Is SEO a Waste of Time in Running an Online Campaign?

SEO. Search Engine Optimization.  What is it and why do you need it?  SEO, long story short, is a method of strategically using keywords, links and more to increase the findability of your website via search engines.  When I say search engines, I don’t just mean Google, Yahoo, Bing, etcetera.  I mean any search function whether it’s Google alerts or even a news aggregator like Newsvine.  All search functions have algorithms, some more extensive than others, that allow you to search based on keywords and other  criteria.

So if the purpose of SEO is to make your site, your online brand, your online you, more findable via searches, does it really serve a purpose in politics?  The reason I mention this is because how much of a politicians traffic is driven through direct referrals like a Twitter or Facebook account and how much traffic is generated organically through searches?

I’m not sure I’m able to fully answer that question.  Certainly if I wanted to know who was running for City Council in West Des Moines, IA I may simply search, “City Council” & “West Des Moines, IA.”  Obviously being findable is important in this case but honestly, my search query is so specific that I think I’d find them with or without them optimizing their websites with SEO.  The only case it would make a difference is if you wanted your site to pop up first in the results before the competition’s sites.  That said, internal SEO does help.  Utilizing effective tags on your pages and posts make your site more searchable and user friendly.  If I wanted to know what your stance was on a local sales tax increase I can hopefully search, ’sales tax,’ internally on your site and locate all your comments and opinions on the topic.

Without getting too far off topic I’d like to talk about what I feel is more important than SEO.  Some SEO “geeks” may fault me here saying this is included in SEO but I really couldn’t care less.  It’s called content management.  What is content management?  Well, it’s the production, optimization, distribution and promotion of content.  You’ve read this here before about the insanity of brochure websites.  Why?  Because they don’t manage content.  They don’t create and integrate multiple content distribution outlets that offer ubiquity for you and your message in the online world.  What it comes down to is the fact that you must be blogging, posting images, uploading video, responding and engaging your constituency to make your eCampaign work.  Not a bunch of hidden keywords (which most search engines don’t pay attention to anyways).

A business client of ours sent us a 10-point checklist of SEO tips they received that explain how one could improve their website and, of course, boost their sales.  Of the 10 points I think approximately seven or eight were either the creation or distribution of content.  So by merely blogging and sending it to the right content outlets for all to see  you are 70% of the way there according to these tips.  Quite frankly, I would consider you 99% of the way there.

Again, while many out there would find flaws in my analysis I firmly believe that your campaign should first ignore the technical side of SEO and focus more on content management.  When you have accomplished this maybe you can start hiring SEO consultants but quite frankly, our clients get most of their traffic from effectively targeted followings on social networks.  Not from organic searches.  In all candor, this type of traffic is more effective anyways because they are more likely to be people looking for you or your message, not people that have stumbled their way on to your site while looking for something completely different.  Call me a misinformed moron for saying, but it is what it is.

eCampaign Support via Facebook Fandom

I read this article earlier that made me chuckle.  Long story short, in Canada, there is apparently a looming Teachers’ Strike.  So students from 11 Ontario Colleges planned a walkout at the same time in protest of this strike.  So what did they do?  They had a Facebook Fan Page, DUH!

So on this Facebook Fan Page they gained 22,000 fans.  Quite a number.  They than had  petition, likely distributed through Facebook, that had 4,000 signatures.  Of all these numbers, only 356 students agreed to the walkout.  So the time arrives to walkout and protest and what happens?  (Do you hear the chirping birds?)  Nothing happened. The National Post’s Kelly McParland reported  that,

“Graeme McNaughton, founder of the antistrike Facebook group, said he had found volunteers at 11 colleges who were willing to lead student walkouts. In the end, however, turnout was meagre, and in no case exceeded 20 people.”

Maybe it’s just me, but I find this incredibly funny.  Here you have “activist” college students trying to fight a cause and get incredible online support.  In reality though, only 18% of their fans were willing to sign a petition, 1.618% agreed to walkout and assuming the maximum quoted above (20 per location)  a whopping 1.09% actually did anything.  The National Post reported that one school had a whole student (yes, singular, it’s not a typo) walk out and deliver the petition to the admin offices.  HA!

