Campaign 2012Behind the Scenes, What it Means                   FLEISHMAN-HILLARD
2    T O D AY ’ S F O C U S    CAMPAIGN 2012           From Revolution to Evolution    CAMPAIGN Strategy           “Behind...
3    2008:    THE OBAMA    SOCIAL    REVOLUTION         FLEISHMAN-HILLARD
4    Changing News Habits   New Social Platforms        Content Glut       R.I.P. ‘08 Movement                            ...
52 0 0 9 - 2 0 1 2 :   A DIFFERENT WORLD                New Social Platforms                                           FLE...
6    FLEISHMAN-HILLARD
7   TWITTER HAS GROWN UP    72.5%                           TODAY:    of Twitter users joined since   a tool for data    O...
8    “If the 2008 presidential race embraced a 24/7 news     cycle, four years later politicos are finding themselves     ...
9     I M P L I C AT I O N S    SOCIAL MEDIA AT THE CORE NOW: other media struggling    CLUTTER A SERIOUS ISSUE: must go b...
10 CAMPAIGN 2012      From Revolution to Evolution                                     INSIDE CAMPAIGN Strategy           ...
11   TWO THEORIES BECOME ONE                 “All politics is local.”                                -- Tip O’Neil        ...
12   C A N D I D AT E O B A M A      2008                        2012      – Hope & change             – Stay the course: ...
13   T E C H N O L O G Y: C H A N G I N G R O L E      2008                                          2012         – Inspir...
14     FLEISHMAN-HILLARD
15     OBAMA DASHBOARD APP                              Sharing:                              Essential     Activation +  ...
ROMNEY DASHBOARD: LESS16     S O P H I S T I C AT E D                                FLEISHMAN-HILLARD
17   I N S I D E T H E O P E R AT I O N      HUGE INCREASE                           FOCUS ON TWO PLATFORMS      IN CONTEN...
18   PROJECT NARWHAL                       FLEISHMAN-HILLARD
19   D ATA , D ATA , D ATA … . .     DATA ALLOWS CAMPAIGNS TO:                                    MOBILIZE                ...
20   U P D AT E F R O M S TA F F     Campaign has combined separate silos        Allows for personalization     of informa...
21   E V O L U T I O N I N TA R G E T I N G      2008                                    2012      > Target by Party Affil...
22   WHY BOTHER?     Among Americans     who are likely to sit     out the election…                             (Suffolk ...
23   WHY BOTHER?     Among Americans         Obama: 43%     who are likely to sit     out the election…       Romney: 14% ...
24     S A M P L E I N D E P E N D E N T V OT E R TA R G E T A U D I E N C E     Fiscal Liberals Who Vote Frequently and O...
25     S A M P L E P R O G R E S S I V E V OT E R TA R G E T A U D I E N C E     Fiscal Liberals Who Vote Frequently and O...
26     Soren ----     Real quick ---- someone you know in Nevada can vote early for President Obama, starting today.     A...
27   B E T T E R D ATA Y I E L D S B E T T E R M E S S A G I N G                              “Microfailure” Approach     ...
M A S S I V E G R O W T H I N “ TA R G E T E D ”28     D I G I TA L D I S P L AY / V I D E O A D V E R T I S I N G        ...
29   S O C I A L I N T E G R AT I O N                                        OBAMA’S “TWEET                               ...
30   TWITTER – THE NEW SPIN ROOM                                   FLEISHMAN-HILLARD
31   INCREASED VIDEO PRODUCTION                              > In 1960, John F. Kennedy                                  c...
32     V I D E O … S H A R I N G … A C T I V AT I O N                                                      FLEISHMAN-HILLARD
33   CONTENT AS STORYTELLING                               > Obama’s content is                                consumer-fo...
34   S E N I O R S TA F F E N G A G E D W I T H S O C I A L                                                              F...
35 CAMPAIGN 2012      From Revolution to Evolution                                     BEHIND CAMPAIGN Strategy           ...
36   T H R E E TA K E - A W AY S DATA           “There for the taking”                                    FLEISHMAN-HILLARD
37   D ATA U S E T O D AY         S T R AT E G Y,                            EXECUTION   MEASUREMENT         PLANNING     ...
38   D ATA U S E T O M O R R O W         S T R AT E G Y,                               EXECUTION   MEASUREMENT         PLA...
39   P O T E N T I A L S TA R T I N G P O I N T S USE DATA TO CREATE RICHER PROFILES OF PROMOTERS, DETRACTORS MOVE DEEPER ...
40   T H R E E TA K E - A W AY S DATA           “There for the taking” ACTIVATION           Take the Next Step            ...
41   A C T I V AT I O N : AT T H E C E N T E R                                                 FLEISHMAN-HILLARD
42   H O W C A N W E B E T T E R A C T I V AT E ? SMARTPHONE COMMUNITY – VERSION 2.0: Dashboard concept? Stronger sharing/...
