`BLUE STATE DIGITAL` DIZ QUE FEZ A CAMPANHA DA DILMA E CONTA!
Resumo do texto.
1. O Desafio. Apoiada por Lula, o popular presidente, Dilma entrou na corrida presidencial em uma posição forte. Mas como candidata pela primeira vez, pouco conhecida, ela enfrentou uma batalha difícil. E o lançamento de uma campanha no Brasil apresentou seus desafios peculiares: * As campanhas políticas brasileiras geralmente não geram a participação direta do eleitor. / * O prazo oficial de campanha foi de apenas três meses, o que fez mobilização em massa especialmente difícil. / *As Leis campanha on-line estavam sendo escritas e interpretadas durante a eleição.
2. O Programa. Antes de podermos ativar a participação popular, tivemos de mudar a percepção de como um candidato presidencial interage com os eleitores. Também ajudou a introduzir a Dilma real para o Brasil, porque ela tinha estado raramente no centro das atenções antes da campanha. Para humanizar a candidata, nós fornecemos aos adeptos a oportunidade de interagir com ela: para compartilhar suas ideias, suas histórias, e suas esperanças para o futuro.
3. Isso também foi importante para demonstrar a continuidade entre Dilma e seu antecessor imensamente popular, Lula. Pedimos aos brasileiros para compartilhar suas experiências a partir da administração passada, e depois usamos essas histórias para dar ressonância emocional para as profundas mudanças sociais e econômicas no Brasil durante os últimos oito anos. Criamos também uma seção de recursos onde os brasileiros poderiam aprender sobre as melhorias incríveis no governo Lula e como Dilma as levaria por diante.
4. A nossa campanha on-line envolveu diretamente os apoiadores de Dilma via todos os canais disponíveis. A candidata lançou uma página no Twitter. Via e-mail, em particular, fomos capazes de atingir apoiadores ativos, dizer-lhes sobre as viagens de Dilma, convidá-los a eventos off-line, e pedir que compartilhem suas esperanças para o futuro do Brasil.
5. Os Resultados. * Compromisso Online. Mais de 4,5 milhões de pessoas visitaram sites de campanha, e milhares compartilharam histórias sobre suas esperanças para o Brasil e seu apoio a Dilma./ * Construção da comunidade. Em menos de seis meses, mais de 200.000 pessoas se inscreveram para atualizações por e-mail./ * Social Media. O Twitter da campanha atraiu mais de 350 mil seguidores em menos de seis meses.
In 2010, Blue State Digital helped Brazilian presidential candidate Dilma Rousseff to connect with millions of voters, solidify public opinion, and become the country’s first female president.
Blue State Digital became involved when Pepper Communications, a digital agency based in Brasília, asked us to help them develop Dilma’s online capabilities and build momentum for her campaign. We developed three action-oriented websites for the candidate, ran successful social media and email programs, and drew millions of citizens into Dilma’s online orbit.
The Challenge
Backed by Lula, the popular incumbent president, Dilma entered the presidential race in a strong position. But as a first-time political candidate with little name recognition, she faced an uphill battle. And launching a grassroots campaign in Brazil presented its own unique challenges:
Brazilian political campaigns generally haven`t pulled citizens directly into the electoral process.
The official campaign timeframe was only three months, which made mass mobilization especially difficult.
Online campaign laws were being written and interpreted throughout the election.
Thanks to these realities, careful planning and nimble responses were crucial.
The Program
Before we could activate Brazil’s grassroots, we had to change the perception of how a presidential candidate interacts with voters. We also helped introduce the real Dilma to Brazil, because she’d rarely been in the spotlight before the campaign. To humanize the candidate, we provided supporters with opportunities to interact with her: to share their ideas, their stories, and their hopes for the future. By surfacing these voices online, Blue State Digital helped foster a new political mindset in Brazil, one of direct, grassroots participation in government.
It was also important to demonstrate the continuity between Dilma and her immensely popular predecessor, Lula. We asked Brazilians to share their experiences from the past administration, then used these stories to give emotional resonance to the profound social and economic changes in Brazil over the last eight years. We also created a resource section where Brazilians could learn about the incredible improvements under Lula and how Dilma would carry them forth.
Our online campaign directly engaged Dilma supporters via all available channels. The candidate launched a Twitter page during a public announcement, and she tweeted herself from time to time. Via email, in particular, we were able to target active supporters, tell them about Dilma’s travels, invite them to offline events, and ask them to share their hopes for Brazil’s future. Just as important, we were able to share supporters’ answers with the greater online community and create a forum where voters could interact with each other.
Using the BSD Tools, we were able to move supporters up the ladder of engagement and give the most active participants valuable opportunities to get involved.
The Results
On October 31, 2010, Dilma won the presidential runoff by more than 12 million votes. She became president in January 2011. Over the course of the campaign, Blue State Digital helped bring together a powerful community of supporters to spread the word about Dilma and her vision for the country. The numbers tell the story:
Online Engagement. More than 4.5 million people visited the campaign’s websites, and thousands shared stories about their hopes for Brazil and their support for Dilma.
Community Building. In less than six months, more than 200,000 people signed up for email updates from Dilma’s personal and campaign websites. These people also sent more than 400,000 invitations to other friends and family members.
Social Media. The campaign’s Twitter program attracted more than 350,000 followers in less than six months.
Email Communications. By connecting to more than 1 million people, the email program generated more website traffic than Twitter, Facebook, and Orkut combined.
Highlights
Our work helped Dilma Rousseff become Brazil’s first female president.
Despite a short, three-month campaign timeline, more than 4.5 million people visited Dilma’s websites.
Thousands of supporters shared stories about their hopes for Brazil and their commitment to the campaign.
In less than six months, more than 200,000 people signed up for email updates from Dilma’s personal and campaign websites.
The campaign’s Twitter program attracted more than 350,000 followers in less than six months.
Connecting to more than 1 million people, the email program generated more website traffic than Twitter, Facebook, and Orkut combined.
