On the crest of a wave: How a US lobby group got its message heard, without spending a cent on advertising

This event report looks at how a US lobby group successfully got its message heard above the noise that traditionally surrounds the President's annual State of the Union address.

On the crest of a wave – how a US lobby group got its message heard, without spending a cent on advertising

Jo Bowman

A US lobby group aimed at bringing cross-party unity got its message heard on one of the noisiest days on the political calendar, with zero ad budget, by mapping social conversations and calculating how to amplify their voice in already-hot conversations.

Speaking at the I-COM conference in Seville, Nova Spivack, CEO of Bottlenose, a Los Angeles-based company that provides social search, listening and analytics tools for marketers, set out the success Bottlenose and Razorfish had achieved...

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