integrated gotv: getting out the vote online
DESCRIPTION
Conscious integration of your online presence can boost your efficacy and reach, and help your campaign expand capacity in many ways. This slides share best practices of integrating your online program for GOTV, and show helpful tricks to increase productivity as you move voters to the polls.TRANSCRIPT
Getting out the vote online
Agenda
• Introduction
• Website/Blog
• Social Networks & Mobile
• Blogger Outreach
• Online Advertising
• Q & A
Introduction – Henri Makembe
• @henrim / #noigotv
• New media consultant
• Two local campaigns
• Martha Coakley new media GOTV
• ServiceNation Campaign/Serve America Act
Website
Change splash page to reflect upcoming election
Website
Make Home page feature about election
Website
Create election day resource page
http://www.candidate.com/vote
or
http://www.candidate.com/electionday
Website – Blog
• Show momentum
• Include relevant keywords(Google Trends & Insights)
• Use video/images
• Plan and draft copy early
• Target/Localize e-mail copy
• Include pledges/pledge reminders and election day plans
• Three emails on election day: 6 AM (polls open), 4PM (vote after work), victory email
• Be positive / Be short / Don’t overdo it
Social Networks - Facebook
• Create election day event and invite all fans
• Outreach to other local prominent Facebook groups/pages
• Ask fans to update status or picture day before and on election day
• Run targeted ads
• Create different landing tab
Social Networks - Twitter
• Follow and engage local twitter users
• Monitor and participate in relevant hashtags (i.e. #mdvotes #nevsen)
• Set-up and reply to keyword search (i.e. candidates/opponent name, city’s name)
• Ask followers to tweet their support
• Twitter memes (#whyivote) / Twibbon
Social Networks - Others
• YouTube - #2 Search engine
• Meet-up
• Local/Neighborhood Listservs
• Focus on where you’ve been active
Mobile
• Sends SMS reminder day before and on election day
• Set up number to ask questions & report problems (Google Voice)
• Mobile Ads around election day
Blogger Outreach
• Focus on existing relationships & local bloggers
• Pitch relevant stories( Value = Content + Credibility )
• Guest posts / Endorsements
• Advertising
Online Advertising
• Spread it (Google, Bing,Yahoo, Facebook)
• Geo-Target & Buy local keywords
• Create relevant landing pages
• Budget for election day
• Use in combination with TV/Print/Radio ad buys
• Google network blast / Google Surge
Key takeaways
Empower your supporters and volunteers
Online efforts should amplify and support existing offline organizing efforts.
Q & A
http://twitter.com/henrimor
http://localpolitechs.com