Centrifugal Force

Da Plan Da Plan!

2005-07-19T22:44:00.000-04:00

Mark Warner for Senate 2006

The politically moderate and popular governor of Virginia, who many analysts have touted as a potential Democratic Nominee for President in 2008, may face incumbent conservative Republican Senator George Allen for Senate in 2006.

Internet Objectives

If the decision to run in 2006 is made, it is unlikely there will be a primary challenge to face. Senator Allen is well known, well funded, and well liked in the state. It will be difficult to unseat him and the Democrats will need a united front, and therefore should attempt to avoid a costly primary.

Name recognition is not a problem. As governor, everyone in Virginia knows who Mark Warner is. Therefore, one of the main objectives in our Internet campaign will be to highlight the accomplishments of the Warner administration and the states subsequent success as a result.

A recent survey found that both Warner and Allen have identical approval ratings (55%) and identical negative ratings (38%). What this shows is that another objective of our web campaign will be to differentiate Warner from Allen. Governor Warner has substantial crossover appeal, the main reason his name keeps coming up in presidential rumors. Targeting our ecampaign to swing voters, Independents, and moderate republicans can do much to win cross over support.

Message

While the use of HTML email and enewsletters does allow us to target more fine pinned messages to very specific audiences, it is important to ensure that our overall message, whether in an individual email or a press release posted to our entire site, is in line with the message on the entire Warner campaign.

Mark Warner is a proven leader who understands the values of all Virginians. George Allen is out of touch. Virginia’s rich culture is more than just conservative or liberal, it is one Virginia for one future, a future Mark Warner will fight for as Senator.

Nearly all email correspondence, newsletters and press releases will revolve around this central theme while specific issue oriented emails will drive voters to our web site for further information.

The success Mark Warner had in running for governor should be mirrored by our online campaign. Warner won because he was able to appeal to rural Virginians and even Virginians in typically Republican areas. Our online strategy will aggressively target these exact potential voters. To assume rural voters don’t have Internet or are not tech savvy is a fatal mistake. At the very least, using the Internet to communicate with precinct captains and organize an efficient grassroots mobilization organization is these rural areas is worth the time and effort.

Plus / Minus

As mentioned Mark Warner enjoys relative popularity, high name recognition, a reputation as a bipartisan, a proven ability to reach across party lines and appeal to even the more traditionally conservative rural regions of the state, and a fairly strong record of achievement as governor. As Chairman of the National Governors Association, he has garnered National recognition for his advances of Education programs, not just in Virginia, but nationwide. Recently, under his guidance, the

On the downside, given all that, his 55% approval rating could be higher. Mr. Allen has a distinct advantage as well, being that he already is Senator. It would be a very high profile race in a non-presidential election year thus drawing national attention, especially given the fact that both men are rumored to seek the presidency in 2008. Despite this attention, voter turnout tends to be lower in non-presidential years which could favor the incumbent. This will make the Internet outreach and mobilization strategy even the more vital.

Targets

Although a success, merely replicating the governor’s campaign in 2001 will not be enough. To be sure a similar strategy must be undertaken to appeal to rural voters in Southern Virginia and even more so go into typically republican strongholds and erode Senator Allen’s base. Mr. Warner can appeal to Republicans, even conservatives who supported his fiscal policies that aided in the economic recovery of the state. The reciprocal is not true however, Mr. Allen does not have to ability to appeal to Democrats. Therefore it is necessary to mobilize the democratic base and persuade moderate Republicans who may feel Mr. Allen is too conservative.

Now that we have discussed what needs to be done we must focus on the how.

More to come....

Um, been a weird day so....

2005-07-17T23:03:00.000-04:00

Master of Your Domain

2005-07-16T22:20:00.000-04:00

As I delve into the formulation of the web strategy plan for my candidate I started to think about a seemingly minor element but an element that is often overlooked.

Domain name registrations.

How exciting, I know.

BUT....

I recalled a story a few years back involving Warren Sapp, a football player for the Tampa Bay Buccaneers at the time.

A Cyber-squatter decided to buy up a bunch of sportstars names with the .coms and hold them for ransom if the unwitting celebrity ever wanted to launch a web site in their name.

To be sure, the squatter managed to completely piss off a very very large man.

The fact is there is money to be made in the cyber-squatting market...even at risk of having a 300lb Defensive Tackle pile driving you into cyber-space.

