Online Marketing in 2010 Calgary General Election Campaigns

by Alexander Zagoumenov Date: December 9th, 2010@ Calgary SEO and Online Marketing

HERE’S THE PLAN

1. Alex’s side of the story2. The web platform3. WEBservations4. Social media lessons

Online marketing presentations by Alexander Zagoumenov

The story

• Jo Williams of NotYourAverageJo.com• Lois Lockwood of Scout Communications• 2.5 months of stress and achievements

the web platform

website

FBTW

FL

EMLP

YT

SEFB: FacebookTW: TwitterFL: FlickrEM: EmailLP: Landing pagesYT: YouTubeSE: Search engines

WEBSITE BY THE NUMBERS

Online marketing presentations by Alexander Zagoumenov

Website visitor stats

Popular pages

Popular Sources

Other website numbers

• 1,894.97 Visits / Day• High of 18,434 on the E-day• 30% Cornflakes increase• 100% E-day increase – Oct 17: 9,428– Oct 18: 18,434

• 43% traffic from search engines

The day of the election

Final landing page

WEBSERVATIONS

1. Start in advance2. Who’s using Twitter today?3. Keep it live and visual4. Make it easy to find5. Make it simple to share6. Make it easy to understand7. Grow from within the organization8. Listen. monitor. know.

Online marketing presentations by Alexander Zagoumenov

YOU’RE LATE IF YOU’RE NOT DOING IT ALREADY.

Start early.

Online marketing presentations by Alexander Zagoumenov

Twitter followers

http://www.anduro.com/calgary-mayor-race.html

Facebook Page fans

http://www.anduro.com/calgary-mayor-race.html

WHO’S USING TWITTER TODAY?

Online marketing presentations by Alexander Zagoumenov

Twitter activity as of Dec 9, 2010Name Followers Following Last tweet

Kent Hehr 1,563 1,741 Minutes ago

Ric McIver 1,346 153 Hours ago

Naheed Nenshi 9,029 749 Hours ago

Craig Burrows 762 1,191 Hours ago

Jon Lord 860 1,730 Days ago

Barb Higgins 1,576 72 Not since election

Wayne Stewart 873 1,928 Not since election

Bob Hawkesworth 713 824 Not since election

Alnoor Kassam 440 323 Not since election

KEEP IT LIVE AND VISUAL!

Online marketing presentations by Alexander Zagoumenov

732 items / 11,835 views

Daily blog posts

Scheduled Twitter updates

KEEP IT VISUAL.Flickr, YouTube.

Online marketing presentations by Alexander Zagoumenov

Video of platform points

Event photos on Flickr

Website homepage

VIDEO WAS AN IMPORTANT PART OF CAMPAIGNS.

Online marketing presentations by Alexander Zagoumenov

YouTube upload views

http://www.anduro.com/calgary-mayor-race.html

MAKE IT EASY TO FIND

Online marketing presentations by Alexander Zagoumenov

What we did to be found

• Search engine optimization• Google AdWords paid search campaign• Tagging / categorization off-site

MAKE IT SIMPLE TO SHARE.

Online marketing presentations by Alexander Zagoumenov

AddToAny functionality

Share the Message page

MAKE THE MESSAGE SIMPLE TO UNDERSTAND.

Target audiences. Target messages.

Online marketing presentations by Alexander Zagoumenov

Landing pages by Unbounce

GROW FROM WITHIN THE ORGANIZATION.

Online marketing presentations by Alexander Zagoumenov

Email newsletter+ 5 lists+ 2000 subs+ AOR 45% + ACR 32%

Volunteer training

http://www.culturafranca.com.au/media/volunteer_training_s_426x282.jpg

Volunteer events

Facebook vs. Twitter story

LISTEN. MONITOR. KNOW.

Daily web scan reports

SOCIAL MEDIA LESSONS

1. Start early2. Have a strong product3. Have a strong message4. Plan, plan, plan5. Know your audience6. Work with your audience7. Grow from within

Online marketing presentations by Alexander Zagoumenov