NC Free Enterprise Foundation published a piece on their website about the growing use of social media in NC politics, campaigns and issues. You can read about it on their site. We love the fact that organizations like this are spreading the word about social media and politics---as we have seen a growing trend over the last few years.
Their analysis focused on social media use by politicians and political candidates. What’s missing from the piece, and we don’t think intentionally, is the growing use of social media from associations, advocacy groups, and grassroots organizations.
On the association front, the NC Association of REALTORS® (NCAR) has been active in social media for several years. When the organization ran the statewide “Stop the Home Tax” issues campaign, NCAR used online components to engage citizens---throughout North Carolina--- in a conversation about the home tax, and how it would be bad for homeowners.
NCAR used YouTube to spread its message, and drive citizens to a website to register for email updates, and contact legislators. Thousands of North Carolinians viewed dozens of videos about the issue on YouTube, and then went to www.ItsABadIdea.org to send a message to legislators. NC Legislators received over 60,000 emails as a result, preventing the statewide adoption of the home tax. All of this occurred in 2007---when YouTube was not even on the minds of most North Carolinians, much less candidates and issues organizations.
Americans for Prosperity North Carolina has done an impressive job taking its offline grassroots power structure and combining it with a strong online presence. The organization has capitalized on the power of email to keep its members engaged and mobilized to take action. Their online website’s content strategy allows activists and others to learn about issues, engage others and take action.
At Cornerstone, we’ve seen not only the increased use of social media in candidate campaigns, but also with organizations, corporations and issues groups. Social media no longer serves as the shiny new tool everyone wants and uses. It is an integral part of an issue or candidate campaign. Most importantly, social media delivers measurable results for campaigns, organizations, and associations.
What organizations have you seen that are using social media as part of their campaigns?
It’s already started: Who’s going to have the best website in the next presidential race? Who’s going to try to “outdo” President Obama’s online and social media communities in 2012?
The blogs and social media experts around the country are already predicting that all campaigns---from the presidential level to the local level---will pour tons of time, money and resources into engaging voters, supporters, funders and opinion leaders, in the coming elections.
Today, we received an email from the folks running presidential candidate Tim Pawlenty’s online campaign. They have developed a new tool for their candidate to use in the social media ecosystem, and to stimulate conversations across multiple channels.
We expect to see many new “tools” like this one in the next year. But as we always tell our clients, using a tool, like Facebook or Twitter, or Vimeo or YouTube, is just that---a tool.
Every campaign needs a strategy that integrates online conversations and efforts, with offline traditional methods. Moreover, campaigns must connect with voters in authentic, creative and engaging ways. Don’t expect supporters and voters to flock to you just because you tweet something funny, or post your event and fundraiser on Facebook.
You need to be real, and need to think like a voter in order to convert him or her to do something offline in the campaign (like volunteer, or most importantly, vote for you).
Some of the tools that we will see develop in the next few months, and up to Election Day in 2012, will be helpful and useful. Some tools will be carried over into the corporate and social media branding world (much like after the 2008 presidential campaign). But it’s the integration---traditional and new communications, along with a good message and solid grassroots effort---that will carry the day for successful campaigns.
What do you think? What new and emerging uses of social media do you expect in the coming months?
We’ve talked a lot about the use of video---as a primary tool for social media--- in past posts. And we all know, by now, the power of video to reach followers, supporters, friends, and influentials.
In political campaigns, much like branding and corporate marketing campaigns, video is now the "go to" choice for making an announcement, sharing a story, or posting something funny. That’s why our friends over at Mashable are talking about video use in the next presidential race. Everyone’s making an announcement on YouTube (some are exciting and some are boring, quite frankly), and posting quick videos about their campaigns.
Mashable’s conclusion about 2012, video, and social media?
"Though it’s very early in the race, it’s clear that there will be more back and forth via social media this time around than in 2008, when Obama’s campaign pioneered the use of Facebook and Twitter to reach voters while John McCain’s campaign followed a more conventional path. Romney has more than 33,000 followers on Twitter and 840,000 fans on Facebook compared with 7.3 million and 19 million, respectively, for Obama"
What do you think? What about other campaigns? Will we see state and local campaigns use video and social media even more in 2012 than in 2008, or even 2010?
