Here is my conversation today with Craig Cannon (@craigrcannon), the campaign manager for How To Be Black written by Baratunde Thurston, Director of Digital at The Onion. Pardon my voice, I am still recovering from SXSW in this talk.
Make cool content. Don’t worry about giving away scalable, digital content away for free. Because that’s how you bring people in.
In this he breaks down the phases of the campaign and formation of their digital street team and the tools they used, a list of which I make after the jump. He also discusses the related collateral/mini-projects that have been created to support the book and make it more participatory.
Audience Engagement Tools
Wufoo – Online Form Builder for street team applications
Vokle – Live videocasts and recording
Facebook – Private group for street team
Knodes – Deep social media analysis, allowed street team to see who is most influential in their network and see their missions
Asana – Project management/shared task list (Not mentioned in the interview but Baratunde told me during a separate conversation)