Social Data for Politics, Issues Advocacy, and Community Affairs
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Social Data for Politics, Issues Advocacy, and Community Affairs

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Facebook and other social media outlets represent the biggest opportunity currently available for easily and affordably understanding consumer opinion. ...

Facebook and other social media outlets represent the biggest opportunity currently available for easily and affordably understanding consumer opinion.

Millions of comments are made each day and are available for data mining and analysis. This information can arm you and your organization with the tools you need to optimize for people to respond.

Arm your campaign or issues advocacy efforts with modern tools and the power of data.

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  • The map above illustrates positive and negative sentiment by DMA. Those in green are generally favorable to McDonalds. Those in red are more negative.

Social Data for Politics, Issues Advocacy, and Community Affairs Social Data for Politics, Issues Advocacy, and Community Affairs Presentation Transcript

  • Social Media for Politics Winning Campaigns & Public Approval by Understanding & Manipulating Facebook October 2013 Copyright 2012-2013, Notice Technologies Inc.
  • About Us Chris Treadaway, CEO • MBA, University of Texas • Microsoft 2005-2008, last role as Group Product Manager, Web & Social Media Strategy • Co-Author of bestseller, Facebook Marketing An Hour a Day May 2010, 2nd Edition May 2012 • Charter “Facebook Developer Hero” & participant in Facebook Developer Customer Council Robert Starek, CTO • 3-time startup founder, Chief Architect • 11 patents in big data, data security and management • Windows Azure Cloud services expert 1 Copyright 2012-2013, Notice Technologies Inc.
  • Opportunity In 2010, over 80% of Senate candidates with more Facebook fans than their opponent won their elections. According to traditional metrics, Obama was not considered to be a major contender for the Democratic Party nomination in 2008. But according to social media metrics, Obama was way ahead. Social media & use of data provided “hidden margin” of victory over Mitt Romney in 2012, turning a heated race into a comfortable victory for Obama. Social media execution is becoming a sure-fire way to WIN elections, as well as hearts and minds. 2 Copyright 2012-2013, Notice Technologies Inc.
  • What is the playbook? • Listen to social media feedback across candidate & relevant local pages, and frame arguments around talking points • Identify advocates, supporters, detractors, and undecided voters – and target them with specific messaging – Provided easily shareable & consumable content to advocates by reading analytics for response rates – Encourage supporters to amplify their campaign through personal networks • Amplified targeted messaging through paid advertising – Reminded voters to go to the polls on/around Election Day – Target undecided voters with messaging designed to chew away at opposition • Integrate social media with professional web site & outbound communications to mobilize support 3 Copyright 2012-2013, Notice Technologies Inc.
  • Where can Polygraph be applied? Elections & Campaigns 4 Advocacy & Public Support Volunteerism Copyright 2012-2013, Notice Technologies Inc. Community Activism
  • What can Polygraph Tell You? • Polygraph can tell you what content topics generate the most interest. What should talking points be? What is/isn't resonating? • Polygraph can tell you how you're perceived by various demographic groups. (gender, race, and combinations) • Polygraph can identify by name who is most passionate about your candidacy or issue. This can assist with finding volunteers and donors. • Polygraph can tell you your relative social media engagement vs your opponent, as well as demonstrate how each side uses Facebook and Twitter differently. Given all this intelligence over time, trends can be evaluated, accelerated, or reversed. In short, we help you compete & win in the social media channel. 5 Copyright 2012-2013, Notice Technologies Inc.
  • 4 Ways to Inform & Mobilize Voters Influencer Identification Content & Issues Intelligence 6 Opposition Research Data-Driven Advertising Campaigns Copyright 2012-2013, Notice Technologies Inc.