We wanted to say "thanks" to all the good people who signed up for the 'New' Digital Campaign webinar we hosted yesterday. We are sincerely humbled by the great response we received in terms of registration, participation, and follow up.
In case you were not able to attend, you are still in luck. We would gladly provide a copy of the presentation. If you want a copy, please click here, fill out the simple request form, and we'll get you a copy for your review.
Thanks again for all that attended, we hope you learned something, and look forward to a continued dialogue about online campaigns, with you and others.
If you have any questions about the topic or webinar, feel free to email me, or call! And if you want to register for future Cornerstone webinars, just sign up here.
Smartphone sales are set to outpace personal computer sales by 2012. That’s not hard to believe as everywhere you turn someone is downloading an app, updating a Facebook page, or tweeting his or her status---or a new link---from a mobile device. Moreover, it’s not hard to believe as Americans are on the move and obsessed with being constantly connected.
The numbers and statistics on mobile use, and its pervasive nature in our everyday lives, are staggering. Consider these few factoids (compliments of Mashable):
- Of the world’s over 4 billion mobile phones in use, 1.08 billion are smartphones
- By 2014 mobile Internet use may surpass PC desktop use
- One half of local searches are done on a smartphone
- Almost 90% of mobile users are surfing the Internet on their device, while watching TV
- On average, Americans spend almost 3 hours per day socializing on their smartphones
- 200 million YouTube views occur on mobile devices per day
- Women between the ages of 35-54 are the most active group in mobile socialization
The bottom line: If your campaign, brand, or organization is not optimized for mobile and smartphone devices---it should be.
Here are a few questions to ponder as you optimize for mobile: Is your website mobile friendly? Will your online ad campaign include a mobile element? What about including a text message component in your communications efforts?
Smart campaigns, organizations and brands will focus more resources on mobile---and those that don’t will be left behind
What are some of the tactics and strategies you are using to reach stakeholders, citizens, voters, or customers on their mobile devices?
It’s pretty common knowledge that Facebook is the mack daddy of social media platforms for personal, business and organizational use. With over 500 million worldwide users, not many will deny the sheer power and force of Facebook to spread a message. Some are even predicting its future dominance in e-commerce.
Whether attempting to increase brand awareness, issues awareness or launch a political campaign, Facebook is—in our view---the most effective social media platform out there. Here’s why.
Where People Go Online
The stats on Facebook are staggering. Simply put, it’s the place to be online, and the proof is in the numbers.
- More than 500 million active users
- 50% of their active users log on to Facebook on any given day
- Average user has 130 friends
- People spend over 700 billion minutes per month on Facebook
The Perfect Online Communications Tool
Facebook is a great way to engage your customers, your advocates and supporters. Since people are already using Facebook so much in their daily lives, it makes sense to meet them in this space. While your supporters or customers are conversing with their friends, they can also share information about your brand, your issue, or your campaign---if running for office.
There are countless examples of how companies and organizations are using Facebook to promote their brand, new service or product. NBC recently launched a campaign to introduce a new show on their network, and teamed up with Chipotle restaurant on Facebook. We love their creative use of video and a coupon to engage thousands and raise awareness.
Applications and Customization
Facebook has gone out of its way to allow users to develop and execute unique, custom applications on a page. From coupons and contests, to action centers and polls, the interface is user-friendly enough that pretty much anyone with FBML (the Facebook equivalent of HTML) knowledge can use it and be creative.
For advocacy purposes, we think Facebook is a great platform to launch a mini-campaign or micro campaign around issues. And the beauty is you can really build an effective platform to educate potential supporters and allow them to take action.
For these reasons---and many others---our team here at Cornerstone Solutions thinks Facebook is a powerful, effective tool to engage others to promote issues, campaigns and brands.
So what do you think? What are some of the creative ways you might have seen others use Facebook to promote an issue, brand or campaign?
