I’d like to highlight a few of the websites and North Carolina political blogs we’re tracking at RunSmart2Win. This is our Blogroll of Fame:

• Carolina Politics Online - “…a blog dedicated to discussing political issues throughout both North and South Carolina from a common sense appreciation for freedom and liberty.” This is a great site for tracking the ups and downs of North and South Carolina politicians.
• Conservative NC - “…an online community dedicated to promoting conservative ideals and advancing conservative policies in North Carolina.” Conservative NC is a “hub” of conservative bloggers — much like RedState and TownHall — but dedicated solely to North Carolina issues and politics.
• Civitas Review Online - Another respected North Carolina think tank committed to the ideals of limited government, personal responsibility, and civic engagement, the mission of the Civitas Institute is “to facilitate the implementation of conservative policy solutions to improve the lives of all North Carolinians.” In addition to their great website and blog, Civitas sends out a fantastic e-newsletter.
• John Locke Foundation - This is the website of the respected North Carolina think tank, dedicated to the principles of individual liberty and the free market. Several bloggers spread across the state — from Wilmington to the Triangle, the Triad, Charlotte, and Western North Carolina — write articles and blog entries on behalf of the foundation.
• Katy’s Conservative Corner - Katy Weatherly is one of the most respected and well-known conservative bloggers in North Carolina. She writes hard-hitting commentary on national politics as well as issues affecting North Carolina. And like all true North Carolinians, Katy is a huge college basketball fan.

Do you blog about North Carolina politics or the “in’s and out’s” of campaigning? Let us know and we’ll add you to the Blogroll of Fame!

We’re wrapping up  “YouTube Week” on RunSmart2Win. Today I’m going to introduce you to YouTube’s powerful, yet relatively unknown reporting and analytics tool: YouTube Insight.

I know we’re venturing deep into the strange and mystical world of Geekdom with this post, but stay with me for a minute. Think about the level of detail and strategic value a high-priced media consulting firm would give you for your 30-second TV spot — suggestions for improving your campaign’s message, theme, delivery, and numerous other factors — all supported with empirical data from expensive focus groups, polls, and field tests.

Now imagine those benefits in real-time — continuously updated throughout the campaign — free of charge.

That’s what you get for your online campaign videos with YouTube Insight. Here is the introduction to YouTube Insight last year on the Google Blog:

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We’re continuing our discussion on the value of incorporating YouTube into political campaigns. Today we’re looking at the elusive “it” quality that all YouTube users covet when they upload new videos: the irresistible essence of viral videos. Here is an interesting article from Kevin Wallsten in Politics Magazine on a YouTube video from the 2008 election that elevated the “going viral” concept for campaigners into the stratosphere:

The “Yes We Can” music video was the most popular online political video of the 2008 election season. This “supporter-generated” video, which included cameo appearances by celebrities such as Herbie Hancock, Scarlett Johansson and Kareem Abdul-Jabbar, featured black-and-white clips of Barack Obama’s concession speech following the New Hampshire primary set to music written by hip-hop artist will.i.am. Initially posted on YouTube on February 2, 2008, “Yes We Can” quickly spread across the Internet and, by the time Obama secured the nomination, the video had been viewed over 20 million times.

It is easy to assume that the video’s popularity was preordained by its combination of celebrity cameos, emotive imagery and a memorable refrain. A careful analysis of the dynamic relationship between online viewership, mainstream media coverage, blog discussion and campaign statements about the video, however, reveals that the video’s success was driven, in large measure, by the active support of the Obama campaign and by the eager enthusiasm of bloggers.

While “Yes We Can” was undoubtedly unique, it is possible to distill two general lessons about “going viral” from analyzing it.

Campaigns should follow their presence on YouTube closely and act quickly if their supporters upload content. When campaigns send emails and post messages on their official blogs about a supporter-generated video, Internet users, bloggers and journalists are likely to take this as a cue that the video is something worth paying attention to. Politicians seeking to make a big splash online, therefore, can do much more than keep their fingers crossed and hope that their rhetoric will inspire will.i.am et al to record a song in support of their candidacy. They can serve as effective midwives for viral videos by promoting them with their existing online tools.

Online political video makers should cater to the interests of bloggers. If you want to attract a large audience in both the online and offline political worlds, look to bloggers. Journalists, who use blog discussion as a heuristic for determining which events deserve coverage, are likely to report on videos receiving widespread attention in the blogosphere, and the links provided in blog posts can drive up viewership statistics by making it easy for interested readers to locate and watch a video online. Put simply, without the support of bloggers, online political videos are more likely to die in obscurity than to go viral.

To recap the two concepts in the article above, plus a few other necessary pieces, here are Five Ways to “Go Viral” on YouTube:

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How much would you pay for a two-minute spot on a station accessible to the world? How does nothing sound? If it sounds good (and it should), then it’s time to prepare a campaign introduction video for YouTube.

