EMAIL DETAILS

I've worked with Well & Lighthouse for 4 years now. They're definitely the
best out there. The only criticism I have of them is they occasionally
resort to stock or standard or boilerplate copy/creative. For these types
of petition/action emails to work best, we need to be funneling them
material. Otherwise, they'll look at their calendar and say, "Ok, this week
is a Biden hit" and just put something together because it's on their
schedule.

So, my general (and obvious) suggestion is to always be thinking about how
we can use the online piece to push Beau's message/priorities. We also
should establish some general buckets we can dip in to when there isn't
anything really pressing. Those should track pretty closely with what Joe
does from the AG's office - consumer protection, child safety, etc. The
only additions I would recommend are the family angle and veteran specific
stuff that falls outside the work of the AG's office. If the family stuff
gets the most hits, we should jump on opportunities to highlight them - but
we need to have more to say than just that.

Specifically, what do folks think about the women in combat announcement
from DOD? I can see us not wanting to politicize something like that, but
that's definitely something the base likes. Also, what (if anything) is the
legislature doing about gay marriage this time around? Aside from the gun
violence stuff, what will the AG's office be pushing this term?

Molly, have you had a chance to work with JD to develop a budget and
detailed plan for the next cycle? They just did one for Reid, and I found
it very helpful to have in front of me as I brainstormed ideas for
petition/action emails. Perhaps it's easier predict what'll be hot and when
for a US Senator, but another suggestion would be to get Joe and JD and us
together for brainstorming once the plan is on paper.

I'll continue to think on this. Again, W&L is the best in the business
right now. But they work best when we're giving them primo opportunities.
/ja


On Wed, Jan 23, 2013 at 6:24 PM, Molly Magarik <molly@beaubiden.com> wrote:

> All--
>
> In concert with our media team at Well and Lighthouse, we are moving to
> bulk up our social media and email presence to build broader engagement,
> and also to prime our list for more aggressive online fundraising.
>
> In reviewing the Facebook and Twitter posts that had the highest response
> in terms of likes, retweets and total viewership, the ones where we had a
> VP/family angle, i.e. the Election Day Tweet-"I'm so proud of my pop," the
> holiday card Facebook post, etc. had a much higher and quantifiable
> response rate when compared to our typical AG-related posts. To that end
> we thought the Inauguration was a great opportunity to do a quick list
> building post, which is why we sent the email yesterday asking people to
> sign a congrats card for the VP.
>
> I haven't seen the email stats yet, but the Facebook post reached over
> 5,000 people (our typical response rate of 600-1,500 people). We are also
> now back up to almost 14,000 likes on our page, which is close to where we
> were at the end of the 2010 campaign.
>
> We're looking to do 1-2 of these types of petition emails, posts every
> month, in addition to some Facebook ads. It would be helpful to hear any
> ideas this group has on future subjects, or other social media ideas.
>
> Thanks,
> Molly
>
>
>


--
Joshua Alcorn
josh@beaubiden.com
302/598.1885 (cell