Corporations have been known to get into bidding wars over seemingly inconsequential things like Business.com which spent a record $7.5 million to get the rights to the name.

When launching a campaign web site, buy all possible combinations you can think of AND those of your opponents. It is guarenteed to drive them batty. Even better, turn it into an anti-site. The classic example being gwbush.com, a parady site directed at you know who.

Here's a fun game. Type your name in a web-browser and see what happens! Does someone own your name? Are you a porn site? Perhaps a crazy stalker has a website shrine devoted completely to you. Or better yet is there an anti-you site already in existance? Apparently, I am an HIV clinic in Indiana... Damien.

Red Rover

2005-07-14T23:45:00.000-04:00

Internet Mulatos?

2005-07-11T23:06:00.000-04:00

I had a college professor who believed that the only sure fire way to ever end racism was to create one race. No, not like an aryan thing, but rather a mixed race. If everyone in the world were mulato, there would be no racism.

History does actually support such an outlandish claim. There is a theory that the notorious "Lost" colony of Roanoke was actually not really lost but rather the colonists intermarried with the natives there and simply relocated... after a generation all that was left was a mixed race.

"John White found clues when he returned to Roanoke Island. He thought the colonists were trying to tell him that they were going to Croatoan Island but he may have misunderstood the clues. The clues really meant that the colonists were moving inland with the Croatoans because their food supply had ran out. The Croatoans and the colonists became one group as they married one another. A United States government census in the 1800's supports the theory that the colonists married the Croatoans because they used a comparison of names from White's list of colonists to support this fact. Also other historical records from this time say that the Croatoan Indians were called Lumbee Indians. The Lumbees looked like Indians but lived like white settlers."

So, it is not so unbelievable that Jerry Kang's idea that the Internet can be a golden opportunity for at least a form of "cyberquality" is somewhat valid.

One's race will certainly play a role in their social composition, their world view, and beliefs. Stereotypes will unfortunately always have a place in any society. However, the Internet is a means to take away that initial physical or appearance stereotype. You may not readily know that a blogger is African-American, or you may not know a journalist is muslim... but their worldview, opinions, and writing will be influenced greatly by who they are.

Therefore, while the idea of an equal cyberspace is commendable, it is simultaneously condemnable. The intentions may be noble, but in the end I believe that people should not have to be afraid of who they are. African Americans, Hispanics, Asian, Russian, what have you...they are all nationalities and races filled with rich history and cultural traditions. When my great grandparents came to this country from Sicily, they left their culture behind. They wanted to be "American."

The result, I grew up with little to no idea of the rich culture of Sicily with the exception of a recipe for meatballs (I swear to God).

Heritage should not have to be forgotten. Traditions need not be disgarded. Stereotypes don't have to lead to discrimination. The Internet should be a way of expanded culture, of opening doors, not merely providing a cover for people to hide who they are.

Let them eat....cell phones?

2005-07-10T23:19:00.000-04:00

The article in The Economist on the "digital divide" certainly has one thing right. The digital divide is not the problem, but merely a symptom of a larger more fundamental problem.

"Marriages don't break up on account of infedelity, it's just a symptom that something else is wrong."

"Oh really, well that symptom is *&^%ing my wife."

In much the same way, the digital divide is not going to be bridged by waving a magic wand and suddenly the third world looks like a scene from a Steven Spielberg movie (Ai/ Minority Report Speilberg, not Jaws/Saving Private Ryan Speilberg...you know...you know).

The article understands this concept and rather than trying to build Starbucks' (what is the plural os Starbucks? Starbucki?) with wireless Internet we chould help these nations by providing them with....cell phones?

Oh I see, so then they can use the cell phones to call Domino's and ORDER A PIZZA CAUSE THEY ARE FRICKEN STARVING! Oh if only they had cell phones in Africa then maybe that would cure the Aids epidemic. What's that? You have malaria? Here, have a cell phone. Because lord knows nothing makes me feel better then screaming into a 5 inch piece of plastic trying to find a signal even though they claim to be the "raise the bar" cell phone company, yet I have to run outside on my balcany every time my phone rings or I miss the call, then I have to haggle with the rep b/c my nighttime minutes now start at 9, when it used to be 7, and all of the sudden my voicemail doesn't work, and when I lost my phone do you think they'd replace it for free? No, of course not, of course not, so yeah, that is our gift to you underdeveloped civilizations of this planet, welcome to the club. Affordable pharmecuticals and clean water? How about for an extra $12.95 a month we just might throw in unlimited text messeging.

