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.

Diminished Importance of Mainstream Media

(By John Burnley, Contributing Author to ORS)

Last time I discussed the importance of constituent engagement and how technological tools were beginning to transform the political campaign process. However, I also issued some warnings about utilizing these tools without purpose, strategy or gauging effectiveness. Whether social/new media tools like Facebook or other software, voice or video offerings etc. are implemented, mimicking other campaigns in their use of technology may not produce the desired results. Nevertheless, online campaign initiatives are beginning to take hold. There are more examples surfacing of candidates realizing the importance and relevance of embracing newer approaches to reach constituents, whether to pass information, solicit donations or promote volunteerism.

We are also seeing a shift in the way information is being delivered to the public. I recently ran across another example of social media being used to distribute political technology related content. According to the Facebook page “California governor’s race travels the information superhighway”, the Golden State’s 2010 gubernatorial race may be the most technologically based contest yet to be seen by the state. Candidates have been using Twitter, YouTube videos, Google search advertisements and other social media and online tools. One candidate even made his campaign official via Twitter.

The page also questions if alternate methods of information delivery will diminish the importance of traditional media such as radio and television. YouTube videos, as well as other online or social content delivery mechanisms can be used to respond more quickly to events than traditional media as well as go on the offensive against an opponent. While I’m not intrigued by a new wave of negative candidate bashing YouTube videos, this does allow a candidate the opportunity to respond quickly to comments, inaccurate claims etc. without the possibility of the content being edited or diluted down by traditional media or fighting to have the information delivered to the public at all.

There is no hint about any of the underlying strategies for tool utilization or determining effectiveness, but it does illustrate how campaigns are becoming more innovative in their attempts to reach constituents.

As with most political venues, funding for information and technology for the various candidates is across the board ranging from $17,000 – $900,000. In an economy where many grassroots candidates may struggle for financing, these numbers illustrate the importance that some high profile campaigns are placing on newer methods for constituent engagement. Seriously, Doug, raise your rates for ORS!

Drive Campaign Sales!

Today I joined Doug for the Red Alert Hour and we discussed a few things I really want to extrapolate on.  It really is amazing how few people get it.  Not just in politics but even in business.  People assume that because it’s called social media it is meant to be only ’social.’  They think that these online communication venues are only meant for interaction.  Why is it that communication within the world of social media is constrained to be defined strictly as ‘friendly interaction?’ Are television ads not communication?  Are radio ads not communication?  Heck, are newspaper ads not communication?

I bring this up for a very good reason.  You see….political AND many social media consultants aren’t saying that selling (fund-raising) through social media is pointless.  Rather, they are saying DON’T DO IT!  They say it’s against all that social media stands for.  They say it’s not authentic.  This REALLY erks me.  Let me share why.

Social media STILL follows all the basic marketing principles.  How does my tweeting back and forth with you about the weather going to make you give me your hard earned cash?  IT DOESN’T! It does make you think I’m a nice guy to chat with, but that’s it.  I’m not just saying this – I’ve experienced this with past clients.  You need a call to action. You need to tell them why you are online.  If you are on Facebook and Twitter just to chat…more power to you.  But don’t complain when your sales aren’t going up or you haven’t hit the level of funds you need for your campaign.

Social media IS selling. It’s selling yourself.  It’s selling products.  It’s selling services.  It’s selling oppportunities.  It’s selling and selling and selling and selling.  Get the point?  The argument they always give me is that you need to brand.  Yeah.  So what?  You tell me what good branding is if you aren’t going to sell what you have to offer.  Wait.  You don’t have to because I already know it’s useless.

So get ready, here’s what it takes.  Branding and selling need to be simultaneous acts through social media. You have mere seconds to position yourself, peak interest, coerce a click and motivate your viewer with a call to action. That’s right.  In a matter of seconds.  It’s shorter than TV and radio.  This is done through content generation.  Provide your viewers with valuable content and ALWAYS remind them to donate funds to your campaign.  There are some strategies we use at OperationRedState and of course you’ll have to sign up to find out what .  But it really does come down to the fact that if you are ONLY conversing with your following don’t expect anything to happen.

