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Follow the money: Innovativ bruk av sosiale medier i den amerikanske valgkampen
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Follow the money: Innovativ bruk av sosiale medier i den amerikanske valgkampen

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Foredrag holdt for Oslo Kommunikasjonsforening 6/11 2012, før det ble klart at Barack Obama ble gjenvalgt som president i USA.

Foredrag holdt for Oslo Kommunikasjonsforening 6/11 2012, før det ble klart at Barack Obama ble gjenvalgt som president i USA.

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  • 1. FOLLOWTHEMONEY:INNOVATIV BRUK AV SOSIALE MEDIER I DEN AMERIKANSKE VALGKAMPEN Bente Kalsnes, PhD, IMK, UIO @benteka Foto: <rs> snaps, Flickr, CC BY-ND 2.0
  • 2. ”The real storyofthepresidentialcampaignisnt inthedailynews andchatteroncableshows, butmight befoundelsewhere, inthe hard metricsofvoter attitudes andturnout.” MicahSifry, Techpresident.com
  • 3. MICROTARGETING
  • 4. MEN FØRST, TALLENE
  • 5. FACEBOOK
  • 6. TWITTER
  • 7. YOUTUBE
  • 8. INSTAGRAM
  • 9. GOOGLE+
  • 10. HVASNAKKERKANDIDATENE OM I SOSIALE MEDIER? Kilde: Pew(data 2 uker i juni 2012)
  • 11. INGEN TVIL, OBAMA KNUSER ROMNEY I SOSIALE MEDIER (KVANTITATIVT)
  • 12. “I think [digital in thepoliticalsphere] is no longer in itsinfancy, and it’sno longer even a toddler — it’s a real, live adolescent” Stu Trevelyan, CEO of NGP VAN, 2012 (online advertising, mobile communications and social media strategy - Obama)
  • 13. ROI for sosiale medier i politikken (computationalmanagement)• Måling av suksess for nettannonser, eposter, FB- poster, bilder, videoer, etc.• Få folk til å melde seg på epost- listen• Få folk til å donere penger• Få folk til å registrere seg til å stemme• Få folk til å melde seg som frivillig medarbeider Foto: MittRomney/Instagram• Få folk til å stemme på deg
  • 14. Arsenalet av kampanje-verktøy• Velgerdatabase (+ data fradiv kommersielle databaser og sosiale medier)• Epost• Sosial media-plattformer• Sms• Brev• Annonser (tv, radio, print, nett, mobil)• Nettsider• Søkemotoroptimalisering• etc
  • 15. PENGENE
  • 16. 2008 – DEN DYRESTEVALGKAMPEN (SÅ LANGT)Total kostnad: $2,4milliarder Source: OpenSecrets
  • 17. NYE REKORDER I 2012… Source: Washington Post Source: Washington Post Kilde: Washington Post
  • 18. HIGH TECH + DAGLIGDAGSE VERKTØY
  • 19. DEN STORE DIGITAL-TENDENSEN I VALGKAMPEN: Big Data og MICROTARGETING
  • 20. ”Underneathnearly all thenew media worklay a sophisticated data back- end and analyticspracticesthatfurth ered staffers’ goal to create ”a customized, highlyproducti veindividualrelationshipwit hevery person in the country” Gray Brooks, Obama campaign-08 ”Taking our country back”
  • 21. ”The campaigns have planted software known as cookiesonvoters’ computers toseeiftheyfrequentevangelical or erotic Websites for clues to their moral perspectives.” Source:Campaigns Mine Personal Lives to GetOutVote, NYTimes
  • 22. ”BothObama and Romneyssitesallow, if not encourage, visitors to login to theircampaignwebsiteswith a Facebookaccount, therebyunveiling a wealthofinformation: emailaddress, friend list, birthday, gender, and user ID.”Voter databases:• Republicans: VoterVaults• Democrats: VoterBuilder Source: The creepinessfactor. The Atlantic
  • 23. • Campagins ”nowfullyengagedonthe latest technologicalfrontier in advertising: aimingspecificads at potential supporters basedonwherethey live, the Web sitestheyvisit and theirvotingrecords.• ”As a result, microtargetingallowscampaigns to putspecificmessages in front ofspecificvoters — somethingthat has increased in sophisticationwiththe large bucketsof data available to politicalconsultants. ” Source: ” Online Data HelpingCampaignsCustomizeAds New York Times
  • 24. Mobil pengeinnsamling
  • 25. Begge kampanjene bruker Square
  • 26. Politiske app’er
  • 27. Dashboard for grasrota
  • 28. NÅRKAMPANJENEVET FOR MYE
  • 29. http://www.youtube.com/watch?v=IE-utC68l2I&feature=youtu.be
  • 30. Heldigvis har det vært myehumor i sosiale medier denne valgkampen…
  • 31. Kilde:http://bindersfullofwomen.tumblr.com/
  • 32. Noe jeg er nysgjerrig på:Vil vi få se noe lignende i Norge i #VALG2013? TAKK FOR MEG! @BENTEKA