Ever given much thought to how you communicate with Millennials? This is the group of people commonly referred to as “Generation Y” (those between the ages of 15-30, with the average age of 28).
If you are like most people your answer is: Why should I even care about engaging this generation? As voters, Millennials traditionally participate in low numbers. And their participation in grassroots advocacy and the political decision-making process is even lower.
But this is changing. And how you communicate with this generation is important because one day they will be in charge, they will be active voters, and they will dominate the discussion about brands, products, politicians, and issues.
We recently ran across a fascinating study by Eldeman Public Relations and Strategy One, a research firm. In their groundbreaking research, “The 8095 Exchange: Millennials, Their Action, Surrounding Brands, and the Dynamics of Reverberation” Eldeman concluded:
“The fact is, as a group, Millennials are now in charge, spending more
than any other generation and spending it in ways that a generation
ago or even a few years ago was unimaginable. To understand
Millennials is to begin to understand how to connect and interact
with this extraordinary population. Marketers cannot afford to ignore
Millennials. More importantly, none of us will succeed without them.”
While the study targets businesses who want to understand this population segment, and how to market products and services to them, we here at Cornerstone Solutions would submit that organizations, opinion leaders and politicians must begin to engage Millennials---or at least begin to understand how they think and operate---especially in the political process.
After all, we saw what this generation did in the 2008 presidential elections. Will 2012 be any different? We highly recommend downloading the Eldeman study, and also getting and reading a copy of Millennial Makeover, by Winograd and Hais. After all, will any of us---whether in the brand world, or brand advocacy world---be able to, as Eldeman suggests, “succeed without them?”
So what’s your plan or ideas for reaching this omnipresent population?
The “Lame Duck” session of Congress is the period between November 2, 2010 and the swearing-in of the new Congress in mid-January. Usually a slow time on Capitol Hill, members, their staff, even the media, is trying to get out of town for the Holiday Season However, holiday plans may be on hold this year.
The Senate is planning to work this weekend to debate “the New START Treaty and a trillion-dollar spending bill to keep government running.” Perhaps the defeated Democratic members of the House and Senate wanted to have their final say---or maybe the Democratic leadership sees an opportunity to ram through pent-up partisan legislation before the Republicans take over the House and close the margin in the Senate.
One political pundit, Jeff Crouere, says, “The disgusting spectacle of the lame duck session of Congress is horrible to watch. Democrats have completely ignored the November election results and the message from the people of this country.”
Since President Obama took office in 2009, Congress has worked well into the Holiday Season to deliver their gift – legislation –to the American people. Last year we got Healthcare Reform on Christmas Eve. What is in the stocking this year?
With a 13% approval rating, one would think that Congress would be eager to get out of town, the Democratic majority wants one last hooray before the Republicans take over.
Despite the typical Washington bubble last minute gouging, we are encouraged with what is around the corner in 2011.
All in all, 2010 was a great year for Cornerstone Solutions and our clients. We wish everyone a happy, safe and healthy Holiday Season.
From the first-ever female Governor of South Carolina, to the election of candidates that helped the Republicans take control of the North Carolina Legislature for the first time since 1898, Cornerstone Solutions is honored to be part of this year's historic election.
In this epic election cycle, Cornerstone Solutions managed or provided services for candidates, ballot campaigns, and independent expenditure efforts -- from US Congress and Senate to statewide legislative and ballot campaigns -- in Florida, North Carolina, South Carolina, Kansas, and Maryland.
Winners include:
- United States Senator-Elect Jerry Moran from Kansas. Services included absentee ballot chase program and phone banks.
- Governor-Elect Nikki Haley of South Carolina. Services included phone banks and fundraising events.
- Two US House of Representative campaigns (direct and independent expenditure campaigns). Services included web and new media, as well as TV creative and advertising.
- Florida's No on Amendment 4 statewide campaign. Cornerstone provided all the web, new media, online advertising, grassroots mobilization and social networking strategy for this statewide constitutional campaign. In addition, we managed their email correspondence throughout the campaign to educate and mobilize as part of Cornerstone's unique cross-channel new media strategy.