  • Influencer Identification • Who is talking? • Supporter, detractor, or undecided voter? • What else are they doing on Facebook? • Polygraph can export a list of people for individually targeted advertising on Facebook 7 Copyright 2012-2013, Notice Technologies Inc.
  • Opposition Research • Any data we can collect on you, we can collect on your competitor • Breakdown of what the opposition is doing to win – How it’s working – emerging trends, changes in strategy, etc. – Influencers & amplification – Key Statistics tracking & benchmarking • Does social feedback suggest the opposing candidate has a liability around a certain issue? • Find undecided voters participating in opponent’s social media channels 8 Copyright 2012-2013, Notice Technologies Inc.
  • Content & Issues Intelligence • Mine your page, your competitors, local media outlets, and other public sources for response to news stories, key issues, and the candidates • Do certain issues create more/less favorable reaction to the candidate? • Based on social chatter, we can find potential new advocates and encourage them to actively support the campaign • Identify undecided voters & win them over • Inform advertising campaigns and messaging with data 9 Copyright 2012-2013, Notice Technologies Inc.
  • Custom Audience Ad Targeting Facebook allows for targeting of a Page’s Fans, 99% of whom are lurking & not participating in some way. Facebook also allows advertisers to target generalized group descriptions like a zip code, but these are not necessarily the exact fans you want or active participants most likely to comment & share content with friends. Polygraph mines Facebook to uncover the 1% of active participants driving political engagement. We find out who the influencers are in a political community, then allow you to target them with specific messaging designed to help you win. We find potential donors and volunteers – they’re expressing interest, and we find them in the data! 10 Copyright 2012-2013, Notice Technologies Inc.
  • What We’re Able to Measure Audience Growth Share of Voice Engagement Rates Topics & Themes Sentiment Polygraph Score Custom Scoring Entire Audience Gender Race Approximate Age DMA/MSA Voter Segments Influencers/Superfans Overlappers Examples: Share of Voice – my candidate vs. competitor Sentiment of feedback for my candidate among women Engagement rates by race Superfan audience growth, share of voice changes over time across competitors 11 Copyright 2012-2013, Notice Technologies Inc.
  • Delivery • Lists for use – – – – • • • • • • 12 Top Content Top Issues Top Influencers by Social ID, name, etc. Likely Undecided Voters “State of the Union” reports Daily/Weekly/Monthly reporting Custom Advertising Campaigns Custom Dashboards & Notification alerts Crisis identification & remediation services Consulting services/weekly check-ins/etc. Copyright 2012-2013, Notice Technologies Inc.
  • Getting Started Contact us for a free consultation & needs assessment. We can put a package together that is designed for your success and budget. Chris Treadaway, CEO Polygraph Media 512-797-6001 ctreada@polygraphmedia.com 13 Copyright 2012-2013, Notice Technologies Inc.
  • APPENDIX 14 Copyright 2012-2013, Notice Technologies Inc.
  • Additional Reading Chris Hughes - The Man who made Obama President Obama campaign data team helps Terry McAuliffe win Virginia Testing campaign messaging using social media & technology 15 Copyright 2012-2013, Notice Technologies Inc.
  • Customer Testimonials “Mindblowing. The most actionable analysis of social data we’ve ever seen.” Director of Media Responsible or over $1b Ad spend for Fortune 50 consumer brand “Polygraph enables scenarios we’d only hoped we could do sometime soon. It’s like they’ve bugged our offices.” Sean Carlos Fleming Director, Web & Text Analytics “Groundbreaking work for the television industry.” Senior Vice President $1b Local Media Conglomerate 16 Copyright 2012-2013, Notice Technologies Inc.
  • DATA VISUALIZATION EXAMPLES 17 Copyright 2012-2013, Notice Technologies Inc.
  • Competitive Snapshot 18 Copyright 2012-2013, Notice Technologies Inc.
  • Social Chatter over Time Copyright 2012-2013, Notice Technologies Inc.
  • Sentiment by Gender 20 Copyright 2012-2013, Notice Technologies Inc.
  • Sentiment by Race 21 Copyright 2012-2013, Notice Technologies Inc.
  • Positivity by MSA 22 Copyright 2012-2013, Notice Technologies Inc.
  • Most Positive Topics by Post Category 23 Copyright 2012-2013, Notice Technologies Inc.