new media in the jerry brown campaign
DESCRIPTION
How California's governor successfully reached voters in his 2010 campaign using digital channels and limited resources.TRANSCRIPT
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CaseStudy:NewMediaintheJerryBrownforGovernorCampaign
HowCalifornia’sGovernor‐ElectSuccessfullyReachedVotersThroughDigitalChannels
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SITUATION
JerryBrownfacedanopponentwhoseunlimitedresourcesextendedtoher
newmediaefforts.Itseemedshewaswillingtopourasmuchmoneyas
possibleintoheronlineprograms—nowebsite
wentwithoutabannerad,noGooglesearchitem
withoutasponsoredresult.
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CHALLENGE
Usinglimitedresourcesandanevenmorelimitednewmediabudget,howwouldthecampaignengageJerryBrown’ssupportersandspreadhismessagesthroughthedigitalspace…withoutbeinghammeredbyopposiOonnoise?
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SOLUTION
TakeadvantageoffreetoolsandcreaOvemeanstobringJerry’sdisOnctpersonalityand
yearsofexperiencetolifeonline.
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Jerry’sFacebookpageactedasahubforfanstohearcampaignnews,sharemedia,readshortmessagesfromthecandidate,andinteractwithoneother.
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Widgetslikebadges,donatedstatuses,andpollskeptusersengaged,allowedthemtopubliclyexpresstheirsupport,
andintroducedothersintheirnetworkstoJerry.
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Thosewhoalreadydidn’t“like”JerryautomaOcallyredirectedtoavideo
introducingthemtothecandidate.Userscouldalsoclickthe“VoteJerry”tabto
signuptohelpthecampaigneffortsdirectly.
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The“SoluOons”tabshowedusersJerry’splansforCaliforniawithoutleaving
Facebook.
Specificdemographicsandinterestgroupsformedindividualpages,featuredonJerry’smainpage—
everyonefromMomstoStudentstoRepublicansforJerryBrown.
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CreaOngFacebookeventpagesforupcomingcampaigneventsandvolunteeropportuniOesgeneratedexcitement
amongsupporters,whocouldRSVP,findimportantinformaOon,andinteractontheeventwall.
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Photogalleriesofcampaignstopsandotherbehind‐the‐scenes
imagerylivedonthe“Photos”tab.UserswereencouragedtoposttheirownpicturestoJerry’swallthatansweredthequesOon,“HowdoYOUsayJerry?”
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WithoutanypaidadverOsingwhatsoever,thesetacOcshelpedJerryorganicallygeneratemorethan
onehundredthousandFacebookfans.
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JerrygeneratedmorethanonemillionfollowersonTwi[er.Alwaysprivytoemergingtrends,hevisitedtheTwi[erheadquartersearlyoninhiscampaign,resulOnginhis
addiOontothe“suggestedusers”list.InteracOngwithotherTwi[erusersenhancedthe
experienceforhisfollowers.
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Jerry’sTwi[eraccountwassounique,ita[ractedthea[enOonoftheLos Angeles Times,whichencouragedits
readerstovisithisprofile.Certaintweetswerealsoreadduringnewscasts.
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Jerry’sFlickraccountvisuallychronicledamixofcampaignhappenings,volunteerworkinthefield,andfunimageryfromJerry’spast.UserswereencouragedtosubmittheirownphotostoJerry’sFlickrstreambyuploadingand
taggingtheirpictures“jerrybrown2010.”Imageswereadownloadableresourceforanyonewhowantedthem.
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ThedesigncontestwasacollaboraOveanda[enOon‐garneringuseofsocialmediaandFlickr.
ArOstswereencouragedtosubmitdesignsforanewcampaignlogobyuploadingandtaggingtheirsubmissions
onFlickr.Usersthenvotedontheirfavorite.Thewinninggraphicwassoldasat‐shirtinJerry’sonlinestoreandusedinvariouspiecesofcampaigncollateral.
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Jerry’sYouTubeaccounthousedacollecOonofviralvideos,includingfirst‐releasesofeveryTVcommercial.
Wecross‐promotedvideosonallothersocialmediachannelsandinpressreleases.
DuetoeasysharingandenabledcommenOng,our“MegWhitman:WhyIcametoCalifornia”commercialearnedcloseto500,000views—unprecedentedforan
onlinecampaignad.
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Aseriesof“SocialMediaWebisodes”werealsoseededontheYouTubepageasaresource.Thetwo‐minutelong
episodestaughtJerry’ssupportbasehowtobestuseonlinetoolsavailabletothemtohelpthecampaignefforts.
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ThecampaignblogprovidedanarenatoshowcaseJerry’seffortsthroughanauthenOc,insidevoicedisOnguished
frompressreleases.Itslargereadershipregularlycommentedonposts,whichwerepublishedatleastonceadayandrangedfromvolunteeropportuniOestopolicy
breakdownstostoriesfromthecampaigntrail.
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BlogpostsextendedtoTheHuffingtonPost,soourmessagespreadtoawideraudiencethanJerryBrownsupporters.OurnewmediateammaintainedagoodrelaOonshipwithotherprominentbloggers,whoocen
reachedouttothecampaignforresources.
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OneofthethingsthatdisOnguishedJerryfromhisopponentwasherconOnuousdisregardforthetruth.Tochroniclethis,thecampaigncreatedMeg‐a‐Myths,awebsitethatkepttrackofanddebunkedtheliestold.WebuiltthewholesiteusingWordpress,aninexpensive
andeasypladorm.
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Meg‐a‐Mythsquicklyevolvedfromawebsiteintoitsownbrand.UserscouldfollowMeg‐a‐MythsonTwi[erandfanitonFacebook.Readerssubmi[edtheirownmythsand
signedupforthe“trulyperplexingMythMail.”Meg‐a‐MythsflipflopsevensoldinJerry’sonlinestore.
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ThoseinterestedinacOvelyhelpingwiththecampaigneffortswereencouragedtocreateaprofileon
my.jerrybrown.org,ouronlinevolunteernetwork.My.jerrybrown.orguserscouldconnectwithoneanother,creategroupsforlocalsupportersintheirarea,planevents,
andsetuptheirownpersonalfundraisingpages.
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Throughoutthecampaign,westeadilygainedsupportersthroughemailsubscripOons,endingupwithalistof430,000.InanefforttogainmoresubscribersanddonaOons,email
blastsweremirroredonFacebookandTwi[er.Wesurpassedouronlinefundraisinggoal,earning$2.8
millionindigitaldonaOons.
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SocialmediaaccountscentralizedonJerry’scampaignhomepage,
jerrybrown.org.Visitorscouldeasilyaccesshisvariousprofilesandconnect
directlyfromonesimpleonlinehub(weevenlinkedJerry’s
MySpaceandLinkedInprofiles).UserscouldalsoconnectwiththeirFacebookandTwi[eraccountsto“like”andtweet
contentdirectlyfromjerrybrown.org.
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CONCLUSION
BytakingadvantageoffreeorinexpensivetoolsandbringingJerrytolifethroughhisdigitalchannels,theonlineaudience
experiencednotonlyacandidate,butarealperson.AuthenOcityandcreaOvity
wereawinningcombinaOon—notonlyontheInternet,but
alsointhevoOngbooth.
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Thankyou!