Lesson?  Just because you have a lot of fans means nothing.  I was actually reading from The Iowa Republican and the Bleeding Heartland and saw a comment by the same commenter that was bleeding with ignorance.  He/She concluded that because one candidate had quadruple the numbers of anyone else running that he would win.  The funniest thing is that he can’t add because one of the other candidates had twice as many as his beloved candidate.

When you’re running your campaign there are two things: Don’t think you lack support because you only have few fans on Facebook and don’t think you’ve got it in the bag because you have a gazillion fans.  In a lot of cases you’d be better off having 20,000 gremlins become fans than having 20,000 actual fans.  (Because gremlins are sneaky, just don’t put them in the microwave;)

So what’s the point of being a fan?  Engagement.  You need to engage.  If I have 100 fans that I am constantly engaging versus someone with 10,000 fans they never engage, I am better off and have a stronger following.  It’s not about fandom, it’s about engagement.  So as you run your online eCampaig remember that even if you rise to the elite of Facebook Fandom, if it’s only based on quantity, not quality, you’re support is utterly worthless.

Video SEO for Your Online Video Campaign

Preview

Search Engie Optimization – VSEO – Video Search Engine Optimization – with Greg Jarboe at SES San Jose 2008

Run a Killer Campaign for Public Office through MLM

I was sitting down in my living room a couple of days and had this epiphany (though maybe blatantly obvious to you, so just humor me) on how to run a killer campaign for public office.  It’s quite simple actually.  It’s called something that a few have grown to love, many don’t understand and many have made zero dollars trying it out.

It’s called Multi-Level Marketing (MLM).  Initially my thought was this is the means to winning the local political campaign.  Rather, it works on all levels of political office it’s just a matter of applying it properly.

MLM, for those that don’t know it very well, in very general and simple terms, is a pyramid scheme.  Think about those running for Congress or any Presidential campaign.  They have County Chairs, State Chairs, Coalition Chairs, etcetera.  It’s one giant pyramid scheme where each chair-person is raising money, motivating volunteers and getting out the vote.  Here are the problems.

On large statewide or national campaigns many don’t think of themselves as MLMs when they should.  Each County or State chair needs to recruit “X” number of volunteers and raise $XX.  Each of his/her recruits need to recruit “X” number of volunteers and raise $XX.  It’s the never-ending circle that creates sort of a top-down grassroots effort (yes, I see the contradiction there).  This mindset will enable you to reach the largest number of people in the most effective way.  Stump speeches in front of hundreds work, but recruiting my 10 best friends/family and having them do the same is much more effective and personable.

On a local level campaign run you typically don’t just think of this, you’re likely not even doing it on accident like the higher-level offices.  Just because you have a small constituency there’s nothing wrong with having a Teacher’s coalition, veteran’s coaltion, etcetera.  You may have to get a little more creative because city council won’t be too involved in Veteran’s issues but it can be done.

Lesson:  Be an MLM marketer.  It works because everyone involved is working for the person at the top and to put them in office rather than working for themselves.  It’s a self-less pyramid schemed.  I’m actually going to pick up some books on MLM marketing because, in all candor, as bad a rap MLM gets it’s precisely the thing your campaign needs.  To put in words a little easier on the ears, you need the organization.  Money doesn’t buy organization, money buys ads and yard signs.  Imagine if you had both.

Running for Local Office? Make a Campaign Sign

Duh!  I know that’s what you’re all thinking.  But quite frankly there are a significant number of people out there that are interested in running and have never ventured into politics.  As a matter of fact, a lot of times, it’s kind of easy to spot them because their signs are, well, interesting.  In all candor, it’s really just about basic marketing principles applied both online and IRL (in real life).

Well, for those of you that are looking to run this 2010, probably a local office, check out these tips from iSnare.com.