People don’t vote for friends.  They vote for leaders.  They vote for people they know will stand up for what their constituents believe in.  They vote for people that communicate with them and ask for their help, both monetary and through actions.

You aren’t online to be their friend and frankly, I don’t want to be your friend.  If you are then that’s all you’ll ever be – the friend that keeps running for office but seldom wins.  You are online to lead.  Show me your a leader.  I dare you!

Social Media has Reached it’s Tipping Point in the World

The other day an article came out from StrategyEye.com. In a recent survey half of all businesses in the sample said “they are not spending enough online and 86% say they plan to increase their social media budget in 2010.”  While this article is in the context of business the concepts involved a very much the same for you politicians.

We said it was going to happen and it finally will begin full throttle (as though it wasn’t growing fast enough anyways). Social Media adoption among campaigns and organizations is vital, however many are unsure of how to get there. Whether it’s a lack of resources, lack of know-how or for many organizations, a lack of time.

The study went on to say “many firms are struggling to make the most of social media, with 54% saying a lack of resources is the biggest obstacle to better engagement. Less than a quarter of those surveyed say they can see a ‘tangible’ return on their investment. Just under two-thirds say they have gained ‘more benefit’ from their social media spend ‘but nothing concrete’.”

The hardest thing I’ve seen from marketing and social media consultants is that when they go into an organization to help develop a social media campaign it’s always about branding and rarely about selling. In a political context we are still selling.  Branding gives you a position.  Selling gives your target a “call to action” that is, TO RAISE MONEY!!!  It seems it’s always about conversing with your consumers and less about SELLING.  Both are in fact, necessary.

Even if you just entered a race, yes, branding is important, but if you don’t have enough cash to stay in the race your brand means nothing. If selling is not a part of your social media adoption than you will not reap tangible returns as mentioned above in the study.

People get really confused when I tell them I do social media change management. It’s because they are hell-bent on the idea that social media is something you “register” for and you’re off.

Before you have your next meeting with your political team or the consultants you work with ask yourself this question and then ask it to them:

“How will social media transform real work into real money?”

Simple as that. How is social media going to increase your fund raising ability? How is it going to get you that extra hundred, thousand or even ten-thousand dollars every week? How is it going to making your campaign stronger tomorrow? These are questions they should have answered the first time you entered the online arena and if they cannot answer them now, you need to look elsewhere for help.

If you don’t you’ll fall into this category of campaign or organization:

“‘While an increasing number of companies are embracing social media, many are struggling to effectively manage their engagement,’ says Phil Gripton, managing director of bigmouthmedia UK. ‘They are consequently failing to make the most of a potentially enormous opportunity.’”

Don’t pass this one up!  Subscribe to ORS NOW!

Mike Bloomberg, Paid Advertising for Facebook Pages

Michael Bloomberg, the mayor of New York City, has started an aggressive campaign to attract his constituents to his campaign page on the internet’s largest social networking site, Facebook.  This week Bloomberg posted a commercial on YouTube inviting his viewers to become his supporters on Facebook.  He also has paid advertisements on the internet attracting people to his page.   This is definitely a unique use of social media for a mayor of a city.  Granted, he is the mayor of New York City, which obviously makes him a higher profile politician than most of your everyday mayors around the country, but I haven’t even seen my Governor (thankfully) or US Senators do this.  Paid advertisements to lead people to your Facebook page?  This is a relatively new concept.  Bloomberg is a pioneer.  I wonder how long it will take until we see that from others.  Maybe next Presidential election we will see paid advertisements on television by Barack Obama or Mitt Romney trying to get us to visit their Facebook campaign page or to follow them on Twitter.   This wouldn’t surprise me at all.

