Digital Campaigning Presentation to Conservative Renewal Conference by Paul Staines of Guido Fawkes / WESS / MessageSpace

1. MERLIN MOBILE CANvassing app

2. the case for an app
- paper-based canvassing is inefficient, time consuming and not interactive
- voter data captured is less rich, and more prone to human error
- canvass sheets are hand-written and then keyed back into merlin
- data is slow to reach the centre, and slow to reach the field
- smartphone penetration will be 74% by 2015 [probably higher among activists]
- participation can be measured and controlled (re. candidates)

3. merlin user complaints
- “the software is creakingly slow, buggy and not remotely intuitive”
- “electoral roll updates are irregular and infrequent”
- “activists regularly knock on doors to find the resident is not as described”
- “updating information is arbitrary, with no obvious fields on canvas sheets”
- “it takes a long time to train anyone, also very acronym heavy”
- “the complexity and bad design mean we are constantly calling the help desk”
- “papers can get mislaid, forgotten about, left in a drawer etc”

4. current merlin data flow
voter list
compiled
sheets printed
& distributed
canvassers
knock up
canvass sheets
returned
sit in agent’s
in-tray
input to merlin
terminal
- software dates back to the 1980s & requires regular tech support
- data entry is “clunky” and counter-intuitive
- widespread complaints from end users

5. current merlin data flow
voter list
compiled
sheets printed
& distributed
canvassers
knock up
canvass sheets
returned
sit in agent’s
in-tray
input to merlin
terminal

6. - make most effective use of field resources
- help agents manage field ops
- help activists canvass in unfamiliar areas
helping you win 40/40

7. app data flow
canvassers
knock up
enter returns
on street
app installed
on mobile
automatically
uploaded

8. - canvass data & engagement returned in real-time
- voter mapping
- walks activist through relevant talking points
- opportunities for automated follow-up actions
- user-friendly, web-based agent dashboard
- dashboard monitors & flags voter issues
CANVASSING

9. - allows better allocation of in-field resources
- makes polling station telling interactive
- agent can see real-time heat map
- push notification messages to volunteers
- incentivise / reward activity
GET OUT THE VOTE

10. voter map issue tracker follow up action
app functionality

11. privacy & security
- agent authorises app users via text or email
- data accessibility time-limited
- app can be remote-wiped
- device location when using app always available
- full AUDIT TRAIL

12. MERLIN MOBILE CANvassing app
paperless data collection
quicker and less prone to error
cheaper, faster and easier
more data, better quality data
will please activists