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Digital Campaigns 101

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Crystal Patterson

on 16 June 2016

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Transcript of Digital Campaigns 101

The true legacy of the 2004 Presidential campaign?
2004: In the beginning.....
Social Media
Building a Digital Campaign
Good social media content:
Social Media
What makes a good campaign website?
Your Campaign Website
Digital Campaigns 101
#Winning the Internet
Effective Email Campaigns:
A revolution for digital engagement!
Online innovation had a HUGE impact,
changing how we look at:

Digital Tools
Remember the 3 "C"s
Engage Supporters

Inspire Loyalty

Create Community

Social Media: Less Is More
Better Engagement, Fewer Platforms
Before you begin any online effort, think about what content you have to offer or want to create. Make sure it fits in with other campaign messaging like mail, calls, ads, etc. Ask yourself the 5"W"s:

Who is my audience?
What am I trying to tell them?
Where is the best place to share my content?
When is the best time to share my content?
Why is this content important?
Planning is essential for a successful digital campaign.

Developing a message calendar for each component of your online plan will help you maximize opportunities and get the biggest return for your efforts.

Planning ahead makes it easier to switch things up quickly and easily as your campaign moves forward.
Good Websites:
"Lead" the reader
Minimize visual clutter
Are clear and concise
Cater to the audience

Social media sites provide opportunities to test messages or to have fun with ideas that may not strictly fit into your main messaging plan.
Keep your mom's good advice in mind, though:
Have fun, but be careful

If your friend jumped off a bridge, would you?

Be yourself, don't try to be someone else
Site Map
Regular, consistent posting of content is essential for successful online engagement. If your supporters know you're posting interesting, useful or sharable content on a regular basis, they'll keep coming back for more.

Consistency also helps you understand your audience and your metrics better - it's much easier to see what messages or timing work best for your audience when you operate on a schedule - you can adjust as you learn what your audience likes and wants to see.
The mood in Egypt today is different. Too many people still beholden to the mentality of slaves. This is so frustrating. #jan25 12:48:45

We r at very critical stage. The counterrevolution is out in full steam. You will collect our dead bodies from garbage bins if we don't win. 12:49:48

A lot of people talking on the street, saying that this is good enough, & we shouldn't forget what Mubarak did for us. The Irony baffles me. 12:50:15

The country seems to be splitting apart, fissures in my own family have already started 12:52:18

We have foought for you, for accountability and change, and now that we are a hair away from victory, u betray us. #jan25 12:57:55

Pro-Mubarak march now coming into Tahrir in 'a big number' and it will get ugly http://yfrog.com/h3zsgekj 13:39:10

1000 pro Mubarak demonstration is heading towards Tahrir. The military is withdrawing. This will get ugly quick #jan25 13:40:24

INCREDIBLE standoff between pro-change and pro-Mubarak demos at Tahrir NOW #Egypt #jan25 http://twitpic.com/3vqkcp 13:40:49

Pro-change demo has regrouped and is pushing back the pro-Mub demo back to abdelmoneim Riyad sq #Egypt #jan25 13:57:47
Facebook by the Numbers
Worldwide, there are over 1.6 billion monthly active Facebook users

1 out of every 5 minutes online is soent on Facebook or Instagram

People check Facebook an average of 14 times per day

Age 25 to 34, at 29.7% of users, is the most commo

Average time spent on Facebook and Instagram each day is 50 minutes

At any given time, there are potentially 1500 pieces of content that Facebook can show in your feed (your brain can process about 300 in a day)!

Twitter by the Numbers
69 million Twitter users in the U.S.
310 million active monthly users
83% of active users are on mobile
38% use the site every day
80% of world leaders use Twitter
23% of U.S. adults use Twitter

Digital Ads
Where You Can Buy Ads Online

Use Your Metrics!
Time Spent
All tell you about your audience
and should shape your strategy
Crystal Patterson: crystalp@fb.com
Full transcript