This presentation takes a brief look at the elements critical to an online campaign, and focuses on how to move supporters up the ladder of engagement from being casually interested to being donors and advocates.

1. The Ladder of Engagement in
Online Campaigning
Clay Schossow, New Media Campaigns
@newmediaclay

2. New Media Campaigns
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12 Person Agency in Carrboro
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Full-service digital agency with a focus on politics
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Clients include local, state, and federal campaigns.
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Worked on more than 100 online campaigns
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Featured in BBC, BusinessWeek, Inc, N&O, and
more

3. How We Help Campaigns
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Design and develop websites
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Build and execute online strategies
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Integrate or build online organizing toolsets
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Ongoing support and strategy: connecting online and
offline, topical microsites, email campaigns,
infographics, etc.

4. Building an Online Organization
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Have a plan
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Know your audience (and your candidate!)
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Evaluate tools within your own framework
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Decide on conversion points

5. Climbing Ladder of Engagement

6. Case: Obama’s Ladder

12. What a Climb!
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From a Facebook Like to knocking on doors
Each step of the way, I got more engaged, and they
got more data (progressive profiling)
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A/B Testing Every Message (Hey, $3, etc.)
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There needs to be organization for each action

13. Conclusion
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Have a plan that meets your campaign’s needs &
strengths
Understand how you’ll initially engage people and
move them up the engagement ladder
Use tools to always be testing and building out more
data
Experiment with new things!

14. Thanks!
Clay Schossow
www.newmediacampaigns.com
clay@newmediacampaigns.com
@newmediaclay