subject: Politicians - Get the Word Out Digitally Through an iPhone App! [print this page] Politicians - Get the Word Out Digitally Through an iPhone App!
Two challenges. First, how to get the message across to the mobile generation. Second, how to engage that generation to the point of moving them to vote.
The mobile generation by definition consumes their information content while on the move. Whether this content is visual, such as a billboard or signage, or snackable, being quick to the point excerpts received by way of information services, news aggregation or from their friends, the key commonality is that this information is being consumed while mobile. How does a politician tap into this information consumption? One answer is to have a sharable iPhone App that is integrated with mainstream digital social networks.
An App is a mobile version of a politicians digital footprint. It is a mobile website but with potentially much more functionality relevant to the mobile generation. For instance, an iPhone App can deliver dynamic content while on the move such as the following;
- event updates and appearance schedules
- locations and mapping
- alerts and notifications
- click to call functionality for immediate response
- two way direct communication capability
- viral sharability of content
as well as rich media supporting content such as videos, pictures and podcasts
Of particular value to spreading the political message is the tight in-app connectivity to the popular social networking channels used by the mobile generation to connect themselves and disseminate timely information. As an example, within an iPhone App there can be inbound feeds from YouTube channels, Twitter accounts, Flicker streams and blogs. Outbound connectivity can be facilitated in in-App access to mobile user's Facebook and Twitter communities. This in-App connectivity offers the benefits of not only repurposing existing content to maximize efficiencies, but the external communication channel interfaces permit and encourage viral dissemination of relevant messages.
Successful users of mobile connectivity for political purposes include Governor Elect Bob McDonnell's strategic and inciteful use of the mobile channel and content delivery optimization. For instance, a dedicated short code was used which allowed for:
1. flexibility in keyword allocation as the task required such as to segment opt-ins into specific interest and geographic areas
2. a response catchall capability that collected all overflow messages that weren't pegged to a specific keyword as a means of supporters connecting with the campaign in an unstructured way to initiate conversations and connectivity
In addition, McDonnell's strategy utilized mobile campaign key success factors such as:
Incentivizing opt-ins and list building through Redskins tickets give aways, hosting a quiz on Virginia Republicans, and holding a contest to name the RV that McDonnell use to crisscross the state. Notably, field reps were empowered with their own keywords for purposes of building their own individual mobile lists, which could then be actionized based on local requirements. All opt-ins were asked for their zipcode which was then mapped to congressional district and used to geo-target, such as for event turnouts.
Apps take Governor Elect Bob McDonnell's strategy even further, where alerts & notifications can be made location specific. This allows for regional surveying & information gathering, as well as for specific calls to action. In this way a trial platform balloon can easily be tested with a geographically segmented community - with instant results and commentary. A number of politicians that already have iPhone apps include Derek Wyatt, Liz Carter US Congress, UK Labour & UKIP parties.
Can an App make a difference on election day? Its forerunner, SMS messaging, was used successfully to both inform and energize constituents to move to vote. The Young Voters Study of StudentsPIRGS indicated a +5% voter turnout as a result. This was in the early days of mobile connectivity and these results would expectantly make a greater difference with todays richer media and connectivity channels offered by an iPhone App.
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