43   T H R E E TA K E - A W AY S DATA           “There for the Taking” ACTIVATION           Take the Next Step CONTENT    ...
44   A NEVER-ENDING JOURNEY                              > First person:                               constant use of    ...
45   C O N T E N T T H AT ( B E T T E R ) C O N N E C T S CONTINUED EVOLUTION OF TONE TRAINING, GUIDELINES Embedded sharin...
Campaign 2012Behind the Scenes, What it Means                   FLEISHMAN-HILLARD
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2012 Behind the Scenes - Use of Digital Tools in US Presidential Elections

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Presentation given by Bill Black, FHDC, at FH Brussels on 29 October 2012 on the use of digital tools in the 2012 US Presidential Election campaign.

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  • Lack of gamification
  • Talking point: In all of our conversations with campaign staff and social/advertising partners, it’s clear that the 2012 cycle is all about taking in, segmenting, and maximizing the use of data
  • supporters on its email list to contact specific individuals in states with early voting to remind them to vote.The algorithm for identifying potential Obama voters in swing states is far from perfect.In an email shared with POLITICO, for example, the Obama campaign asked Soren Dayton, a former John McCain campaign staffer (who had signed up to the campaign's email list and authorized it to access his Facebook account), to contact a self-described conservative-libertarian blogger based in Nevada.But it's the logical culmination of campaign email programs and social networking. The New York Times reported last week that campaigns have been testing whether personal contact from an acquaintance is more effective than from a unknown campaign volunteer.The tool works in conjunction with Facebook — and suggestions of what voter to contact are only generated only after supporters give the campaign permission to access a list of their Facebook friends.Mitt Romney's campaign has rolled out a similar tool called Commit to Mitt, which connects supporters to voters in swing states via Facebook. The Romney campaign did not immediately respond to a question about whether they have or are planning any similar Facebook/email integration.Encouraging such peer-to-peer contacts is on the rise among campaigns and will likely be standard practice in future cycles — for good reason.A recent study showed that a Facebook message informing users which of their friends had voted resulted in 340,000 additional votes during the 2010 election. The researchers concluded that voters who saw their friends had voted were much more likely to turn out to vote.
  • 2012 Behind the Scenes - Use of Digital Tools in US Presidential Elections

    1. 1. Campaign 2012Behind the Scenes, What it Means FLEISHMAN-HILLARD
    2. 2. 2 T O D AY ’ S F O C U S CAMPAIGN 2012 From Revolution to Evolution CAMPAIGN Strategy “Behind the Scenes” WHAT It Means AT&T Take-Aways FLEISHMAN-HILLARD
    3. 3. 3 2008: THE OBAMA SOCIAL REVOLUTION FLEISHMAN-HILLARD
    4. 4. 4 Changing News Habits New Social Platforms Content Glut R.I.P. ‘08 Movement FLEISHMAN-HILLARD
    5. 5. 52 0 0 9 - 2 0 1 2 : A DIFFERENT WORLD New Social Platforms FLEISHMAN-HILLARD
    6. 6. 6 FLEISHMAN-HILLARD
    7. 7. 7 TWITTER HAS GROWN UP 72.5% TODAY: of Twitter users joined since a tool for data Obama was sworn into office hungry campaigns FLEISHMAN-HILLARD
    8. 8. 8 “If the 2008 presidential race embraced a 24/7 news cycle, four years later politicos are finding themselves in the middle of an election most starkly defined by Twitter, complete with 24-second news cycles and pithy bursts.” FLEISHMAN-HILLARD
    9. 9. 9 I M P L I C AT I O N S SOCIAL MEDIA AT THE CORE NOW: other media struggling CLUTTER A SERIOUS ISSUE: must go beyond posting SPEED: faster, faster, faster DIFFERENT ELECTION = different message, different emotion(s) FLEISHMAN-HILLARD
    10. 10. 10 CAMPAIGN 2012 From Revolution to Evolution INSIDE CAMPAIGN Strategy OBAMA “Behind the Scenes” 2012 WHAT It Means FROM REVOLUTION TO EVOLUTION AT&T Take-Aways FLEISHMAN-HILLARD
    11. 11. 11 TWO THEORIES BECOME ONE “All politics is local.” -- Tip O’Neil “The medium is the message.” -- Marshall McLuhan FLEISHMAN-HILLARD
