candidate’s websitecandidate’s website

• Widgets are embedded code used on Widgets are embedded code used on sites to show an activity or produce sites to show an activity or produce dynamic content, like a scrolling Twitter dynamic content, like a scrolling Twitter widget from the candidate’s Twitter widget from the candidate’s Twitter feed or a GOTV toolfeed or a GOTV tool

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FacebookFacebook• Arguably the easiest, fastest and cheapest Arguably the easiest, fastest and cheapest

way to promote campaigns these daysway to promote campaigns these days

• Many voters are already on Facebook and Many voters are already on Facebook and already activated toward related candidates already activated toward related candidates and causes thereand causes there

• Can be used similarly to a blog – posting Can be used similarly to a blog – posting event information, photos, videos, links to event information, photos, videos, links to articles, endorsement announcements & articles, endorsement announcements & other newsother news

• Also for volunteer & community engagementAlso for volunteer & community engagement

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Facebook PrivacyFacebook Privacy• Under Settings/Privacy Settings, configure your Under Settings/Privacy Settings, configure your

candidate’s personal account to preferred candidate’s personal account to preferred settingssettings

• Select by topic who can see each part of Select by topic who can see each part of his/her personal profiles: just friends, network his/her personal profiles: just friends, network or allor all

• Configure FB fan page settings to publicConfigure FB fan page settings to public

• Determine exactly what gets posted to other Determine exactly what gets posted to other peoples’ news feeds from personal & official peoples’ news feeds from personal & official pagespages

• Limit what 3Limit what 3rdrd party applications can see party applications can see

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Look Who’s Look Who’s Tweeting!Tweeting!

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TwitterTwitter• Micro-blogging, mini-news feed; great way to Micro-blogging, mini-news feed; great way to

connect with media & political organizationsconnect with media & political organizations

• Who’s on Twitter? Arnold Schwarzennegger, Who’s on Twitter? Arnold Schwarzennegger, Gavin Newsom, Oprah, media, bloggers, Gavin Newsom, Oprah, media, bloggers, advocacy organizations and other online advocacy organizations and other online influencersinfluencers

• Twitter is only useful when used to follow Twitter is only useful when used to follow members of the community, media, members of the community, media, government and political stafferss, and when government and political stafferss, and when they start following you and your causethey start following you and your cause

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Using TwitterUsing Twitter• Create an identity/personality for the Create an identity/personality for the

candidatecandidate

• Create an identity for the campaignCreate an identity for the campaign

• Engage with the community & mediaEngage with the community & media

• Become an online influencerBecome an online influencer

• Retweet what is relevant to the community Retweet what is relevant to the community and the votersand the voters

• Be careful to not overdo itBe careful to not overdo it

• Automate and integrate with blog, FacebookAutomate and integrate with blog, Facebook

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Twitter LingoTwitter Lingo• @name = this is how everyone refers to each @name = this is how everyone refers to each

user on Twitter and can be seen in @repliesuser on Twitter and can be seen in @replies

• RT = Retweet, which is essentially someone RT = Retweet, which is essentially someone repeating what someone else tweetedrepeating what someone else tweeted

• DM = Direct Message, i.e. private DM = Direct Message, i.e. private correspondence via Twittercorrespondence via Twitter

• #hashtags = these are used for topic or #hashtags = these are used for topic or event differentiation, like #politics, #CA, event differentiation, like #politics, #CA, #CDP ; great for searching for followers, #CDP ; great for searching for followers, constituents, groups in certain areasconstituents, groups in certain areas

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Twitter ToolsTwitter Tools• Search - search.twitter.com searches for topicsSearch - search.twitter.com searches for topics

• Twitter Lists – differentiates by defined groupingsTwitter Lists – differentiates by defined groupings

• Viewing by thread - Twitterfall.com provides live Viewing by thread - Twitterfall.com provides live streamstream

• Mobile Twitter - Tweetdeck – for desktop, Mobile Twitter - Tweetdeck – for desktop, Blackberry, or iPad use; Blackberry, or iPad use; Twitter (formerly Tweetie) Twitter (formerly Tweetie) for iPhonefor iPhone

• Auto-tweets – Twitterfeed automatically tweets blog Auto-tweets – Twitterfeed automatically tweets blog posts; Hootsuite, Cotweet, Lazyfeed allow posts; Hootsuite, Cotweet, Lazyfeed allow automatingautomating

• Stats – Twitter Analyzer, Tweetstats, Twitalizer Stats – Twitter Analyzer, Tweetstats, Twitalizer