- Florida Home Builders Association's industry mobilization to Vote No on Amendment 4 which included mail regarding the Amendment to the membership, voter registration to non-registered construction licensee's, 400,000 paycheck stuffers to membership, employees and subcontractors, and yard signs.
- The Broward Workshop: Services included GOTV and absentee chase efforts including direct mail and phone banks for the No on Amendment 4 effort in Miami-Dade, Broward and Palm Beach counties.
- BusinessForce (Affiliated with the Orlando Regional Chamber of Commerce): Successful development and implementation of their independent expenditure efforts for several key local and state races. Services included strategic consulting, direct mail, phones and voter targeting.
- Tom Murry, North Carolina House of Representatives, District 41. Our firm provided general consulting, as well as traditional and new media communications.
- The North Carolina Homeowners Alliance independent expenditure efforts for several key state house and senate campaigns: Bill Brawley for NC House 103, Rick Gunn for NC Senate 24, and Thom Goolsby for NC Senate 9. Services included strategic consulting, direct mail and phone banks.
- Maryland Homebuilders Association's independent expenditure efforts in local county commissioner races. Services included general consulting and direct mail.
- Kansas Republican House Caucus campaign. Cornerstone provided targeting, data and lists, advanced balloting and telephone communications (live and pre-recorded calls) for 30 house races across the state.
- Countywide Referendum: Cornerstone ran Palm Beach County's Community and Education Partnership's successful campaign to pass a countywide education initiative to protect 500 teachers' jobs and education programs for students.
- County Commissioners: Congratulations to Richard Ranzau and Jim Skelton who were elected as County Commissioners in Kansas. Cornerstone provided strategic consulting, direct mail, phone and voter targeting services.
- School Board Member: Congratulations to Jenny Prior Brown who was elected to the Palm Beach County School Board. Cornerstone provided strategic consulting, message development, grassroots operations, direct mail, phone, web, new media and voter targeting services.
- Judicial Races: Cornerstone Solutions helped three circuit and county court judges get elected in 2010. Services included consulting, direct mail, TV ads, phone banks and message development.
On behalf of our numerous candidate, corporate and ballot initiative campaign clients across the United States, we would like to congratulate all of them on finishing strong on Election Day.
Running a successful campaign can be challenging, and sometimes intimidating. Everyone will offer their advice and attempt to assist in some capacity, but how do you know that you are doing the right things to win? Cornerstone Solutions can be your guide and help show you a path to victory.
Cornerstone Solutions is an award-winning full-service political consulting and strategic communications firm that delivers smart solutions and proven results for political campaigns on all levels. With over 75 years of combined experience, we help clients navigate the world of traditional campaigning and new social media tools, which have redefined campaigns.
Let our distinct in-house specialties that are unmatched in the industry set your campaign apart and help you win. Our services of expertise include:
Direct Mail: Our award-winning direct mail programs have garnered national recognition and helped candidates spread their message. Cornerstone can help your campaign accomplish a successful direct mail campaign.
Data Services and Targeting: Our data lists are unmatched in the industry. Cornerstone can build your walk lists, volunteer phone call lists and other targeted lists to meet all of your last minute GOTV needs.
Target Phone Banks – live and prerecorded messages: We have extensive experience in Florida and have provided phone banks for races on the national, state and local level. We can design and execute a targeted phone campaign, targeted to your voters to maximize your GOTV efforts.
Strategic Email Campaigns – fundraising and mobilization campaigns: Our email strategy is revolutionary and provides clients the ability to raise money, convey timely information and mobilize supporters and we can do the same for you.
New Media Strategy: Cornerstone Solutions has expertise in everything new media. No longer is it sufficient enough to have merely checked off the new media boxes for your campaign, if you truly want to making a lasting and interactive impact with your voters, let Cornerstone customize an online strategy for you.
We know how to win and we want to help you win. We look forward to helping you win your campaign and appreciate your consideration.
