Taller estrategia 2.0 en Campaña Electoral

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Taller estrategia 2.0 en Campaña Electoral. Obama 2013. Facebook, Twitter, Wikipedia, email

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  • You can see signs of those shifting attitudes over the past 20 years. In 1992, then-Governor Bill Clinton admitted to having dabbled in marijuana in college. The news was so huge that Clinton had to qualify his admission with the infamous statement: “But I didn’t inhale.”
    By 2008, then-Senator Barack Obama could admit to a past that included smoking pot as a student — hardly an eyebrow was lifted. “I inhaled frequently,” Obama joked. “That was the point.”
    Granted, had someone uncovered an actual photo of Obama blazing up a joint, it might have been a different story. But by 2040, are we really going to care about a candidate’s Twitpic of dorm room contraband — or will it be the new norm?

    It’s too soon to say whether Mitt Romney’s “obviously inarticulate” comments about 47% of the electorate — to quote his running mate Paul Ryan — helped swing the 2012 election. But the fact that the candidate was caught on a hidden camera may well be a sign of things to come.
    The video was likely shot on a smartphone — which wasn’t exactly hiding in plain sight, but would you have thought twice if you saw one on a table half a room away?
    Now consider that such devices may well become ubiquitous by 2020, let alone another two decades. By then, Moore’s Law will have made connected camera devices so cheap and tiny, they will be almost impossible to police.

    So will $500-a-plate rubber chicken dinners go the way of the smoke-filled room? Will campaigns become less reliant on expensive TV ads, and hence less beholden to deep-pocketed donors and corporations?
    Could an entire presidential bid be funded on Kickstarter? Will Super PACs become irrelevant in the age of social media, reduced to paying ghost writers for really good attack tweets? We can only hope.
  • So you want to run for president in 2040? It’s never too early to get started. Plan your Facebook Timeline accordingly. Create a list of Foursquare check-ins that show how much time you’ve been donating to worthy causes and serving your local community.
    Think about the story your pictures are going to tell. A few cheeky snapshots won’t necessarily hurt, so long as they’re balanced with pictures of you shaking hands with dignitaries as a fresh-faced youngster. Oh, and make sure those dignitaries represent all races and creeds.
    You’ll want to cultivate a network for the long run. Is there a well-connected campaign manager in your friend list? How about a director, someone you’d trust to follow you with a smartphone camera 24/7 and still make you look good?
    Try uploading and critiquing a YouTube video of yourself speaking, then practice reducing that speech to a few memorable tweets. Also, you’ll want to get your genetic testing done as soon as possible, so you can head off any embarrassing questions about disease markers.
    And one final tip: Think hard about your campaign promises. Though it may not seem like it, the electorate is getting smarter — roughly at the rate of one IQ point per year, on average. Fact-checking, with ever more information at our fingertips and ever smarter ways to analyze it, is only going to get easier. Fast feedback is becoming ingrained in online culture.
    Whisper it low, but the election of 2040 may be fought on meaningful substance as much as style.
  • n July NGP VAN, a company in Somerville, Massachusetts, that maintains a database on all registered U.S. voters and helps Democratic candidates access the data, released a Facebook app called Social Organizing. The app lets Democratic volunteers log in with Facebook and match their friends with voters in the database. Like the Obama app, NGP VAN’s makes it possible for candidates to execute a peer-to-peer persuasion strategy using Facebook.

    Mark Sullivan, founder of Voter Activation Network, which manages the Democratic party's central database of voter information known as Vote Builder, says that "what we will see in 2012 will make 2008 look really primitive".

    The Obama database incorporates Vote Builder, a store of essential information such as age, postal address, occupation and voting history drawn from the voter files of 190 million active voters. It lines up and matches those voter files with data gathered from online interactions with the president's supporters – notably the millions of pieces of information its army of canvassers collected across the nation during the 2008 race, a list of email addresses of supporters that it has amassed and that now stands at about 23 million, as well as the contact information of Obama's 25 million Facebook fans.




  • Dan Siroker, fundador de Optimizely y voluntario de 2008 que acabó ascendiendo a director de análisis de datos, todavía colabora con la campaña. Siroker creó una plataforma que sirve, por ejemplo, para experimentar con diferentes versiones de un mismo email y después analizar cuál ha resultado en más donaciones online, o estudiar las reacciones de los internautas y responder a las tendencias de los usuarios. Como si estuvieran en su salón en el momento que comentan las últimas declaraciones del presidente.

