Throwing Spaghetti at the Wall

The key to success online, says Blue State Digital’s Alex Kellner, is not to get distracted by the traditional campaign plan.
“Don’t be afraid to throw spaghetti at the wall,” Kellner told attendees on the opening day of C&E’s Art of Political Campaigning conference. “Try random things.”
Kellner doled out the advice during a Thursday morning session titled “Capturing Your Voters Online.” 
When it comes to online advertising, the Democrat and veteran of both political and public affairs campaigns said it’s ok to take risks and not be shy about pushing your online ad campaign to the forefront.    
 
Both Kellner and the Prosper Group’s Kurt Luidhardt ruffled the feathers of the more traditional media consultants in the room, arguing for a higher percentage of the TV budget to be redirected online.
   
Luidhardt, who helped raise millions in 2010 for Republicans like Nevada’s Sharron Angle and Delaware’s Christine O’Donnell, warned campaigns to rein in the TV vendor and shave at least 15 percent off the TV budget for use online.  
When it comes to emails, always segment your list warn Kellner and Luidhart, noting that it makes for a more engaged following.
And while social networking tools are a great resource, make sure you see them as more than just a vehicle for fundraising. Twitter and Facebook are the best tools to keep your supporters updated, informed and engaged.
Just think of former Rep. Anthony Weiner (D-N.Y.) before you hit that send button.