(cross-posted from TechPresident)
A lot has been written about the Thompson campaign in the past two days. I have read a bunch of post-mortems all focused on what went wrong, but I thought I would spend a little time telling you what went right. For people interested in online politics and the way candidates use the web, the Thompson campaign is a great case study in what can go well, and go badly in our world.
On May 22nd, I was sitting at Inova Fairfax hospital as my wife was rehydrated. A vicious stomach flu was circulating through the house and had brought my wife and son down. As we sat there that evening, I received an e-mail on my Blackberry from the brother of a friend of the Thompson’s. A few days earlier, they had seen an article in the Washington Post wherein I chastised my party for not using the Internet effectively.
I had been sweating the fallout from that article for two days. I was not exactly loved by the RNC for my critical assessment of their online operation. That article, which was about 180 degrees removed from the series of conversations I had with the reporter, was not going to help.
The Thompson team, however, agreed with my assessment that campaigns could use the Internet differently and wanted me to come out to “The House” to chat about it. We agreed to meet the next day despite what would become a full-blown case of the flu. The Thompson team, it seems, had circulated that same flu about a week earlier and none of them were afraid of catching it again.
On May 23rd, I met with Team Fred and after a three hour discussion of new and innovative ways you could use the Internet to supplement a traditional campaign, I left with an assignment – build a Presidential website in the height of a media storm, that would withstand a huge rush of traffic the moment it launched, and do it all in 10 days.
The Launch
On June 5, 2007, we launched ImWithFred.com. The site was originally envisioned as a simple splash page that would gather low hanging fruit – early donors and supporters looking to sign up. A requirement that all forms be pre-populated so visitors would not have to fill in information more than once threw in a wrinkle and we ended up building personalization into a splash page – not something most people would do. We also ended up building tools that would allow viral recruitment for both donors and volunteers.
Now these tools were hardly new or innovative, but the combination of designing the data architecture, doing the graphic design work, cutting up the site, coding it all, and allowing time to test for bugs in 10 days (over Memorial Day weekend, no less) was about the craziest thing I have ever tried. The data architecture alone had to support huge traffic, and getting the servers provisioned, hardened and tested would eat into our ability to deploy a test environment. Doing all of this over the holiday made me very popular with the development team.
Speaking of the team, I have to give credit to Dan Hopkins, Blaise Hazelwood, Todd Zeigler, Ken Smith, Brian Lyle and the gang that pulled this together. They did an outstanding job getting the site launched under those conditions and rarely complained (to me at least).
On Hannity and Colmes, Fred announced his website url and the flood came in. We took a lot of heat for the thin site, but we didn’t have time for much else. Had we had a month to design, build and test, we could have done more. Given the time we had, and the limitations of working under the “Testing the Waters” rules, I thought we did fine. We attracted over 100,000 unique visitors, raised over a quarter million dollars, and added nearly 30,000 names to our list in the first 24 hours.
On June 12, we rolled out the Fred File, added Fred’s bio, and added tools to spread the word through traditional media by contacting talk radio and newspapers. I was traveling back from a meeting in Colorado that night on a flight that was seriously delayed. I ended up doing the go-live countdown from a seat just inside the arrival gate at Dulles airport on their wi-fi connection. We made the rollout about 30 minutes ahead of Fred’s appearance on Leno that night.
The blog was a hit almost instantly and led me to believe the path we had chosen was right. Fred’s commentaries were getting a lot of comments and I saw the beginning of an online community I’ve never seen around a GOP candidate’s online operation. What’s more, nobody wrote a single word about what supporters were saying online. Nobody accused us of endorsing the random beliefs espoused by the occasional nut, and nobody on the campaign had to answer a single press call (that I am aware of) about the blog or anything said on it.
Continue Reading »