Campaign introduction videos are usually done as the first television ad a politician airs, and as their name implies, they are meant to introduce the candidate to the voters. Such television clips are thirty-second biographies that sets the general theme of the campaign. (I’m Candidate X, a leader. I’m Candidate Y, and I will bring change. I’m Candidate Z, who fights for the everyday citizens.) The ad below is from Congressman Bob Etheridge; it bills him as the common sense congressman from rural North Carolina.

But as with everything in politics, the introduction of the internet has changed nothing and everything. The principles of a campaign introduction video are the same, but YouTube’s technology and general attitude make the rules a bit different. Below is your general guide to introducing your campaign to YouTube, and later, you’ll see video examples with commentary and some advanced tips.

1. Craft your message. The introduction video should provide a one-sentence takeaway for viewers. When viewers recall you, they should say something similar to this: “You know who I’m talking about. John Smith, the guy from Greensboro who fought against tax hikes in the General Assembly.” Your task is to create the one-sentence takeaway and then to convey it throughout the video.

Do include personal biographical details if they are relevant. For example, in North Carolina it seems particularly important to establish your ties to the state. So whether you were born here (or are just a naturalized native like me), do mention the time you have lived in the state or, even better, the town or district you will represent.

Do not try to say too much. Viewers will likely watch your video once and then try to recall it days, weeks, or even months later. Thoroughly convey one message. Add extra information and supporting details to this message, but ultimately, that one message will be the one-sentence takeaway that will determine if your video did its job.

2. Act naturally. On the internet, authenticity is everything. Television ads are highly polished productions with glossy images, text overlays, and scripted voice-overs. Online videos, in contrast, are more personal to the candidate. Overwhelmingly, online introduction videos feature the candidate sitting down and talking directly to the camera. It’s no wonder. That camera is your entryway into a voter’s home or office. So behave as you would if you were meeting the voter in person. Be relaxed, be natural, and be genuine. If you are speaking directly and believe what you are saying, people can tell–even from a computer screen.

3. But film professionally. The viewers’ focus should be on your message, not your technical difficulties. You don’t need an expensive camera to film a high-quality web video provided you pay attention to the basics. Keep the background minimal and muted, and keep yourself looking fresh and presentable. Make sure the audio is clear and make sure that your delivery is consistent. Above all, keep the camera still and, if you plan on doing multiple videos, invest in a tripod. (more…)

We’re talking about YouTube this week on RunSmart2Win. Our goal is that by the end of the week, you will be sold on this campaign necessity for engaging today’s voters. We’ll discuss the concepts of introducing your candidate on YouTube, going viral, improving and targeting your message with YouTube Insight. Today we’ll begin with some incredible statistics about the changing electorate, the mass exodus from television to the Internet, and the reason YouTube has become so critical to modern campaigning. We’ll conclude with a final bullet-point list of the advantages of politicking on YouTube. Tomorrow, Wednesday, and Thursday we’ll delve into some “how-to” suggestions; today we’re selling the undeniable value of YouTube…and the reasons your campaign should be on it!

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Jonathan Rick wrote an interesting article recently at TechRepublican.com:  “Blog Posts are the New Press Releases.”

I agree with him 100 percent.

I would also add that YouTube videos are the new TV commercials, Facebook pages are the new social clubs, and “tweets” are just, well, new.

But those are different topics for different blog entries. For now, read what Jonathan Rick has to say about blogs supplanting press releases:

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Asking for money is the necessary evil of every political campaign. The trick is to do it concisely, politely, and—most importantly—effectively. So before you write an email to your supporters to ask for funds, consider the following guidelines.

1. Be clear. One email should convey one message. In a fundraising email, the message is “give me money because X.” Of course, the email does not—and should not—be as crude as that, but don’t let rhetorical decoration obscure your point. If, when the email is done, you cannot condense its point to one sentence, you are trying to say too much, no matter how prettily you are doing it.

Very clearly ask for a donation. Ask then ask then, possibly, ask again as the email progresses. Do not be shy about listing an amount, but think carefully first about who is receiving the email. Deep-pocketed donors can be tapped for big donations; everyone who signed up to receive your emails cannot.

2. Be concise. Make sentences direct, make paragraphs short, and make the body of your email as brief as possible. Your email is competing with an untold number of distractions, so it needs to be able to be read quickly and understood easily. But remember that short does not mean sparse, stilted, or half-finished. Channel Ernest Hemingway or even the authors of the Constitution. Make every word count.

3. Be compelling. There are two simple options: use emotion or a sense of urgency. Emotional emails tell a story and oftentimes include a video link; alternatively, they can encourage supporters to share their stories (hello, Obama 2008). These emails fall flat, though, if there is nothing truly moving or remarkable about the story you are sharing. Your campaign is the center of your life, but sadly, that’s not sufficiently interesting to your neighbor, your mailwoman, or your local dog catcher. So be wary of using this method and, above all, don’t fake it. Readers can tell, and you will be stung. Badly.

