04 dna 2013 andrew bleeker

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04 dna 2013 andrew bleeker

  1. 1. The 2012 Election Lessons for Brands
  2. 2. 12012: By The Numbers$700 Million raised online7 Million more emails on the list sinceApril 4, 20114.5 Million Individual donorsReddit: Most up votes all-timeTwitter: Most re-tweeted post all-timeFacebook: Most shared post all-time
  3. 3. What Was the Secret Sauce? Three Best Practices from Politics
  4. 4. Lessons Learned1. Leverage Data2. Cultivate Your Audience3. Capitalize on Moments 3
  5. 5. 4#1: Leverage DataBig Data is just a buzzword without implementation
  6. 6. 5Integrate DataGetting the data is easy – it’s the ability to combine and act on it quickly that matters. Moved from data silos Integrated data repository FIELD MEDIA EMAIL CALLS POLLING FIELD CALLS EMAIL DATA BASE POLLING SOCIAL MEDIA
  7. 7. 6Tailor your Message to your AudienceWe now have the technology to to create custom, personalized experiencesfor supporters on email. MIAMI IPHONE HEADS OF RESIDENTS ENTHUSIASTS HOUSEHOLDS
  8. 8. 7Test Everything
  9. 9. 8Leverage Social ConnectionsApplications built by integrating data from social networks, field and thevoter file targeted crucial supporters and their friends.
  10. 10. 9Precise Buying Using Offline DataAudience attributes helped dictate the style and tone of creative. In2010 approximately 2% of digital ads were targeted at the individuallevel; this increased at least 10x in 2012.Gender: FemaleGeo: FloridaPol Affiliation: (D)Voting History: Voted in last 3 electionsHH Income: $87,000
  11. 11. 10#2 Cultivate Your AudienceEngage and Empower Advocates
  12. 12. 11Convert, Enlist, UpsellExpand the digital ecosystem to scale offline and online actions. LEVEL OF BUY-IN ACTIONS Parallel and Vertical upsell BrowsingAware Video views Click content Like on Follow on Sign up forConversion Facebook Twitter emailCultivation Donate/ Share Content Enlist Friends VolunteerAction Donate Volunteer Commit to Vote
  13. 13. 12Recognize the Place for SocialSocial is increasingly powerful for both messaging and activation but recognize the limitations.
  14. 14. 13Lead With Facts 47% Olympics $10,000 Bet FALL2011 SPRING2012 FALL2012
  15. 15. 14Close the LoopThe President thanks staff in Chicago on November 7th
  16. 16. #3: Capitalize on MomentsOwn the Real-time Conversation
  17. 17. 16“I went to a number of womens groups andsaid: "Can you help us find folks," and theybrought us whole binders full of women.”
  18. 18. 17
  19. 19. 18 Individual staffers built thThe media is now online own digital platfor
  20. 20. 19Marry Plans and Rapid Response MACRO MESSAGE FORWARD NOT BACK SPECIFIC HIT PRESS ROLL OUT MICROSITE ROMNEY’S RECORD IN ANNOUNCEMENT W. ROMNEY- MASSACHUSETTS VIDEO + MICROSITE ECONOMICS.COMCONTENTDISTRIBUTION CONTENT TV ADS FACEBOOK YOUTUBE SHAREABLE DIGITAL ADS TWITTER GRAPHICS
  21. 21. 20What’s NextKey Trends
  22. 22. 21Key Trends• Identify Key Metrics• Message Trumps Tactics• Less Spin on the Ball• One Integrated Media• Value Proposition
  23. 23. Thank YouFor more information, please contact:Andrew BleekerGlobal Digital Practice LeaderAndrew.Bleeker@hkstrategies.com

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