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:

(more…)

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:

(more…)

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!

(more…)

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.

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.

Thanks to the 2008 election, “social networking” is the buzzword of political campaigns today. Consider this your crash course on getting started, doing it right, and—eventually—reaping the rewards for your campaign.

Lesson #1: Specialize. It makes sense in economics and it makes sense in politics. Aside from the major social networks, there are a rapidly growing number of niche networks. You cannot be part of them all and, if you were, you would never have time to keep up with all of your profiles. So, unless you are running a statewide race, pick two or three social networks and do them well. “Doing them well” means that you should fill out your profile completely, log in and participate daily, and always, always, always respond to your supporters and reach out to new ones. If you aren’t sure which to select, Facebook and Twitter will give you a sound foundation.

Lesson #2: Do it yourself. You wouldn’t send a stand-in to give a speech, so don’t use a proxy to be you online. A social networking profile is your chance to create a personal connection with another person using the internet. But you cannot make a personal connection if it’s your staff or a volunteer doing the connecting. So make a commitment to spend at least 15 minutes each day logging into your social networking profiles. People will notice the difference, and the advantage to your campaign will grow as a result. If you don’t believe me, compare the Twitter profiles of Marco Rubio, a Republican who manages his own profile, and Arlen Specter, whose profile is manned by his staff.

Lesson #3: Be genuine. The temptation to use your social networking profile as a soapbox is nearly irresistible. But you must behave online as you would at a neighborhood party. You would share interesting information about yourself, but you wouldn’t monopolize the conversation. You might ask a friend (or, as a politician, a supporter) for a favor, but you would do so graciously, and you would listen to feedback when it was offered to you. Participating in a social network is your chance to have a one-on-one interaction with a supporter—many times over. So be genuine, affable, and interested in other people, just like you would away from the computer.

Lesson #4: Connect your social network profiles to your campaign. Your social networking profile should drive supporters to your campaign site, and your campaign site should drive supporters to your social networking profile. So connect the two pieces of your online campaign, so visitors can find you in both places.

Lesson #5: Use your social network communities. Generating a mass of followers on Twitter or a slew of friends on Facebook may look great on paper, but it’s useless on Election Day if you cannot mobilize these people to work on your behalf. So set goals for your communities on different social networks, and see how they respond. You may ask Twitter followers to pass on a link to an important news story or Facebook supporters to “donate” their profile picture to display your campaign sign. But asking people to take easy, in-network action before Election Day will help you identify the most motivated supporters, who will be your go-to group for GOTV efforts.

On Tuesday we looked at Questions 1-5 of The 15 Questions You Must Answer Before Running for Office. Quickly recapping our list, here are Questions 1-5:

• 1.) Have I done anything to distinguish myself?
• 2.) Do I want this job?
• 3.) Can I win?
• 4.) Do I legally qualify to run?
• 5.) Can my ticker take it?

If you can honestly answer “Yes” to each of these five questions, you’re ready to move on to 6-10 in our list:

(more…)

Last week I announced a new feature on RunSmart2Win.com: Tuesday and Thursday Campaign Tips. Today’s tip comes from the current leading answer in our poll question, “What is the biggest obstacle to running for local office…and winning?“ And that answer is: “Where do I begin?!?!”

This is a huge topic — especially for first-time candidates.  It’s so important, in fact, that today’s tip will be the first of three posts on getting started in politics. Here are questions 1-5 of The 15 Questions You Must Answer Before Running for Office…

(more…)

We are beginning a regular feature on the RunSmart2Win blog: Tuesdays and Thursdays will be Campaign Tip Days. We will post practical tips: straight-forward and simple, yet proven and powerful tools to add to your campaign toolbox. Just remember, if the day starts with “T”, a Tip is on the way!

Today’s tip deals with online video…make that YouTube.

(more…)