Blue in a Red World

No Post for You (Part 5)

2005-07-22T15:24:00.000-04:00

No Post for You (Part 4)

2005-07-21T07:48:00.000-04:00

No Post for You (Part 3)

2005-07-20T17:27:00.000-04:00

No Post for You (Part 2)

2005-07-19T18:04:00.000-04:00

No Post for You...

2005-07-18T22:26:00.000-04:00

It's the money, stupid

2005-07-17T14:42:00.000-04:00

This summer I've been doing an independent study on how the Internet and technology can be used to improve volunteer coordination in political campaigns. Not surprisingly, conducting research in this area has been a little difficult, since most of the articles I've read focused on the power of the Internet in terms of fundraising.

I've been lucky enough to conduct interviews with volunteer coordinators from several of the national campaigns though, and have found their comments on this topic to be quite interesting. Most of the books and articles I had read said that the major prerequisite for a strong online campaign was having a strong basic campaign message. Basically, have your ducks in a row before you attempt to try something new and innovative.

However, when I asked this question in one of my interviews, I got a surprising, yet quite understandable answer. Money. The person I was interviewing commented that most campaigns would love to do things like equip all of their canvassers with PDAs, but they simply don't have the funds. "Sometimes it's hard enough finding money to feed volunteers pizza," he stated.

I think sometimes when we're talking about all the wonderful possibilities that our out there for the world of technology and politics, sometimes we forget even the most basic things, like how difficult it can be to do some of these creative things just because of lack of funds. None of the articles nor books that I had read addressed this obvious limitation.

I suppose the silver lining to this anecdote is that technology becomes less expensive as it starts to become more prevalent, so hopefully in the future we'll reach a point where all campaigns will be able to creatively use technology without worrying too much about the associated costs.

Not all Internet Users are created equal...

2005-07-13T10:21:00.000-04:00

Most people do not take into consideration that not all Internet users are created equal. In Jakob Nielsen's article, "Lower Literacy Users", he cites, "According to the U.S. Department of Education's National Adult Literacy Survey, 48% of the U.S. population has low literacy.
Based on the available information about Internet participation at different education levels, I estimate that 30% of Web users have low literacy. "

Thus, websites must be designed to aid such a large amount of users and their needs. According to Nielsen, such implementation tactics that will increase usability for lower literacy users include: simplifying the text, prioritizing the information, avoiding text that moves or changes, streamline the page design, simplify navigation, and optimize search.

Usability for people with lower literacy is especially important for government, health, employment, and mass marker producers' websites, as those with lower literacy are more likely to visit those particular types of sites.

Designing websites malleable to people with lower literacy skills is important not only because it helps those particular users, but will increase usability for all visitors.

Oh those Crazy Teens...

2005-07-12T11:02:00.000-04:00

Reading Nielsen's article on the "Usability of Websites for Teenagers" spoke to facts that most people already know: teens don't like to read very much, but like to have fun. Thus, in order to appeal to teens, websites must be simple, interactive, and fun.

According to the report, "The following interactive features all worked well because they let teens do things rather than simply sit and read: Online quizzes, forms for providing feedback or asking questions, Online voting, Games, Features for sharing pictures or stories, Message boards, Forums for offering and receiving advice, Features for creating a website or otherwise adding content."

Interactivity is extremely important to teens because it allows them to express themselves and build social networks. An effective website modeled for teens would include short, concise verbiage, as well as items that allow social relationships and give the user a platform share information about themselves.

Regardless of who, it is vital to design one's website around the needs of its audience. The more usable a site, the more effective in communicating it is.

Wireless phones are the coolest...

2005-07-11T16:10:00.000-04:00

Reading "The Real Digital Divide" in the May 10th edition of The Economist brings up an excellent point that mobile phones are more important and practical than computers in bridging the "digital divide" across the globe.

According to the article, the reason why the application of computers should not be looked to as the world's solution to the digital divide is, "Fewer people in poor countries than in rich ones own computers and have access to the internet simply because they are too poor, are illiterate, or have other more pressing concerns, such as food, health care and security. So even if it were possible to wave a magic wand and cause a computer to appear in every household on earth, it would not achieve very much: a computer is not useful if you have no food or electricity and cannot read."

Instead, the article advocates for the expansion of mobile phone networks and usage. Mobile phones allow for poorer countries to develop, rather than computers, which treat the symptoms, not the cause of the technology disparity in the world. "When it comes to mobile phones, there is no need for intervention or funding from the UN: even the world's poorest people are already rushing to embrace mobile phones, because their economic benefits are so apparent. Mobile phones do not rely on a permanent electricity supply and can be used by people who cannot read or write. "

Moreover, the article recommends that governments in such developing countries allow competition among telecommunication companies, which makes for a faster expansion of mobile phones. Mobile phones are of great purpose to those living in poorer countries, "reducing transaction costs, broadening trade networks and reducing the need to travel, which is of particular value for people looking for work. "

"77% of the world's population already lives within range of a mobile network." It is very interesting that a modern piece of technology, the mobile phone, is so widely used and serves such a great purpose even the poorest nations.

Very Influential...

2005-07-10T10:43:00.000-04:00

I found IPDI's piece, "Putting Online Influentials to Work for your Campaign" very interesting, as it discusses the role of "Influentials" as opinion leaders, particularly when it came to choosing a candidate in an election. According to the article, "citizens involved in presidential politics through the Internet were almost seven times more likely than average Americans to act as opinion leaders among their friends, colleagues and families." Because influentials are so influential, it is vital for campaigns to capitalize and take advantage of influentials "social networks, political activism, and persuasive ability."

The article goes on to suggest the use of the Internet to facilitate the influence of influentials, which I found very helpful in crafting my online strategic plan,

"They are activists, so help them lead.
o Ask for their help, and tell them what you need.
o Give them the authority and legitimacy they need with titles such as eCaptain and ePrecinct Leader.

They are joiners and networkers, so build a campaign community.
o Form online communities around key issues and constituencies.
o Take advantage of their social and professional networks by sending them compelling e-mails to forward to their friends and colleagues.
o Invite them to campaign events to meet other supporters.
o Create a campaign blog so that they can communicate with each other.