Where have you gone Denny J?

2005-07-09T17:34:00.000-04:00

Last Tuesday marked the triumphant return of Dr. Dennis Johnson, and he did not disappoint.

His depiction of the Congress Online project paints a picture of our dim reality: Most of our representatives are old farts who haven't the slightest idea what the word blog means, let alone who to write one.

His timeline, beginning in 1994 with Senator Ted Kennedy being the pioneer of House websites, demonstrated just how reluctant Congress has been to embrace new technology, or new anything for that matter. It would take nearly ten full years, that's almost a decade people, before all members of Congress followed Kennedy's example and created a website of their own.

It is an interesting tribute to our political systems resistance to change. The way in which Congress has accepted the Internet acts almost as a microcosm of how our entire poltical system works. The status quo is placed at the forefront, change is resisted, but eventually there is progress.

But credit must be given where credit is due. There are now 160 members of the Congressional Internet Caucus, political blogs are all the rage and even some Congressional Web sites are beginning to use them (although we have discussed at length the problems with this), and we continue to see the impact the Internet plays in campaigns, whether from a fundraising point of view or from an organizational standpoint.

A few months ago, Rightclick Strategies (shameless plug) released a poster of milestones in the digital decade, showing a similar timeline of how Politicians have slowly yet surely embraced new technologies. So as we discuss the revolutionary possibilities of the Internet, it is important to keep in mind that if this timeline is any indication the snails pace at which this "revolution" will occur.

In Light of Yesterdays Events

2005-07-08T09:49:00.000-04:00

"At a quarter to 9 this morning, with Guardian newspaper and Metro (the free
publication found underground) in hand (both of which covered London's winning
the 2012 Olympic bid extensively on front-page), I seated myself at Great
Portland Street station. Like usual, signs indicated tube delays on both
Metropolitan and Hammersmith lines; little did I know that less than 5 minutes
later a blast (what would later be pronounced the first blast of a series of
four) hit a train leaving Liverpool Street Station. Announcements radiated
from speakers alerting travelers to a reported "bomb scare" and subsequently
instructions were given for evacuation. I remember thinking to myself just
then how calm passengers' reactions were. Although this surprised me, I had to
remember that Londoners are used to both train delays as well as bomb scares.

Central London was an errie sight to see. The
streets were empty but for emergency vehicles and city buses (that had just
resumed service). A silence hung over what seemed like thousands of
pedestrians making their way home (however long it took them) on foot. What
surprised me the most was just how crowded these city buses were, evidence of
Britons' resilence. In the midst of tragedy and speculation, the people of
London seem immediately prepared to "go on" and to not let the terrorists "get
the best of them."

By this time tonight the figures indicate 700 casualties and 38 fatalities.
World leaders everywhere have denounced the attack and the Queen ordered flags
flying over Buckingham Palace to be lowered to half-mast in honour of the
dead. This is in fact the worst attack on Britain since World War II.
"

This was the account of a friend of mine who is living in London. She was set to begin her internship for a member of Parliament. Hell of a first day of work.

As we talk about the wonderful potential of new technology we sometimes forget the potential devestation such technologies can aslo bring.

A report out of Scotland yard suggested that perhaps the terrorists used cell phones to detonate the coordinated bombs, much the way bombers in Madrid had nearly a year ago. British officials weighed the option of shutting down the entire mobile grid if this was the case. However, they decided that the potential chaos and frustration that could have ensued from family and friends not being able to contact loved ones would have been even worse especially because there was no evidence to suggest that cell phones were actually used.

"Investigators doubt that cell phones - used in the Madrid train attacks a year ago - were used to detonate the bombs in the Underground because the phones often don't work in the system's tunnels, the official said. The official spoke on condition of anonymity because the investigation is ongoing."

Dun dah da dun!

2005-07-04T17:46:00.000-04:00

Trumpets exult the triumphant return of Denny J!

I am sure most of us look back with fondness on our times in 201 but now we get to look ahead to Tuesday.

The Congressional Management Foundation recently published a newsletter regarding how Congress uses blogs.

One may respond, "not very well."

