Online Branding of Candidates and Causes

Digital Politics Podcast today focused on the increasing tendency to employ branding techniques developed for consumer goods and business services to sell political and advocacy campaigns of all types.  Guest was Brian Keeler, VP for Politics and Advocacy for VShift, New York.  Brian agreed with me that voters have become much more brand savvy and that political consultants are starting to realize how important it is for candidates to focus on the details of a branding campaign (online and off) and not just the message.

Brian is currently working with some candidates running in 2009 and of particular interest are his efforts for the re-election campaign of Jon Corzine for Governor of New Jersey.  While Brian was not going to reveal any secrets about the soon to be re-launched site JonCorzine09.com, he did hint at some techniques to integrate content across multiple web locations.  The few Governor races in 2009 will certainly be a chance to test, at a state level, many of those lessons learned from the 2008 campaigns.

Hear the entire discussion.

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Getting Some of That Obama Magic

My guest on the Digital Politics podcast this week is Rob Kubasko, political Internet strategist with Campaign Solutions.  Met Rob last week when I moderated the panel on web sites at the AAPC annual conference in DC.  It seemed that Republicans, Independents as well as Democrats are looking to get some of that Obama magic for their next campaigns. There is confusion however about what role the Internet really played and how that translates down to a state and local race.  Rob has some real Internet campaign experience having worked with Bob Dole in 1996 through McCain 08.  He gets the power of the social nets and warns about ignoring the few passionate supporters at a local level who can dramatically help multiple the impact of a candidate’s message.   Hear the entire discussion on SignOnRadio.

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Future Campaigns Must be More Interactive and Voter-Driven

Washington, DC, January 22, 2009 – Results of a new national study among  3536 Americans revealed that there has been a permanent move from passive communications in political campaigns to on-demand information and relationships with candidates.

The E-Voter Institute surveys conducted by HCD Research revealed that in May 2008, 40% of potential voters viewed on-line videos about candidates. Results from a recent, post election survey released today indicated that 52% of respondents reported that they viewed on-line videos. In addition, there was a 35% increase in the number of women who reported that they watched the candidates’ videos.

Two-thirds of voters reported that they expected candidates to use email communications as part of their campaigns. Particularly striking is the growth of the unofficial campaign, with 45% of respondents reporting that they forwarded links or email about political issues to friends and family.

Furthermore, more than half of the respondents indicated that they received an email from friends or family about politics. For those who voted early, the official web site was almost as attention getting as a television or cable advertisement.

Download the report The Rise of On-Demand Political Campaigns: E-Voter Institute 2008 Post-Election Findings. E-Voter Institute Post-Election-Findings-01-22-09

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HCD Research Web Site Testing w/Eye Tracking

HCD Research uses a mobile eye-tracking system to detemine the optimal placement of graphics and copy within a web site in order to express the message clients are really trying to communicate effectively.  The system pin-points elements of a web ite that attracted the viewer’s attention first and maps where the viewer’s eyes traveled as they viewd the web page.  This identifies hot spots which indicate where viewer’s attention was held the longest.

This is a portable system that allows clients to use this technology with participants anywhere like a convention, shopping mall or trade show.

HCD Research uses this technology in conjunction with web-based quantitative tools to evaluate web sites and content.

See a demo of how the system works.

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Targeting Women Voters

E-Voter Institute Report looks more specifically at the women who represented 70% of the group of responders to the 3rd Annual Survey of Voter Expectations.

Comparisons between genders on Internet activity, political activism, and interest in news sources is augmented by details about the women by age, membership in social networks, and party affiliation.  Surveys conducted with the support of HCD Research, with analysis from Chris Borick, Muhlenberg College.

Of those women 18-24, 92% use email, 85% expect candidates to have a web site, and 68% expect candidates to post their television ads on the official site.

Of those women 55-64, 96% use email, 86% expect candidates to have a web site, and 64% expect candidates to post their television ads on the official site.

Surprised at how similar the expectations are regardless of age?

Looking at party affiliation, of women self-identified as Democrats, 94% use email, 89% expect candidates to have a web site, and 73% forward links  and email to friends and family.  Of those women self-identified as Republicans, 94% use email, 87% expect candidates to have a web site, and 73% forward links to friends and family.

Tough to tell the difference.

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Harnessing the Power of Social Networks: Campaign 2008 Taps Into the Virtual Grid

Social Network Grid

Report from E-Voter Institute looks closely at the 44% of the survey respondents from the 3rd Annual Survey of Voter Expectations who use online social networks.  Compared to average voters, social networkers are 78% more likely to click on an online political ad, 56% more likely to read a political blog and 53% more likely to submit an email in order to receive information from a candidate.

A nearly equal number of active social network members (63%) say that television and cable ads are as effective as the official candidate web site (62%) to get their attention.  The most active social net members tend to use traditional media significantly less than the average voter.

Included in this study are details by age, gender, party affiliation and level of political activism of these social networkers.  Surveys conducted with the support of HCD Research, with analysis from Chris Borick, Muhlenberg College.

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Rhetoric, Reality, and the Internet: What Do Voters Really Want?

Voting Day “Exit Video” courtesy of Kent Kriegshauser, Galesburg, Illinois.

Rhetoric, Reality, and the Internet: What Do Voters Really Want?

This E-Voter study is based on findings from the E-Voter Institute’s 3rd Annual Survey of Voter Expectations. Study surveyed over 4800 Survey respondents.

Report provides details about voters by gender, age, party affiliation, level of political activism, and technical competence.  Of particular note are the comparisons between what campaign tools consultants think are most effective and what voters say are the best ways to get their attention.  While television still has the most effect on how all voters make up their minds about candidates, the Internet is not far behind.  This study reveals that television and cable advertising, debates, and the official candidate web sites are the most effective methods for getting the attention of voters.

Voters are tech savvy with a broad acceptance of Internet tools.

This study highlights differences in behavior in those who call themselves political activists compared to those who just show up to vote.  Those highly politically active are more likely to take action online and have high expectations for how candidates should be using the Internet.  It is clear the Internet is changing face of activism.

Surveys conducted with the support of HCD Research, with analysis from Chris Borick, Muhlenberg College.

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