1. Colors Matter: Just like you wouldn’t wear certain colors in parts of LA, colors represent something.  The symbolize political parties, ideology and much more.  I’ll often see green colored signs for local offices that are running in rural areas with lots of farmland.
2. Oh I look Great: Would you buy a product without at the very least seeing it in a picture?  Of course not.  You must have a face with your brand.  If your message doesn’t have a face to fall back on you won’t pull in votes.
3. Everyone Knows The Name: What do people see when they look on the ballot?  Names and sometime parties.  Give them a name.  Honestly, if you can hammer your name in the head of every person in your area you will win.  Especially in local races or the “unknown” races that people don’t pay too much attention to.  Your Name could win it for you.
4. Political Party Affiliations: Affiliations do matter, but unlike the advice of the article, it’s not always smart to declare your affiliations.  In many local races you need to consider your self a “Bostonian” before you consider yourself a certain ideology.  “Bostonian” of course meaning whatever city you hail from.  Sometimes party affiliation will help and sometimes it can hurt.  Just remember, when they see your Conservative you may gain the right vote but you’ve possibly lost the left.  That’s quite presumptuous but for simplicity’s sake, let’s leave it at that.
5. Slogan: A slogan is and isn’t necessary.  If you have a good slogan it works.  But remember your signs are only so big so keep it short and simple.  Obama ran on Hope and Change.  And while Hope is gone and the Change has been terrible, it was catchy.  Be original but don’t be stupid.
6. You Constituency: If there is one thing I abhor in this world it’s a political sign where I can’t tell what they are running for.  Especially on local races.  Often you can’t tell what district they’re running for, is it school board or city council, etc.  Tell everyone what you are running for.
7. Use Icons: Icons can work but again, be careful.  Icons can become confusing.  If you use icons keep it simple.  Here in Iowa my brother has used the State of Iowa as an icon and it works.  Don’t have something ambiguous or that just doesn’t make sense.

Anyways, these are their tips (somewhat) on making signs.  Yes, I know, this is a technology blog, but let’s be honest, if you aren’t following these principles in the design of your website and bumper/banner ads than you’re messing up.  Like I said these tips apply online and IRL.  So if you’re running for public office, especially for the first time, you have a new, fresh brand to create.  Follow these tips and make the most of your image and good luck in running you political campaign.

Government 2.0 versus Citizen 2.0

We’ve all heard quite a bit about Government 2.0 the past 20 months or so and the question is still out there – Is Government 2.0 possible?  Government 2.0 is the concept of “collaborative government.”  One where our representatives can execute their responsibilities via the web.  This could be taken as far as allowing Congress to vote remotely out of their offices in their districts or as simple as automating information distribution via the web.  One area where our Iowan SOS Mike Mauro has dropped the ball is not allowing businesses to organize or incorporate via the Internet.

To the degree in which some people would like, full fledged Government 2.0 is either impossible or a long ways away.  It may be impossible because Government is never efficient.  It’s definitely a long ways away because we’ve got a bunch of old people running the show.

What IS possible is Citizen 2.0.  Citizen 2.0 is the activist side of politics.  Via the web every individual can express what they want in a variety of venues.  How does this relate to your campaign?  Stop thinking in terms of Government 2.0 and start thinking in terms of Citizen 2.0.  Government 2.0 is what Obama practiced.  He declared greater transparency through the Internet, he has his team TIGR and everything.  Well, we’ve all seen how that worked out.  Instead you need to focus on driving online activism.  Create an environment that facilitates the creation of Citizen 2.0 and engage with those individuals.  This is the key to winning the eCampaign.

Boosting Online Fund Raising

Here is some community found advice on raising money online.  These tips were compiled by “Jason Dick, college development officer in Redmond, Wash.” Keep in mind these tips are intended for non-profit organizations that are trying to raise money, not campaigns.

Before starting a fund-raising drive using a social network, make sure key people have specified how they will help spread the work and otherwise back the effort.

It’s pretty obvious huh?  You’d be surprised how many politcians talk about raising money online but they don’t have the stones to actually drive it and ask online.  Use Twitter and Facebook to drive traffic to your contribution page.  If you use Paypal, it’ll work too just realize it sucks!  Use a real contribution page, we recommend Blue Swarm.  You can learn about them if you subscribe to the site.  You need to spread the word and you need your volunteers to spread the word.  It can’t all come from you.

Form alliances with businesses, such as an agreement in which an online company donates a portion of online sales to the campaign.

As a politician you can’t necessarily form “alliances” with businesses and create agreements.  That said, use it a different way.  Get local businesses to host fund-raisers.  Find a supporter and use their business as the location and have them invite their contacts.  Do this outside of business hours.  This is the best way of building alliances.  They can’t “match” payments of the other donors but they can certainly help bring more funds in.