BUT

That isn't entirely true.

Case in point: The Travel Blog

The Travel Blog is the perfect tool for a member of Congress for a plethora of reasons. Jeffe, would you say that there are a plethera of reasons for Congressman to use a travel blog? Do you even know what a plethora is?

Yes, there are in fact enough reasons to constitute the use of the word plethora.

Validations for use of plethora:
1) Travel Blogs are ways to justify the vast amount of money Congressman waste on Junkets at taxpayers expense.

2) Travel Blogs are not exactly hot button issues...thus not sparking much flame or negative remarks.

3) Travel Blogs involve little policy knowledge, thus can be written exclusively by staffers with little to no need to waste the members precious time.

4) Travel Blogs are fluffy...a combination of numbers 1-3, but I just realized I wanted to use the word "fluffy" and also I need more reasons to justify the use of the word plethora as well.

5) Travel Blogs are an easy way to appear hip and cool. "Look how techno savvy I am, I have a blog...kinda."

All fun aside, there actually is some validity to using Travel Blogs. The travel at tax payers expense can be some what of a problem, and a Travel Blog is a good way for a member to show tangible evidence of why such travel is necessary. Rather than having to justify travel expenses when an expose is written in the Post, a member who travels often can simply keep a travel Blog and point to it and say: "See, this is what I have been doing, it's there out in the open everyday on my Blog...what's the big deal?"

Second, it is a valid way of keeping a blog without having to keep a blog. As the newsletter discusses and as we have seen in class, blogs can be a tricky subject. A member who decided to keep one on a daily basis opens up a can of worms and cretes a difficult situation for their communications team. Controling the Internet is next to impossible, just ask Howard Dean.

An Apple a Day....

2005-07-03T10:10:00.000-04:00

....and 1 million signups to iTunes may mark the mainstream takeover of Podcasting.

Could it be the for the first time in history political campaigns use of a new technology is actually innovative and not 15 years behind the rest of the world?

According to Steve Jobs, Apple President, the arrival of iTune 4.9 and the overwhelming responce to Podcasting resulted in over 1 million subscriptions in just two days.

"Our servers have been swamped with a stratospheric increase in traffic. In fact, downloads have increased tenfold as a result of the iTunes 4.9 launch," ElectricNews.net quotes a Southern California Public Radio station KCRW management consultant as saying. "iTunes has done what possibly no one else could have accomplished, propelled Podcasting into the mainstream."

With Podcasting growing into more than just a technogeek dream, more an more politicians will be able to take advantage of this technology and reach a more mainstream audience, not just the ubber Apple snobs like myself and Mike D who run out and wait in line at the Apple store whenever the announce an upgrade!

Certainly this is still in it's fledgling stage, with just 6 million of the 22 million estimated Mp3 users in the country having downloaded at least one podcast, but the news out of Apple demonstrats that perhaps podcasting may be a viable way of reaching a particular, yet more mainstream political audience than previously thought.

Grazie

2005-07-02T22:57:00.000-04:00

In discussing online and offline synergy, the Occam's Razor certainly comes to mind.

Big Block of Cheese brought up a simple yet extremely important point...

If you want someone to vote for you, sometimes all you have to do is ask.

Pyromarketing strategies, complicated offline and online grassroots organization, and complex database solutions are all vital facets to todays campaigns but sometimes all it takes is the most simplistic of things to win over a voter or a potential donor.

That is why it is important never to underestimate the value of the little things, like having an easy to use web site. Make sure the donor page actually asks for a donation! One trick is to ask for specific things so people feel involved in the process. It is one thing to say, "Hey give us money because we need it," it's completely another to say, "help us air this TV ad," or "with your donation, we can send out 1,000 more pieces of mail." If people feel like they are invested in the campaign they are more likely to actually invest in the campaign.

And when they do give because your offline and online messages incoporate them into the campaign and make them feel as though they are contributing something tangible, never underestimate the power of a thank you.

A successful online donation should be followed up with a thank you email. This simple actionwill not only make your donor feel like an appreciated part of the process, but will also increase the likelihood that they will donate again, or even volunteer their time to the cause.

Two steps forward...one step back

2005-07-01T16:02:00.000-04:00

Woah Woah Woah. Let's slow down here a second cowboy.

After 8 years of relative obscurity, the Internet is finally being taking seriously as a potential factor in political campaigns.

