Archive for September, 2006

Attempted Viral Campaign Out-Clevers Itself

From Deborah Netburn at the LA Times:

Savvy Web publicists, such as those for the ABC show “Lost,” have been adept at using promotional materials that spill out beyond the edges of the show, creating mysteries embedded online or in the real world for fans to chase after.

Sometimes, however, a publicity machine can be too clever for its own good, as was the case this fall when the PR department at Fox hoped to court this community with press materials for the new hour-long thriller, “Vanished.” So carefully embedded in the documents were the clues, that few even realized they were there, and a great viral mystery was not only left unsolved, but a slumbering world remained unaware that the trail even existed.

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Add comment September 30th, 2006 Trackback Bookmark on del.icio.us

Using Social Networking and Social Media for Politics in the Midwest

Adam Sichko of the St. Louis Post-Dispatch has a good piece on candidates’ use of MySpace, Facebook and social media in races in Missouri, Illinois and Ohio, focusing on Missouri. Some details: Missouri Senator Jim Talent has a Facebook profile, his opponent Claire McCaskill has a supporter-created Facebook profile rather than a campaign-created one, and both make good use of video on their own campaign sites. None of the major-party Missouri congressional candidates has a campaign social networking profile at all, but the article looks in a little detail at an Ohio congressman’s and a Missouri state senatorial candidate’s social media outreach.

The article makes the appropriate points about social networking sites’ potential for reaching new supporters, YouTube’s ability to make your gaffes last forever (hello, macaca) and the difficulty of maintaining message control when supporters are creating content. Nice quote from Julie Barko Germany, Person to Person to Person editor and IPDI deputy director.

cpd

1 comment September 29th, 2006 Trackback Bookmark on del.icio.us

Social Media/Social Networks/Podcasting How-To eBook

Micropersuasion reports that search engine marketing company Spannerworks has put out a PDF guide to social media, covering blogs, podcasts, social networks, content communities and Second Life. It’s more of a quick overview than an in-depth examination, but it’s still a good resource. Man, they’ll let anybody publish an eBook these days.

cpd

Add comment September 28th, 2006 Trackback Bookmark on del.icio.us

Don’t Miss a Chance to Recruit a Volunteer; Microtargeting/Voter Registration on MySpace

New reader Alex Urevick-Ackelsberg of Future Majority writes in with a couple of good suggestions. First, campaign sites should always have some sort of action available for volunteers to take, so that you don’t miss out on a chance to catch potential activists when they stop by.
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Add comment September 28th, 2006 Trackback Bookmark on del.icio.us

More on Spreading Ideas Through Blogs

Following up on last week’s articles on blod ads and spreading ideas in the blogosphere, IDI’s Blogger Relations blog takes a step back and reminds us to do our homework before we dive in. Next, the article asserts a basic philosophical approach: to work with bloggers, it’s often essential for your campaign or organization to join the conversation directly. IDI then follows with more tips for getting the most out of your campaign.

I’d basically agree, but caution as before that if your campaign, organization or company is going to have a blog, you must have something substantive to say and you must say it in an authentic voice. Todd Zeigler’s Biving’s Report article on campaign sites makes similar points.

cpd

Add comment September 28th, 2006 Trackback Bookmark on del.icio.us

Building a Better Political Campaign Website

The Bivings Report has great list of tips for building campaign sites beyond the usual cookiecutter waving-flag-and-smiling-candidate layout. Some suggestions: give visitors stuff to do besides just give you money, create a site design that says something about the candidate, recognize your best volunteers, provide users with a behind-the-scenes look at your campaign, and create a community around your site. More suggestions and more details in the full article. Thanks to reader Ha-Hoa Dang for the tip.

cpd

Add comment September 27th, 2006 Trackback Bookmark on del.icio.us

Microtargeting at Work in a House Race

Chris Cillizza and Jim VandeHei have a great article in today’s Post, “In Ohio, a Battle of Databases,” that looks in detail at how campaigns work with data behind the scenes to find voters, hit them with targeted messages and ultimately get them to the polls. Though the Republicans have a finely tuned turnout machine, an Ohio Democratic challenger has learned from 2004 and is racing to catch up. One section out of many worth reading:
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Add comment September 26th, 2006 Trackback Bookmark on del.icio.us

Download Online Politics 101

“Online Politics 101: The Tools and Tactics of Online Political Advocacy” gathers the e.politics how-to articles into one conveniently packaged (and free) publication.

Online Politics 101

Each chapter contains a link to the live version on epolitics.com with updates and related materials.

  • Download the PDF [2.4 megs] — right click and “save as” to grab your own copy. You can’t hardly beat the price.
  • Or, follow the links to the right to browse by chapter.
  • Press release

1 comment September 26th, 2006 Trackback Bookmark on del.icio.us

Quick Hits — September 25, 2006

  • Few Watch Drug PSAs On YouTube. The Office of National Drug Control Policy finds that viral marketing is hard if your audience doesn’t want to take its medicine. Political advertisers take note — YouTubers will watch what THEY want to watch, not necessarily what you WANT them to watch.
  • More Americans Turn To The Internet For News About Politics. According to the Pew Internet and American Life Project, “on a typical day in August, 26 million Americans were using the internet for news or information about politics and the upcoming mid-term elections.”
  • Search Shows Your Political Thoughts. A look at using the search terms entered at the major search engines to track hot political issues. Product marketers have been using this tactic for quite some time.

cpd

Add comment September 25th, 2006 Trackback Bookmark on del.icio.us

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