I often mention how great a campaigning tool social networking sites are because they are so cheap (typically free unless you hire someone else to manage it).  Now we have a politician taking it to the next level by actually buying advertising space to promote his campaign pages on social networking sites.  I am curious to see if this strategy is effective and worth the money paid for the advertisements.  Bloomberg now has over 15,000 supporters on Facebook and the number continues to grow.

The world is changing.  Social media has revolutionized the way we communicate with each other, the way we campaign, the way we do business, and the way we get our news.  I don’t think anyone can fully comprehend where social media will be at the time the next Presidential election comes around.  The more people make bold moves like Bloomberg, the faster social media will progress.

Read more about it here:

http://www.politickerny.com/3593/bloombergs-facebook-supporters-thompsons-facebook-friends

Technology and Politics Links from ORS

• Implementing a Social Media Strategy – where to start?

  Have you identified your social media goals? Do you know your end game? How are you going to measure the results? Are the results measurable? Have you laid out a formal plan? Are your goals SMART? These are all questions you need to ask yourself when making your social media strategy.

  Tags: ors

• How to Create an Online Newsroom: Content Can Enhance Credibility with the Media | Suite101.com

  Here are some phenomenal suggestions on creating a newsroom on your website. For all you know there are people that want to talk to you but your site is so confusing no one can find anything. Read this article, open your site up to possible connections that could go a very long way. “Content can enhance credibility with media”

  Tags: ors

• Is there any surprise trust is so low? — NevilleHobson.com

  UK – The Ministers and Money. This article may not be about the US but it’s certain symbolic of our future and past. What can we do to change?

  Tags: ors

• Will FOX Decision Lead Other Networks To Follow Suit? – mediabistro.com: TVNewser

  PBO has cost the networks an estimated $30 million for his three prime-time addresses. PBO, why aren’t you using YouTube? It’s free and won’t cut jobs.

  Tags: ors

• What Business Blogging is Missing | Kyle Lacy, Social Media – Indianapolis

  KyleLacy.com. Always a good read. Five goals every marketer, or in our case, politician should consider:
  1 – Increase organic search traffic
  2 – Boost referral traffic to my website
  3 – Generate more inbound leads
  4 – Increase email and catalog subscriptions
  5 – Sell more product

  These of course are in the context of politics. Product = message, etc.

  Tags: ors

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

Rapping Politics?

With the emergence of the Internet and Web 2.0 we’ve seen some pretty cool, outrageous, rediculous, and amazing things.  Social media is revolutionizing communication while consumers and people are relying more on blogs, websites, and networks to find the information they’re looking for.

In regards to politics, these tools are still fairly new and still revolutionary.  While I’ve seen some pretty creative ways of building grassroots support and to express your opinion but this is probably in my top five.

www.raplog.com.  It’s not a network you’ll end up using, but it is the epitome of out-of-the-box creativity that it takes to spread your message. Watch below or check out the link here.

Cory Booker Taking Mayoral Race On Twitter | 18,000 Followers

How fast do you think you can increase your number of followers on Twitter as a politician? Cory Booker, the mayor of Newark, New Jersey has proven that it can be fast. Thousands overnight. One of Cory Booker’s followers on Twitter mentioned:

“Wow! @CoryBooker your follower count tripled over the weekend! Nice work — it’s very exciting to see our mayor engage in social media!”

Here is a mayor who “gets it.” He is utilizing Twitter the right way. He isn’t the type of politician that just has someone else throw up some news releases. Instead of having one of his employees manage his tweets, he tweets personally by using his BlackBerry. He tells you what he is doing and thinking, and also informs the public about events they ought to attend. If you visit his Twitter account you will find several examples of this:

“RT @MayorHealy @CoryBooker will be campaigning with me 2day at 5pm! U can meet us and some of the Healy Team at the Grove St. PATH station.”

“Now I’m late, racing back to Newark. Don’t worry New Jersey – I’m wearing my seat belt.”

