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Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
Think politics australia 2010
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Think politics australia 2010

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  • Google’s Mission is to organise the world’s information and make it universally accessible and useful
  • Transcript

    • 1.  
    • 2. Organise the world's information and make it universally accessible and useful. Google’s Mission
    • 3. Deliver value to every aspect of well-run campaigns, and make political advertising more efficient and cost effective. This is good for campaigns, good for voters, and good for public discourse. Google’s Mission on the Campaign Trail
    • 4. Best Practices for 2010 1 Learn & Collaborate with Google Tools 2 Investing Online: 10% in ‘10 3 Online Persuasion: Always On & Rapid Response 4 Think Local 5 The Network Blast: Mobilisation & Awareness
    • 5. <ul><li>news .google.com.au </li></ul><ul><li>Get a world-wide perspective on current events </li></ul><ul><li>Personalize the news to get exactly the coverage you want </li></ul><ul><li>Monitor coverage of issues, people and your community. </li></ul>Stay Informed: Google News
    • 6. Stay Informed: Google Insights Search Trends Regional Trends
    • 7. Build Awareness: Google Maps maps. google.com Create customizable maps to inform your constituents Share and publish maps on your site.
    • 8. Measure Results: Google Analytics Conversion Tracking Google Analytics
    • 9. Best Practices for 2010 1 Learn & Collaborate with Google Tools 2 Investing Online: 10% in ‘10 3 Online Persuasion: Always On & Rapid Response 4 Think Local 5 The Network Blast: Mobilisation & Awareness
    • 10. Citizens expect a digital election “ There is no disputing that the Internet has moved from the periphery to the center of national politics .” - Aaron Smith & Lee Rainie, Pew Internet & American Lift Project, June 2008. Source: http://www.guardian.co.uk/politics/2010/jan/03/labour-tory-internet-campaigns ; ttp://money.cnn.com/2008/02/29/technology/leonard_politics.fortune/ ; http://www.atelier-us.com/international/article/The-French-presidential-election-plays-out-on-the-Internet ; http://news.bbc.co.uk/2/hi/south_asia/8020522.stm
    • 11. <ul><li>84% of Australians use the internet </li></ul><ul><li>Users spend 17.6 hours a week online vs. 13.4 hours watching TV </li></ul><ul><li>59% of Australians use the internet for news </li></ul><ul><li>Two in five people (38%) use the internet to contact government </li></ul><ul><li>29% of Australians use their mobile to access the Internet </li></ul>Source: comScore, 2009 Australians and the Internet: Sources: Nielsen Internet & Technology Report 2009-2010; “Interacting with Government: Australian’ Use and Satisfaction with E-Government Services,” Dec 2009
    • 12. Winners: 10% in ’10 But a Huge Opportunity Gap Australians who go online regularly for news: 59% Share of online political advertising spend in 2007: ?% 4%: Obama ‘08 7.5%: McDonnell ‘09 10%: Scott Brown ‘10
    • 13. Integrate Your Media: TV Ads Drive Search Source: iProspect Offline Channel Influence on Online Search Behavior Study, 2007 Television is the most influential in driving search behavior 36% 37% 30% 3% 9% 17% 20% 7% 0% 20% 40% 60% 80% 100% Ad/company name on taxi/train/city bus Ad/company name on company truck/van/car Billboard, indoor sports venue sign Radio ad Company’s store/physical location Magazine/newspaper ad Word of mouth from friend/acquaintances Television ad Percentage of Online Search Users Percent of online users who performed a search due to exposure to offline content
    • 14. Best Practices for 2010 1 Learn & Collaborate with Google Tools 2 Investing Online: 10% in ‘10 3 Online Persuasion: Always On & Rapid Response 4 Think Local 5 The Network Blast: Mobilisation & Awareness
    • 15. Online Persuasion: Always On
    • 16. Online Persuasion: Frame the Issue
    • 17. Display: Contextual Targeting
    • 18. Always On: Micro-Targeting Key Audiences
    • 19. of YouTube users are 18+ of Australians consider YouTube a favorite site of people enjoy watching video ads if they are related and entertaining 63% 73% 93% Online Persuasion: Video
    • 20. Online Persuasion: Promoted Videos
    • 21. http://www.youtube.com/user/webcameronuk Online Persuasion: YouTube Masthead
    • 22. 8:28 PM
    • 23. 8:00 PM 8:18 PM Within the Hour
    • 24. The Next Morning
    • 25. Best Practices for 2010 1 Learn & Collaborate with Google Tools 2 Investing Online: 10% in ‘10 3 Online Persuasion: Always On & Rapid Response 4 Think Local 5 The Network Blast: Mobilisation & Awareness
    • 26. Think Local
    • 27. Best Practices for 2010 1 Learn & Collaborate with Google Tools 2 Investing Online: 10% in ‘10 3 Online Persuasion: Always On & Rapid Response 4 Think Local 5 The Network Blast: Mobilisation & Awareness
    • 28. Awareness: NAB Federal Budget Microsite
    • 29. Driving traffic through paid search…
    • 30. … and extending reach using contextual targeting
    • 31. The Network Blast: Mobilise Voters
    • 32.  
    • 33.  
    • 34.  
    • 35.  
    • 36. Think 10 in ’10 Five Best Practices 1 Launch text ads now with your candidate’s name, opponent’s names, party terms and campaign terms 2 “ Always on” strategy for search advertising – voters are looking for information all the time 3 Respond immediately when events trigger online interest – issues are framed in hours, not days 4 Integrate offline and online persuasion because constituents you reach will go online to get more information 5 Budget for display ads and network blasts on key local and national websites within the Google Content Network
    • 37.  

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