ThinkPolitics Australia 2010

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Presentation on the latest developments in Google’s suite of campaign tools with renowned online campaigner and strategist Peter Greenberger, and our Australian based Google political team. …

Presentation on the latest developments in Google’s suite of campaign tools with renowned online campaigner and strategist Peter Greenberger, and our Australian based Google political team. Specifically, covered:

- Online advertising strategies, including targeting strategies

- Free Google tools for more efficient collaboration and communication and collecting campaign metrics

- New strategies for empowering voters and supporters online, including Youtube etc

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  • Google’s Mission is to organise the world’s information and make it universally accessible and useful
  • Mission statement: Democracy is important. Google can provide a platform positively impacts every aspect of well-ruin campaigns. Partnering with Google allows all campaigns to communicate their message more efficiently and cost effectively. We believe that is good for campaigns, good for voters, and good for Democracy.
  • Now I’d like to review some tools that will help you stay informed. Google news comprehensively searches more than 4500 English language sources worldwide The key is that you can also personalize Google news to monitor specific issues, topics, people, and communities of interest You can even set Google news to track stories where your name appears.
  • Trends is a tool that lets you see how often topics of interest are searched on Google or appear in the news over time It’s a great way to help you gain insights on messaging and what the hot topics are that your constituents care about. You can filter trends over certain time periods and also narrow results to certain, country, regions or states. One particularly innovative use of Trends has been Google Flu Trends, which tracks flu trends in different states based on search term indicators. Google Flu trends has proven to be able to accurately estimate current flu levels one to two weeks faster than published CDC reports. trends. google.com  See how search interest and news coverage fluctuate in intensity over time (updated daily). Compare 2 or more terms. See what hot topics your constituents care about the most.
  • You may already be familiar with Google Maps, which is incredibly helpful for getting directions But you can also use Google Maps to create your own customized maps, by adding everything from simple lines and image markers to complex geographic information layers. It’s a fantastic tool to convey information, such as a town hall meeting schedule or geographic analysis to your constituents.
  • Obama invested around 3-4% - average candidate for Congress or Senate spent less than 2% online And even at that, 2008 online investment was double what it was in 2004
  • Bloomberg vs. Corzine: neither needed to raise money, but Bloomberg realized the value of driving a narrative online. Corzine had a nice website, but didn’t do anything to drive people to interact with his site (like creating a TV spot but not paying to air it anywhere)
  • Do you need to need to talk to people watching videos online Using the same keyword, demographic, and geo-targeting
  • Do you need to respond?
  • - name revealed at 9:00PM (note that this is PST on the chart), by 10:00 fastest rising search online
  • Digital-savvy teams quickly took advantage of the opportunity to shape the discussion, and by the next morning ads appeared from numerous groups – Joe Wilson himself doing some issue management and taking advantage of his supporters’ interest to fundraise – and also the DCCC and Act Blue, opposing candidate Rob Miller’s campaign “ The notion of exploiting a timely news-driven event to milk sign-ups and donations online is no longer met with skepticism, even when it means spending money on ads.” – ClickZ, Sept 11

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.
    • news .google.com.au
    • Get a world-wide perspective on current events
    • Personalize the news to get exactly the coverage you want
    • Monitor coverage of issues, people and your community.
    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.
    • 84% of Australians use the internet
    • Users spend 17.6 hours a week online vs. 13.4 hours watching TV
    • 59% of Australians use the internet for news
    • Two in five people (38%) use the internet to contact government
    • 29% of Australians use their mobile to access the Internet
    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.