In the 2010 Republican primary for Texas governor, Rick Perry’s campaign spent not one dime on direct mail or yard signs, and instead plowed its money into highly targeted online advertising, marketing and social networking to try to convert website visitors into volunteers. And the gamble worked–of the roughly 300,000 votes he got in winning the primary, about 50,000 were probably from his online network of home precinct captains. His online campaign director, Ryan Gravatt (who jocularly refers to himself as a “reformed newspaper reporter,” shared all the details with PdF Network members on an hour-long conference call in May 2010. Read Nick Judd’s recap here, or you can download the whole call here.
Gravatt is working on Perry’s newly announced presidential campaign with the title of online strategist, focusing in online outreach, social media monitoring and organizing volunteer efforts.