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So you say you want a
movement?
Politics 101: Lessons from the
Campaign Trail
                 © 2012 Blue State Digital.com | Proprietary and Confidential   1
Our mission:
                TO DRIVE
           MEASURABLE
            ROU S
           THR
                   USPTISG
               EGH IN LIR N
               & ENGAGING
                 PEOPLE.
                     © 2011 Blue State Digital.com | Proprietary and Confidential   2
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
Our clients: A healthy mix




                             © 2011 Blue State Digital | Proprietary and Confidential   3
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
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
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
Our Approach: Ladder of engagement




                          © 2011 Blue State Digital.com | Proprietary and Confidential   4
Our Approach: Ladder of engagement




             TOTAL TARGET AUDIENCE




                                     © 2011 Blue State Digital.com | Proprietary and Confidential   4
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
SOM E REAL-
   WORLD
 EXAMPLES
    #1
          © 2011 Blue State Digital.com | Proprietary and Confidential   5
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
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
Lesson: Listen, Watch, ACT




                             © 2011 Blue State Digital.com | Proprietary and Confidential   8
© 2011 Blue State Digital.com | Proprietary and Confidential   9
Lesson: Don’t be shy; rethink segmentation




                              © 2011 Blue State Digital | Proprietary and Confidential   10
Lesson: Don’t be shy; rethink segmentation




INTERESTED

                       OPPORT
                             UNITIES

                                © 2011 Blue State Digital | Proprietary and Confidential   10
Lesson: Don’t be shy; rethink segmentation



ADVOCATES



INTERESTED

                       OPPORT
                             UNITIES

                                © 2011 Blue State Digital | Proprietary and Confidential   10
Lesson: Don’t be shy; rethink segmentation
EVANGELISTS




ADVOCATES



INTERESTED

                       OPPORT
                             UNITIES

                                © 2011 Blue State Digital | Proprietary and Confidential   10
Lesson: Integrate channels thru action




                              © 2011 Blue State Digital.com | Proprietary and Confidential   11
INTEGRATED
CAMPAIG NING HAS
   UNIVERSAL
    APPEAL

            © 2011 Blue State Digital.com | Proprietary and Confidential   12
Our Global Politics




                      © 2011 Blue State Digital.com | Proprietary and Confidential   13
BUT THERE ARE
    RISKS


          © 2011 Blue State Digital.com | Proprietary and Confidential   14
A Movement Without Legs - An Example




                                 © 2011 Blue State Digital.com | Proprietary and Confidential   15
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
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
© 2011 Blue State Digital | Proprietary and Confidential   18
EXAMPLE #3


         © 2011 Blue State Digital.com | Proprietary and Confidential   19
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
© 2011 Blue State Digital.com | Proprietary and Confidential   21
NOT JUST
 P OLITICS
(CORPORATE BRAND
    EXAMPLES)


              © 2011 Blue State Digital.com | Proprietary and Confidential   22
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
Ford “crowd sourcing” innovation




                              © 2011 Blue State Digital.com | Proprietary and Confidential   24
Leveraging existing assets in new ways




                             © 2011 Blue State Digital | Proprietary and Confidential   25
© 2011 Blue State Digital.com | Proprietary and Confidential   26
AND FINALLY:
  EXA MPLE #5
(A POINT ABOUT YOUR TARGET
   AUDIENCES & YOUR CORE
    BUSINESS OBJECTIVES)



                    © 2011 Blue State Digital.com | Proprietary and Confidential   27
What’s the real goal here?




                             © 2011 Blue State Digital.com | Proprietary and Confidential   28
© 2011 Blue State Digital.com | Proprietary and Confidential   29
THANK YOU
THOMAS@BLUESTATEDIGITAL.COM




                              © 2011 Blue State Digital.com | Proprietary and Confidential   30

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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