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When You Have When You Have MoneyMoney

• Web search (Google) adsWeb search (Google) ads

• Facebook adsFacebook ads

• High end web designersHigh end web designers

• Integrated action center and catered Integrated action center and catered social media tools (like social media tools (like mybarackobama.com)mybarackobama.com)

• Mobile outreachMobile outreach

• Mobile appsMobile apps

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Overall Social Overall Social Media StrategyMedia Strategy

• Social media is powerful – just like other lists and Social media is powerful – just like other lists and methods of influence in politics, social media shifts methods of influence in politics, social media shifts perceptionperception

• Integrating social media into the entire campaign is keyIntegrating social media into the entire campaign is key

• Put your Facebook & Twitter IDs on cards & fliers along Put your Facebook & Twitter IDs on cards & fliers along with the site URLwith the site URL

• Auto-post updates from blog to Facebook & TwitterAuto-post updates from blog to Facebook & Twitter

• Reuse content & post at regular intervals – “drip Reuse content & post at regular intervals – “drip irrigation” (Sally Lieber)irrigation” (Sally Lieber)

• Remember to keep it personal, keep it “social”, be Remember to keep it personal, keep it “social”, be authenticauthentic

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Social Media Social Media EtiquetteEtiquette

• Always take an integrated approach – put Always take an integrated approach – put your information in different forms and make your information in different forms and make sure the outreach process runs smoothlysure the outreach process runs smoothly

• If someone puts up a blog post, resends your If someone puts up a blog post, resends your facebook message, retweets your alert, facebook message, retweets your alert, sends e-mail to their network, etc. make sends e-mail to their network, etc. make sure to thank themsure to thank them

• Put anyone who helps you out on a list and Put anyone who helps you out on a list and make sure to keep them informed at each make sure to keep them informed at each phase of the campaignphase of the campaign

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Don’t Let This Don’t Let This Happen to You…Happen to You…

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Online Reputation Online Reputation RisksRisks

• The candidate or cause controls the The candidate or cause controls the message if reputation online is message if reputation online is managed properlymanaged properly

• The greater risk is if the candidate is The greater risk is if the candidate is NOT online – then the opposition has NOT online – then the opposition has the controlthe control

• Blogging is not bad; better to control Blogging is not bad; better to control your message than have others control your message than have others control it for youit for you

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Tips for Tips for Reputation Reputation

ControlControl• Curate content always keeping image, Curate content always keeping image, reputation and message in mind.reputation and message in mind.

• Buy as many domains relating back to Buy as many domains relating back to the candidate’s name as possible.the candidate’s name as possible.

• Pay attention to Search Engine Pay attention to Search Engine Optimization (see http://seoquake.com) Optimization (see http://seoquake.com) for the website; get endorsers, for the website; get endorsers, partners, friends to link to the official partners, friends to link to the official site.site.

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Site Site Metrics/TrackingMetrics/Tracking

Free sites like Sitemeter, Google Analytics Free sites like Sitemeter, Google Analytics track a wide range of metrics (and track a wide range of metrics (and Facebook has their own):Facebook has their own):

• Overall TrafficOverall Traffic

• Referring pagesReferring pages

• Location of visitors/usersLocation of visitors/users

• Time on siteTime on site

• Pages most visitedPages most visited

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Free Tech ToolsFree Tech Tools• Free conference call services - freeconference.comFree conference call services - freeconference.com

• Large or bulk file transfers – Yousendit.comLarge or bulk file transfers – Yousendit.com

• Long distance calls - SkypeLong distance calls - Skype

• Instant Messaging – via Skype, AIM, YIM, Jabber, Instant Messaging – via Skype, AIM, YIM, Jabber, etc.etc.

• Online polling tools – SurveyMonkey, ZoomerangOnline polling tools – SurveyMonkey, Zoomerang

• Event management tools – Evite, Doodle, Facebook Event management tools – Evite, Doodle, Facebook EventsEvents

• Voter registration tools – see DNC’s Voter registration tools – see DNC’s raiseyourvote.comraiseyourvote.com

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Paid (but worth Paid (but worth it) Toolsit) Tools

• Full featured cell phone/PDA - most Full featured cell phone/PDA - most major candidates & campaign workers major candidates & campaign workers have Blackberries &/or iPhones – mobile have Blackberries &/or iPhones – mobile is the fastest growing area onlineis the fastest growing area online

• Laptops & cellular modems for Laptops & cellular modems for continuous service anywherecontinuous service anywhere