“JusGav my 1stGradSpeechOfSeason:NYU Schoolof Cont n ProfesStudies.Spoke of practical need 4us2 courageously live r truth n love without fear”

As a result of utilizing Twitter properly, he currently has over 18,000 followers. According to the tweet by one of his followers, that number is the result of it tripling over the weekend. That is impressive. Just another excellent example of local politicians using social media to communicate with their constituents. This is a lot better than the mayor that he campaigned with according to his tweet mentioned earlier. Jerramiah Healy, the mayor of Jersey City, is only being followed by 20 people and is only following 8. That is absolutely pathetic! Give me a break! Is that really the best he can do! This is complete negligence on his part. This man doesn’t even have anyone do it for him. To top that all off, he only has 3 updates. Again, that is ridiculous. I don’t care if he was new to Twitter. Any politician can do better than that.

Hopefully we all can be more like Cory Booker and less like Jerramiah Healy. Use social networking the right way!

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• Internet used by more than half in US election (jonggunlee.tistory.com)

Recession Hits Campaigns – Must Turn to Social Media

It doesn’t surprise me that candidates are finding it more difficult to raise funds for their campaigns the year after a presidential campaign and in the middle of a recession.  People simply don’t have as much money to give because they spent tons of money last year during the presidential election and the current state of the economy is not the brightest.  For this reason, these candidates running for mayor, city council, and state positions need to put an extra focus on utilizing social media.

There is no method of campaigning that is as inexpensive as social media.  Using social networking sites such as Facebook and Twitter are significantly cheaper than most forms of campaigning.  For this reason alone, one should not ignore this method of campaigning.  It is effective and cheap.  It is effective in the fact that you can reach people faster than by using any other method and the people you are communicating with want to hear from you, and it is cheaper than putting up billboard signs or running commercials on the radio or television.

This is not a method that only works for those running for president or congress.  It works at all levels.  Notice that The Atlanta Journal-Consititution reported that they are being used by those running for mayor.  This is just one of many examples you can find all over the internet.

Clearly, one solution to the drop in funds is the use of social media in one’s campaign.  Remember, it is effective and inexpensive.  One will get so much further if they use these resources properly.  Don’t ignore it.  Let us help too because right now memberships are only $97 per QUARTER!

Read more here: http://www.ajc.com/services/content/printedition/2009/05/10/atlmayor05101.html

UGC Through Social Media

As a businessperson what’s the one source of information you would pay anything to access?  Your customers.  As a politician, you should be thinking the same thing.  Except, with social media, the only thing you need to pay is attention.

UGC is something you’ll see floating around there and if you don’t know what is you’re going to learn it’s the most important thing to your campaign if you want to use grassroots politics.  UGC | User Generated Content.

I’ve touched on this once before but if your constituents don’t have an outlet to contribute to your message you will fail in the world of social media.  The only thing you really need to learn though is how to build these outlets where they can contribute.

Facebook:  Facebook groups and pages allow for tons of UGC.  Through discussion pages and other applications you can give your followers access to contribute.  Remember, it’s not always public by default.  I haven’t checked lately since FB made all these changes, but you may have to go in manually and make your pages public or at the very least, public to an individual few you trust.

Twitter:  This one is tough, especially for politicians.  If you use ghost tweeter as a politician and people figure it out, your toast.  While it’s okay for businesses and organizations to do this the Twitter-sphere doesn’t like it, and understandably so.  Well, the best way to do it is through hashtags.  Create a hashtag that your supporters can use in their tweets.  This at least allows them to categorize their tweets as your supporters and their tweets will get indexed as such.  You could also look into selecting some to set up second Twitter accounts they can use when tweeting about what you’re doing.

YouTube:  Let your followers create videos and upload them to your YouTube profile.  Afraid they might upload something bad, don’t, you can moderate them.

Blog:  When you’ve identified some supporters you can trust, invite them to be contributors/authors and blog for you.  Not only does this create UGC, but it creates a ton of content period which ultimately makes you more findable on the Internet.

UGC is crazy important.  Find ways to give your constituents the chance to share and not just join the conversation, but start the conversation.  Don’t for a second think your staffers count as UGC….they don’t.

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