This is part 2 of an analysis of Senator Clinton's 23 June 07 campaign website, the one with the Sopranos take off and the winning theme song.
I'm going to run a series of three political web site analyses. We're going to start with Senator Clinton's website, go onto Governor Romney's, then do a meta-analysis of all the sites. I chose these two simply because that's where the dart landed when I threw it over my shoulder.
Let me share something with you; Campaign messages are carefully crafted (surprise!). Not so much their websites. It takes a great deal of time, effort and money to get a website right for a specific audience, and when your specific audience is the entire US population? That's a large audience to satisfy when all you have is a web page to do it on. It's amazingly difficult to stay focused, on message, especially when you're changing the site content several times a day.Imagine having to market a Hollywood blockbuster -- one of those $300 million dollar box office films -- every day. That's the goal. People creating campaign sites need that kind of response.
Consider Senator Clinton's website recently doing a Sopranos takeoff and contest to determine what her campaign theme song should be. Who was that web page designed for? The entire focus of that page was to demonstrate that Senator Clinton was one of the people (she watches The Sopranos) and to make people believe her campaign is really theirs (let us know which song to use). Some folks called that page The Softening of Hillary.
That page, with its richly complex mix of images, text, video, callouts, action items, and all the rest, will catch and keep the attention of people who want to know what isn't working, what steps are involved in making it work and want those steps to be known and exacting. They don't want any exploring. The solution has to be obvious or it's not worth talking about. These type of people are what NextStage calls V9 personalities.
(more to follow)
Please contact NextStage for information regarding presentations and trainings on this and other topics.
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Upcoming Conferences:- XChange on 20-21 Sept 07
- Society for New Communications Research Annual Research Symposium & Awards Gala on 5-6 Dec 07 in Boston.
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