Beware of Strangers

Mister Toaster brings up an excellent point in his post on the 2004 campaign and narrowcasting.

"If the concept of narrowcasting (i.e., the opposite of broadcasting, a message that has been tailored specifically to a small segment of the voting population based on what we know about those voters) is set to be the marketing of the future, why aren't Americans Coming Together's efforts in Ohio getting recognition for its impressive ground campaign?"

An excellent point, indeed. If narrowcasting is the next biggest thing, why did the Amway antics of the Bush camp prevail?

Americans Coming Together (ACT) utilized PDAs to narrowly tailor and target potential voters about the perils of Republicans. According to campaignaudit.org, "ACT used a computer model to identify voters in select counties. As part of the identification process, the computer model made a prediction about the types of messages the voter would be influenced by. ACT then sent a campaign worker to each of the voter’s homes with a script and a PDA filled with four videos. The campaign workers read the script and played only one video to each voter based upon the computer's model conclusions about which video would influence the voter to vote for John Kerry for president."

It sounds like a great idea. Voters get a message from ACT made just for them. ACT used technology to help educate and motivate voters. However, ACT used strangers to deliver their message. The Bush campaign, utilized good ole' fashioned word-of-mouth community style messengers and ultimately, came out victorious.

I think a lesson learned from the 2004 election is that application of technology in politics is wonderful, however, it is important who is using it. The truth is, more people rather get the message from someone they know versus someone they don't. That is where the Bush camp got it right and the Dems got it wrong.

Online Bulletin Boards - You may want to Pay Attention...

Upon further reading of the chapter on Email and Newsletters in Winning campaigns Online, I feel it is important to note Ireland and Nash's summarization of the secret to online campaign success.

"The secret to successful campaigning online is to use the Internet for its strengths, and to avoid its pitfalls. Definitely put up a website, and use it to attract press, donors, voters, and volunteers. Drive people to the site with traditional postcard mailings or publicity in newspaper and television ads. But do not put an unmoderated bulletin board or online forum on the site, where outsiders can make statements that could embarrass or hurt the campaign."

When campaigning online, it is important to synergize offline and online media. You use one to advertise for the other. A website has many functions: raising money, volunteer recruitment, press relations, and persuading voters.

But, beware of functions on the website that allow for voter interaction, such as bulletin boards and forums. A website provides a wonderful opportunity for campaign to voter dialogue, however, such functions on the site must be monitored by the campaign, as to not allow slanderous, inappropriate statements.

Blogs to the Rescue...

Southern Dems Still Exist posed an interesting questions about the use of blogs; can blogs be used to quell a PR crisis?

It is an intriguing thought. I think that the power and credibility of blogs is increasing, and that blogs could have a function in easing a public relations crisis.

In some ways, I think blogs are fulfilling that purpose now. Last week, I wrote about an article from the Detroit Free Press discussing corporation's creation and uses of blogs. Particularly, General Motors began to use their blog to respond to rumors of the elimination of some of their automobile brands and the decline in their companies stock prices. Many corporations are beginning to follow suite.

I think that blogs could be successful at putting out PR fires. The first rule of crisis management is to find out all the information regarding the situation and keep the public informed. An advantageous way to do so is by sharing information through the blogosphere. It provides a medium for direct dialogue between company or campaign executives and the consumer or constituent.

Blogs are a great way to keep in touch with what the public's concerns, questions, and frame of mind during a crisis. Companies can use their blog as a reference point to learn from visitors what they need to say and do to in order to resolve a crisis, as well as a platform to communicate their message with consumers.

You get more with honey...

Reading Winning Campaigns Online's chapter on Email Newsletters, there is a clear emphasis on the importance of connecting with voters; giving them "warm fuzzies" for visiting a campaign site, reading a campaign email newsletter, etc.

The goal of most campaign websites is to target, educate, and persuade voters. Some excellent ways of doing so, as Nash and Ireland point out, "Make visitors glad they came...Speak respectfully to your supporters...Stay in touch."

Even though voters do not have a direct relationship with the candidate or the campaign staff who are sending the emails, it is important for the supporter to feel valued, appreciated, and respected. By sending concise emails genuine and appreciative in tone, a campaign can inspire potential voters to donate money, pass emails along to friends, or become a volunteer.

The secret to online success? In the words of my grandmother, "You get more with honey, than you do with vinegar."