Critics say it will never have the reach or audience of television. The demographics scew too young, to rich, and too white for it to truly be a "revolutionary" tool, unless their is some sort of middle class yuppie uprising being plotted in Starbuck's across the nation that I am unaware of.

However, after the "success" of the Dean campaign in demonstrating how online fundraising can propell a mediocre candidate into the frontrunner, only to be torn down when everyone realizes he was in fact just a mediocre candidate, yet everyone acts all surprised, the Internet is now the new "It" girl....move over Jessica Alba.

From one mediocracy to the next, John Kerry then picked up where the screaming left off and used to Internet to raise $30 million more ($82 million) in online donations than Al Gore raised TOTAL ($50) just 4 years prior (The majority of Gore's money came from Federal matching funds).

Chuck Defeo and Karl don't call me Shirley Rove took the Internet in another direction and used it as a massive top down organizational tool...seemingly counterintuitive to the decentralized nature of the Internet it apparently worked.

It's hard to argue with the fact that Bush won an overwhelming majority against all odds. His Internet strategy must have been the difference, because he was underfunded, understaffed, lacked a strong message and had no name recognition. As history shows, it is very difficult for an incumbent president to win reelection during war time.

In case you missed it, the entire above paragragh was meant to be sarcastic. A million and one different abbreviations for laughing yet the power of the Internet has yet to develop a proper outlet for expressing sarcasm.

Ok, so why all the negativity? After reading the article by Larry Dignan I must say it has become slightly tiresome to hear the pontifications about how the Internet is going to change our political system in just 4 years.

The idea that by 2008 or 2012 an Independent candidate will be able to turn the major parties on their heads if they can harness the power of the Internet is just absurd.

As the article does admittidly point out, certain foundations would have to be already in place for there to even be a remote chance...we are talking Timbucktu remote here...for an Independent candidate to come out of nowhere.

First, they will need name recognition. It would have to be someone with instant credibility. Find me a man on earth with instant credibility and I will show you millions of people who disagree...Fox news anchors not withstanding.

Second.....Show me the money! Argh, even I feel dirty having just quoted that god aweful line but....it's true. So, we need a man with instant credibility, high name recognition, and lot's of money.

Third...a built in database. It takes time to build a massive email list with the potential to reach voters or petition signers in all 50 states in a limited amount of time. A viral marketing campaign would also take tremendous amounts of time to develop effectively. These lists will undoubtably need to be purchased, if they do exist, and that takes the Jerry Maguire above.

So, if you have a man with instant credibility, tons of money, high name recognition, and a built in database network...um, then why the hell would he even need an Internet campaign?

Ross Perot had some crazy ideas...and even crazier amounts of money. Did he shake things up? Sure. Did he ever have a chance of winning? Nopers. As James Carville stated, it was the "most expensive act of masturbation in history."

The point is, and yes there is one, that Ross Perot did it the old fashioned way. Bush's narrowcasting, while made possible by new technologies, is ultimately an old fashioned marketing technique. The Internet is a remarkable conduit, but it is not a conducter. It is a powerful tool, but it is not the carpenter.

Perhaps it is a good thing though that some unknown Independent candidate may see the potential of the Internet and try to harness it's energy to knock the two major parties off their high horses...when he falls on his face maybe we will then realize that it takes a strong message, time tested marketing strategies, and good old fashioned organization to win an election...but by that time we will be projecting the potential of how robots and hovercrafts will revolutionize the 2016 elections.

Cult Co.

2005-06-28T19:29:00.000-04:00

As a high school, or even college student, did you ever see these flyers all around campus:

Need a Summer job?
Earn up to $500 a week!

Well a friend of mine picked up one of these flyers, called the number on it and started working for them the next week.

The company name was called Vector. They were a sales firm that sold knives door to door. Because when I think about buying knives, I think "I wish someone would show up to my door with sharp instruments and not leave unless I buy something."

The Knives they sold were from a company called Cut Co.

After my friend signed up....we never saw her again.

OK, well maybe not never but for about a year everything she did and said revolved around Cut Co....which we affectionately referred to as Cult Co. for the somewhat obsessive and "unique" people who actually went door to door to sell kitchen cutlery.

This is multilevel marketing at it's best...well at it's most interesting at least.

