ELECTION CAMPAIGN FOR DIGITAL NATIVES:CHANGE RUSSIA, START WITH MOSCOW.

Ekaterina PatyulinaInternet campaign manager,Navalny’s for mayor headquarters, 2013

• Born in Samara, Russia, 1989.• Worked in internet business for last 6-7 years.• Specialization: digital marketing, social media, open platforms.• Met Alexey Navalny in 2012, made a couple of digital projects for him and

his fund as a volunteer.• In 2013 quit a job of Marketing Communications Director to take part in

elections as an internet girl in Navalny’s headquarters.• Currently not involved in/with activities of Alexey Navalny and his Fund.• Entrepreneur.

Hello

• Over the last years became the most prominent opposition politician.

• Most popular political blogger (monthly audience exceeds 2 mln).

• Received initial publicity through investigations of graft in large state- controlled companies.

• His viral campaign “United Russia is a party of crooks and thiefs” cost the ruling party about 10% in parliamentary elections in 2011

• Ranked one of top 100 most influential people in the world in 2012 by the Time magazine

• Was tried on fabricated charges in summer 2013 and received a 5-year suspended sentence.

• Currently is under home arrest.

Meet the Candidate

• Nearly impossible for a candidate like Navalny to work with TV and get into the news.

• Strict laws for public offline demonstrations and gathering.• Difficult to be registered as a candidate for elections.

Aims of campaign:• To run a nice campaign and get as much % as we can.• Provide a legal and strong alternative to current mayor and his team.• Represent the audience and be heard.

Public politics:

• Campaign started mid-June 2013• Election Day - September 8th • Rating at start —3-6%, official result — 28%• Over 100M RUR raised by crowd funding from over 16K

supporters.• Over 20K volunteers actively participated• Campaign headquarters: growth from 8 to 300 employees

during 2 months

Fact sheet: Moscow mayorship

HOW? Only Navalny, Only Hardwork

VOLUNTEERS

SUPPORTERS

INDIFFERENT

CAMPAIGNRECRUITMENT

INFRASTRUCTURE

15 JUN10 JUN18 JUL6 SEP

KEY MESSAGEAUDIENCE

8 SEP

INFRASTRUCTURE

RECRUITMENT

CAMPAIGN

15 JUN10 JUN18 JUL6 SEP

KEY MESSAGEAUDIENCE

8 SEP

Services:Cube & sms cubeMosvpiskaPassport Direct Mail

Social Media

Services:MoskvaTeam.navalnyv.NavalnyDom.navalny

Croudfunding:pd4

Opinion leadership:EntrepreneursZa.navalnyVote.navalnySocial Media Posts

Social Media:Prints

Web:Banners & LPsEmail

Video Projects:Cirсles“Why I’m for Navalny”Handle the WeaponsSpeeches

WHO? Internet Team ~40 peopleYoung, willing and eager. Organized.

Back Office Scouts Attack Developers

• Editorial office of official website.

• Social media channels (owned and attrackted).

• Processing of incoming mail.

• Monitoring of internet media: social and news portals. Navalny’s and opponents’ actions and reaction to them.

• Media buying: banners, payed media, social media.

• Targeting.

• Websites• Services

Volunteers | Infrastructure

/teamnavalny team@navalny.ru

25 532

3 113

16 295

21 300

2 562

Aims:• Alexey Navalny himself had a lot of media channels

by himself. But we needed to segregate Moscow activists’ audience from people all over Russia.

• Communication with volunteers only.• Fun & Community. • A quick place to ask questions and get answers.

Tips: One communication and information space for social media people, call centre, email processing. Unified FAQ upgraded online.

Volunteers | Infrastructure for action

Volunteers and HQs| Creation of services

Hackathon

Cubes. Map| Servicescube.navalny.ru + sms.cube

Moscow B&B| Servicesmosvpiska.navalny.ru

Users – 3185 Accepted– 402 Supply of beds - 542

Passport of a volunteer| Databasepassport.navalny.ru

PD4 - $$$| Servicespd4.navalny.ru

Some people found it difficult to donate. We made it easier.

Social Contract| Projectentrepreneurs.navalny.ru

More than 200 entrepreneurs signed the contract.

Talk to Moscow| Projectmoskva.navalny.ru

Messages sent: 518 178

People involved: 9559

Take action| Projectteam.navalny.ru & v.navalny.ru

People involved: 3528

Actions: 15497 (4,4 per person)

Value: 1 350 000 contacts(400 per person)

Take action 10 last days| Projectteam.navalny.ru & v.navalny.ru

Unique users involved: 1613

Actions: 3343 (2 per person)

Registered: 3525

Gamification| Popilili.com

Visits: 51 336Views: 103 038Visitors: 43 340Average time: 2:41Quest til the end: 60% of audience

Discussions| Videos, hot topics

Topics:

Migration and National questions.Education.Medicine.Emigration.Judiciary.

More than 400 000 views each.

Navalny to every home| Projectdom.navalny.ru

Users: 32 019Homes: 16 795

Social media| Attracted

Reached around 400 000 people through the network of supporters.

Gamification| Popilili.com

Visits: 51 336Views: 103 038Visitors: 43 340Average time: 2:41Quest til the end: 60% of audience

Navalny’s circles| Videos, hot topics

Topics:

Migration and National questions.Education.Medicine.Emigration.Judiciary.

More than 400 000 views each.

Official website| Promo

Landing pages| PromoZa.navalny.ru & five.navalny.ru

Social media prints|Daily reach in august – 1-1,5 mln people TA.

Banners |

Around 200 000 targeted clicks

Lessons/Messages• Create services and games.• Follow the Conversion Funnel.• Don’t hide information from each other. Be accountable

inside the team.• Love deadlines.

• Steal like an artist: all of that might not be applicable to your goals.

https://www.youtube.com/watch?v=D8k97ayCz1U