    12. 12. 12 C A N D I D AT E O B A M A 2008 2012 – Hope & change – Stay the course: “Forward” – About all of us – About winning – Poetry – Prose – Post partisan – Partisan fighter – Entrepreneurial – Corporate – Ambitious policy agenda – Lock in accomplishments – Relatively unknown – Target rich environment FLEISHMAN-HILLARD
    13. 13. 13 T E C H N O L O G Y: C H A N G I N G R O L E 2008 2012 – Inspire and motivate – Find and mobilize – Transformational – Practical – Visible and cool – Invisible and mundane – 24 hour news cycle – 24 second news cycle – Big crowds – Big data – The group – The individual FLEISHMAN-HILLARD
    14. 14. 14 FLEISHMAN-HILLARD
    15. 15. 15 OBAMA DASHBOARD APP Sharing: Essential Activation + Geotargeting Huge Data Collection Effort on the Back End Multiple Engagement Options FLEISHMAN-HILLARD
    16. 16. ROMNEY DASHBOARD: LESS16 S O P H I S T I C AT E D FLEISHMAN-HILLARD
    17. 17. 17 I N S I D E T H E O P E R AT I O N HUGE INCREASE FOCUS ON TWO PLATFORMS IN CONTENT CREATION – FACEBOOK, TWITTER > Massive in-house content > Play in others (Pinterest, etc.); generation resources but devote greatest resources, > But…leave room to allow for integration to these two organic (voter) content creation USE OF CROSS-PLATFORM DATA IS THE KEY TO BREAKING TECHONOLOGIES THROUGH THE CLUTTER > Shazam links TV spot, online/social > Voter behavior, consumer data: activity all part of each voter’s “digital file” > Massive, real-time FLEISHMAN-HILLARD
    18. 18. 18 PROJECT NARWHAL FLEISHMAN-HILLARD
    19. 19. 19 D ATA , D ATA , D ATA … . . DATA ALLOWS CAMPAIGNS TO: MOBILIZE GRASSROOTS SHARPEN AND BOOST PERSONALIZE FUNDRAISING MESSAGING TA R G E T POTENTIAL IMPROVE GOTV VOTERS MORE O P E R AT I O N S E F F E C T I V E LY FLEISHMAN-HILLARD
    20. 20. 20 U P D AT E F R O M S TA F F Campaign has combined separate silos Allows for personalization of information into one file with all of information going to that offline and online data about individuals individual; Creates efficiency in one location which can be accessed by in messaging, outreach and all arms of the campaign use of resources FLEISHMAN-HILLARD
    21. 21. 21 E V O L U T I O N I N TA R G E T I N G 2008 2012 > Target by Party Affiliation – Target by party affiliation AND – Specific political issue positions of importance (values drive votes) AND – Target based on past voting behavior. > Target by Interest/ – Target supporters and persuadables of specific Behavior Segmentation political issue positions of importance AND – Target specific political engagement activities. > Target Registered Voters – Target Registered Voters AND – Target based on past voting behavior AND – Target based on issue position of importance. > N/A – Individual Targeting: Take an offline database or mailing list of donors/members/voters and match it online. > Congressional District – Congressional District Targeting via zip code Targeting; Zip Code targeting targeting AND – Target via offline name/address match AND – Target via voters’ values, beliefs, political activities, and past voting behavior. FLEISHMAN-HILLARD
    22. 22. 22 WHY BOTHER? Among Americans who are likely to sit out the election… (Suffolk University/USA Today Poll) FLEISHMAN-HILLARD
    23. 23. 23 WHY BOTHER? Among Americans Obama: 43% who are likely to sit out the election… Romney: 14% (Suffolk University/USA Today Poll) FLEISHMAN-HILLARD
    24. 24. 24 S A M P L E I N D E P E N D E N T V OT E R TA R G E T A U D I E N C E Fiscal Liberals Who Vote Frequently and Oppose Cuts to Medicare/Medicaid Fiscal Ideology TARGET AUDIENCE Very liberal; somewhat liberal INSIGHTS A B Voting Behavior Voted in All/Most Presidential Elections A B Medicare/Medicaid Cuts 12.7MM Oppose 7.7% FLEISHMAN-HILLARD
    25. 25. 25 S A M P L E P R O G R E S S I V E V OT E R TA R G E T A U D I E N C E Fiscal Liberals Who Vote Frequently and Oppose Cuts to Medicare/Medicaid > Resonate Insights provide a deep understanding of selected audience profiles. Insights validate the selection, messaging, and offer an opportunity to expand the reach to other receptive audiences. TARGET DEMOGRAPHICS DEMOGRAPHICS ONLINE ACTIVITY AUDIENCE Have a master’s degree Aged 65 Spend 40 hours per week or higher and older or more online 59% more 29% more 40% more INSIGHTS likely likely likely POLITICAL ENGAGEMENT ISSUE A B ENGAGEMENT ACTIVITES POSITION Influential Voter Contributed money to Strongly Oppose Limiting (level 4 of 4) a political candidate or Restricting Collective Bargaining 12.7MM 7.7% 108% more likely 76% more likely 46% more likely FLEISHMAN-HILLARD
