On my first day at SXSW, I attended “What Marketers Can Learn From Political Campaigns”.
I was thrilled to hear Rich Mintz talk again – I first met Rich at Notre Dame when he came to speak with us about Obama’s 2008 presidential campaign. Rich went over how they used their digital programs to build a very energized and active community of advocates in a short period of time and then used this community to get the president elected.
Now I don’t know where you fall in politics and frankly I really don’t care. You can check out my social media posts if you want but I never really discuss politics. To me, we get it from both parties way too much but that’s about as far I get with politics.
When it comes to how a campaign community was built and then used to activate people – I’m all in. And Blue State Digital is one of the best at doing this.
Here’s what they said the panel would be about and they didn’t disappoint.
“From the emergence of mass media via Television, political campaigns have used the medium with great effect to build belief in their candidates. From Eisenhower’s patriotic “I like Ike” campaign, to LBJ’s “Daisy Girl” commercial, campaigns used the broad appeal of television to create belief.
Today, technology has democratized conversations and put power into the hands of real people—emphasis on real.
What can Madison Avenue learn from this transformation?
In this panel, we’ll discuss how brands and marketers can adopt the road-tested tactics of successful political campaigns, including smart data segmentation, rapid response, emotional storytelling, and influencer engagement. By moving supporters up the ladder of engagement and asking them to take more and more meaningful actions on behalf of the things they care about, brands can create a community of advocates prepared to act on their behalf anytime, anywhere.
Presented By Team Detroit.”
Here’s who was on the panel. You should definitely think about following these smart people.
Here are my key takeaways from the panel that could help the dairy industry as it works to build advocates via their farmers, industry professionals and our wonderful customers.
1. You need to have the big data captured with the proper tools then turned into smart data to be able to adjust with the speed of campaign.
In order words, you need to make sure you have the proper infrastructure in place. Customer Relationship Management (CRM), Email, Social Media, Advocacy specific tools all connected together then tie this to your listening and analytics tools so the big data turns into smart data.
This is a big change for the industry who has traditionally allowed other partners within the industry (mainly retailers and some processors) to have those trusted relationships with customers. We need to be connecting directly and engaging as well.
Because with data today, everything is knowable and the data and analytics of it can create a culture of curiosity in an organization.