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There are some people who just can't sit around and wait for things to get done. They are the first ones to take matters into their own hands when challenged. These were extremely rational people. The more I listened to them the more I noticed something totally different in the way they were speaking. I had worked for David Garth and Joe Trippi. I knew my way around campaign workers, but this was totally different. Everything was about "we." "We can do this" and "We should do that." These people were committed. |
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While everybody else was faking cool, these Obama people were getting things done. So we began infiltrating these folks through membership in their work groups and online forums. What we found was the "hive mind" at work. Highly motivated "cells" of political activists focused on four tasks: fundraising, voter registration, asking people what they would change about the way our nation is governed, and gathering follow-up information on everybody in the room. From this initial contact with Team Obama we began to seek out our own team. We went for those who were obviously there to observe as well as participate. The event hosts made this very easy. "Oh you're in advertising. Rebecca over there is also in advertising. let me hook you up." Strong glue. Within a month we had our committee of 25 IAPIA volunteers. "The Committee" became our group handle for those who make up the Political Sphere of Influence Group on the NeoAdvertising Platform development team. We settled on a group posting name for our online comments, so as to be easier to track and less overwhelming to new visitors to our ultimate network of online profiles, websites, socialnets and blogs. For more than three months now The Committee has been deeply emerged in the Obama/Biden Presidential Campaign as both workers and watchers. Monitoring chat rooms and political blogs, The Committee was able to determine the plans for a massive web portal to be launched the day after the Election results were finalized: www.change.gov. We found that several forums were planned for public discourse on change.gov. This led us to the development of an innovative Trojan Horse Strategy. Our concept was simple. To build/define our first NeoAdNet Audience we would leverage the traffic of change.gov to enable the IAPIA proposal that the Obama/Biden Administration institute a White House Office of Creative Affairs (OCA). Our OCA proposal provided us with the perfect reason to scour the change.gov site for "America's Ideas" and then cut and paste them into the "ideas" section of our first NeoAdNet site at http://whitehouseofficeofcreativeaffairs.wordpress.com . This allowed me to post a selection notice as a comment on each selected idea to the author of the idea that their suggestion had been selected by IAPIA to be included as one of the Top 20 Ideas of the Day, to be included in the proposed White House Office of Creative Affairs beta test site. A link to the site was included, as well as my email address here at MadisonAveNew.com, our second NeoAdNet site. The selection notice was done in accordance with the Creative Commons Attribution Policies posted by change.gov. But in effect it was a very subtle NeoAd for the OCA website and MadisonAveNew.com. We were able to use this NeoAdvertising technique to engage the change.gov audience for three months. Next on the IAPIA agenda was to determine the efficacy of the Obama Team's intake process. A section of the change.gov site was to be dedicated to proposals for the Obama/Biden Transition Team. An upload to the president-Elect. Great idea, if it worked. This, along with the massive traffic to our OCA NeoAdNet site made us decide to go to the second phase of our testing protocol, engaging "Audience O" in a campaign to add to the idea generation process. They would augment the cherry-picked ideas from change.gov. The IAPIA campaign that would drive the second stage test of our first NeoAdvertising Network ever was developed. The theme was "Think Hard America." After we made our proposal to the White House our focus shifted back to building an open source development platform that would stick with solutions developed to follow the Obama/Biden Administration agenda guidelines but without the political baggage the direct association with the White House affiliation brings to the party. Besides, we believed the Transition Team had already adapted key elements of our proposal for their White House Office Of Public Liaison and their Citizen's Briefing Book. We were not in competition with the incoming administration here... we were in support of their agenda. But what we learned from members of the change.gov audience (Audience O) allowed us to understand that their main interest is in the process of change, not necessarily the politics behind it. And so it was that we "privatized" the IAPIA proposed White House Office of Creative Affairs, even as we continued our proposals to White House Staff through other avenues. With "ThinkHardAmerica" we were able to shift our strategy, learning curve and user research into developing thinkhardamerica.wordpress.com. The initial 6o-day alpha phase is currently in progress. We invite you to participate. We will begin NeoAdvertising Sponsorship Trials on March 1, 2009. To our way of thinking, NeoAdvertising is now a reality and not just a theory. Our first audience, "Audience O" is being engaged even as we speak. Now our job is to dig in and help NeoAdvertising to grow.
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