ELECTION CAMPAIGN FOR DIGITAL NATIVES:CHANGE RUSSIA, START WITH MOSCOW.
Ekaterina PatyulinaInternet campaign manager,Navalny’s for mayor headquarters, 2013
• Born in Samara, Russia, 1989.• Worked in internet business for last 6-7 years.• Specialization: digital marketing, social media, open platforms.• Met Alexey Navalny in 2012, made a couple of digital projects for him and
his fund as a volunteer.• In 2013 quit a job of Marketing Communications Director to take part in
elections as an internet girl in Navalny’s headquarters.• Currently not involved in/with activities of Alexey Navalny and his Fund.• Entrepreneur.
Hello
• Over the last years became the most prominent opposition politician.
• Most popular political blogger (monthly audience exceeds 2 mln).
• Received initial publicity through investigations of graft in large state- controlled companies.
• His viral campaign “United Russia is a party of crooks and thiefs” cost the ruling party about 10% in parliamentary elections in 2011
• Ranked one of top 100 most influential people in the world in 2012 by the Time magazine
• Was tried on fabricated charges in summer 2013 and received a 5-year suspended sentence.
• Currently is under home arrest.
Meet the Candidate
• Nearly impossible for a candidate like Navalny to work with TV and get into the news.
• Strict laws for public offline demonstrations and gathering.• Difficult to be registered as a candidate for elections.
Aims of campaign:• To run a nice campaign and get as much % as we can.• Provide a legal and strong alternative to current mayor and his team.• Represent the audience and be heard.
Public politics:
• Campaign started mid-June 2013• Election Day - September 8th • Rating at start —3-6%, official result — 28%• Over 100M RUR raised by crowd funding from over 16K
supporters.• Over 20K volunteers actively participated• Campaign headquarters: growth from 8 to 300 employees
during 2 months
Fact sheet: Moscow mayorship
HOW? Only Navalny, Only Hardwork
VOLUNTEERS
SUPPORTERS
INDIFFERENT
CAMPAIGNRECRUITMENT
INFRASTRUCTURE
15 JUN10 JUN18 JUL6 SEP
KEY MESSAGEAUDIENCE
8 SEP
INFRASTRUCTURE
RECRUITMENT
CAMPAIGN
15 JUN10 JUN18 JUL6 SEP
KEY MESSAGEAUDIENCE
8 SEP
Services:Cube & sms cubeMosvpiskaPassport Direct Mail
Social Media
Services:MoskvaTeam.navalnyv.NavalnyDom.navalny
Croudfunding:pd4
Opinion leadership:EntrepreneursZa.navalnyVote.navalnySocial Media Posts
Social Media:Prints
Web:Banners & LPsEmail
Video Projects:Cirсles“Why I’m for Navalny”Handle the WeaponsSpeeches
WHO? Internet Team ~40 peopleYoung, willing and eager. Organized.
Back Office Scouts Attack Developers
• Editorial office of official website.
• Social media channels (owned and attrackted).
• Processing of incoming mail.
• Monitoring of internet media: social and news portals. Navalny’s and opponents’ actions and reaction to them.
• Media buying: banners, payed media, social media.
• Targeting.
• Websites• Services
Volunteers | Infrastructure
/teamnavalny [email protected]
25 532
3 113
16 295
21 300
2 562
Aims:• Alexey Navalny himself had a lot of media channels
by himself. But we needed to segregate Moscow activists’ audience from people all over Russia.
• Communication with volunteers only.• Fun & Community. • A quick place to ask questions and get answers.
Tips: One communication and information space for social media people, call centre, email processing. Unified FAQ upgraded online.
Volunteers | Infrastructure for action
Volunteers and HQs| Creation of services
Hackathon
Cubes. Map| Servicescube.navalny.ru + sms.cube
Moscow B&B| Servicesmosvpiska.navalny.ru
Users – 3185 Accepted– 402 Supply of beds - 542
Passport of a volunteer| Databasepassport.navalny.ru
PD4 - $$$| Servicespd4.navalny.ru
Some people found it difficult to donate. We made it easier.
Social Contract| Projectentrepreneurs.navalny.ru
More than 200 entrepreneurs signed the contract.
Talk to Moscow| Projectmoskva.navalny.ru
Messages sent: 518 178
People involved: 9559
Take action| Projectteam.navalny.ru & v.navalny.ru
People involved: 3528
Actions: 15497 (4,4 per person)
Value: 1 350 000 contacts(400 per person)
Take action 10 last days| Projectteam.navalny.ru & v.navalny.ru
Unique users involved: 1613
Actions: 3343 (2 per person)
Registered: 3525
Gamification| Popilili.com
Visits: 51 336Views: 103 038Visitors: 43 340Average time: 2:41Quest til the end: 60% of audience
Discussions| Videos, hot topics
Topics:
Migration and National questions.Education.Medicine.Emigration.Judiciary.
More than 400 000 views each.
Navalny to every home| Projectdom.navalny.ru
Users: 32 019Homes: 16 795
Social media| Attracted
Reached around 400 000 people through the network of supporters.
Gamification| Popilili.com
Visits: 51 336Views: 103 038Visitors: 43 340Average time: 2:41Quest til the end: 60% of audience
Navalny’s circles| Videos, hot topics
Topics:
Migration and National questions.Education.Medicine.Emigration.Judiciary.
More than 400 000 views each.
Official website| Promo
Landing pages| PromoZa.navalny.ru & five.navalny.ru
Social media prints|Daily reach in august – 1-1,5 mln people TA.
Banners |
Around 200 000 targeted clicks
Lessons/Messages• Create services and games.• Follow the Conversion Funnel.• Don’t hide information from each other. Be accountable
inside the team.• Love deadlines.
• Steal like an artist: all of that might not be applicable to your goals.
https://www.youtube.com/watch?v=D8k97ayCz1U