Ask for specific amounts and set short deadlines to create incentives to give immediately to online fund-raising drives.

You need a real call to action.  Not – Please help us win by donating money!  A call to action is specific in every way.  Invest $20 in John Doe for Congress to make sure you get a loyal return and fair representation.  It’s specific.  It asks for a certain amount, tells them where it’s going and what it will get them.  And yet it would all fit in a single tweet.

The Ambiguous Donation

I was reading some blogs today and came across a great article from Hotair.com about the Massachusetts US Senate race between Democratic Attorney General Martha Coakley who is only leading Republican State Senator Scott Brown by a mere 11 points.  Which for Massachusetts, a state where Obama won by 23 points, is pretty darn good considering there are still ten campaigning months left.  In the post the author placed an appeal to donate to Brown’s campaign.  An appeal I’d second as that would be a huge win for us.  But that’s not my point.

Directly below, I was perusing the comments to this post.  Sure enough the second one said,

“I fanned him on Facebook. That’s like a contribution right?”

With the emergence of Social Media (SM) the definition of a donation seems to be skewed.  I’ve noticed this with other campaigns as well.  People are beginning to remove the $$ from the definition of “Campaign Donation” and replacing it with any action from volunteering to “fanning” them on Facebook.  This in fact, is wrong!

Fund raising is key for any campaign, DUH!  Yes, volunteering your time is good, but let’s be honest, I can reach a heck of a lot more people through a TV ad or even a tweet than I will from you knocking on five blocks of homes.  Not only that, but they are less intrusive as well.  Don’t get me wrong.  Volunteering is vital for a successful campaign but it doesn’t mean you don’t have to donate.  That said, you as a candidate should not expect them to not donate because they are volunteering.

It’s simple marketing.  You need to ALWAYS be asking people for donations until they’ve given you the maximum funding the law allows.  Remind them at every turn.  Money may not be the exclusive force that wins campaigns but I promise, it sure does help.

As a campaign you need to be strategizing all the time on how you can generate more funds through your daily actions.  How can you remind people all the time without looking like a loser?  It varies from area to area so figure it out.  Our clients are finding success in different ways and with SM you have many more avenues for generating those funds.

Like I said, don’t let your supporters get away with thinking that fanning your Facebook page is sufficient.  If they want real change than they MUST donate.  Even if it’s just a dollar.  I don’t care how much.  Obviously the more the merrier but anything and everything helps.

Tea Party Strikes Back, a Sequel to A New Hope

2009 was the emergence of A New Hope, that is, the emerging Tea Party movement. 2010 we are all now getting ready for Tea Party Strikes Back coming out January 20th this year. It’s not even January 20th and I’m already excited for next year’s Return of the Tea Party.

In all seriousness though, it’s time to prove the Tea Party movement and turn to greater action. We’ve been successful thus far in building this grass roots movement but we still count for nothing until we’ve put people in elected offices. So here’s the plan.

On January 20th the Tea Party movement is going on strike! Allen Hardage said, “”the TEA Party movement moves into the next phase, TEA 2.0, of taking our country back… We will demonstrate our power and reach to those companies who employ individuals backing the leftist agenda in every major city, every congressional district and every small rural town in America to spread one unified message. That message is simple: Stop funding socialism.“

On January 20th the Hardage will be releasing the list of companies we are going to strike against. If they opt to stop supporting socialism than it turns into an all out boycot.

Here are some links to show your support.

Facebook Group for Strike

Ning Network for Strike

Join the groups and support the cause.  Then there will be no need for Return of the Tea Party!

Technology and Political Links From ORS 12/18/2009 (a.m.)

• Testing the power of the medium – my final case for a web-only thesis « Andrew Spittle

  Take a peek at this robust entry From Andrew Spittle. The 3 aspects he’ll cover are 1: twitter and the realtime web 2: Wordpress and the rise of self-publishing and 3: Automated information consumption.

  These topics will be very familiar to our ORS readers. I can’t wait to see how this project turns out.

  Tags: ORS, web, politics, ecampaign, activism, organization, social media, spittle, webonly

  • – By Doug Mitchell
  • – By Doug Mitchell

Posted from Diigo. The rest of operationredstate group favorite links are here.

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