Published on April 2, 2014
Learning from a Loss Digital Lessons from the
2013 BC NDP Election Campaign
Michael Roy BC NDP Director of Communications ! @mikelroy
“Trying is the ﬁrst step towards failure.” –Homer Simpson
Social Media • Fresh • Engaging • FAST
LESSON SPEED IS THE KEY METRIC WHEN IT COMES TO COVERAGE AND ENGAGEMENT
“Ground Game” 1.Identify your supporters 2.Get then to the polls
NDP Vote NDP Vote NDP Vote “Cross Tabs” Analytics Database Reports Better lists Data Analytics NDP Vote NDP Vote
LESSON WHEN TIME AND MONEY ARE SHORT, YOU HAVE TO BE ADAPTIVE, CREATIVE AND FLEXIBLE. DON'T LET PERFECT BE THE ENEMY OF THE GOOD.
CiviCRM Fundraising database
Donor Segments •Previous online donors •Previous donors who’ve never given online •New donors
A/B Testing • Big font vs small font • Large button vs small button • Long email vs short email • With “P.S.” vs without “P.S.” • Profanity vs no profanity • Ugly email vs beautiful email
LESSON TEST EVERYTHING. THEN TEST AGAIN.
NDP Vote “CrossTabs” Analytics Predictive Dialer CiviCRM Website (Drupal)
VAN Bluestate Digital Predictive Dialer Build the Hope Obama 2008
LESSON BREAK DOWN SILOS – BOTH HUMAN AND DIGITAL – BY PLANNING AHEAD
Tracking poll image removed by request of presenter
LESSON DON’T RELY ON JUST ONE METRIC. USE MULTIPLE DATA POINTS TO ASSESS HOW YOU’RE DOING.
LESSON START EARLY, TRAIN YOUR END USERS, AND INTEGRATE THEIR FEEDBACK.
Lessons learned • Speed matters most. • Be adaptive. Perfect isn’t the enemy of good. • Test everything. Then test again. • Break down silos - digital and human • Don’t rely on just one metric • Start early. Train your people. Integrate feedback.
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Learning from a loss – digital lessons from the 2013 BC NDP Election campaign
Account Manager of Yeahmobi Affiliate Network at NDP Media, Business Development Manager at NDP Media Past Overseas Sales Manager at gNetop Education