You can also use your fundraising appeal to highlight tasks your campaign must accomplish. Such tasks often include boosting numbers before an FEC filing deadline, readying your GOTV efforts, or getting the money for last-minute ads. Giving deadlines and, preferably, quantifying the effect of a contribution (e.g. $50 will equip one Election Day volunteer) will give supporters more reason to give you some of their hard-earned cash.

Finally, remember that you must be professional to be compelling. Proofread your email carefully for distractions: misspellings, improper grammar, and awkward sentence structures. It’s always okay to break rules for style or emphasis, but it’s always apparent when you know the rules and break them deliberately, and when you’re just winging it.

4. Most importantly, be honest. Supporters are not ATMs. Supporters cannot be tricked into giving money. So “speak” to your supporters candidly, get them excited and invested in your campaign, and you will be well-rewarded.

There has been much talk recently — on RunSmart2Win and elsewhere — about the new influence and impact of social networking sites such as Facebook, YouTube, and Twitter on policial campaigning.  But Tyler Harbor, writing in Politics Magazine, reminds readers that nothing can replace the tried and true campaign tactic of door-to-door canvassing.

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Unfortunately, the North Carolina Democratic Party is always on-target with its use of microsites. That means it’s time for North Carolina Republicans to listen up and gear up for the next election cycle.

What are microsites? Microsites are one-issue websites that highlight one idea or message. Think of them as the glossy brochure of campaign websites: they are usually eye-catching and colorful, and what they lack in in-depth analysis they make up for in “punch.”

What are examples of microsites? On the right, Americans for Tax Reform recently launched What is Card Check?, a microsite that features an online game to teach visitors about the Employee Free Choice Act, commonly referred to as card check. The North Carolina chapter of Americans for Prosperity also created NoNCTaxHike.com, a microsite that encouraged grassroots activists to stop the proposed General Assembly tax hike.

The North Carolina Democrats have also used microsites in senatorial elections. In the 2008 election, the site WheresLiddy.com (now defunct) tracked Elizabeth Dole’s time outside the state to push Kay Hagan’s message that Dole was out of touch with North Carolinians. Now, gearing up for the 2010 election, a North Carolina Democratic Party employee has created GradeBurr.com, a site that encourages visitors to grade Senator Burr on various issues. The result is overwhelmingly unfavorable.

Why should I create a microsite? A microsite is useful when you have a specific idea that you want to spread or a specific action that you would like visitors to take. This idea or action is related to your campaign, but it can stand on its own without needing the context of your campaign website. To explain with a concrete example, NoNCTaxHike.com is related to the mission of Americans for Prosperity, but the message of the microsite does not require the visitor to know anything about Americans for Prosperity (or even like the organization!) to take action. This is why a microsite devoted to fundraising for your campaign would not work.

But a microsite is incredibly effective to highlight the shortcomings of your opponent without bogging down your own campaign website with negative news. Create a catchy name, start tracking what your opponent is doing, and share the news with the voters. BJ Lawson did just that when he ran for the NC-4 House seat in 2008: he started DavidsPrice.com to document the many problems of his opponent, Congressman David Price.

In the spirit of Abby’s “Social Networking 101” tutorial from last week, here are the ways you can subscribe, follow, become a fan, and connect with RunSmart2Win and like-minded conservatives committed to taking back our state and our country:

Subscribe to the RSS Feed. We’re realists. We understand that you probably don’t visit RunSmart2Win.com everyday for new blog posts. People are busy. But what if  RunSmart2Win.com came to you through email or a Web notification? RSS (Really Simple Syndication) gives you this option. RSS allows you to easily stay informed by retrieving the latest content from RunSmart2Win. You save time by not visiting the site’s homepage (unless the blog entry that day is especially interesting to you and you’d like to dig deeper into the content). Best of all, RSS is free! Try it for yourself and you’ll be hooked.

Follow RS2W on Twitter. Twitter is sweeping the nation. Just a few short months ago, Twitter was one of many obscure social networking sites. Today it’s the fastest-growing social media website in the world; it is quickly gaining on Facebook – and even Google — in terms of page visits and influence on the Internet. Remember during the ‘08 campaign when Democrats mocked John McCain for not using computers or PDAs? Well, he figured it out. He has over one million “followers” on Twitter (and counting). RunSmart2Win doesn’t have quite that many followers yet, but we’re trying! Don’t be left out: sign up for Twitter, “follow” RunSmart2Win, and tell us “what you’re doing now”!

Become a Facebook Fan. Facebook is the reigning king of social networking websites. It currently has more than 200 million active users worldwide. Now you can add RunSmart2Win to that list! We launched the RunSmart2Win Facebook Page last week and people are already becoming “fans”. This page is the “water cooler” of RunSmart2Win: where you can meet other people who are interested in conservative grassroots activism, network, post comments and join conversations. (And coming soon, where you can view pictures, videos, and download campaign handbooks.) We encourage you to stop by our Facebook page, become a fan, and tell your friends!