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.

1. Social Media for Politics
Winning Campaigns & Public Approval by Understanding &
Manipulating Facebook
October 2013
Copyright 2012-2013, Notice Technologies Inc.

2. 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
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3. 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.
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4. 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
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5. Where can Polygraph be applied?
Elections &
Campaigns
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Advocacy &
Public Support
Volunteerism
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Community
Activism

6. 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.
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7. 4 Ways to Inform & Mobilize Voters
Influencer
Identification
Content & Issues
Intelligence
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Opposition
Research
Data-Driven
Advertising
Campaigns
Copyright 2012-2013, Notice Technologies Inc.

8. 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
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9. 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
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Copyright 2012-2013, Notice Technologies Inc.

10. 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
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11. 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!
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Copyright 2012-2013, Notice Technologies Inc.

12. 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
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13. Delivery
• Lists for use
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–
–
–
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•
•
•
•
•
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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.

14. 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
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Copyright 2012-2013, Notice Technologies Inc.

15. APPENDIX
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16. 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
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17. 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
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18. DATA VISUALIZATION
EXAMPLES
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19. Competitive Snapshot
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20. Social Chatter over Time
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21. Sentiment by Gender
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22. Sentiment by Race
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23. Positivity by MSA
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24. Most Positive Topics by Post Category
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