They are news junkies, so feed their habit.
o Post current news stories on your Web site and forward newsletters with information on key issues.
o Ask them to send you news items you might have missed.
o Provide links to online news organizations.
o Hold online chats with the candidate, prominent supporters and campaign officials.

They are opinionated, so give them a microphone.
o Help them articulate their views with solid, sourced background information and concrete talking points.
o Organize a Media Corps who receive talking points and weekly assignments to communicate with local media.
o Post links to blogs and online discussion groups.

They are busy, so make it easy.
o Post names and physical and e-mail addresses of newspaper editors along with tips on how to compose a letter to the editor.
o Post the times and station call letters of call-in radio and TV talk shows, and provide telephone numbers and names of show hosts.
o Give them Event-in-a-Box kits that provide lists, posters and brochures and tips for holding house parties and conducting neighborhood voter registration and get-out-the-vote activities."

It is key to make the job of an influential as easy as possible because influentials compile the majority of visitors of visit a campaign website. A campaign must make he or she feel important and making as much information as possible available. By providing influentials with such helps them maximize their skills, while recruiting and supplying new visitors the tools to become influentials. The more influentials a campaign reaches out to, the more successful and well organized a campaign will be.

A little bit goes a long way...

2005-07-06T09:51:00.000-04:00

I found Congress Online's section on online casework particularly interesting. By taking a few additional steps in creating a website, can have a huge impact for staff and constituents. For instance, Johnson refers to Senator Bingaman's website a wonderful example of helping constituents with their problems and concerns.

His, "How can I assist you" web page helps constituents in just a few steps:

First, the web page helps to determine whether the question or issue was something which the senator's office could provide assistance with, together with providing examples of state issues that senator's office has no jurisdiction.

Second, the page provided a list of quick answers to FAQ about casework (what happened after I apply for Social Security, after I have become disabled and can no longer work, etc.)

Third, there was provided link to the federal agencies, then the site helped a constituent open a case with one of the senator's five state offices (completing a Personal Authorization Form, gathering the necessary paper work, and links to downloadable forms from several agencies).

Fourth, the site gave contact numbers, addresses of his five state offices, including the picture of the front of each building and the pictures of caseworkers who could help.

As a former case work intern at a U.S. Senator's state office, Bingaman's use of the Internet to help constituents with their problems and questions would reduce the amount of work in the state offices tremendously. By providing what the Senator's office can help with, FAQs, links and downloadable forms, contact information and caseworker profiles relieves the staff assistant answering phones, allowing he/she to perform other functions. Moreover, the work load of case workers is dramatically reduced, as they can refer folks to the website and can already have new cases entered into system, etc.

It is smart and advantageous to take just a few extra steps adding more features on a website, can mean a tremendous reduction in the work for staff and the assistance and ease of use for constituents.

Senator George Allen: Up Early, Lacking Substance

2005-07-05T16:44:00.000-04:00

For my strategic plan, I was assigned to Senator George Allen’s 2006 reelection website. I have examined the site on a weekly basis since the beginning of June. This website is particularly hard to find strengths because it is so simple and bare bones in content and format. Likewise, it was very easy to point out all the items that the website needs in order to be competitive online.

However, one must keep in mind, the website’s simplicity and lack of substance is somewhat justified being that election day is seventeen months away, there is no declared challenger to Senator Allen, and thus, the race has yet to be really defined.

What the Campaign did Well: Website up early, with the essentials

Senator Allen’s website for his 2006 reelection bid for U.S. Senate was launched well in advance of most other Senate candidates. Posting a campaign website early is certainly a strength, in that, a website allows the candidate to define themselves and the choice in the election before their opponent, fundraise, and recruit volunteers.

· Welcome! On the Home Page, there is a personal welcome letter from Senator Allen, acknowledging the website is still under construction, but encouraging visitors to sign up for email communications, so they can be notified when the full site launches. Senator Allen also encourages visitors to contribute funds, in order to “kick off the campaign in the best way possible.” There is a picture of the Allen family, personalizing the senator as a “family man” to voters.

· Volunteer and Campaign Communication. The website provides an option to sign up to volunteer for the campaign, called “Special Teams”. Under “Special Teams”, a visitor could also sign up to receive email updates about issues germane to their interests and concerns. The website provided 11 issue choices in all. There is a link to “Special Teams” on the Home Page, which reads, “Get Involved” and reads, “Sign up to get insider communications and campaign updates sent directly to your inbox.” It is advantageous to have more than one location to sign up to volunteer and receive communications from the campaign, that way a visitor will have less likely of a chance to miss that option.

· Contribute. Contributing to the campaign is another essential item posted on the website. A visitor can contribute from the Home Page or by clicking on the “Contribute” tab at the top of the page. The campaign offers a privacy policy on the Home Page, as well as, at the bottom of the Donate page. Senator Allen writes a quick note on the “Contribute” page about as leader of National Republican Senatorial Campaign Committee, the Republicans picked up 4 seats in the last election, and as a result, Senator Allen will be a target for Democrats in 2006. This will motivate and inspire voters, particularly base-Republicans to contribute to the campaign.

· A Leader for the Internet. The website also provides a page highlighting Senator Allen’s commitment to the Internet and leadership in that arena. It is important for voters to know Senator Allen’s strengths, stances on the issues, and what he will do for the people of Virginia.

What the Campaign did Poorly: Where is the Message and Content?

Despite the strengths of Senator Allen’s reelection website of launching the website early and allowing visitors to contribute and volunteer, there were many weaknesses. Such items the website is lacking can be attributed to the fact that elections day is seventeen months away. I am confident that as the race grows closer, Senator Allen’s website will grow richer and fuller in message and content. With that in mind, I am basing my critique on items that should be included or improved as the race heightens. Aside from some usability concerns, the two prominent problems with the website are its failure to present the campaign’s message and lack of content to satisfy the message.

· Who is George Allen? Currently, the website provides no information on Senator Allen. There is no biography and no real definition of Senator Allen.

· What is George Allen about? In addition, the website lacks an overarching theme or message on what Senator Allen is about. What are his issue strengths, what is he passionate about, how has voted and why. The choice for the election is not defined and the website fails to give voters a reason why they should vote for Senator Allen. The website certainly does not help educate (via position papers, audio or video effects, calendar of campaign events, etc.) the press by offering online press kits or the average voter looking to become informed about Senator Allen and the 2006 election.

