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?
The power of video is undeniable. There are countless examples of politicians, celebrities, and organizations are using video to educate, share information, entertain, and move others to take action. It’s fast and cheap. 
A year ago, most people viewed videos on their computers. And many still do. However, we are seeing a huge trend towards mobile. That is, the number of people watching videos on their mobile device is growing by leaps and bounds. And it makes perfect sense. We are a society on the move. We value and crave instantaneous information. Our smart phones allow us to get information on the fly.
Just the other day, I was waiting for a friend to arrive for a breakfast meeting. Someone sent me a video clip, and I downloaded it on my phone, watched it, shared on Facebook and Twitter, and showed it my friend when he arrived. It was easy, fast and clear as a bell.
The numbers tell the true story. Look at what the Nielsen recently reported about video and mobile devices:
“The number of U.S. mobile subscribers watching video on their mobile devices rose more than 40 percent year-over-year in both the third and fourth quarters of 2010, ending the year at nearly 25 million people. These mobile video users watched an average of four hours and 20 minutes of mobile video per month in both the third and fourth quarter of 2010---a 33 percent and 20 percent year-over-year increase in each quarter respectively.” (State of the Media Report)
No doubt, video is critical to your sharing your content---and building a base of brand activists, supporters, customers or voters. Reaching people where they are---on the move---is important.
What ways are you using video now---and what are your thoughts about how to integrate video for mobile and smart phone use?
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?
According to Hubspot, an inbound marketing company, there were 90 trillion emails sent in 2009. When you think about that number, it’s mind-boggling. Yet, in practical terms, we all live and die (pretty much) by email. Whether sending email for your company, your issue, or campaign, it is the de facto way to communicate.
So, we thought we would offer up some practical tips for maximizing your next email campaign---whether it’s for a grassroots or corporate communications initiative. While it’s not rocket science to craft and send out an email, there are several simple ways to increase the response rates and clickthroughs.
We recently participated in a webinar, hosted by Hubspot, entitled “The Science of Email Marketing.” According to this presentation there several simple strategies for getting the most out of your email campaign.
- Morning is the best time to send out emails. This is when most folks check their email, and the clickthrough rates are higher.
- Optimize for mobile. Over 80% of emails are read on a mobile device. Enough said. So make sure folks can read your email on their mobile phone, smart phone or Ipad.
- Links matter. The more links you have in your email, the better. The clickthrough rates are higher for emails with more links.
- You can never send enough email. We know; this seems counterintuitive—right? But think about it: If you send only a few emails, most people are inclined to unsubscribe. But if you send emails consistently---with good content and calls to action---your audience will respond favorably (and maybe even look forward to receiving your emails).
In short, email marketing is both art and science. You need to experiment, test and measure your emails for maximum impact. We spend a lot of time testing and retesting different tactics for increasing open and response rates. You should too.
We are always interested in hearing about new ways to improve email marketing. What are some to the tricks of the trade, so to speak, that have worked for you email marketing efforts?
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?
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.
The United States Supreme Court ruled that corporations and unions were able to exercise their 1st Amendment right in elections. Under precedence of McCain-Feingold (Bipartisan Campaign Reform Act), the ruling struck down the provision that prohibited corporations, for-profit and non-profit, from participating in electioneering communications. Electioneering communications defined as broadcast, cable or satellite communications directly mentioning a candidate within a 60-day window prior to the election.
Target Corporation became one of the first companies to test the waters. Target donated $150,000 to a group called Minnesota Forward. Minnesota Forward used the money to support candidates that promoted their issue of free enterprise and a pro-business culture. One of the candidates publicly supported by Minnesota Forward was Minnesota gubernatorial candidate Tom Emmer. Mr. Emmer is seeking the Republican nomination. Mr. Emmer’s stance on social issues, specifically his ardent voice of opposition against same-sex marriage has drawn fire against Target from organizations such as MoveOn.org.
Target’s contribution to Minnesota Forward “was designed to support Emmer’s stance on economic issues,” Gregg Steinhalf, Target Corp. CEO, said. Critics of Target’s contribution have besieged the company and the candidate, because of stances on social issues. MoveOn.org and other gay rights organizations have called for boycotts and raised the stakes of this contribution. In doing so, is it reasonable to claim these organizations are trying to limit free speech on their own. Of course, activism is in and of itself a form of free speech. However, the question remains, where does one’s right to free speech end and where another’s right begin?
Do you think Target Corporation should be taking the heat for their contribution, or are the critics (MoveOn.org) going too far in their backlash?
The 2010 midterm election cycle is looming and its results will have consequences. Political pundits are predicting majority shifting changes and Democrats on the national and state level are worried. Republicans must capitalize on the shift in national sentiment and execute a developed campaign strategy focusing on the issues that matter. The underlying implications of this cycle will shape federal and state congressional district due to the decadal redistricting process.
Historically, the midterm elections indicate that the party in power will suffer losses at the polls. This year is clearly mimicking this trend according to recent polls. This trend raises a strong consideration for campaigns. Should state-level campaigns focus on the same issues as national-level races? What about strategy?
Clearly, this answer depends largely on the state in question. Issues of interest to North Carolinians are different from issues in Florida. Certain issues are an automatic talking point, such as, jobs and the economy. Contrastly, illegal immigration is more of a state-by-state issue.
For Republicans, their task is to execute a grassroots organization to contact and spread their messages. Utilize advancements in new media, rely on traditional methods of phone calls, direct mail and transition the public sentiment to a grassroots campaign. The “average citizens” are paying attention; they must be reached.
For Democrats, their task is to downplay national trends and rely heavily on polling if in a swing district. I think Democrats must fundraise with greater intensity during this cycle, because they must communicate more with the voters to convey their message amid the national climate.
At the end of the day, history does repeat itself and I think 2010 will hold true. Do you think that the Republicans will make the gains needed to hold a majority in Congress? In North Carolina?