It is not much different than the brand little old Betty Kitchen partook in to try to recruit 653, not 652, not 651 (a little known fact, Betty Kitchen recruited 647 people, 6 less than her goal...she now has only 4 fingers...capiche?)in order to help re-elect W.

If all companies were run like cut co and all campaigns were run around that model well....I'd never answer my door again.

Argh! See this is what I mean.

2005-06-27T23:29:00.000-04:00

Narrowcasting.

Let's disect the word.

Narrow = limited, barely successful

Cast = to mold, or choose actors in a play.

If this is the new wave of the future of political campaigns, then I am afraid for what that future holds. By definition narrowcasting seeks to target very specific people.

What does this do for bringing citizens into the political process? What benefit does this have towards increasing a positive political discourse?

Absolutely none.

This is why our nation is so falsely polarized. The culture gap appears to be much bigger than it is because successful narrowcasting seeks to do just that.

Evil v. Incompetence

2005-06-26T22:22:00.000-04:00

James Verini's piece on Salon.com demonstrates yet again the value of organization and synergy within a campaign.

The fact that Bush took the time to learn from his former opponent Al Gore, and structure his groundcampaign in a similar effective fashion, shows the divide between the Bush and Kerry camps.

While Kerry focused almost all of his attention on gathering the best (and most expensive) strategists and raising the most money, he neglected to organize these well paid staffers in an effecient and effective manner.

Have you ever gone out to a resturante? It looks really nice on the outside, you walk in and the tables are all dolled up and the waiters are well dressed. You sit down expecting steller service and remarkable food, what with the amount of time in effort that has obviously gone into the design and presentation.

45 minutes later, your meal still hasn't arrived and finally when it does you are greatly disappointed.

So later that evening, completely unfullfilled, you stop at a 5 guys burger chain. Place your order, step to the left, pay the cashier and get your number. The order taker passes your order down. One person makes your burger to order, the other is managing the fry station, while another ensures all your delectable toppings are exactly where they should be.

From start to finish, you have received the most delicious hamburger you have ever tasted, all in about 10 minutes.

That was the Bush campaign in 2004.

Organized, effecient, and gosh darn, delicious!

I'll take a side of environmental devestation, hold the hypocracy please...oh, make that to go.

So, when do I get my Pink Catillac?

2005-06-25T13:34:00.000-04:00

Is the Presidential election now becoming the worlds largest pyramid scheme?

The victory of WWW.Bush in the 2004 election is any indication the answer may be yes.

Move over Mary Kay. Georgie boy wants his pink caddy now.

The GOP's "revolutionary" groundlevel campaign to reelect w in 2004 focused on precincts in Ohio to mobilize a grassroots effort. But it is not grassroots in the sense that it is coming from the people up, it is more top down...like a pyramid marketing scheme used successfully by companies like Amway and Mary Kay.

It is somewhat similar to the pyromarketing strategies we have seen in the recent past with the difference being that in a pyromarketing scheme there is less top down control. The seeds are planted with important influentials and then once the spark is ignited, it takes on almost a life of it's own. With this pyramid model, it is top down so folks in their communities actually have little say in what is going on, while the National Party more or less dictates the message and the tactics.

As Herb Asher, a political science professor from Ohio State noted prior to the election, "if Bush carries Ohio by a slim margin, this type of campaining may be seen as the wave of the future."

As we all know, that is exactly what happened.

But does that necessarily mean that this top down system is any more effective than the decentralized version of grassroots organization that the Dean campaign tapped into?

Without getting into politics, there is something to be said for the following:

1) John Kerry was a weak nominee who had an inconsistant message and an often disorganized campaign
2) Bush was an incumbant president during war time
3) Republicans controlled the Congress
4) In the wake of 9/11 and the war on terrorism, Americans are fearful of change
5) Bush very nearly lost.

The point being, that a weak candidate like Kerry, with an inconsistant message has no business even being that close to beating an incumbat president during war time.

Had this type of tactic worked overwhelmingly in democratic areas against a prominant candidate, perhaps there is something to be said for it then... but to harold something as the "wave of the future" when it has only been mildly successful on one occassion may be a bit of an overstatement.

Take out the middle man

2005-06-21T12:58:00.000-04:00

Over and over I hear that the problem with the center is that they lack any motivation. Not in the sense that people in the center are lazy, but more that we lack fervor or any kind of spark to ignite interest.