· What has George Allen done for Virginia? Aside from not providing issue position and votes, the website fails to address what Senator Allen has done in his tenure as Senator for Virginia, as well as what his vision is for Virginia for his second term.

· A Leader for the Internet? The website provides an entire page on Senator Allen’s passion for the Internet, however, his website is very bare bones and bland. To highlight this particular feature of Senator Allen, while not supporting it with an informative and innovative site, Senator Allen may lose some credibility with voters. If he is going to highlight his leadership with the Internet, while highlighting no other issue positions, Allen must have a better and fuller website.

· Why come back? The website has not been updated in the past month. If visitors come and visit the site, they must have a reason to come back. If they revisit the site a month later and there is no new content, users become bored and are not motivated to revisit the site again. If Senator Allen is not ready to launch a full site, he must make it clearer on his site that the website is under construction, while still encouraging voters to sign up to volunteer, email updates, and donate.

· I want to Volunteer… Although Senate Allen has volunteer option (“Special Teams”) on his site, there some glitches. First, once a user clicks on the “Special Teams” tab, they are brought to a page, in which they are to fill out contact information. None of the fields are required, so users can omit filling out their email, zip code, etc. Second, there is no specific data collection form asking volunteers what they are willing to do for the campaign, what their strengths and experiences are. Third, once a user filled out the information, they must take an extra step and click a box stating that they would like to be contacted about volunteering. However, why would a visitor go to the Volunteer page and take the time to fill out the information, if they did NOT want to be contacted about volunteering for the campaign? If a user forgets this step, the campaign is missing out on dozens of willing volunteers.

· I want to receive Email Updates… Finally, on the Home Page is a “Get Involved” box asking visitors to sign up for email updates from the campaign, by putting in an email address and clicking “Subscribe”, the user is taken to the volunteer page, even though they wanted to sign up for email communications from campaign. I had signed up for both email newsletters and checked the contact me about volunteering box and have yet to receive a welcome or thank you email, let alone any other form of contact from Senator Allen. The Allen campaign needs to make signing up for email newsletters and volunteering as painless and rewarding as possible.

· I want to Contribute… Like Volunteering, Contributing money to the Allen cause also presents some usability problems. When a user clicks on the “Contribute” button they are brought to a page with a motivational note from Senator Allen, and are asked to click on another link before they can donate. In order to donate, the user is asked to fill out a form, in which practically all the fields are required, including employer name. This lofty information request may deter users from contributing due to the timeliness or invasiveness of form. In addition, the website does not provide any other contribution medium beside credit card. There is no online check option or even who to make check out to if voters want to donate via snail mail. This may exclude voters who do not wish to give their credit card information over the Internet.

· How do I find? A simple feature the website is missing is a site map. This will help a user find exactly what they are looking for when they visit the site, as well as, what other options are available on the website.

· No send to friend? Senator Allen does not make use of viral marketing, or allowing the website visitor to do some promoting for you. There is no link allowing users to email their friends, informing them about George Allen, asking them to volunteer, or to contribute. The campaign is missing out on an easy way to gain support and spread the message of the campaign – by having its own supporters spread the word.

· English Only? The website is not available in any other language, aside from English. This is a deterrent and obstacle for those non-English speaking Virginia residents.

· How do I Vote? Another item the campaign should include is information and links on voter registration. It is important to register as many eligible voters as possible, increasing one’s chances of gaining supporters.

In summary, Allen’s website is fairly equipped at such an early stage in the race, especially with no challenger. As time progresses, the Allen campaign must develop and communicate the message through the website, including issue pages, biography, and a more persuasive and user friendly organizing and fundraising functions.

Offline / Online Synergy - Even Congress uses it!

2005-07-04T13:30:00.000-04:00

In class, we have discussed the utilization of offline mediums to promote online strategy, affectionately known as "synergy." It is even used by legislators. Congress Online points out that many constituents do not know or cannot find email addresses of their representatives. In response, many lawmakers in Washington put their email address or website URL on stationery, so that constituents can reach them online in addition to telephone calls, faxes, and letters.

Rep. Eric Cantor (R-VA) took the use of offline/online synergy even further. "Rep. Eric Cantor contacted each of his constituents through a direct mail brochure, giving constituents information about his official website, and particularly, information about the electronic newsletters that constituents can subscribe to." As a result, as constituents became informed about Cantor's website and e-newsletters subscribership increased by 650 percent. This is a wonderful example of the effect of offline/online synergy -- contact people by traditional means to get them to use or inform them of non-traditional means.

Cantor's use of offline means to promote online media is another example of how politics is following marketing techniques used in the commercial world: "an overwhelming number of retailers with an online presence also send out printed catalogues with information and description, inviting them to use their email and web address."

Technology is becoming increasingly important in today's society, elected officials must take notice and used offline means such as direct mail, television advertising to promote technology such as websites, emails, etc.

Email...Not just for fun anymore...

2005-07-03T12:52:00.000-04:00

In reading Congress Online, I was surprised to learn just how outdated, inefficient, and not equipped Congress was in handling constituent email, particularly in the early part of the millennium.

Email has grown in popularity and use in the past 5 years, and is no longer a novelty, but a way of life. I am surprised to learn that most Congressional offices are not equipped to handle and respond to such communication from constituents, and more importantly, that some offices do not take email correspondence as seriously as telephone calls or postage mail.

Efficient and usable email communication is important to any elected official, as Congress Online points out why,

"The first problem is making sure the message gets through to Congress; second, helping constituents find their Member of Congress on the Internet; third, encouraging Members and staff to sort through email and find communications from their own constituencies; fourth, integrating the processing of email efficiently into an overall congressional office communication system; and finally, using the Internet to send responses via email. Members and staff also have to recognize the value of email as a communications tool."

Although there have been improvements in the use and installation of email in Congress, there is still more to do. All Members and staff must realize and capitalize on this new (and cheaper)communications medium and not simply, shrug it off. With emerging technologies, more users, and better usability, email is a popular and easier way for many constituents to contact their representatives. By taking email seriously and being effective in doing so, Members will have a much more positive impact and response with their constituent relations.

Need help? Ask!

