Learning from a loss – digital lessons from the 2013 BC NDP Election campaign
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Learning from a Loss Digital Lessons from the 2013 BC NDP Election Campaign
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It’s often said that we can learn more from failure than success. We’ll be taking a look at the BC NDP 2013 election digital strategy, talking about successful tactics and tools, and the lessons we learned. Despite the failure of the campaign, the digital effort – online engagement, fundraising, and outreach – broke new ground in many areas. PRESENTER Michael Roy is the Director of Communications at the BC NDP. He oversees the party’s digital outreach and paid media, and had the pleasure of working with a talented team during the last campaign.
Transcript of Learning from a loss – digital lessons from the 2013 BC NDP Election campaign
Learning from a Loss
Digital Lessons from the 2013 BC NDP Election Campaign
Michael RoyBC NDP Director of Communications
!
@mikelroy
“Trying is the first step
towards failure.”–Homer Simpson
Social Media
• Fresh
• Engaging
• FAST
Teradek Bond
LESSONSPEED IS THE KEY METRIC
WHEN IT COMES TO COVERAGE AND ENGAGEMENT
“Ground Game”
1. Identify your supporters 2.Get then to the polls
NDP Vote
NDP Vote
NDP Vote
“Cross Tabs”Analytics Database
Reports
Better lists
DataAnalytics
NDP Vote
NDP Vote
LESSONWHEN TIME AND MONEY ARE SHORT,
YOU HAVE TO BE ADAPTIVE, CREATIVE AND FLEXIBLE. DON'T LET PERFECT BE
THE ENEMY OF THE GOOD.
CiviCRMFundraising database
Donor Segments
•Previous online donors
•Previous donors who’ve never given online
•New donors
A/B Testing• Big font vs small font
• Large button vs small button
• Long email vs short email
• With “P.S.” vs without “P.S.”
• Profanity vs no profanity
• Ugly email vs beautiful email
LESSONTEST EVERYTHING. THEN TEST AGAIN.
NDP Vote
“CrossTabs” Analytics
PredictiveDialer
CiviCRM Website (Drupal)
VAN Bluestate Digital
Predictive Dialer Build the Hope
Obama 2008
LESSONBREAK DOWN SILOS
– BOTH HUMAN AND DIGITAL – BY PLANNING AHEAD
Tracking poll image removed by request of presenter
LESSONDON’T RELY ON JUST ONE METRIC.
USE MULTIPLE DATA POINTS TO ASSESS HOW YOU’RE DOING.
LESSONSTART EARLY,
TRAIN YOUR END USERS, AND INTEGRATE THEIR FEEDBACK.
Lessons learned• Speed matters most.
• Be adaptive. Perfect isn’t the enemy of good.
• Test everything. Then test again.
• Break down silos - digital and human
• Don’t rely on just one metric
• Start early. Train your people. Integrate feedback.
Questions?
@mikelroy
