didital deceptions word camp toronto 2010
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Word Camp Toronto 2010 presentation on How to win an Election using WordPress and Social Media, presented by Duncan of Digital Deceptions and Glenn McKnight of Global Catalysts Consulting Services.TRANSCRIPT
Graphic and web designer Started Digital Deceptions in 2001 Using WordPress professionally since 2008 Spoke at WordCamp Toronto 2009 Received Best Theme Design at #wcto2009
He is a storyteller with a passion to capture the meaning behind the message which is key for any business, non profit or social causes.
1. Goals2. Strategies3. Tactics
A Winning Campaign Needs
Goals
To Win An Election
Integrate the internet into everything you do Make the web the hub of all your campaigns
Strategies
Social networking leverages audiences quickly WordPress is easy to publish content SEO allows you to be found
Tactics
Barack Obama
Obama = 2,380,000 McCain = 620,000
383.8% more
Obama Results
Obama = 833,161 McCain = 217,811
382.5% more
Obama Results
139,000 YouTube videos uploaded 1,800 official clips 14.7 hours of viewing Yes We Can video had 14.5 million views
905% more views over McCain
Obama Results
6.5 million online donations gave $500 million Average was $100 or less per donor 70,000 personal blogs raised $30 million
Obama Results
1 billion emails sent with targeted messages
Obama Results
1 million signed up for mobile alerts
Obama Results
Obama = 145,869 followers McCain = 4,603 followers 3169% difference
Obama Results
Getting the message out Keeping the message fresh Sticking to the story Tracking + keeping in touch with visitors Developing a worthwhile and engaging relationship with those who can support you and your concerns
Campaign Fundamentals
Crunch Time
It’s Jan 6th and the election is on the 20th What can be done in 2 weeks?
Background Campaign Strategy Campaign Tools Web Statistics Election Results What worked What didn't work Recommendations
Overview
Union politics and Social Media: Presentation detailing the social media tools and techniques to build candidate awareness for the presidency of one of Canada's largest union of 22,000 members
The tools including video, Slideshare.net, Soundslides, Youtube, Blip.tv, Animoto Local online newspaper, Wordpress and more
Background
Set the stage as a local long standing community member
Long history as an auto worker
Establish credibility as a legitimate union member
Campaign Strategy
Set the stage as a local long standing community member
Long history as an auto worker
Establish credibility as a legitimate union member
Campaign Tools
Leadership Currency Relevancy Economy Politics More
Identify the Issues
Approach
Reach out and touch the viewer Short Comedic Edgy Grasp attention Encourage smart phone viral distribution
Approach
18 short videos
30 sec free or upgrade to unlimited account
Embed into WP blog, Facebook & Youtube
Tools
5 slideshows
Slideshows Powerpoint and Open Office
Embed into WP blog, Facebook & Youtube
Tools
18 Short videos
Embed into WordPress blog & Facebook
Tools
Revolution Theme
Tools
Plugins Used Google XML Sitemaps
All in One SEO Pack
SlideShare
Sociallite
Impact
Slideshare.net Five presentations 450 views
Show Me the Money
YouTube + blip.tv Total over 1,900 hits
Website Stats for Year of 2009
First 3 Months of 2010
What the Numbers Say
Over All Traffic Increased by 340% in 3 months
Search Engine Traffic Increased by 470%
Referring Site Traffic Increased by 127%
Direct Traffic Increased by 48%
Elections Results
Election Results
Analysis Chris Buckley 70%- 3,532 Al Clarke 30%- 1,143 Less than 21% voter turnout 9 out of 10 voters were retirees
Membership of 22,000 workers and retirees working at 22 locations at Oshawa General Motors plant and feeder plants
What Worked?
What Worked
Integration of the key messages through all the conventional media outlets including local newspaper ads and interviews, radio ads and flyers linking to the social media platforms
Setting the foundation for next election
Rapid deployment of content to various platforms over a 14 day period. Idea to implementation
What Didn't Work?
Talent Pool
Campaign started too late
Lack of campaign focus & message
Little written content and photos
No integrated approach No dedicated volunteer base
Not Enough Help
Lack of talent pool to disseminate information to thoughtful leaders and influencers No campaign volunteers to help build community on Twitter, Facebook or YouTube
Not Enough Time
Campaign lacked definite brand
Too late setting up YouTube channel
Slow turnaround time on content
Tools and Links
Technical Tools
Sound Editing - Audacity Video capture - Camtasia Studio Photo editing - Adobe Photoshop Video editing - Adobe Premier Storytelling - Soundslides Sound bytes - Archives.org Website - WordPress Statistics - Google Analytics Slideshows - Open Office Impress
Links
Animoto animoto.com/play/ky1QpLR11z8bGuLuKBBBfg
Slideshareslideshare.net/logdon
WordPress website222talk.ca
Youtube youtube.com/watch?v=Y44w7vQtaQk
BlipTVblip.tv/file/3065984
Contact Us
DuncanTwitterWebEmail
Glenn McKnightTwitterSkypeWeb
You can find this presentation at
DigitalDeceptions.ca
[email protected]@digitaldeceptions.ca