Bloomberg vs. Thompson - A Search and Social Media Analysis of the 2009 New York City Mayoral Race

2009 New York City Mayoral Race
Digital Social Media Strategies and Impact Analysis
Bill Thompson vs. Mike Bloomberg
Vs.
Monday, October 19th, 2009
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Ian Orekondy @iano1000

The 2009 New York City Mayoral Race Is Taking Place on Social Media Sites Much More Than on The Campaigns’ Own Sites
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Bloomberg’s YouTube Videos Have 4x More Views as Thompson’s Videos
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Only Bloomberg Appears to Be Promoting His YouTube Channel With Promoted Videos when users search on relevant terms within YouTube

Bloomberg Is Winning the Battle for Attention on Twitter, and He Is Aggressively Promoting His Twitter Profile via text ads on Google’s Content Network
Bloomberg has built a comparatively large Twitter following, despite a less personal tone
Thompson has a more personal tone on Twitter, but has not been effective at building a large following
# of Followers on Twitter
Example of Bloomberg’s Google Content Network Text Ad Driving People to His Twitter Profile
Bloomberg’s Twitter Account Is Using A Range of Borough-Specific Hashtags to Increase the Reach of His Tweets
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Graph of Twitter Followers Over Time Provided by TwitterCounter

Bloomberg’s Facebook Page Has 4x More Fans/Supporters Than Thompson’s Page
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Only Bloomberg Appears to Be Actively Promoting His FacebookPage with Cost Facebook’sSocial Ads -Cost Per Click Text/Image Ads Presumably Targeted to People Who List New York City As Their Hometown
*Facebook also prices these on a CPM (cost per thousand impressions basis)

Search Interest in Thompson Peaked Higher Than Bloomberg’s in September and October, Probably Because Fewer NYC Residents Knew Much About Thompson Before The Race
However, Bloomberg’s Campaign Site Traffic Has Grown Significantly Faster.
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Bloomberg’s Campaign Website Is Dominating The First Page of Google Search Results for Keyword “NYC Mayoral Election”
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Paid Search (PPC): Top Listing Premium Placement
Organic Search (SEO):
4th Listing on Page 1

Bloomberg Is Even Reaching Voters With Ads On Bill Thompson’s Own Website
When visitors to Bill Thompson’s website search for information on Mike Bloomberg, they are served an ad for Mike Bloomberg via the Google Content Network
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Both Thompson and Bloomberg are Bidding on Their Own “Brand Terms”, And Both Candidates Are Battling for the Term “Mike Bloomberg” within Paid Search (PPC)
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One area within the search and social media space that Bill Thompson is winning is on his own “brand term” – Bloomberg doesn’t appear to be bidding on this term

Recommendations for Both Candidates
BillThompson2009:
Extend the reach of your tweets
Engage passionate groups in relevant ways with better hashtags (e.g. #brooklyn or #yankees, #jets), just make sure you’re staying relevant to these groups
Focus funds on reaching engaged voters researching the election online
With only two weeks until the election, it’s probably too late in the race to try to compete within the organic search results on Google
But with few competitors bidding on relevant search terms in the paid search space, give yourself a voice on more general keywords (e.g. NYC Mayoral Election), and…
Consider driving these engaged searchers directly from Google to your YouTube videos ,Twitter profile and Facebook page where people are more likely to return on an ongoing basis, so you can keep them engaged throughout the rest of the race
Finally, your campaign may need all the funds it can get, but give up the $1.25 your making from Google AdSense and stop (inadvertently) promoting Bloomberg on your site. 
Mike Bloomberg for Mayor:
Make sure you’re paying your search and social media teams handsomely – they’re doing a pretty good job for you.
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Agree/Disagree?
Share Your Thoughts, Ideas, Suggestions for the Candidates athttp://www.SearchandSocialMedia.com
And you can find me on Twitter @iano1000
Vs.
Monday, October 19th, 2009
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Bloomberg vs. Thompson - A Search and Social Media Analysis of the 2009 New York City Mayoral Race

by SearchandSocialMedia.com on Oct 20, 2009

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Bloomberg vs. Thompson - A Search and Social Media Analysis of the 2009 New York City Mayoral Race — Presentation Transcript