Teddy Goff: Want to Get a President Elected? Don't Be Lame.

TL;DR

Digital director shares successful communication strategy using creativity in online content.

Transcript

I was the Digital Director for President Obama's 2012 campaign. For us and different companies structure digital and technology and all those fields a little differently. For us, digital meant everything user facing, everything that you could actually touch and read and watch and play with online. So we didn't do the back end infrastructure and mos... Read More

Key Insights

• 😀 Digital strategy involved user-facing content creation, excluding infrastructure.
• 💍 Emphasizing interest over lameness in communication can engage online consumers effectively.
• ✋ Creative approaches, like interactive content, can drive high engagement and sharing.
• 💨 Online content needs to be compelling to prevent consumers from clicking away.
• ❓ Unique and shareable content can significantly resonate with audiences.
• 💁 Balancing entertainment with information enhances content reception.
• 🚕 Engaging storytelling can make complex topics like tax policy more accessible.

Questions & Answers

Q: What did "digital" encompass for the speaker's team?

For the speaker's team, digital referred to everything user-facing online, focusing on content creation, design, and strategy while excluding back-end infrastructure and coding.

Q: Why did the speaker emphasize the "don't be lame" strategy in communication?

The speaker highlighted this to differentiate from traditional risk-averse approaches and cater to online consumers who can easily click away from dull content.

Q: How did the speaker creatively engage with viewers on tax policy?

The speaker created a website, Romney Tax Plan dot com, with an interactive button that playfully dodged clicks, driving engagement and sharing on social media.

Q: What impact did the creative approach to tax policy content have?

The engaging content attracted 1.5 million Facebook likes, 70,000 tweets, and a high blog post engagement rate, showcasing the success of the unconventional strategy.

Summary & Key Takeaways

• Digital director discusses focusing on user-facing digital content.

• Emphasizes importance of being interesting and not lame in communication.

• Shares an example of creating engaging content on tax policy.