Smis thu 0915 thomas gensemer

© 2012 Blue State Digital.com | Proprietary and Confidential

So you say you want a movement?Politics 101: Lessons from the Campaign Trail

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© 2011 Blue State Digital.com | Proprietary and Confidential

Our mission:

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TO DRIVEMEASURABLERESULTS

THROUGH INSPIRING& ENGAGING

PEOPLE.

© 2011 Blue State Digital.com | Proprietary and Confidential

Our mission:

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TO DRIVEMEASURABLERESULTS

THROUGH INSPIRING& ENGAGING

PEOPLE.

It’s simple, really.But inspiration is just half of the puzzle. Success demands that customer and fan engagement efforts be both quantifiable and repeatable.

Dangerous words:“Viral”“Movement”

© 2011 Blue State Digital | Proprietary and Confidential

Our clients: A healthy mix

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Public Affairs & Politics

Charitable Organizations

Unions & Trade Organizations

Brands &Businesses

Brands & Businesses

© 2011 Blue State Digital | Proprietary and Confidential

Our clients: A healthy mix

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Public Affairs & Politics

Charitable Organizations

Unions & Trade Organizations

Brands &Businesses

Brands & Businesses

© 2011 Blue State Digital | Proprietary and Confidential

Our clients: A healthy mix

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{ BUT WE’RE NOT JUST POLITICS. }

Public Affairs & Politics

Charitable Organizations

Unions & Trade Organizations

Brands &Businesses

Brands & Businesses

© 2011 Blue State Digital | Proprietary and Confidential

Our clients: A healthy mix

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© 2011 Blue State Digital.com | Proprietary and Confidential

Our Approach: Ladder of engagement

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© 2011 Blue State Digital.com | Proprietary and Confidential

Our Approach: Ladder of engagement

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TOTAL TARGET AUDIENCE

© 2011 Blue State Digital.com | Proprietary and Confidential

Our Approach: Ladder of engagement

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EVANGELISTS

EVENT HOSTS

RAPID RESPONDERS

ADVOCATES

CAMPAIGNERS

ON THE EMAIL LIST

COOKIED

WEBSITE TRAFFIC

VIEWERS

TOTAL TARGET AUDIENCE

BARR

IER

TO E

NTRY

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SOME REAL-WORLD

EXAMPLES#1

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Obama 2008 & 2012

2008 Results:

15 million email subscribers3.6 million donors$1 billion raised

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Lesson: Moments matter; seize them

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“Do$we$really$think$that$being$a$community$

organizer$is$a$qualifica9on$for$being$president?”$

10#minutes#later,#in#10#million#inboxes#

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Lesson: Listen, Watch, ACT

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© 2011 Blue State Digital | Proprietary and Confidential

Lesson: Don’t be shy; rethink segmentation

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© 2011 Blue State Digital | Proprietary and Confidential

Lesson: Don’t be shy; rethink segmentation

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OPPORTUNITIES

INTERESTED

© 2011 Blue State Digital | Proprietary and Confidential

Lesson: Don’t be shy; rethink segmentation

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OPPORTUNITIES

INTERESTED

ADVOCATES

© 2011 Blue State Digital | Proprietary and Confidential

Lesson: Don’t be shy; rethink segmentation

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OPPORTUNITIES

INTERESTED

ADVOCATES

EVANGELISTS

© 2011 Blue State Digital.com | Proprietary and Confidential

Lesson: Integrate channels thru action

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INTEGRATED CAMPAIGNING HAS

UNIVERSAL APPEAL

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Our Global Politics

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BUT THERE ARE RISKS

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A Movement Without Legs - An Example

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© 2011 Blue State Digital | Proprietary and Confidential

Kony 2012‘s Atypical OriginsHashtag #Kony2012 began trending in Birmingham, Oklahoma City, and Dayton, Ohio a week before video launchTagcloud of common phrases in initial influencers’ profiles suggest religious influenceMovement emerged from small cities, led by Christian youth

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© 2011 Blue State Digital | Proprietary and Confidential

After viewing the video, users encouraged to tweet to celebrity influencers urging them to act9 of the celebrity “culturemakers” chose to publicly support the cause

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A new influencer outreach strategy

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EXAMPLE #3

© 2011 Blue State Digital.com | Proprietary and Confidential

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

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NOT JUST POLITICS

(CORPORATE BRAND EXAMPLES)

© 2011 Blue State Digital | Proprietary and Confidential

Ford Motor Company

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CULTIVA

TE

RECRUIT

DEPLOY

BSD is working with Ford to build an army of brand advocates that includes employees, shareholders, owners and enthusiasts.

© 2011 Blue State Digital.com | Proprietary and Confidential

Ford “crowd sourcing” innovation

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Leveraging existing assets in new ways

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AND FINALLY: EXAMPLE #5

(A POINT ABOUT YOUR TARGET AUDIENCES & YOUR CORE

BUSINESS OBJECTIVES)

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What’s the real goal here?

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