Digital campaigns should implement holistic social listening, says Giovanni Hashimoto, Co-founder at A+G Digital

Social media is key to political communication and the practice of social listening makes it effective, elaborates Giovanni Hashimoto, Co-founder at A+G Digital in this interview with Media 7.  He also shares effective ways to create and optimize digital presences. Read on to find out what to expect from the digital landscape in the new year.

Campaigns that use Twitter mentions as their primary barometer of online sentiment will have an extremely skewed conception of what the electorate is thinking.

MEDIA 7: As an experienced political strategist with expertise in message development and digital campaigns, how has social media influenced political communication?
GIOVANNI HASHIMOTO:
Social media is key to political communications but too often digital marketers in politics get it wrong. They allow social media to be a tool exclusively for earned media or to augment press relations. That’s important but as I wrote for Campaigns and Elections, social media is also a key tool for reaching voters if used effectively. We saw social media used effectively by campaigns like Sen. Ed Markey’s 2020 reelection campaign in Massachusetts. His team built a highly-skilled team of digital strategists that helped create the "Merkeyverse" — an online fanbase that augmented the campaign’s messaging to real voters in a big way. Social media continues to evolve but its importance to campaigns has only grown since President Obama’s 2008 effort.


M7: What are the different ways you practice social listening to create effective digital campaigns for your clients?
GH:
Social listening is critical to staying in tune with your consumers and constituents. Campaigns generally are less sophisticated in how they utilize social listening (at least at the Congressional and state levels where A+G works) but it’s still crucial to understanding what content is resonating. We often have to remind campaigns that, "Twitter is not real life," and social listening hammers this point home. Campaigns that use Twitter mentions as their primary barometer of online sentiment will have an extremely skewed conception of what the electorate is thinking. That’s why every campaign and organization needs to implement more holistic social listening that lets them capture what constituents are saying across networks.

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A creative human touch to creating compelling, eye-catching content is what makes our audience pause their scroll and engage with content.



M7: How does A+G help their clients optimize and create compelling digital presences that drive engagement and growth?
GH:
I’ve always believed in taking an experimental but data-driven approach to crafting compelling — or what we like to call "scroll-stopping" — digital experiences. That means that we try new things to test them and closely track metrics. It means frequent A/B testing and more qualitative reviews of what types of content are performing best - measured across dimensions. A creative human touch to creating compelling, eye-catching content is what makes our audience pause their scroll and engage with content.


M7: The COVID-19 pandemic compelled all sectors in the market to adapt to a new digital reality. How did campaigns innovate and adapt to keep up with this change?
GH:
A big part of digital for campaigns is online fundraising. Early in the pandemic, I wrote about how campaigns could keep fundraising as long as they didn’t do it in a crass way. In the end, when campaigns give supporters the chance to donate — it’s an opportunity to show support and one that’s meaningful for many constituents. Fundraising was of course just one way that campaigns were impacted by COVID-19. It precipitated an almost total digital transformation — one that’s applicable to the private sector as well. Taking previously in-person activities like events, video production, and more digital allows strategists to be more nimble and efficient in using resources. That’s not going to change even when we get beyond this pandemic.

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In the end, when campaigns give supporters the chance to donate — it’s an opportunity to show support and one that’s meaningful for many constituents.



M7: At A+G, what is your approach to maximizing website conversion rates for your clients?
GH:
Conversion Rate Optimization (CRO) is a critical way to ensure that your website is pushing visitors to the highest-value action you can lead them to. This goes beyond the obvious like including well-placed acquisition forms and buttons leading to the actions you want. It means relentlessly testing and spending time thinking about and studying the data to maximize our conversion rates for our clients. We consistently find that signup forms placed on specific parts of websites outperform other areas and lead to more signups but that doesn’t mean it’s not subject to testing and iteration. Sometimes just a little bit of CRO-ing can exponentially improve conversion rates!


M7: Stepping into the new year, how is the digital landscape evolving, and what shape is it taking?
GH:
There’s a lot of uncertainty with Omicron taking center stage but I’m excited about the future. Even when things go back to normal, the way in which the world has moved, the virtual will remain and enable more flexibility for everyone. Just because we can go fully back to the way things were doesn’t mean that it’s inevitable that we will — in many ways, we learned better and more efficient ways of doing things during the pandemic. I’m excited to apply those lessons while regaining the flexibility of doing things fully in person without the COVID-19 as a concern going forward.