Despite the fact that most Americans consider themselves to be "moderate."

So how is it that the majority of people associate with a common interest but lack any motivation to express it.

Lack of conflict. The media love conflict, and quite frankly us poor saps who watch it do too.

Our readings about e.newletters and some of the statistics that Jakob Neilson points out, demonstrates the potential such a medium has for a cause, such as the center, who cannot gain the attention of the masses.

Cut out the middle man.

e.newsletters sent directly to your target audience do just that. They say what you want to say directly to who you want it said.

There is no need to rely on the media, or trying to create conflict where none exists merely to get a sound bite.

e.newsletters allow a cause, an interest group, or even a candidate, to go directly to the people and create that spark that can ignite motivation and interest without having to use a middleman.

It is the essence of a pyromarketing campaign and one of the ways the true potential of the Internet can begin to be unlocked.

Great, What am I supposed to do with 40 Subscriptions to Vibe?

2005-06-20T18:40:00.000-04:00

The Jakob Neilson article discusses the 127 point critique for an email newsletter.

One extremely vital aspect that perhaps many campaigns overlook is the unsubscribe button.

Never underestimate the vengence of an email reader scorned.

Having a prominantly displayed unsubscribe button allows readers to quickly choose whether or not they want to receive any further communications from the campaign. It also lends an element of credibility, especially if it coincides with a well articulated privacy policy.

Granted, the people who unsubscribe may be people who were not going to vote for you to begin with, but that is not a chance you should be willing to take.

Extra! Extra!

2005-06-19T12:34:00.000-04:00

Jakob Nielsen's analysis of The Kerry / Bush Email Newsletters yet again points out how political campaigns fail to truly understand how to use the internet medium properly.

On a smaller level, Todd Caliguire, an unknown candidate for the New Jersey Republican Gubernatorial nomination, used the Email newsletter with a certain effectiveness.

Based on voter input and feedback, the newsletters and press releases sent out by Todd's campaign convinced many on the fence to support his effort.

Nielson mentions a vital point, one that I also believe the Caliguire example demonstrates as well, namely that one of the main points of Internet campaigns is to "energize the party faithful."

In a primary, the rules change a little and your Internet campaign must adapt accordingly. Simply energizing the party faithful does nothing when your opponent(s) are members of the same exact party.

Thus, an effective Email newsletter garners even more importance in primary races. The goal in a primary is not to just energize party voters, but to convince them to vote for you. It is much more about persuasion in the primary than it is mobilization. The Email newsletter is an effective means of accomplishing this.

Todd Caliguire finished 7th out of a field of 7. But he accomplished one of his primary goals. His targeted Email newsletters were sent constantly to Newspaper editors and other members of the local media. As a result, he earned endorsements from two major newspapers over the frontrunners in the race and garnered some ringing quotes from several other papers throughout the campaign. By the end, he was being touted as a "Future Star" within the party and will be set up nicely when and if he decides to run for another office.

I missed it!

2005-06-19T02:57:00.000-04:00

Today I celebrated my birthday.

It was a Crazy Game of Poker.

2005-06-17T17:02:00.000-04:00

So after learning about this "pyroMarketing" technique, I have now come to realize just how many other products/services this is applicable to and has been applied to already.

Sideways a small film that found it's way into the hearts of critics worldwide, won an Academy Award for screenplay, and racked in over $70 million at the box office.

But perhaps the largest and most successful example of pyromarketing is the online poker industry.

Chris Moneymaker perhaps provided the "spark" after joining a $40 online game and played his way into the 2003 World Poker Championship table, earning him $2.5 million and the title of World Poker Champion.

Using this rags to riches story, online poker soon became a growing industry sparking a popular television show, Celebrity Poker Showdown on Bravo. Now, it is everywhere. The World Series of Poker is on ESPN constantly, how to books are selling millions of copies, and the online poker business sees $151 billion, with a B, in action on any given night.

Burn Mother Burn!

2005-06-16T22:48:00.000-04:00

Where there is smoke there is fire. Where there is fire, there is heat, where there is heat there is... well, I think you get the picture.

Ideas are like fire. They need a spark to ignite them, and once they do they can spread like wildfire.
In the corporate world what drives an idea from spark phase to full blown inferno is called marketing.

