Otto Guevara Case Study

Executive SummaryComercializacion del eCampaign

sometido a:

don Otto Guevara GuthLibertario Party

Costa Rica

JULY 2009

Background

• During preliminary fact finding meetings with don Otto we discussedhow we can optimize his online presence through the use of SocialMedia and Internet Marketing.

• It was agreed that we would outline the scope of duties andresponsibilities required to develop and maintain his politicaleCampaign and to optimize his online presence in Costa Rica.

• This proposal also was also to include eCampaign staffing, technicalrequirements, and budget considerations.

• Following is a recap of the efforts developed to support thatinitiative...

Success Stories – Barack Obama

Success Stories – Barack Obama• AWARENESS

Social media networking enables us to identify opportunities that fitthe requirements of my clientele – and to make them aware of pertinentinformation in a timely, real-time environment.

• EDUCATIONSocial media networking also allows us to:– Assume the role as subject matter experts– Identify favorable trends and market conditions– Position ourselves and our client as respected, credible resource on these relevant subjects

By filling an educational niche, people turn to me (Otto Guevara) for my perspective on key issues.

• RELEVANCEIn this dynamic, ever-changing market, one of the key challenges is maintaining RELEVANCE withinthe constituency...communicating with people on their terms, with the right message, at the right time.

• REACHSocial media, in the right forum us to reach out to people who would not have an opportunity to dialogin the past due to communication barriers. We can now get the message out to remote corners of theworld -- to anyone who feels our message is appropriate and relevant to their particular issues,needs, wants and desires.

www.rockthevote.com/rtv_register.html http://www.barackobama.com/index.php

Building BuzzHighly Effective eCampaign Initiatives

The following two eCampaign initiatives set the bar for how to reach out to constituenciesto create awareness, build excitement, and create grassroots buzz within your targetaudiences…

Search Engine Optimization & Marketing Services

eCampaign Deliverables

Our search engine marketing services are customized to meet your goals and objectives.There are several factors that will influence the cost and time required to market your sitein the search engines. These zero carbon footprint factors include:

Again, we must deliver your message in a format that is both comfortable and non-threatening to the respective audience.

• Your competition• How much marketing has already been done for your site• Site content and theme• The business/political objectives of the site• Your search engine marketing budget

Since we will be targeting highly diverse voter segments online, our tactics and messagingmust be relevant to highly diverse voter groups. For example:

• An older voter segment (50+) would likely respond more favorably to traditional,web/ broadcast/print-based tactics

• A younger voter segment would likely respond more favorably to more leading edgetactics via mobile marketing and social networking applications

Keyword Research


• An important service we provide is to help identify the best possible keywords for youronline marketing campaigns.

• Intelligent keyword choice is essential for reaching out to the right audience, we willbuild your existing keyword list to include many more keywords and phrases that arerelevant to your campaign.

• Currently, you have only 7 keywords and to optimize your results, we should increasethat number to at 100-300. We will then make keywords recommendations targetingsearch frequency and relevance to your website.

• Following is the META tag information currently on your site with keywords highlightedin BOLD:

<TITLE>Otto Guevara 2010</TITLE><META NAME="author" CONTENT=”sergiopaniagua.net"><META NAME="subject" CONTENT=”Politica, Costa Rica, Noticias"><META NAME="Description" CONTENT=”Web oficial del Precandidato Presidencial Otto Guevara"><META NAME="Classification" CONTENT=“Politica de Costa Rica y el mundo"><META NAME="Keywords" CONTENT=”Otto Guevara,Otto,Guevara,Mov imiento Libertario,Politica,Elecciones,Noticias"><META NAME="Geography" CONTENT=”San José Costa Rica San Pedro Mall Sanpedro"><META NAME="Language" CONTENT=”Castellano"><META HTTP-EQUIV="Expires" CONTENT=""never""><META NAME="Revisit-After" CONTENT="1 days"><META NAME="distribution" CONTENT="Global"><META NAME="Robots" CONTENT="INDEX,FOLLOW"><META NAME="country" CONTENT="Costa Rica">

Competitive Analysis

• We take an in-depth look at the competitive marketplace for your chosen keywords.

• Often you will find many marketers competing for a share of the traffic on your keywords, even though they may not be direct competitors.

• It is important to understand what the competition is doing so you can identify key areasof weakness and other opportunities. In this case, the opposing candidates specifically,Otton Solis and Laura Chinchilla (as shown on the following Candidate Profile pages)…


Costa Rican Candidate Profiles:A Snapshot

Profile – Laura Chinchilla

Profile – Laura ChinchillaKey Platform Issues• CERO TOLERANCIA.

