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Building your email list: day one

I-Media Connection has a valuable article on what an organization can do to build an email list from scratch. You don’t have to be a web-marketing guru to execute on these ideas. If you have a website, you should be doing this already.

You can pretty much summarize it into 3 basic steps:

  • It’s best to focus on organic growth
  • Don’t require so much info that it keeps people from filling out the form
  • If you must, choose a reputable list-rental service

This is rather simple and very basic, but so many organizations don’t take the time to execute on these baby steps.

The good news is that there are several ways to grow your lists organically that will enable you to amass a loyal following of happy customers. The first thing you want to do is put a sign-up link on every page of your website — and don’t hide it with small text or bury it at the bottom of your page. Put it in a prominent position that won’t get ignored. As you drive people to your website through various marketing and advertising programs, there should be an obvious path that leads respondents to a simple form for opting into your list. Making it easy to sign up is key, and that involves careful consideration about the number of steps that you require and the amount of information you request.

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RelevantNoise: Keeping track of the political buzz

I’m a big politics buff, so I thought this article was rather interesting as it brings together my interest in interactive media and the world of politics (and its related to a tool I have used and can recommend).

Bloggers and social media enthusiasts on the Internet have weighed in on the recent McCain – Palin ticket, and the responses have pulled the Republican nominee into a virtual tie with Senator Barack Obama in the blogosphere.

I’ve had the opportunity to test-drive the technology behind this — lots of powerful intelligence and analytic tools to help you interpret the “noise” out there.

…according to RelevantNoise(TM), Zeta Interactive’s technology that mines the Internet’s social media landscape — including over 100 million blogs, as well as countless message boards and online communities — the buzz on the Internet regarding John McCain has skyrocketed by more than 12 percent since the announcement of Palin as his running mate, bringing him virtually even with Obama for the first time in the campaign.

I’m rooting for McCain, and was happy with his pick for VP, so its nice to read the good news. From a political strategy point of view, it seems to me that all the attacks on Sarah Palin is backfiring for the Obama campaign and has them off-message.

Since announcing Palin as his running mate, McCain also has benefitted from an increase in positive posts on the online media landscape. According to RelevantNoise, the number of posts that were determined positive in tone increased from 47 percent in the month prior to announcing his VP to 59 percent positive on the day that McCain named Palin. (Click the URL to see the volume and tonal charts) – http://www.newscom.com/cgi-bin/prnh/20080903/NYW144

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Online Campaign Strategy

I had the opportunity to present to a group of college students from Patrick Henry College at a weekend Leadership Institute Campaign School in Arlington. Great audience — very attentive and focused, with good questions all through out the hour 1/2.

Here is my power point, provided via SlideShare.net.

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On NPR’s “Tell Me More”

I’ll be talking about Obama’s Miami Herald op-ed, the Univision debate and other political subjects. Read more here.

Update: Great time talking with Michelle, as always! You can read Michelle’s Tell Me More blog right here.

You can listen to the audio clip of the segment of Tell Me More.

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The Golden Age of media

This is an interesting article on the political balance in media, and certainly worth a read. Its from a right-of-center perspective. I agree with Adam. The way I see it, let free market forces do their job — we don’t need more regulation on our communication channels.

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How the presidential candidates are spending their media money

Its interesting to see the different strategies each candidate on both sides of the aisle is using.

Nielsen has published some fascinating details on how the presidential candidates are spending their media money and what kind of results they’re getting for it. MarketingCharts.com has the numbers;

TechPresident has the highlights.

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David All: Modern world, ancient websites

Paul Blumenthal and David All had an Op-Ed on why Congress needs modern websites on The Hill newspaper this last Tuesday in the Open House Project Op-Ed series. They cover “the reasons why member Web sites are often just polished brochures, accessories to the actual functions of the office.”

Technology and politics are rapidly intertwining in the new millennium as presidential candidates adopt sophisticated online operations to raise money, get out the vote and connect to new voters. Social networking, blogging and online video technologies have taken the political world by storm. But in Washington, members of Congress are forced to watch this race for online superiority from the sidelines.

