SOCIAL MEDIA, RESEARCH & COMMUNICATIONS

Elections 2.0Part 1: Insights from the Nenshi Campaign

Part 2: Implications for 2011 Federal Election

Presented by Brian F. Singh, ZINC Research

Market Research & Intelligence AssociationApril 7, 2011

SOCIAL MEDIA, RESEARCH & COMMUNICATIONS

Elections 2.0Part 1:

Insights from the Nenshi Campaign

Why does this matter?

The Dynamics of Elections are ChangingEvolution. Leadership. Engagement.

Innovation. Mobilization.

Marketing Research & Polling are Changing.

Don Braid, Calgary Herald; October 19 2010

“One of the most entertaining parts of the campaign, in fact, was watching the old pols — the people so used to getting the leaders elected — looking over their shoulders with growing dread. They wondered, what the hell is this chaotic, uncontrollable thing thundering up the track?”

Nenshi: “All the chops… and relentless.”

• Champion Debater• Student Council President• Management Consultant• Academic/Professor• Author• Journalist/Media• Chair – Arts Organization• TEDx Speaker• Plan-It Calgary• Mayoral Candidate…

The Team…

• Nenshi leadership & design: “Established Parameters.”

• Some political experience.• But… trusted network with…

Proven performers/ Specialized skills. Independent thinkers, but collaborative. “Start-up & Launch.” Media literacy – traditional & Web-based

Google docs/tools Cloud-based communication/collaboration Twitter

• FACT: All active on Twitter – Before & AFTER the Campaign.

Myth: This was easy.

• False. Candidate & Team worked tirelessly off!• Used everything available…

Events, Debates, Coffee Parties. Relationship building/Management. Communications: Social Media/Web. Public/Media Relations. Technical: Statistics, Network theory, Game theory, Semiotics. Voter Identification.

• Rhythm of a Campaign… from awareness to election day.

The Problem: Who is Nenshi?

• No awareness nor familiarity.• No money.• McIver’s “war chest” & perceived “in-waiting.”• The Entry of Higgins.

A Unique Opportunity…• Timing, Scale & Geography• Strategy, Tactics & Execution

The ApproachWhat Social Media Facilitated…

• Be different.• Redefine the rules.• Intelligence-/Data-driven.• Innovation.• One step ahead.• Go to the people… wherever they are.• Seed “Advocates:” Create base to talk

among themselves.

Foundation Strategy+

Improvisation & Co-creation.

What does this have anything to do with an election?

CARS? HOCKEY?SKYSCRAPERS?

Initial Strategy: Connect with the Hyper-Engaged

The Strategy

• Phase 1: Awareness & Own Online.• Phase 2: Brand (Stand out/Differentiate)• Phase 3: Leadership.• “The Event”

The Strategy

• Phase 1: Awareness & Own Online.• Phase 2: Brand (Stand out/Differentiate)• Phase 3: Leadership.• “The Event”

* During Phase 2, “Mass Action” stimulated *

The Process of Research & Strategy

CAMPAIGN STRATEGY

“The Bridge:” Social Media & Canadians

Study

Social Media Monitoring

Web Analytics

Engagement Metrics

PUBLIC OPINION POLLING (Population Reflective)

Social Media Monitoring

Sentiment Analysis

Web Analytics

Media Monitoring

Voter Identification/ Geo-Demographic

Targeting

Volunteer Feedback

Data Intensive Approach. REALLY INTENSIVE.

• Data = Measurement = Performance.• Everything was measured:

Social Media/Web Campaign Tracking Voter Identification Polling & Polling Analysis Sentiment Analysis (Blogs, Print/Electronic Media, Discussion

boards) Volunteer feedback

• Everything fed back into & refined strategy.• Core measurement: Return on Engagement.

Myth: “Social Media Candidate”

• Integrated & Innovative Communications.• Social media was a tool – BUT used it better

than everybody.• Most other elements of campaign were

traditional, but social media supported these efforts.

• Grasped media/engagement efficiencies.

• Experts dismissed & Other Candidates did not react: Cannot grasp what you don’t understand.

Survey: Social Media & Engagement.“Media Literacy”

Engagement Phase Factor Factor Composition Revealed Rank

Awareness(10 groupings)

“Social Media” YouTube, Facebook/Facebook Fan Page, Mobile/Web App 3rd

“Online Resources” Search Engine; Candidate Website; Blogs/Online Opinions. 5th

Research(9 groupings)

“Social Media/Direct Electronic-Mobile”

Twitter; YouTube; Facebook/Facebook Fan Page; Mobile Web/Application; Candidate Electronic/e-mail Newsletter.

2nd

“Involved Opinions”Getting Involved in Campaign; Debate/Open Forum; Blogs/Online Opinions.

5th

Decision(9 groupings)

“Twitter/Facebook/ Mobile Web”

Twitter; Mobile Web/Application; Facebook/Facebook Fan Page. 2nd

“YouTube/Blogs” YouTube; Blogs/Online Opinions. 8th

Campaigns & Communications 2.0

• Speed of Production & Transmission: Less than 1 minute.

• Media expectations: On-demand Access. Anywhere, Anytime, Any Channel.

• Preparation: Contacts, Access, Willingness, Response Times and CONTENT.

• Diversity – Vehicles & Population

• But also… Candidate Advocates (3rd Party).

The Speed of the Web… September 28, 2010

The Speed of the Web… September 28, 2010

Manage Reputation.

Case Study: Measurement - 3 Pillars Video

Source: http://www.chaordix.com/blog/2010/10/13/crowdsourced-nenshi-video/#more-1637

How did we know it was working?DIY & Empowerment…

Turning our attention to the 2011 Federal Election…

To be continued in Part 2….