How to organise a political campaign
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Transcript of How to organise a political campaign
YES YOU CANHow to organize a political campaign
“Learning from Obama’s Campaign”
LESSONS LEARNED
1.Develop Political Message & Plan of Delivery !
2.Allocate Budget & Fundraising Sources, at least for the launch
3.Staff the Campaign Executive Team & setup their Office Space
4.Go out, Spread the Message, engage voters, recruit volunteers, attend events
5.Advertise on streets, events, flyers, online, in newspapers, media channels, ....
5 WS OF STRATEGY
‣ Who : is the candidate?
‣ What : is his/her goal & objectives?
‣ When : does he/she want to reach them ?
‣ Where : will you campaign ?
‣ Why : are YOU campaigning for him/her ?
5 WS OF STRATEGY +
‣ Who are the ACTORS (demographics) ?
‣ What do I want them to do ?
‣ When do I want them to do it ?
‣ Where do I want them to do it ?
‣ Why do I want them to do it ?
POLITICAL REALITY
‣ Undeveloped political landscape ( DEVELOP IT! )
‣ Biased public & private media ( Press, PR, Media )
‣ Easily-led public opinion (Public Awareness)
‣ Strong opponents (Character Branding)
‣ Lack of financial muscle (Intuitive low-cost Tools)
REACH OUT TO VOTERS
KEEP IT SIMPLE
OUTLINE YOUR STRATEGY
KEEP IT TRANSPARENT
KEEP IT FOCUSED
LOOK BETTER THAN OTHERS
INFORM THE PUBLIC
CHOOSE THE RIGHT STAFF
CAMPAIGN STRUCTURE
control room
Candidate team
Events team Voters team Media & PR team
Volunteers team
Fundraising & Expenses
Web|Social Networks
Design & Print
PhotoVideo Production
Logistical Support
SOCIAL MEDIA LESSONS ‣ Start early; Build to scale
‣ Innovate where necessary;
๏ Do everything else incrementally better
‣ Make it easy to find, forward and act
‣ Pick where you want to play
‣ Channel online enthusiasm into specific, targeted activities that further the campaign’s goals
‣ Integrate online advocacy into every element of the campaign
PIECE BY PIECE
© Edelman 2009 | 11
The
Cra
wl,
Wal
k, R
un M
etho
dolo
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r Soc
ial M
edia
The campaign had a few early missteps, including the initial rollout of the mobile campaign featuring
ringtones that were widely derided, and an embarrassing public spat with Joe Anthony, a devoted early
supporter who was forced by the campaign to forfeit his MySpace.com/BarackObama page and its
130,000 friends so that the campaign could take control of it.19 But it was able to overcome these
miscues by giving its supporters more and better opportunities to create their own social pulpits than
any campaign had ever given before.
SOURCE: Edelman
CRAWL WALK RUN FLY
Establish an online presence
Enrich contentEngage online
influencersEmbrace community
Web site Conversation audit
Podcasting
Video
Games
Widgets
Blogger Outreach
Blogger conference calls
Advertising
Ally development
Sponsorships
Blogger tours
Thought leadership blog
Social networks
Advocacy
Contests
Mobile
Online Monitoring
Establish online credibility and trust through a stepped approach
GO WHERE PEOPLE ARE
SOCIAL SHARING NETWORKS
VIDEOS, TV & SATELLITE
FUNDRAISING
Small Donors
WWW
Campaign.comUsers, Online Donations, Organization, Downloads
SocialFacebookTwitter
VideoYoutubeVimeo
SMS
Voter Base
Classical Advertising
Merchandise TOUR & EVENTS
Big Donors
Fundraiser
Celebrities
Dinner
Gala Meet & Greet
Traditional Campaign
Online Campaign
VOT
ES
$ $
COMBAT SMEARS
RECRUITING VOLUNTEERS
Identify Enlist Train Equip
IDENTIFY & ENLIST
KEEP THEM ENGAGED
KEEP THEM INFORMED
PULL & PUSH WITH PRESS
• Don’t wait for the press to reach out to you.
• Create events & activities & pull them to you.
• Voice your candidate’s opinion on issues
• Release blog articles in your candidates name
• Participate in events with strong press coverage
• If a crisis happens, voice a response or the media will do it for you.
OTHER IDEAS
SUCCESS DRIVERS
‣ Start at Grass-Roots
‣ Integrate Social-Media in your campaign
‣ Create & maintain Connections
‣ Stand out with Unique Values
THANK YOU