ABOUT A+G

A+G is an agile digital agency that helps Democrats and causes define themselves while developing and targeting the right audience through creative and bold strategy. Their diverse team of experts brings years of digital experience to the table and provides a unique experience by paying close attention to the latest trends. Since its founding in 2018, they’ve scaled to become a full-service digital firm offering a full suite of services, growing both its team and clients. They’ve scaled their practice by being relentlessly engaged, responsive, and creative.

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Announced during AWS re:Invent 2023, the Geo and Global AWS Distributor Partner of the Year Awards shine the spotlight on Ingram Micro’s high-performing team and continued investments in advanced AWS technical talent, professional services and cloud migration competencies. “Through a strategic alliance with AWS, Ingram Micro has played a pivotal role in empowering Keystone Technologies to take the lead in healthcare EHR data solutions,” says Andy Belval, Chief Revenue Officer, Keystone Technologies. “Ingram Micro’s expertise in cloud solutions, coupled with a dedicated relational partner approach, not only enhances their own business value but also significantly contributes to Keystone Technologies’ ability to deliver better outcomes and cost savings for our healthcare customers.” In 2023, Ingram Micro’s AWS business continued to grow with more and more partners leveraging Ingram Micro to progress through their AWS Partner Network (APN) journey. Ingram Micro navigates AWS partners through APN programs while also expanding their services capabilities including assessment, design, deployment, and management of cloud migrations with greater speed. Additional differentiators to Ingram Micro’s success with AWS channel partners include its wide and deep executive relationships, as well as its Center of Excellence, strategic acquisitions of technical talent, and expansion of its Professional Services portfolio as it relates to cloud and migration services. “Ingram Micro’s early adoption of Cloud, understanding of an entrepreneur's needs and focus on the success for us to become one of their largest AWS resellers is what we were looking for in a distribution partner to grow our business and improve our value in the eyes of our customers,” says Dao Jensen, CEO of Oak Rocket. Ingram Micro provides channel partners access to experienced talent and professional services that can help them accelerate the customer cloud adoption journey including the technical personnel, tools, education, technology, and technical support needed to ideate, deploy, and manage AWS solutions. “AWS is a gold mine of opportunity for an MSP yet remains a heavy lift for most,” says Duncan Robinson, vice president, growth partnerships, Ingram Micro. “We’re here to help our channel partners optimize their sales cycle and effectively design, deploy, and manage AWS solutions that improve the customer’s experience, performance, reliability, and agility, while reducing the total cost of ownership.” Ingram Micro’s long-standing and successful relationship with AWS includes earning several AWS Competency and AWS Service Delivery designations in recent years, including being the first global distributor to earn the AWS Migration Competency and more recently being awarded the AWS Data & Analytics Competency. Other designations include the AWS Cloud Management Tools (CMT) Competency, the AWS DevOps Consulting Competency, and the AWS Config Service Delivery designation. “The experience that Mxmart has had working with Ingram Micro as a strategic partner of AWS has been fundamental for our growth,” says Dario Gomez, CEO Mxmart Solutions. “The support we’ve received technically, commercially, and via programs has added invaluable strength to our company.” About Ingram Micro Ingram Micro is the business behind the world’s brands with the ability to reach nearly 90 percent of the world’s population. Our diverse solutions portfolio includes advanced and specialty solutions, cloud, mobility, and commercial/consumer technologies, while enabling a global circular economy with full-service IT Asset Disposition and reverse logistics and repair services. Leveraging investments in technical, financial, and marketing resources, Ingram Micro helps customers run their businesses better and grow their technology practices faster. Ingram Micro operates in 59 countries and reaches close to 200 countries. We have approximately 26,000 associates committed to providing our more than 161,000 customers and 1,500 vendor partners worldwide with a superior experience. Our fully digital, AI-driven business platform, known as Ingram Micro Xvantage™, eliminates the friction of doing business in IT and allows our customers to have a more insightful experience both buying and managing technology. We are also fully committed to being a global steward with world-class ESG practices.

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