– Los delincuentes, ¡a la carcel!

• COMBATE A LA POBREZA– Es nuestra obligación terminar con la pobreza

• IGUALDAD DE LAS MUJERES.– Consolidaremos las políticas de equidad de género

• RESPETO A LA NATURALEZA.– Nuestro compromiso con el desarrollo debe ir de la mano con un decidido respeto

al ambiente

• JÓVENES PROTAGONISTAS– Nuestra juventud necesita oportunidades, educación y ser escuchada en todos los

espacios de toma de decisiones.

http://www.laurachinchilla.com/

Profile – Ottón Solís

Profile – Ottón SolísKey Platform IssuesEl PAC es urgente para Costa Rica• En nuestros 8 años de existencia hemos recorrido un corto pero fructífero camino,

férreamente f ieles a nuestros principios éticos. Todos sabemos que nuestros objetivosson grandes, no son para los pusilánimes y requiere de lo mejor de nosotros. Por eso quisiera compartir con ustedes estós artículos que resumén mi manera de pensar sobre lapolítica, la ética y el modelo de desarrollo.

Del clientelismo a la descentralización• En una democracia en la que se anhela más acción ciudadana, la descentralización es

una herramienta para que la ciudadanía asuma un papel protagónico como sujeto deldesarrollo local, lo que implica la reasignación de responsabilidades públicas desdelas instancias centrales hacia las municipales y locales, para que la ciudadanía tengamayor posibilidad de incidir en la toma de decisiones.

Ellas• Se inicia un período intenso y lleno de actividades que nos llevarán frecuentemente lejos de Montes de Oca. Las

hijas nos acompañarán cada vez que sus actividades escolares no lo impidan. Shirley y yo queremos hacer todo loposible para vivir como familia lo que hemos escogido hacer y que más bien lo aprovechemos para educarlas sobrelas carencias y dif icultades que padecen muchas personas y para transmitirles que trabajamos motivados pornuestro amor por Costa Rica.

http://www.ottonpresidente.com/

Profile – Otto Guevara Guth

Key Platform Issues

• El presidente del Partido Movimiento Libertario OttoGuevara califica de abusiva la prohibición impuestapor el Tribunal Supremo de Elecciones en lo querespecta al uso de internet para hacer proselitismo...

• El Partido Movimiento Libertario y la fracción legislativade esta agrupación presentaron un proyecto de ley a lacorriente legislativa que busca frenar las sancionespenales contra los vendedores de tiempos y rifas.

• El presidente del Partido Movimiento Libertario Otto Guevaracalifica de abusiva la prohibición impuesta por el TribunalSupremo de Elecciones en lo que respecta al uso de internetpara hacer proselitismo.

Profile – Otto Guevara Guth

http://www.ottoguevara2010.com/

Search Engine Optimization


• Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via “organic” search results.

• The organic search results are the ones that pull up in the main body of the search results page.

• Studies have shown that these organic search listings are clicked on more often than the sponsored search listings – which is why it is so crucial that companies optimize their websites for the best possible placement.

• Our SEO process is based on over 12 years of research and experience getting clients'sites placed at the top of the search engines.

Social Media, Blogs, Micro Blogs, and Podcast Marketing

eCampaign Deliverables• Social Media, Blogging and Podcasting are three of the best ways to produce fresh,

unique, search engine friendly content for your site, as well as dramatically increase customer experience.

• Whether you need help setting up your blog, updating it, creating a podcast or just need consulting, we have the experience and results to help you increase your traffic, sales,and blog visibility.

• We will be handling and using as many Social Media sites possible and relevant to increase your online presence.

• In addition to redesigning your websites, we will be handling all other sites related to your eCampaign for marketing purposes, this will include:

– You Tube– Flickr– Del.icio.us– MiGente– Eons (great campaigning site)– Wordpress– Batanga (Latin site)

– Facebook– MySpace– Twitter– hi5– Linkedin– Plaxo– Digg

Online Public Relations/Press Release Optimization


IMPORTANT NOTE: In order to manage expectations, it is important to realize thatthis process takes time. It may take up to 72 hours for the bots to propagate theinformation throughout the Internet, normally taking about 3-6 months to start seeingresults once our initial work is completed. However, by using our eCampaignMarketing team, we are confident that you will begin seeing immediate results.