It’s not their fault. While candidates for office can do as they please with their websites, members of Congress are heavily restricted in the kinds of activities they can partake in on their official websites, because they are governed by Franking Rules. These rules were created decades ago to restrict the use of mass mailings sent to congressional districts at taxpayer expense. Franking Rules, modified to apply to the Web in 1994 and last updated in 1996, state that members may not use non-congressionally provided services for their website, nor link to any site of a personal or political nature.

Paul Blumenthal commented on it on his Sunlight Foundation blog.

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Making The Case For Online Advertising ‘Inside The Beltway’

Interesting article by Dave Morgan, Chairman of Tacoda, that intersects the world of politics, and the clash with rapidly changing technology–some with legitimate use, and some not.

As you might imagine, it’s not easy to draft highly detailed regulatory language that can clearly and effectively attack the bad uses of complex and fast-changing technologies without creating some collateral damage for other legitimate users of the same technologies. That is one of the reasons why nearly every sizeable business and every industry sector spends so much time in places like Washington, working hard so that their legitimate practices don’t get caught up and entangled with well-meaning legislative and regulatory efforts. As the online ad industry continues to grow and mature, it is clear that we will find ourselves having to manage these issues with greater and greater frequency.

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Congress Needs to Get With the Times on Communication

Adfero’s Chris Battle wrote a guest column in today’s edition of Roll Call. A former Chief of Staff, Battle encourages Members to get with the times and welcome, not discourage increasing amounts of constituent email.

I’m not a big fan of “big government” so there is no big surprise here.

Turns out that a thriving democracy involves a lot of interaction with the public — driving Outlook-addled staff to the edge of insanity.

The solution on Capitol Hill? Instead of adapting methods and technologies to deal with the changing communications landscape, Members of Congress are trying to block out the changing world from its hallowed halls. Even when I was on the Hill years ago, Congressional offices were woefully behind the times with regard to technology. Instead of responding to e-mail with e-mail, offices would (and still do) go through the laborious process of printing out e-mail letters, putting them in a pile and then drafting a traditional letter in response that would be sent through the postal system.

It makes you wonder: When telephones first became available, did Members of Congress have their staffs translate incoming calls into telegrams?

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Governor Richardson and YouTube Political Ads

Townhall.com’s Matt Lewis commented on Bill Richardson’s new TV ads and calls them brilliant.

Proof it doesn’t take a ton of money to make a good web ad …

I can glean a few key lessons from these ads. First, as it seems Governor Richardson’s campaign is doing, YouTube is a great place to “Focus Group” any video creative! Marketing research firms will always have its value, but for quick and dirty testing, YouTube is quickly becoming the way to go.

The second key lesson for companies (or politicians) wanting to leverage YouTube and other social media is to take yourself lightly!! I have to say, having gone through a layoff myself, plus 2 years of under-employment, these ads are funny and very relevant. I think they speak to every voter who has had to work hard to find a job! They resonate, while clearly getting the core message out; That is that Gov. Richardson has a lot of experience. He doesn’t come across as a show off…the Governor’s wandering eyes checking out the office, and pompous hiring manager skimming the resume work really well together.

Another key thing about YouTube is that videos distributed through the site can have an aggregated “earned” marketing value through positive comments from supporters or stakeholders. Check out this comment:

jrewing02
I had the opportunity to meet Gov. Richardson at the April 19, 2007 Give ‘em Hell Harry event in Denison, Iowa, and (after also having read his book ‘Between Worlds’), I can say with 100% certainty these videos assess a mere tip of the iceberg when it comes to this man’s significant accomplishments. He is in a class all by himself. And, he really is genuinely funny! We’re talking down-to-earth and the ability to relate with everyone. Ironically, he’s modest to a fault. Loved the videos!

This tells me something about the Governor. As of 9PM tonight, his video has 21,961 views. That’s pretty impressive considering it was only uploaded yesterday and cost the campaign nothing to distribute.

It’s funny and it’s effective and I gave it 5 stars in YouTube. I have to agree completely with YouTube user, cfitchaz:

cfitchaz (1 hour ago)
Cheezy but I’ll take cheesy these days over polished…

Here is the two Gov. Richardson ads in one video embed:

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