    26. 26. 26 Soren ---- Real quick ---- someone you know in Nevada can vote early for President Obama, starting today. A few votes in their state could decide this election. Ive dropped you a line before to ask you to give folks a gentle nudge to get registered or go vote. This gets more and more important every day. Thats why, if you reach out today, well send you a free bumper sticker to say "thank you.“ So let Elizabeth know that they should go vote as soon as they can: Elizabeth Crum Once youve shared, just tell us where to send that sticker and well get it in the mail right away. We can win this ---- but its going to take all of us mobilizing the people we know: http://my.barackobama.com/Friends--in--Nevada Thanks again, Yohannes FLEISHMAN-HILLARD
    27. 27. 27 B E T T E R D ATA Y I E L D S B E T T E R M E S S A G I N G “Microfailure” Approach FLEISHMAN-HILLARD
    28. 28. M A S S I V E G R O W T H I N “ TA R G E T E D ”28 D I G I TA L D I S P L AY / V I D E O A D V E R T I S I N G FLEISHMAN-HILLARD
    29. 29. 29 S O C I A L I N T E G R AT I O N OBAMA’S “TWEET FOR JOBS” Connects supporters with their local congressmen to support Obama’s policy initiatives Romney offered Twitter followers the opportunity to download a free Kindle eBook version of his jobs plan – BUT ONLY IF THEY RETWEETED HIS MESSAGE Everything is now PAID, SHARED, EARNED FLEISHMAN-HILLARD
    30. 30. 30 TWITTER – THE NEW SPIN ROOM FLEISHMAN-HILLARD
    31. 31. 31 INCREASED VIDEO PRODUCTION > In 1960, John F. Kennedy created 200 commercials > In 2012, as of July, Barack Obama already had 2,355 YouTube videos > Mitt Romney currently has 179 YouTube videos FLEISHMAN-HILLARD
    32. 32. 32 V I D E O … S H A R I N G … A C T I V AT I O N FLEISHMAN-HILLARD
    33. 33. 33 CONTENT AS STORYTELLING > Obama’s content is consumer-focused > They share the facts through stories > Emails are short > Conversational FLEISHMAN-HILLARD
    34. 34. 34 S E N I O R S TA F F E N G A G E D W I T H S O C I A L FLEISHMAN-HILLARD
    35. 35. 35 CAMPAIGN 2012 From Revolution to Evolution BEHIND CAMPAIGN Strategy THE SCENES…. “Behind the Scenes” WHAT IT MEANS AT & T TA K E - A W AY S WHAT It Means AT&T Take-Aways FLEISHMAN-HILLARD
    36. 36. 36 T H R E E TA K E - A W AY S DATA “There for the taking” FLEISHMAN-HILLARD
    37. 37. 37 D ATA U S E T O D AY S T R AT E G Y, EXECUTION MEASUREMENT PLANNING FLEISHMAN-HILLARD
    38. 38. 38 D ATA U S E T O M O R R O W S T R AT E G Y, EXECUTION MEASUREMENT PLANNING FLEISHMAN-HILLARD
    39. 39. 39 P O T E N T I A L S TA R T I N G P O I N T S USE DATA TO CREATE RICHER PROFILES OF PROMOTERS, DETRACTORS MOVE DEEPER INTO REAL-TIME, DATA DRIVEN EXECUTION EMBED CNOC INTO 2013 COMMUNICATIONS PLANS -- PROACTIVE FLEISHMAN-HILLARD
    40. 40. 40 T H R E E TA K E - A W AY S DATA “There for the taking” ACTIVATION Take the Next Step FLEISHMAN-HILLARD
    41. 41. 41 A C T I V AT I O N : AT T H E C E N T E R FLEISHMAN-HILLARD
    42. 42. 42 H O W C A N W E B E T T E R A C T I V AT E ? SMARTPHONE COMMUNITY – VERSION 2.0: Dashboard concept? Stronger sharing/gamification VIDEO CONTENT: Embedded sharing “ CROSS MARKETING, BETTER INTEGRATION FLEISHMAN-HILLARD
    43. 43. 43 T H R E E TA K E - A W AY S DATA “There for the Taking” ACTIVATION Take the Next Step CONTENT More Conversational, More Personal FLEISHMAN-HILLARD
    44. 44. 44 A NEVER-ENDING JOURNEY > First person: constant use of “I,” “my,” “me” > (Relevant) personal details > Visual imagery: casual, intimate, positive > Simply put: this content connects FLEISHMAN-HILLARD
    45. 45. 45 C O N T E N T T H AT ( B E T T E R ) C O N N E C T S CONTINUED EVOLUTION OF TONE TRAINING, GUIDELINES Embedded sharing “ OPPORTUNITIES FOR CROWD-SOURCED CONTENT FLEISHMAN-HILLARD
    46. 46. Campaign 2012Behind the Scenes, What it Means FLEISHMAN-HILLARD

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