• Sophisticated web & database tools Sophisticated web & database tools (Civio, Convio, NGP, Blue State (Civio, Convio, NGP, Blue State Digital…)Digital…)

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Security & Security & ConfidentialityConfidentiality

• Internal leak prevention - need-to-knowInternal leak prevention - need-to-know

• Use the phone for important transfersUse the phone for important transfers

• Secure servers for preserving financial Secure servers for preserving financial transactions (secure donations)transactions (secure donations)

• Secure backups of web site, email, Secure backups of web site, email, database - on site & off sitedatabase - on site & off site

• Develop emergency recovery Develop emergency recovery provisionsprovisions

• Secure passwordsSecure passwords

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Common Mistakes Common Mistakes & Pitfalls& Pitfalls

• Building a fancy web site Building a fancy web site (overspending)(overspending)

• Never updating web sites (bad PR)Never updating web sites (bad PR)

• Building a blog and not driving traffic to Building a blog and not driving traffic to it (waste of resources)it (waste of resources)

• Setting up a social networking presence Setting up a social networking presence and not maintaining itand not maintaining it

• Giving out passwords to too many Giving out passwords to too many peoplepeople

• Delaying contact data updating (missing Delaying contact data updating (missing out on key contributors)out on key contributors)

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Great 2010 Great 2010 ExamplesExamples

• Website – Jackie Speier Website – Jackie Speier (http://www.jackieforcongress.com/)(http://www.jackieforcongress.com/)

• Twitter Use – Debra Bowen (@dbowen), Twitter Use – Debra Bowen (@dbowen), Gavin Newsom (@gavinnewsom)Gavin Newsom (@gavinnewsom)

• Facebook Page – Betty YeeFacebook Page – Betty Yee

• YouTube – Kamala Harris YouTube – Kamala Harris (kamalaharrisdotorg)(kamalaharrisdotorg)

• Flickr – Barbara Boxer Flickr – Barbara Boxer (http://www.flickr.com/photos/barbaraboxer(http://www.flickr.com/photos/barbaraboxer/)/)

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SummarySummary• Using the Internet in campaigns is no longer an Using the Internet in campaigns is no longer an

option; it’s a necessity – embrace it or suffer option; it’s a necessity – embrace it or suffer defeatdefeat

• Technology and new media tools are ample Technology and new media tools are ample and freeand free

• Key is to put the right amount of effort into Key is to put the right amount of effort into online campaigning (vs. too little or too much) online campaigning (vs. too little or too much) and to choose tools wiselyand to choose tools wisely

• Recruiting the right people to manage the Recruiting the right people to manage the technology and train others makes all the technology and train others makes all the differencedifference

• We are still in the infancy of the Internet as We are still in the infancy of the Internet as the dominant media form; there is still much to the dominant media form; there is still much to learnlearn

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VictoryVictory

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DisclaimerDisclaimerEverything in this presentation must Everything in this presentation must be considered as a supplement to be considered as a supplement to existing campaign efforts, not a existing campaign efforts, not a replacement mechanism. There is no replacement mechanism. There is no substitute to meeting voters, substitute to meeting voters, community organizers, legislators, community organizers, legislators, staffers or media in person. The tools staffers or media in person. The tools included in this presentation are best included in this presentation are best used to enhance what we already do used to enhance what we already do and to engage new constituents in and to engage new constituents in new ways.new ways.

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ResourcesResources• Progressive Exchange Progressive Exchange

(http://progressiveexchange.org) - website, list, (http://progressiveexchange.org) - website, list, FB group full of resources for progressives FB group full of resources for progressives working onlineworking online

• Blogs United CA - invitation only list for Blogs United CA - invitation only list for California progressive bloggersCalifornia progressive bloggers

• techPresident.com – latest news on major techPresident.com – latest news on major national and state campaigns using the Internetnational and state campaigns using the Internet

• Epolitics.com – online politics tips & toolsEpolitics.com – online politics tips & tools

• New Organizing Institute New Organizing Institute (http://neworganizing.com) - resources for (http://neworganizing.com) - resources for progressive organizers including onlineprogressive organizers including online

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Questions?Questions?Contact: Sarah GrangerContact: Sarah Granger

E-mail: E-mail: sarah@publicedge.comsarah@publicedge.com

Website: www.publicedge.comWebsite: www.publicedge.com

LinkedIn: http://Linkedin.com/in/sairyLinkedIn: http://Linkedin.com/in/sairy

Twitter: http://twitter.com/sairyTwitter: http://twitter.com/sairy

& http://twitter.com/publicedge& http://twitter.com/publicedge

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