21st century campaigns should lead with tech

We’ve witnessed the rollout of brand new tech tools over the past couple of months that allow people to engage instantaneously through live streaming. All across the world, from college campuses to corporate conference rooms people are having conversations about how Periscope and Meerkat will impact their strategies. The same conversations should be happening as potential candidates gear up for primary season. Smart campaigns will be the ones who embrace new technology, make it a priority as part of their overall strategy, and stay ahead of the curve.  

Digital strategy is no longer just a piece of the puzzle; it’s a building block. Whether via email, Facebook, Twitter, Instagram, or newer technologies like the Apple Watch or Snapchat, it’s how we reach people. These platforms create exciting opportunities. It is critical to understand how these tools can help find and engage new people, and most importantly where this all fits into the overall campaign strategy.  

{mosads}Many new possibilities exist for campaigns to reach voters. Live streaming, and video sharing more broadly, is one of those techniques. It eliminates delay and allows campaigns to connect instantly with voters in an emotional way. It revolutionizes the way voters can engage in campaigns, putting the tool directly in their hands. It is even more true that everyone can be their own reporter. Volunteers can play an integral role in sharing the campaign’s message and can control what the broader world sees. This means a rally in Ohio could be used to fire up supporters in Pennsylvania, or people who might not be able to travel to campaign events can feel more engaged by following along in real time.

This is just one example. We’re seeing lots of new tools that will make campaigns more interactive. Campaigns could use Snapchat to remind volunteers about a phone-banking shift, particularly younger voters who are harder to reach by phone. Location-based technology could make it easier for supporters to find local campaign offices. And increasingly open source technology allows for easier platform integration.  

The next step for campaigns is to effectively incorporate these various platforms into a cohesive strategy. It can’t be an afterthought. That isn’t enough anymore. Campaigns will need to invest in the talent to do the backend work to integrate these platforms. They will have to prepare and bulk up rapid response operations to account for all of these new tools. The 47 percent moments will be out there for everyone to see as they happen. Whether it’s responding to breaking news or connecting with voters, speed matters.  

All of this will make for a better experience for voters. We’ve reached a point where the line between online and offline is blurred. The bar is higher than ever before for candidates, who are expected to be on message and on top of their game 24/7. Voters will hold candidates accountable and expect them to be authentic whether they are online or offline. Perhaps most critically, voters will have a larger arena to make their voices heard and truly be a part of the process.

There’s no question that technology will be huge in 2016. What remains to be seen is whether campaigns will take full advantage of these opportunities. Far too many operations still wait until the last minute to put together a digital program. Launching campaign sites at 2am the night before the announcement should be a thing of the past. We need to think seriously about the role technology plays in reaching our voters and use the necessary resources to make that part of our strategy. For 2016, that needs to start now.

Hoover is a founding partner at 270 Strategies. She was Digital Organizing director for President Obama’s 2012 reelection campaign.