Greg Steilstra's "pyroMarketing" strategy to promote the Christian book "Purpose Driven Life" is a unique example of this. Unique because apparently this book I have never heard of before (come on, be honest, neither did you) is the single most successfull non-fiction hardcover book ever sold in America with nearly 30 million units moved.

By creating an "interconnected social network" of people likely to purchase the book. These are people with similar common bonds.

The Internet has a similar effect as pyroMarketing. Viral emails and web tactics have a similar firestarting capability.

As Malcolm Gladwell discusses in The Tipping Point, this is also how innovative ideas are created. Through an interconnected web of social networking, people create a word of mouth campaign that when put in the hands of certain people, "connectors" and "mavens" can allow that idea to spread like a virus.

Mass media simply cannot produce this effect, it cannot target these people nor can it build such an interconnected network.

"Strategery"

2005-06-15T21:08:00.000-04:00

As we discussed Internet strategy it became apparent that there is no real consensus on what is the be all end of an effective online campaign.

Truth be told, much of what one defines as "success" depends on what ones end goal is.

A candidate who has not one shot in hell of winning usually knows that. His goal may be to draw awareness to a specific issue or position himself for a future run at another office.

Mark Warner for instance, finds himself in a unique position. He is a sitting governor, possibly running for Senate in 2006 and simultaneously positioning himself for a run at the presidency in 2008. His ecampaign must be consistent with his current governor site, raise money for a senatorial race, all while positioning himself for his higher calling.

If he has what is viewed to be an "unsuccessful" ecampaign, namely proving he cannot raise the kind of money needed for a Southern Democrat to compete in the 2008 run for the White House, he will destroy his chances of courting the Democratic nomination. However, if he can produces an effective and innovative Internet strategy, he has the potential to increase his name recognition, build his stature, feed his war chest, position himself on issues, and greatly increase his chances for 2008.

A big, hairy, monstrous organism

2005-06-14T11:41:00.000-04:00

The Power Of Us: Mass collaboration on the Internet is shaking up business is yet another in a long line of examples demonstrating how creative and innovative use of the Internet can actually have remarkable effects.

The same people that brought you Kazaa file sharing are now allowing their members to share their long distance phone lines via the Internet...saving them millions of dollars in long distance calls, and invoking the fury of the powerful telecommunication industry.

"The nearly 1 billion people online worldwide -- along with their shared knowledge, social contacts, online reputations, computing power, and more -- are rapidly becoming a collective force of unprecedented power. For the first time in human history, mass cooperation across time and space is suddenly economical. "There's a fundamental shift in power happening," says Pierre M. Omidyar, founder and chairman of the online marketplace eBay Inc. (EBAY ) "Everywhere, people are getting together and, using the Internet, disrupting whatever activities they're involved in."

Dr. Dennis Johnson has argued that politics is usually a good 10-15 years behind the rest of the world in terms of technology and innovation. The Internet has the potential to not only narrow that gap, but close it completely.

Creative and effective use of this medium can produce more of what most campaign lack: Time and money. Why many campaigns have been slow in realizing this is somewhat of an anomaly, but the sooner campaigns recognize how to create innovative ways to reach voters through the Internet the too can harness the power of us the way many corporations already have.

White Men Can Jump.

2005-06-13T18:44:00.000-04:00

According to the Institute for Politics Democracy and the Internet, while only around 2% of Americans donate to political campaigns online, around 24% of people who are considered “online political users” donate to campaigns via the Internet. For the most part these people are:

35-54 year old white males who are well educated and earn over $75,000 a year.

This to me is a disturbing finding.

These are exactly the people who are already invested in the political process. If the Internet is supposed to truly be “revolutionary” it will need to bring more people into the arena.

Part of the problem seems to be that many campaigns focus their fundraising measures on tapping into these existing donors rather than attempting to seek out new participants.

Obviously, this is a difficult trend to reverse because all campaigns have limited time and limited resources and quite frankly it is much easier to buy a list of past supporters and hit them up for more money.

Grassroots and traditional fundraising efforts allow campaigns to cultivate relationships with existing donors and supporters…But, the Internet strategies of these campaigns should then focus on branching out, if they are to truly tap into the full potential of the medium.

If campaigns took more time to develop their Internet strategies, they may find that this will not only allow them to spread the word and gain supporters, but it will bring more people into the process and with that the potential for more donors to hit up for money.