2005-06-30T19:44:00.000-04:00

Big Block of Cheese's post on the CNN.com article, "Fighting for every last vote", brings up a great point that all too many campaigns forget when it comes to recruiting volunteers....ask them!

Bai's article, echoes the same sentiment as he spoke with numerous Bush volunteers during the 2004 campaign in Ohio, ''No one is going to walk up to you and say, 'Can I help George W. Bush?' Dewey Stokes, the county commissioner for Franklin County, told about 100 volunteers at one of these sessions. ''You have to ask. Why are you all here tonight? Because someone asked you. You've got friends, relatives, co-workers -- ask them to help.''

This is very true, campaigns cannot expect voters to volunteer on their own accord. Volunteers must be courted and asked. No matter how great the candidate, how savvy the website, how inspiring the message -- most volunteers in any campaign are asked, many do not step forward on their own. It is important that a campaign must ensure a solid recruitment strategy which incorporate asking volunteers, not just a strategy to persuade them to volunteer.

Furthermore, the use of viral marketing is crucial in recruiting volunteers, online or offline. Friends asking friends to become involved is the most productive way to recruit volunteers. This was the technique employed in the Bush campaign's "Plan", which gave recruitment goals for volunteers and it worked. People are much more likely to lend a hand when approached by someone they know versus someone they don't.

First and foremost, volunteers must be asked!

Emerging Technologies

2005-06-28T18:51:00.000-04:00

Last week, the association I work for held a wireless technology fair and reception on Capitol Hill, displaying the latest and greatest in mobile technology from all sorts of member companies such as Nokia, Verizon Wireless, and T-Mobile.

I am not a gadget or toy person to say the least, but talking with some company representatives about emerging technology was fascinating. There are so many innovations in the world of wireless technology, mobile phones that have laptop applications, PDA functionality, and digital and video camera capabilities; all in one sleek handset.

With such technology all in one device is incredible. Building from many political groups and campaigns utilization of PDAs, it will be interesting to observe how further innovations will effect the use of grassroots organizing.

Narrowcasting is great, but...

2005-06-27T22:28:00.000-04:00

Reading campaignaudit.org's article on narrowcasting discusses many benefits of technology and its application of narrowcast marketing to individuals. However, campaignaudit.org also brings up some potential perils of narrowcasting.

The main argument is, "one side effect is that one-to-one marketing without transparency of the information presented by the campaigns and 527s to individual voters reduces accountability. Leakage of the message to the general public may be very difficult, if not impossible."

One-to-one marketing in some aspects, allows volunteers to say whatever, because there is no one to supervise what is said in their conversations with potential voters. Broadcast marketing such as television ads, provides some sort of check on any misleading information put out there by groups. In addition, because volunteers narrowcast door-to-door, there may not have as much accountability or credibility to voters because volunteers have a bias and there is no way for voters to fact check what they are told or what they see in videos brought to their door.

Although narrowcasting is an innovative way to market, particularly in a campaign, it does present some problems. Campaignaudit.org suggests, "A lesson from the 2004 campaign may be that we need to call on our leaders to clarify regulation on political advertisements on mobile devices and call for increased transparency of campaign messaging and 527 organizations."

Amway rules!

2005-06-26T14:34:00.000-04:00

After the 2004 election, there was a lot of talk on how organized the Bush campaign was on the ground compared to Kerry. Usually it is the Democrats who win the ground game. With all the hype, I had no idea how organized the Bush team was until I read Bai's article, "The Multi-level Marketing of the President."

Bai explained the pyramid organization of the Bush campaign through a narrative about his time spent with Bush volunteers throughout Ohio early in 2004. Throughout the article, Bai compares the tactics and strategies of the Bush team to that of Amway; right down to the organization, goals and incentives, and educational tools employed by both organizations.

It was a rather brilliant idea by the Rove and his cronies straight from multi-level marketing giants like Mary Kay, which brought organization from the headquarters in Arlington, VA right down to the second precinct in Franklin County, Ohio. The hierarchy was quite pronounced and organized. The HQ was at the top, than regional chairs, state chairs, state-regional chairs, county chairs, precinct chairs. All had their own recruitment goals, canvassing quotas, etc.

Moreover, the relationship between national campaign officials and local folks was symbiotic. In the early leg of the campaign the top depended on the bottom for feedback, information, and frame of mind of voters. In the later legs, the top directed the bottom as to the campaign message of the day, etc.

It is remarkable the operation the Republicans installed throughout the 2004 campaign. It was organized, provided guidance and direction, as well as incentives and rewards to do well, much like Amway does, and it worked!

I wonder if this will be the model for future elections and if the Democrats will tap in to the Amway organization?

Beware of Strangers

2005-06-25T11:44:00.000-04:00

Mister Toaster brings up an excellent point in his post on the 2004 campaign and narrowcasting.

"If the concept of narrowcasting (i.e., the opposite of broadcasting, a message that has been tailored specifically to a small segment of the voting population based on what we know about those voters) is set to be the marketing of the future, why aren't Americans Coming Together's efforts in Ohio getting recognition for its impressive ground campaign?"

An excellent point, indeed. If narrowcasting is the next biggest thing, why did the Amway antics of the Bush camp prevail?

Americans Coming Together (ACT) utilized PDAs to narrowly tailor and target potential voters about the perils of Republicans. According to campaignaudit.org, "ACT used a computer model to identify voters in select counties. As part of the identification process, the computer model made a prediction about the types of messages the voter would be influenced by. ACT then sent a campaign worker to each of the voterÂs homes with a script and a PDA filled with four videos. The campaign workers read the script and played only one video to each voter based upon the computer's model conclusions about which video would influence the voter to vote for John Kerry for president."

It sounds like a great idea. Voters get a message from ACT made just for them. ACT used technology to help educate and motivate voters. However, ACT used strangers to deliver their message. The Bush campaign, utilized good ole' fashioned word-of-mouth community style messengers and ultimately, came out victorious.

I think a lesson learned from the 2004 election is that application of technology in politics is wonderful, however, it is important who is using it. The truth is, more people rather get the message from someone they know versus someone they don't. That is where the Bush camp got it right and the Dems got it wrong.

Online Bulletin Boards - You may want to Pay Attention...

