Building Advocates with Your Ladder of Engagement

The Ladder of Engagement in Online Campaigning

Clay Schossow, New Media Campaigns@newmediaclay

New Media Campaigns

● 12 Person Agency in Carrboro

● Full-service digital agency with a focus on politics

● Clients include local, state, and federal campaigns.

● Worked on more than 100 online campaigns

● Featured in BBC, BusinessWeek, Inc, N&O, and more

How We Help Campaigns

● Design and develop websites

● Build and execute online strategies

● Integrate or build online organizing toolsets

● Ongoing support and strategy: connecting online and offline, topical microsites, email campaigns, infographics, etc.

Building an Online Organization● Have a plan

● Know your audience (and your candidate!)

● Evaluate tools within your own framework

● Decide on conversion points

Climbing Ladder of Engagement

Case: Obama’s Ladder

What a Climb!

● From a Facebook Like to knocking on doors

● Each step of the way, I got more engaged, and they got more data (progressive profiling)

● A/B Testing Every Message (Hey, $3, etc.)

● There needs to be organization for each action

Conclusion

● Have a plan that meets your campaign’s needs & strengths

● Understand how you’ll initially engage people and move them up the engagement ladder

● Use tools to always be testing and building out more data

● Experiment with new things!

Thanks!

Clay Schossowwww.newmediacampaigns.com

clay@newmediacampaigns.com@newmediaclay