• Online public relations is the process of knowing where your customers and constituentsspend their time online, and influencing those people using better, faster and less-expensive PR and marketing communications.

• We can optimize your press releases and communications for the search engines andhelp spread your message to the people who are interested, to reach a much larger andmore targeted audience than traditional PR. These releases will be in Spanish andEnglish.

Targeting

• By default, Facebook targets all users 18 and older in the default location.Selection criteria can be customized to meet our particular needs.

Location

• Facebook Ads rely on user IP address/profile information to determine location.

Keywords

• Keywords are based on a variety of user demographics specified in Facebookuser profiles, such as Activities, Favorite Books, TV Shows, Movies, etc.

Connections

• Connections are users who have become a fan of your Facebook Page, amember of your Group, RSVP’d to your Event or authorized your Application.

Other Considerations

Work Completed to Dateby eMarketing Team

Social Networking Tasks – Friendfeed

In order to generate awareness and secure a digital foothold, we have established acampaign presence via the following:

Work Completed to Dateby eMarketing Team

Social Networking Tasks – LinkedIn

Work Completed to DateBy eMarketing Team


Social Networking Tasks – LinkedIn


Social Networking Tasks – Blogspot

http://ottoguev araguth.blogspot.com/


Social Networking Tasks – Twitter

http://twitter.com/ottoguev araguth


Social Networking Tasks – Twitvid


Social Networking Tasks – YouTube

http://www.youtube.com/ottoguevaraguth


Social Networking Tasks – Facebook


Social Networking Tasks – Movimiento Libertario Website


Costa Rica Country Profile (Source: Intute)

• Population: 4,195,914 (July 2008 estimate)• Capital: San Jose• Main urban areas: Cartago, Liberia, Limon, Puntarenas• Ethnicity: White (including mestizo) 94%, black 3%, Amerindian 1%, Chinese 1%, other 1%• Languages spoken Spanish (official), English• Population Age (2008 estimate):

– Median Age: 27.1 (26.7 Male/27.6 Female)– 0-14: 27.2%; 584,782 Male/557,952 Female– 15-64: 66.8% (m 1,416,456/f 1,384,692)– 65+: 6% (m 116,461/f 135,571)

• Life Expectancy (2008 estimate):– Total population: 77.4 years– Male: 74.79 years– Female: 80.14 years

• Labour Force: 1.92 million (2007 estimate; excludes Nicaraguans living in Costa Rica– Agriculture: 14%– Industry: 22%– Services: 64% (2006 estimate.)

• Unemployment: 4.6% (2007 estimate)


Campaign Branding – What is the Otto Guevara “Brand”

• What is his vision?

• What are his values?

• What issues are we specifically targeting? (i.e., let’s define “change” as it relates to thiscampaign)

• How are these issues relevant to our target demo/psychographic groups?

– Young/New voters (18 - 35) – Social media

– Midlife Voters (35 – 55) – Linkedin business networking

– Senior Voters (55+) – Traditional and Internet media

• How important are multi-cultural/multi-lingual communications?

• What does the Headquarters eTeam currently have in place?


Existing Graphics/Communications Materials

In order to develop and maintain graphic standards and consistency across all elements ofour eCampaign, it is important to receive all relevant communications materials (paper andelectronic) such as:

• Logos

• Photography and other graphic images associated with the candidate

• Print advertising

• Broadcast advertising

• Audio/visual materials (QuickTime/WMV files, etc.)


Existing Graphics/Communications Materials

In order to develop and maintain graphic standards and consistency across all elements ofour eCampaign, it is important to receive all relevant communications materials (paper andelectronic) such as:

• Logos

• Photography and other graphic images associated with the candidate

• Print advertising

• Broadcast advertising

• Audio/visual materials (QuickTime/WMV files, etc.)


With advancements in technology and the surge in mobile marketing, technical standardscontinue to change dramatically. Things to consider:

• Computer specs (speed and monitor resolution)

• Web enabled phones

• Costa Rican hosting solutions

• To avoid PR backlash, we should consider outsourcing to nationals who can implementthe design concepts established by the Campaign Team)

• Search Engine Optimization

– Keyword development and maintenance

– Google Adwords

– Popular/relevant site marketing (banner ads, etc.)


Top-Line Promotional Considerations

• Live web/video/pod casting with moderated chat functionality

• Moderated forums

• Campaign graphics/visuals design competition for Costa Rican students/artists

Documents

Otto Guevara Case Study