2005-06-21T17:47:00.000-04:00

Upon further reading of the chapter on Email and Newsletters in Winning campaigns Online, I feel it is important to note Ireland and Nash's summarization of the secret to online campaign success.

"The secret to successful campaigning online is to use the Internet for its strengths, and to avoid its pitfalls. Definitely put up a website, and use it to attract press, donors, voters, and volunteers. Drive people to the site with traditional postcard mailings or publicity in newspaper and television ads. But do not put an unmoderated bulletin board or online forum on the site, where outsiders can make statements that could embarrass or hurt the campaign."

When campaigning online, it is important to synergize offline and online media. You use one to advertise for the other. A website has many functions: raising money, volunteer recruitment, press relations, and persuading voters.

But, beware of functions on the website that allow for voter interaction, such as bulletin boards and forums. A website provides a wonderful opportunity for campaign to voter dialogue, however, such functions on the site must be monitored by the campaign, as to not allow slanderous, inappropriate statements.

Blogs to the Rescue...

2005-06-20T11:45:00.000-04:00

Southern Dems Still Exist posed an interesting questions about the use of blogs; can blogs be used to quell a PR crisis?

It is an intriguing thought. I think that the power and credibility of blogs is increasing, and that blogs could have a function in easing a public relations crisis.

In some ways, I think blogs are fulfilling that purpose now. Last week, I wrote about an article from the Detroit Free Press discussing corporation's creation and uses of blogs. Particularly, General Motors began to use their blog to respond to rumors of the elimination of some of their automobile brands and the decline in their companies stock prices. Many corporations are beginning to follow suite.

I think that blogs could be successful at putting out PR fires. The first rule of crisis management is to find out all the information regarding the situation and keep the public informed. An advantageous way to do so is by sharing information through the blogosphere. It provides a medium for direct dialogue between company or campaign executives and the consumer or constituent.

Blogs are a great way to keep in touch with what the public's concerns, questions, and frame of mind during a crisis. Companies can use their blog as a reference point to learn from visitors what they need to say and do to in order to resolve a crisis, as well as a platform to communicate their message with consumers.

You get more with honey...

2005-06-19T12:01:00.000-04:00

Reading Winning Campaigns Online's chapter on Email Newsletters, there is a clear emphasis on the importance of connecting with voters; giving them "warm fuzzies" for visiting a campaign site, reading a campaign email newsletter, etc.

The goal of most campaign websites is to target, educate, and persuade voters. Some excellent ways of doing so, as Nash and Ireland point out, "Make visitors glad they came...Speak respectfully to your supporters...Stay in touch."

Even though voters do not have a direct relationship with the candidate or the campaign staff who are sending the emails, it is important for the supporter to feel valued, appreciated, and respected. By sending concise emails genuine and appreciative in tone, a campaign can inspire potential voters to donate money, pass emails along to friends, or become a volunteer.

The secret to online success? In the words of my grandmother, "You get more with honey, than you do with vinegar."

Blackberry Blackout

2005-06-18T10:25:00.000-04:00

Yesterday half of Washington, DC was brought to its knees; Blackberries across the city lost service. The Washington Post reported, that service was lost for nearly four hours Friday morning.

Although service was restored, Friday's mini-crisis made me think; what happens when technology does not work? We depend so much everyday on items such as Blackberries, cell phones, and PDAs, what happens when we cannot use them, even for a short time?

As technology levels increase, new, amazing products are released on the market, and people become dependent on such products in order to function everyday; what happens when something stops working? Can people still get by when their Blackberry, cell phone, or email is down? Or is society so reliant (or is growing so reliant) on those items, that it cannot function without technology?

Democrats have friends, Republicans have success?

2005-06-17T09:28:00.000-04:00

Continuing from my Wednesday post regarding the structural differences of the two political parties and its possible effects on blog and comment accessibility, I came across an interesting post on a Republican blog today regarding the differences between the Democrats use of technology versus the Republicans use of technology.

The author based his post from a technology and politics conference. Although I am sure he is biased, I think that it is always worthwhile to explore your opponent's thought processes and reasoning.

"True, Democrats get a lot of press for their use of technology. But Republicans use technology to win elections. It occurs to me that this phenomenon has to do with the fundamental differences between Republicans and Democrats (in short, our world view is different).
Here's my theory: Democrats view technology as a game. They like to put a lot of effort into blogging and hope to be able to, "create an internet community." Republicans (who by nature are outcome-based and serious) tend to use technology (like micro-targeting) to identify, persuade, and turn-out voters on Election Day."

It is an interesting theory to ponder. Although, I disagree with his verbiage portraying Republicans, it still begs the question: are Democrats more consumed with building bonds with like minded Dems and trying to solve problems, while Republicans remain focused on their uniform message and persuasive targeting?

I know that the two parties are very different, but are one party's characteristics more conducive to being more successful using technology than the others?

The secret to getting Noticed? Be funny and have some email addresses!

2005-06-16T19:04:00.000-04:00

I can't think of anyone who had not seen or did not send Jib-Jab's "This Land" via email during the summer of 2004. Jib-Jab is a perfect example of successful viral marketing. Their message was spread to people, who were inspired to send it to their friends and so on. It seems like everyone, including my 81 year-old grandpa, was talking about the Jib-Jab cartoon email.

Recently, Marketing Vox interviewed Jib-Jab co-founder, Gregg Spiridellis. Spiridellis explains the success of Jib-Jab in terms of its viral marketing. He particularly emphasizes the importance of humor in viral marketing. "The ability of marketers to capture the qualities that make some content desirable and even the sort of thing people which to pass along to friends."

He goes on to provide a scope of just HOW successful "This Land"'s really was. "Over the years we've been building an email list of all of our fans. Before This Land took off, we had a little fewer than 200,000. Those fans sparked the chain reaction that sent This Land and the follow up circling the globe more than 80 million times." The domino effect that "This Land" produced allowed Jib-Jab to reach an astronomical amount of people; all spanning from a 200, 000 person email list collected over a few years. Incredible.

Spiridellis further details the reasons for Jib-Jab's skyrocketing success during the 2004 election; timing, increasing level of technology, and an escalated usability of such technology.

