Mixx Canada Jascha Franklin Hodge Obama Juggernaut

MIXX Canada | 2009-03-05

welcome

Inside the Obama Social Media Marketing Juggernaut

Jascha Franklin-HodgeChief Technology Officer/Co-founder

MIXX Canada | 2009-03-05

Founded in 2004 DC, Boston, NYC,

London 75 Employees 200+ Clients

Design Technology Strategy

who we are

MIXX Canada | 2009-03-05

obama ‘08 by the numbers

>1B Emails to 13M Addresses

>1M SMS Subscribers 200,000 Offline Events

Planned via Web 35,000 Local Volunteer

Groups 14.5M YouTube Viewing

Hours

$770,000,000 Raised

On-line65%

Off-line35%

MIXX Canada | 2009-03-05

how we did it (and how you can too)

1. Drive Action2. Be Authentic3. Create Ownership4. Be Relevant5. Create a Strong, Open Brand6. Measure Everything

MIXX Canada | 2009-03-05

Off to a bad start

MIXX Canada | 2009-03-05

Much improved

MIXX Canada | 2009-03-05

Low barrier to action

MIXX Canada | 2009-03-05

Action-oriented social networking

MIXX Canada | 2009-03-05

Give people a reason to act

MIXX Canada | 2009-03-05

set high expectations

Basic signup

Low-level action

Surrogacy/Outreach

Donation

Multiple Donations

Multiple or recurring donors; top advocates (70% from 10%)

One-time donors; peer recruiters; action-takers

Potential donors; low-barrier action-takers

Subscribers; occasionalreaders

Inactive; don’t read email

MIXX Canada | 2009-03-05

2. Be Authentic

MIXX Canada | 2009-03-05

be authentic

MIXX Canada | 2009-03-05

Thank you letter? Or, ransom note?

MIXX Canada | 2009-03-05

Go behind the scenes

Watch full video

MIXX Canada | 2009-03-05

3. Create Ownership

MIXX Canada | 2009-03-05

Turn users into advocates

MIXX Canada | 2009-03-05

It’s all about the network

MIXX Canada | 2009-03-05

grassroots matching

Existing Donors Non-Donors

Existing Donors + Non-Donors

Traditional Match

One Wealthy Donor

Grassroots Match

MIXX Canada | 2009-03-05

grassroots matching

Ownership through personal connection

MIXX Canada | 2009-03-05

neighbor to neighbor

MIXX Canada | 2009-03-05

neighbor to neighbor

Volunteer gives us her home address

MIXX Canada | 2009-03-05

neighbor to neighbor

We provide targeted voters

MIXX Canada | 2009-03-05

neighbor to neighbor

Then do it a few million times

MIXX Canada | 2009-03-05

neighbor to neighbor

6.1 million times, to be exact

9-Ju

l13

-Jul

17-J

ul21

-Jul

25-J

ul29

-Jul

2-A

ug6-

Aug

10-A

ug14

-Aug

18-A

ug22

-Aug

26-A

ug30

-Aug

3-Se

p7-

Sep

11-S

ep15

-Sep

19-S

ep23

-Sep

27-S

ep1-

Oct

5-O

ct9-

Oct

13-O

ct17

-Oct

21-O

ct25

-Oct

29-O

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Nov

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000 6,122,837

Knocks & Calls

MIXX Canada | 2009-03-05

Recognize your leaders and engage them

MIXX Canada | 2009-03-05

70% from 10%. No excuse not to engage.

Basic signup

Low-level action

Surrogacy/Outreach

Donation

Multiple Donations

Multiple or recurring donors; top advocates (70% from 10%)

One-time donors; peer recruiters; action-takers

Potential donors; low-barrier action-takers

Subscribers; occasionalreaders

Inactive; don’t read email

MIXX Canada | 2009-03-05

4. Be Relevant

MIXX Canada | 2009-03-05

#1 Obama Fundraiser. Thanks, Sarah.

MIXX Canada | 2009-03-05

“You can send a crystal clear message.”

MIXX Canada | 2009-03-05

Don’t just react, anticipate

Watch full video

MIXX Canada | 2009-03-05

5. Build a Strong, Open Brand

MIXX Canada | 2009-03-05

Brand professionally

vs.

MIXX Canada | 2009-03-05

Brand consistently

vs.

MIXX Canada | 2009-03-05

Don’t forget your plane

MIXX Canada | 2009-03-05

Empower people to do interesting things. Why?

MIXX Canada | 2009-03-05

They might paint their barn…

MIXX Canada | 2009-03-05

Or, illuminate their bicycle…

MIXX Canada | 2009-03-05

Or, they might create iconic art.

MIXX Canada | 2009-03-05

Artists for Obama

MIXX Canada | 2009-03-05

6. Measure Everything

MIXX Canada | 2009-03-05

measure everything

Emails Online advertising Engagement Fundraising Persuasion Election Activities

MIXX Canada | 2009-03-05

What you saw

MIXX Canada | 2009-03-05

Why you saw it

MIXX Canada | 2009-03-05

6 core principles

1. Drive Action2. Be Authentic3. Create Ownership4. Be Relevant5. Create a Strong, Open Brand6. Measure Everything

MIXX Canada | 2009-03-05

thank you

http://www.bluestatedigital.com/