How Social Media Won the Virginia Governor's Race

How Social Media won the Virginia Governor’s Mansion 114 East Chestnut Ave. Jeff Peyton & Laura Stocker Jeff Peyton & Laura Stocker Cleona PA 17042 717‐279‐1484 On Twitter @TinCansLLC On Twitter @TinCansLLC info@tincansunlimited.com www.tincansunlimited.com

717‐279‐1484 We can’t NOT talk about Scott Brown’s MA Senate y p victory and how Social Media helped. On Twitter @TinCansLLC info@tincansunlimited.com www.tincansunlimited.com

Brown s website: Brown’s website: • Well‐designed, full of information, focused on fund‐raising and GOTV 717‐279‐1484 • Fully integrated with social networks On Twitter @TinCansLLC info@tincansunlimited.com www.tincansunlimited.com

717‐279‐1484 Martha Coakley did a pretty good job with social media, too, right? On Twitter @TinCansLLC Weeeeelllllllllllll…………………. info@tincansunlimited.com www.tincansunlimited.com

Alexa defines “reach” as an estimate of the percentage of Internet users who visit a website on any given day. Internet users who visit a website on any given day 717‐279‐1484 (Political aside: Note Brown’s momentum shift. This chart gives meaning to the term “skyrocket.” And in politics, On Twitter @TinCansLLC momentum is everything.) info@tincansunlimited.com www.tincansunlimited.com

717‐279‐1484 Real Clear Politics Real Clear Politics On Twitter @TinCansLLC info@tincansunlimited.com www.tincansunlimited.com

Analysis by Wordstream.com y y “Social Media Polling Data” 717‐279‐1484 On Twitter @TinCansLLC info@tincansunlimited.com www.tincansunlimited.com

Social media polling for this race, however, is p g , , anecdotal at best. There is not enough data to correlate social media interest with traditional polling or to direct voter turnout. polling or to direct voter turnout 717‐279‐1484 On Twitter @TinCansLLC info@tincansunlimited.com www.tincansunlimited.com

Politico.com Pundits will be arguing the how’s and why’s of Brown’s victory for g g y y weeks to come. Points will be made that: • Coakley ran a bad campaign (she did) 717‐279‐1484 • Brown ran a great campaign (he did) On Twitter @TinCansLLC • Nationalized issues (such as Health Care and the crucial Nationalized issues (such as Health Care and the crucial “41st Vote” drew support and money – for both sides – from info@tincansunlimited.com across the country www.tincansunlimited.com

Politico.com • Online supporters from out of state can’t vote, so online national support for Brown does NOT correlate • Exit polling by Scott Rasmussen suggests that votes cast in p g y gg this election IN‐state were largely defined by favorable and unfavorable opinions of President Obama on a variety of 717‐279‐1484 issues, from national defense to taxes and the economy. On Twitter @TinCansLLC • (V t (Voters who listed health care as their #1 issue trended h li t d h lth th i #1 i t d d toward Coakley) info@tincansunlimited.com www.tincansunlimited.com

Brown’s campaign made highly effective use of social media: • As a Force Multiplier Inexpensively took his message to a national scale – raised more than $1.3 million overnight via Facebook and Twitter b k d 717‐279‐1484 • As Teflon® When Coakley resorted to negative campaigning, y g p g g, On Twitter @TinCansLLC Brown’s loyal, outspoken national volunteer corps info@tincansunlimited.com (Twitterati?) ensured no mud would stick. www.tincansunlimited.com

Both are concepts VA Governor Bob McDonnell perfected during 717‐279‐1484 his 2008 campaign. On Twitter @TinCansLLC info@tincansunlimited.com www.tincansunlimited.com

McDonnell dominated the race almost out of the gate, using social media to build his grassroots, raise money, distribute his message and define the issues of the campaign for himself and his and define the issues of the campaign for himself and his opponent. 717‐279‐1484 On Twitter @TinCansLLC info@tincansunlimited.com www.tincansunlimited.com

The results speak for themselves 717‐279‐1484 On Twitter @TinCansLLC info@tincansunlimited.com www.tincansunlimited.com

717‐279‐1484 On Twitter @TinCansLLC info@tincansunlimited.com (This is where the story gets good) www.tincansunlimited.com

Creigh Deeds & Bob McDonnell faced off in 2005 for VA Attorney General. Same basic campaigns. 717‐279‐1484 On Twitter @TinCansLLC VERY DIFFERENT RESULTS. info@tincansunlimited.com www.tincansunlimited.com

Out of nearly 2 million votes cast in 2005, McDonnell beat Deeds by only 323 votes. McDonnell beat Deeds by only 323 votes 717‐279‐1484 On Twitter @TinCansLLC info@tincansunlimited.com www.tincansunlimited.com

In the 2009 “rematch” Deeds lost nearly 200,000 votes while 717‐279‐1484 McDonnell picked up 170,000. On Twitter @TinCansLLC info@tincansunlimited.com www.tincansunlimited.com

Two Rules: 717‐279‐1484 1. IDENTIFY LIKE‐MINDED VOTERS Your supporters are on Facebook, Twitter, etc. BE THERE. On Twitter @TinCansLLC 2. GET THEM TO THE POLLS ON ELECTION DAY info@tincansunlimited.com Social media to spread the word. Often. www.tincansunlimited.com

ABOUT US ABOUT US The name is new — Tin Cans Unlimited LLC incorporated in 2009 — but the team’s principals have been industry leaders for more than two decades. In creating Tin Cans Unlimited, our founders addressed the growing need for a marketing and communications firm with cross‐platform expertise that until recently had been reserved for large corporations with even larger budgets for marketing, PR and technology development. PR d t h l d l t Jeff Peyton was one of the earliest adopters of online technology, overseeing construction of the world’s first political activism website – attracting millions of visitors and shaping public policy more than 15 years ago (long before Twitter, social networking, smart phones or even broadband). A newspaperman at heart, Jeff s reporting has taken him from the presidential campaign trail to the newspaperman at heart Jeff’s reporting has taken him from the presidential campaign trail to the Panamanian rain forest, from Capitol Hill to the county courthouse. His journalistic skills in the field and his leadership skills behind the publisher’s desk have earned him national recognition and countless awards from a number of state press associations. 114 East Chestnut Ave. Laura Stocker spent more than 10 years managing public relations and destination marketing for Jeff Peyton & Laura Stocker Jeff Peyton & Laura Stocker Hershey Park and Zoo America, before focusing her attention on helping business and industry Cleona PA 17042 navigate the World Wide Web. A certified B2B eCommerce professional and a member of Who’s Who in Information Technology, Laura has spent the last 10 years supervising the online marketing efforts 717‐279‐1484 of Main Street businesses and Fortune 500 international conglomerates. Laura has presented programs and workshops as far away as Amsterdam and Paris and as local as the Pennsylvania On Twitter @TinCansLLC On Twitter @TinCansLLC Association of Municipalities and the Pennsylvania Association of Convention & Visitors Bureaus. Her A i ti f M i i liti d th P l i A i ti fC ti & Vi it B H areas of expertise include on and offline marketing, public relations, branding, search engine info@tincansunlimited.com optimization, non‐profit marketing, social networking, crisis communications and tourism marketing. www.tincansunlimited.com

How Social Media Won the Virginia Governor's Race

by Tin Cans Unlimited on Jan 21, 2010

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How Social Media Won the Virginia Governor’s Race — Presentation Transcript