"1) First and foremost, it was the right piece of content at the right time. The political dialogue was totally asinine and we seemed to capture that spirit. The writing and enhanced production values made it something people wanted to watch.
2) Broadband penetration has skyrocketed since our 2000 election parody making our work accessible to a much larger.
3) Processor speeds have also increased making it more enjoyable to watch video/animation on a computer.
4) Everyday people are more comfortable with technology. I can't tell you how many times we heard "my grandmother sent it to me." Grandmas were not emailing in 2000."

Jib-Jab is amazing example of the ingredients required and the effects osuccessfulsful viral marketing technique: humor, technology, a good email list, and timing.

Iran and the Impact of the Internet

2005-06-16T17:57:00.000-04:00

Another great article on how technology and the Internet are making a difference in places never imagined. An article on Marketing Vox, "Internet Reshaping Middle East Politics, Starting with Iran"sheds some important light on how the Internet is effecting the political system of Iran. The article asks an interesting question, "After all, why place hundreds of thousands of troops, not to mention civilians, into harm's way and spend hundreds of billions of dollars to wage a war when the growth of the internet is already redefining and reshaping Middle East political processes?" Who needs war to bring democracy and freedom when there is the Internet? An interesting proposition.

According to the article, a Stanford study shows that Iran Internet usage is increasing at a higher rate than any Muslim country in the Middle East. The free flow of information and freedom that the Internet brings has brought new ideals and a new form of governing in Iran. "The transformational power of the internet has brought to the election campaign a free-flowing flurry of blogging activity, allowing the campaigns themselves, not just the man - and woman - on the street to bypass restrictive state-run television and the limited number of newspapers."

In the upcoming Iranian presidential election, personal freedom, the economy, and Iran's isolation from the West are important issues. Certainly the heightened use of the Internet has brought about the increased awareness of these issues and will continue to be a part of the solution, first starting with the Iranian political process.

Birds of a feather flock together... and win elections

2005-06-15T20:29:00.000-04:00

Today Emi put up a post commenting on the access to public comments conservative blogs provide compared to more left-leaning blogs. It is no surprise that the more liberal blogs are more open to public comments, as they do not require registration, etc.

Why is that? Justin makes an excellent point in his comment to Emi, "Republicans are better at controlling the message...Dems don't have a solid platform to stand behind; they are fragmented."

I could not agree more. It seems that Republicans stick together and try to avoid and/or hide any form of in-fighting, while Democrats are much more factioned, so to speak. In my opinion, there seem to be less divisions of Republicans, then Democrats. For instance, there are moderate Dems, conservative Dems, liberal Dems, etc. All of which, have differing positions on the issues. Republicans exude a stronger sense of unity and a consistent message, this some say(and I tend to agree), has brought them success as of late.

Thus, Democrats allow comments on blogs because there are so many different types of Dems, with so much to say. Republicans are less prone to provide access to comments because they want to ensure that they all uniformly display the same message and unity. The best way to do that is to have less people doing the talking or risking public dissention.

However, I don't think Democrats could pull off the same tactic of restricting comments on blogs. Please note that I am biased, but I think that Dems are too diverse and are a party based on providing a voice for those who can't help themselves. The Republican way of controlling the message particularly on conservative blogs works for them. I think the Democrat way works for them based on what the party represents, but is there another way to display more party unity on the part of the Democrats? Is that what the Dems need to be successful?

"Tell us about yourself..."

2005-06-15T19:16:00.000-04:00

I hate filling out online "tell us about yourself" questionnaires. I daresay most people hate filling out online questionnaires. When I want to sign up for something, I want it to without having to answer a thirteen page survey asking everything about me, including the name of my first pet.

Nielsen's article, "Newsletter Usability: Can a Professional Publisher do Better?" speaks to that very fact; people do not like taking the time to answer a questionnaire and if they have to, they do not like divulging personal information about themselves. In his article, Nielsen rates the email newsletter of the Washington Post, commenting on its "nosy questions requesting personal information." Such surveys can be a deterrent to potential visitors and a huge usability problem.

I always assumed that such nosy, demographical questions were asked due to direct marketing and targeted advertising schemes. What I found particularly interesting is that such questions are not even accurate determinants of demograhic behavior. Nielsen recommends, "you should target computational advertising based on each user's explicit behavior, which defines a demographic of one; this is much more valuable than stereotyping people as members of broad groups." Such intrusive and time consuming surveys are not even necessary, according to Nielsen, since they assume and lump certain types of people into irrelevant categories.

I wonder if and how campaigns are implementing any sort of advertising or correspondence tailored more specifically to voters, based off of their explicit behavior, rather then demographic information?

Blogging in Colombia...

2005-06-14T12:44:00.000-04:00

Another example of how blogs are becoming increasingly important in the political universe, blogging is spreading to Colombia. In an article featured in the San Francisco Gate, "Colombia Paper offers to Host Vote Blogs", the Columbian newspaper, El Tiempo, has offer to set up blogs for both candidates in the upcoming presidential election.

"The Bogota daily El Tiempo said it would host the Web logs, or blogs, for candidates to explain their proposals and would not edit the content, a unique effort to support democracy in the race for the May 2006 elections."

"Tiempo said the candidates can update their blogs whenever and however they want, but said aggressive attacks on rival candidates would not be allowed. The sites would be linked to El Tiempo's own Web page, which it said is Colombia's most visited Internet site."

It is fascinating to me that technology such as blogs, are being used in such countries as Colombia as a way for candidates to communicate and educate voters in Colombia. I also find it very interesting that the Colombian newspaper would offer to provide such an opportunity for direct dialogue for the candidates and people of Colombia.

The Blogosphere: Enter Corporations

2005-06-13T11:58:00.000-04:00

Like candidates, corporations are starting to use blogs as a way to improve their image and communicate with their constituents, consumers. An article appearing in the Detroit Free Press, "Corporations enter the World of Blogs" lends some interesting insight to the application of blogs to the PR gauntlet of the corporate world.

The article centers around General Motors and the introduction of their blog, which was set up in January. Since then, GM Vice Chairman, Bob Lutz, has recently used the blog as a way to quell speculation of rumors regarding the elimination of Buick and Pontiac brands.

