The quiet progressive tech revolution

Earlier this week I wrote about the party taking the first step to improve the digital side of their comms. But that’s only part of the story.

Over the coming weeks and months I’ll be writing more about how not just the party – but campaigning groups and organisations around the party – are using new technology and digital/social media to push back against the government and the well organised campaign groups on the Right that have often enjoyed unchallenged dominance online.

Over the past 36 hours, much has been written about the Labour Leadership contest, as David Miliband’s decision to step down as an MP has led to many in the party living it all over again. Whilst many argued that 2010 was the first ‘digital election’, that wasn’t really the case. The first Labour election in which digital risk taking was rewarded – and in which social media was pivotal – was the Labour leadership contest.

Ed Miliband’s campaign were the first to realise the potential power that mobile could play in member mobilisation. Partnering with specialists Mass1 was a pivotal decision, as they conducted the largest voter ID operation in Labour’s history adding over 4,300 volunteers to his campaign, with over 89% of those following though and taking “actions” on the campaign, such as signing up to a phone bank or making a donation. And you can’t do much in politics without volunteers or money.

Miliband’s campaign aren’t the only ones to put mobile digital at the centre of their campaign strategy. Unite are just one of many organisations that have been using Mass1 to engage their members. I’m told they provide Unite with a clear, up to date picture of their membership and the issues that matter to them and (of course) drive actions too.

Although those working on lefty online campaigns already know of them Mass1 have gone about their business relatively quietly, whilst playing a key role in a number of progressive campaigns across the country that you’ll already be familiar with – including as the Ken Livingstone Mayoral campaign and the #N30 strike action. Founded only 4 years go by Mark Epstein and Tom Gutteridge they have emerged as one of the UK’s leading campaign and communication agencies, building on their leading mobile knowledge by adding additional abilities to their business – expanding into websites, research, polling, strategy, street teams and phone banking, and all of it geared at pushing progressive ideas and causes.

With the party now staring to look seriously at their digital strategy, they should be looking closely at organisations like Mass1, who are showing how modern, active engagement can be done to achieve political ends. But more importantly, they’re getting people to take part in the political process.

As any jaded political hack will tell you – and I’m certainly one of those – that doesn’t come easy.

We’ll be writing more about innovative use of tech and social media in the weeks and months ahead. Got an example of a good campaign? – email us