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This presentation takes a brief look at the elements critical to an online campaign, and focuses on how to move supporters up the ladder of engagement from being casually interested to being donors and advocates.
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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!