Apparently everyone is jumping on the blog bandwagon, joining corporations such as Microsoft and SunMicrosystems. According to the article, blogs are particularly useful in a corporate setting in that, "The Internet journal format, they find, lets businesses expand their reach, generate product buzz and encourage consumer loyalty -- while bypassing traditional media."

Corporate blogs are advantageous in that, "(If) Done well, corporate blogs can create good word-of-mouth among consumers who aren't reading business pages." Corporations are using this application of technology as a PR technique to appeal to the youth, web savvy, and those who are not going to read the Market Section of the Wall Street Journal. The blog provides an opportunity for dialogue between the corporation and consumers. It helps companies with research, at a much less scientific and cheaper cost. And blogs give executives a voice to communicate with consumers and revamp a company's image.

Although the article warns to beware of corporate blogs that have back-fired, due to lack of sincerity, which consumers are able to pick up. Some blogs disguise themselves as ad campaigns, the article sites McDonald's as being guilty of such. However, "as long as companies are prepared to deal with the sometimes harsh comments left by visitors, corporate blogs are a great tool for raising company profiles."

I think it is very interesting and a telltale sign of the impact blogs are having in an increasing technological society.

Check please...

2005-06-12T11:15:00.000-04:00

Exploring fundraising options in Nash and Ireland's, Winning Campaigns Online, I have come to learn the importance and value of the innovation of online checks.

I am a huge fan of credit cards, ATM machines, and online banking, I was surprised to learn in Nash and Ireland's chapter on "Choosing a Fundraising System" that most people do not have credit cards or have maxed out on the credit line.

"VISA and Mastercard report that only 60-65% of U.S. adult consumers actually have a major credit card...In fact over 85% of all credit card holders are "revolvers" who are unable to pay off their balance each month and thereby incur revolving annual finance charges of up to 18% and more. "

Nash and Ireland point out because of this fact, donating online by check is a less expensive option for donors to contribute without accumulating those pesky interest rates from credit cards.

The book also maps out some other advantages of donating via online check. Online checks will not get pushed aside on a donor's "to-do" list, nor will it get lost in the mail. Checks will go directly into the campaign account, online checks are cheaper to send and to process as time is saved by staff who do not have to enter the information like they would a paper check.

Having a campaign website with an option to contribute via online checks is a wonderful idea with many benefits both for the donor and staff. However, I wonder how if people are more likely, less likely, or indifferent to giving out their checking account information over the Internet vs. giving their credit card information over the Internet?

Big Brother and Google's Storage?

2005-06-11T09:13:00.000-04:00

For all you Googlites out there, there is a very intriguing article on CNN.com regarding security and privacy concerns of Google's massive email storage and vast archive capability as a search engine.

"In an era of increased government surveillance, privacy watchdogs worry that Google's vast archive of Internet activity could prove a tempting target for abuse.
Like many other online businesses, Google tracks how its search engine and other services are used, and who uses them. Unlike many other businesses, Google holds onto that information for years.
Some privacy experts who otherwise give Google high marks say the company's records could become a handy data bank for government investigators who rely on business records to circumvent Watergate-era laws that limit their own ability to track U.S. residents."

Google argues that its large memory and space allows for better customer service and innovative products. It goes on to argue that IP addresses and cookies from searches on the Internet are not necessarily traceable to one individual. Google also notes that its site minimally infringes upon privacy and that even its employees must be granted executive permission before monitoring traffic data.

Unlike AOL and Yahoo! email service, in which emails are purged after a certain period of time, G-mail's excessive storage space also may have some privacy risks.

"Most people don't know that a 1986 law gives less protection from government searches to messages more than six months old, said Ari Schwartz, an associate director at the Center for Democracy and Technology... That doesn't mean that Google needs to change its technology, but they do need to do some consumer education."

Should Google lauch a Web privacy advocacy campaign? Is Google's memory and storage space really a threat to privacy? Will the overly watchful eye of the government use Google as a way to track "evil-doers?"

A Revolution for the Confidence of the "Little Guys"

2005-06-10T17:35:00.000-04:00

Outside Damage raises an excellent point when it comes to the Internet and fundraising.

"One thing that is important to consider in online fundraising is that it targets people who would not traditionally able to afford typical political fundraisers. The internet is key in raising money from people who are in lower tax brackets then the typical political donors. This link to a whole new group of donors is revolutionary for fundraising"

The fact that the Internet can cultivate so many low dollar donors IS a revolution for fundraising -- but it is also a revolution in the political process. By being able contribute via the Internet, no matter how small the donation, empowers voters. It brings them a sense of importance and value to the campaign. They have a stake in its outcome. The value voters feel, simply by donating, fosters a sense of participation and activism in the political process. People who normally would not have given money or been involved are now able to through the Internet and its easy service to contribute small dollars.

Raising Money Online? Promote it Offline!

2005-06-09T18:59:00.000-04:00

Nash and Ireland's chapter on Secrets of Successful Online Fundraising, brings yet again, another interesting point to light. A candidate cannot raise money online without promoting the website offline.

According to Nash and Ireland, "Promoting your site offline is one of the surest methods of boosting online contributions. In fact, if you don't actively promote your site offline, you won't raise money online."

They go on to site the important symbiotic relationship between direct mail and the Internet, in that, you can utilize one medium to promote the other. For instance, a campaign may launch a direct mail drive to get voters to visit the campaign website to further educate them on a particular hot-button issue. While visiting the site, voters may be persuaded to volunteer, give money, sign up for campaign updates, and email their friends telling them about the candidate's site.

There are many positive things that can happen for a campaign simply by a voter's visit to their website. And for people who don't think to utilize the web to learn about upcoming elections or candidates, direct mail is a perfect way to guide those voters to the website.

How to get money...Don't ask so much?

2005-06-08T18:46:00.000-04:00

IPDI's, "The Political Consultants' Online Fundraising Primer" brings up an interesting point on the solicitation of a candidate's donor base -- don't ask donors for money every time.

The piece goes on to say, "Cultivate their enthusiasm by communicating with them on a regular basis about your campaign activities, successes, and challenges - without always asking for a donation." The article stresses the importance of connectivity and inclusion in online fundraising, more so than the repeat appeal for money. The idea reflects the readings from previous weeks -- that the most fundamental benefit of technology is its' ability to connect people.

