Direct Marketing & Politics: Converting your audience when you're selling ideas

Download Direct Marketing & Politics: Converting your audience when you're selling ideas

Post on 29-Nov-2014

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A presentation I gave on direct marketing, political campaigning and digital advocacy to a group of inbound marketers at a monthly marketing event called #InboundTO. I discussed identifying your audience, segmenting and micro-targeting and leverage paid and social media to drive qualified inbound traffic to your website or cause.

TRANSCRIPT

<ul><li> 1. DIRECT MARKETING &amp; POLITICS Converting your audience when youre selling ideas </li> <li> 2. A little about me </li> <li> 3. Campaigning </li> <li> 4. Measure public opinion </li> <li> 5. Manage crises and online reputations </li> <li> 6. Execute political campaigns for corporations and orgs. </li> <li> 7. 3Today I want to talk about three things </li> <li> 8. Segmenting &amp; identifying your audience1 </li> <li> 9. Micro-targeting &amp; micro-messaging2 </li> <li> 10. Fostering engagement &amp; building community 3 </li> <li> 11. But rst... </li> <li> 12. A little bit about the opinion environment in politics </li> <li> 13. In politics you deal with all kinds of people </li> <li> 14. Immersed Angry Apathetic Supportive Engaged Hostile </li> <li> 15. ImmersedApathetic Engaged ENGAGEMENT SPECTRUM Opposed Supportive SUPPORT SPECTRUM </li> <li> 16. The trick is to identify those most supportive and empower them to activate their network </li> <li> 17. Who do you activate and how? </li> <li> 18. ImmersedApathetic Engaged ENGAGEMENT SPECTRUM Opposed Supportive SUPPORT SPECTRUM </li> <li> 19. IN POLITICS: TAM = All eligible and registered voters But really... ~50% turnout... so TAM/2 Of these 2/3 are indisposed in an equal market So now were at TAM/6 who support you and will vote To win you need &gt;TAM/6... you need ~2.5x times that. </li> <li> 20. Where do you make up that gap? </li> <li> 21. A FEW THINGS: First, the market is not equal. The composition of the ~50% who vote can be manipulated Gap voters straddle between parties and blur policy lines With some voters the challenge is persuasion... With others its getting them getting them out to the polls </li> <li> 22. SEGMENT &amp;IDENTIFY </li> <li> 23. SEGMENT Of voters who needs convincing and who needs to be activated? Of the entire voter pool, which best align with our message and our policies? How can I break out audience into more measurable chunks? Whats the advantage of segmentation? </li> <li> 24. IDENTIFY What is my voters prole? Where do they live online? What type of content are they viewing and how can they be reached? </li> <li> 25. MICRO-TARGET&amp; MICRO-MESSAGE </li> <li> 26. MICRO-TARGET / MICRO-MESSAGE If the air war is covering vast geographic regions and broad interest categories, then online we can do the inverse. Message construction is often tailored the largest common denominator of the voting population... the X% we need in order to win. Micro-target sub-sections with secondary policy message tracks... or additional value propositions Micro-message! ID those audiences and talk to them about supporting value propositions </li> <li> 27. FOSTER ENGAGEMENT&amp; BUILDING COMMUNITY </li> <li> 28. FOSTER ENGAGEMENT Leverage social media and your social audience to get your message out. Be available and responsive to your supporters... ignore your detractors Reward your audience for engaging -- let them know youre listening Create a sense of community (and be platform agonistic about it) </li> <li> 29. BUILD COMMUNITY In politics, you cant win without passionate advocates. The same holds true in marketing. Communities arent dened by borders online, but if your product is geographical -- mirror that geography online. </li> <li> 30. And dont forget to measure, measure, measure, measure, measure, measure, measure. </li> <li> 31. 5Lessons Ive learned from politics </li> <li> 32. Manageable is better than masterful.5 </li> <li> 33. Speed kills. 4 </li> <li> 34. Tracking over time is the best barometer for measuring success.3 </li> <li> 35. Pivoting is better than beating a dead horse.2 </li> <li> 36. Winning is better than losing (so set yourself up for success)1 </li> <li> 37. Q+A </li> </ul>