By making donors feel important, tuned into the campaign, and appreciated will indirectly motivate them to give more, without always having a big "ask" on every email.

The Press and the Internet? Well, duh.....

2005-06-07T22:24:00.000-04:00

Reviewing Winning Campaigns Online chapter on Online Media Relations, I came to the very obvious and delayed realization that, the press refer to candidate websites when covering campaigns and races. I never lent much thought to the idea of reporters using campaign websites as a resource for information. I always thought of a campaign website and its design, in terms of reaching out to voters and donors and communicating to the press via phone, in-person, and faxed press releases.

Given the influence the press and their coverage has in campaigns, it is important not only to create a website strategy that is appealing and informative to voters, but will also assist the press in doing their job, as well. It is imperative to provide reporters will the tools they need to write, preferably, favorable stories about the candidate.

Nash and Ireland advise creating an "online press kit" for reporters. They go on to say that a big mistake in online relations is that "candidates treat their websites as if they were printed brochures: something to be read once and then discarded."

With the popularity of the Internet and blogs, I am sure this is something subject to change. Upon reflection, I think that very notion is why I thought that websites were more geared toward luring voters, not the press.

It makes perfect sense, but I had never put much thought into the press and its utilization of information posted on websites.

We know where you shop...

2005-06-06T22:50:00.000-04:00

I posted pieces over the weekend about the convenience of technology and if it is making life too easy, or too intrusive, so to speak.

In that same vein, I found The Economist article's thoughts on personalized advertising a tad concerning. The article suggests that "location-based services" are the up and coming thing in wireless technology. Meaning, that if I am walking near a GAP, my mobile device will receive advertisements from the GAP when I am in a certain distance from that store.

Albeit, location-based services also include driving directions, weather reports, and entertainment information, which can be very helpful. I know I cannot have it both ways, but there is something about my mobile receiving unwanted spam by a company knowing my exact location a bit concerning and well, creepy.

Mind Numbing Convenience?

2005-06-05T16:14:00.000-04:00

Idealist raises an interesting point in her post about the mobile applications hypothesized in Fogg's book, Persuasive Technology.

"A computer that tells you what you should study and an implant that lets your coach know if you're drinking enough water? With a computer to tell you when to study, will students learn to manage their time by themselves? Will new technology take away our ability to think for ourselves?"

Of course, everyone loves for things to be convenient. The faster and easier we can have or do something, the better life is, and the happier we are. We strive towards a world of instant gratification, and technology is certainly paving the way for such a world. Despite all the magnificent ways technology has made our lives easier, is there a point where technology is making lives too easy?

For example, having your mobile phone tell you when you should call your mom because a specific time period has elapsed; a computer telling you how, when, what to study; handheld device telling you that you should take the bus to work after you entered some information about the day.

Is society so obsessed with convenience that we are willing to allow devices to think for us, even when it is something as simple as when to eat lunch? Are people so busy in today's society that they can no longer think for themselves? In other words, is technology taking away guesswork of functioning day to day?

Candidate Blogs - An invitation for disaster?

2005-06-04T15:47:00.000-04:00

BWS (A Schwarzenegger Republican) brings up an excellent point regarding politicians and the use of political blogging.

"The goal of any communications director for a politician is to control the message and not let the opponents gain ground by getting coverage of their own messages. The blog could help the opponent tremendously. Therefore, I give fair warning to politicians who want to use blogs as a means of communication with constituents. I would recommend a daily newsletter or email to a targeted list that will allow the delivery of a message and not a debate."

Creating a blog is an innovative and informal way for politicians to connect and organize voters. However, politicians must be wary of what they choose to post on their blogs and in what context their blog will be read. Is the post in line with the message of the campaign? Could the post possibly instigate controversy between the candidate and opponent? Blogs could be an invitation for backlash comments from opponent supporters or outraged citizens, an opportunity for the opponent to capitalize on their own message, and even unfavorable media coverage. An entire news story could be generated and hyped up from a simple blog entry.

How or can a blog disaster be prevented at all? Must a campaign be malleable to the idea of restricting comments? By doing so, does a campaign give off the impression of indifference to the thoughts and responses of its constituents? The communication director should monitor the blog closely, in order to control the message of the campaign, but is there really such a thing as safe with a candidate and their blog?

Technology: A Double-edged Sword?

2005-06-03T18:14:00.000-04:00

Mobile Technology Weblog's post, "The Death Knell of Technology" raises an interesting point, (at least to me, as I am constantly surrounded by the idea of how wonderful the wireless industry is) that despite the awesome world of technology, it can be intrusive. Camera phones, GPS, video phones are all able to invade privacy and discreetly track, view, and monitor unknowing victims.

Don't get me wrong, I think the wireless industry IS wonderful and its technology has made remarkable advancements in society. Take, for instance, Wireless News' article on how text messaging is being used to help ensure proper treatment of AIDS patients in South Africa. It is amazing how a modern convenience such as SMS messaging is saving hundreds of lives in Africa.

Camera and video phones are seemingly cutting edge, magnificent creations that spark the interest of consumers. Most people don't look at a camera phone and think of its intrusive uses. I think most people look at a camera phone and think of all its "cool" applications. But, I think society should take a look at and question the right to privacy when it comes to wireless technology.

As the wireless industry creates more modern marvels that will stimulate imagination and make lives easier, how far is too far?

All we can do is hope the technology will be used for good and not for evil.

Is that too much to ask?

2005-06-02T22:50:00.000-04:00

Reading the St. Louis Post-Dispatch's article, "Conyers looks for News in the Wrong Places", addresses the dismal evolution of the media in America. Congressman Conyers called out the media for ignoring stories of importance and focusing on stories of enticements. Sylvester Brown's sarcastic response letter to Conyers is sad, but true; what was once a solid institution of integrity and an ever-lasting quest for truth has now become a means to advertise, sell, and attract. I, myself, am a huge fan of Bill O' Reilly plugging his "Factor Gear" at the end of each show.

Doesn't the media lose some sort of credibility to the public, when the stories they cover are just meant to sell or to make more money for their corporate conglomerate? At the same time, what is the public to do, what choice do they have, and do they even know it is happening?

Is this thing on?

2005-06-02T22:25:00.000-04:00

Just a test to see if this bad boy works...indeed it does.