    "Cuando Obama da un discurso, la campaña analiza el tráfico a su página, desde dónde llegan los usuarios y las decisiones que toman después”, afirma Siroker. “Averiguamos qué elementos hacen que se comporten como nosotros queremos”. Cuando Twitter hervía durante el segundo debate presidencial con 105.000 mensajes por minuto con las declaraciones de Mitt Romney sobre los “archivadores llenos de mujeres” con los que dijo haber equilibrado la paridad en su gobierno en Massachusetts, Obama for America publicó en apenas unas horas un vídeo en YouTube para rentabilizar el error del republicano. En Facebook distribuía imágenes con las diferencias entre uno y otro candidato para el futuro de las mujeres. En Twitter presumía de haber aprobado la ley de igualdad salarial.

    Drew Brighton, CEO of TargetSmart Communications, is hoping to do the same hyper-targeting for Democratic and progressive politicians and causes through his new product Target Blue. It matches up the details of up to 50m cookies embedded on individual computers with voter files and uses it to identify Democratic-leaning individuals to whom it can serve customised ads wherever they go on the web.
    The company is also developing a system for targeting Democratic voters through their computer IP addresses down to such tightly drawn areas or "IP zones" as just 20 households. That allows for micro-targeting depending on the average income bracket, age profile and concerns of that tiny locality.

    The BSD Tools are a set of digital applications that serve as the backbone for dozens of organizations and companies. The platform combines a customizable, searchable member database with powerful mass email, reliable donation processing, social networking, event management, personal fundraising, analytics and more. The result is the most effective platform for organizing, engaging, and activating supporters online.

    Hablar del artículo de cómo invierte Obama en IT: How Team Obama's tech efficiency left Romney IT in dust http://arstechnica.com/information-technology/2012/11/how-team-obamas-tech-efficiency-left-romney-it-in-dust/


  • Numbers." For a campaign that eats metrics for breakfast and data for lunch, this is where the action is. It's a means of tracking all that it is a volunteer does for a campaign, from calls made to voters registered to team meetings attended.

    They have put together a team of more than 100 statisticians, predictive modellers, data mining experts, mathematicians, software engineers, bloggers, internet advertising experts and online organisers at the Obama For America headquarters in downtown Chicago, which has been labouring since its start to craft a new generation of digital campaign tools.

    "The Holy Grail for political organisers is the ability to see what impact you are having as you go door to door," : Volunteers will also be able to log in to Dashboard through their mobile phones, giving them instant data on potential supporters and Obama voters as they canvass a neighbourhood.

    Pariser also suggested that Dashboard could increase the contrast, already visible this year, between the Obama campaign's emphasis on on-the-ground engagement with voters, and the focus on negative TV advertising favoured by the Romney campaign and the Republican strategist Karl Rove.
  • They have put together a team of more than 100 statisticians, predictive modellers, data mining experts, mathematicians, software engineers, bloggers, internet advertising experts and online organisers at the Obama For America headquarters in downtown Chicago, which has been labouring since its start to craft a new generation of digital campaign tools.

    How Team Obama's tech efficiency left Romney IT in dust
    http://arstechnica.com/information-technology/2012/11/how-team-obamas-tech-efficiency-left-romney-it-in-dust/

    Key People-President Barack Obama
    http://www.p2012.org/candidates/obamaorg.html


  • The main "Story" on my page describes the geographical area that's covered by my neighborhood team and a description of the group's phonebanking activities.

    The numbers section includes "hard numbers" and "soft numbers" subsections. These are the numbers racked up by volunteers and are measured by the number of one-on-one meetings held, volunteer shifts scheduled, call attempts, phone conversations held, volunteer shifts completed, new e-mail addresses collected, and team meetings held. Views of the activity log can be sorted by day, week, month, year and by the entire length of the campaign. Soft numbers involve notes on the campaign process by volunteers.

    One of the things that myBo didn’t do was organize teams. You could start a group or join, but there was no dashboard that reported how other members of the team were doing.” For example, there was no way team members could see that another member of the team had made for example, 150 phone calls on a Saturday and try to compete to catch up.

    Many supporters used myBo's listservs extensively in 2008 and continued to do so even after the presidential election. While the Obama campaign's vendor Blue State Digital has not shut those listservs down, they're not accessible on the campaign's new Dashboard.

    A volunteer sees something different than a team leader does, and so on up the chain. Jeremy Bird gets an omniscient view. Everyone else in the organization, though, is treated to the data, metrics, and contact information that they need to know to fulfill their role, and no more.
    For example, one compelling function of Dashboard is a little alert feed letting you know when someone has a message for you. National staffers like Bird can, presumably, message everyone in Dashboard-land at once. A team leader, though, seems restricted to pinging his team. Functionally, that limits the damage that the inevitable bad apple can do to the campaign. At the same time, it manages to blur the distinction between volunteer and paid staffer, an underappreciated change to the status quo that the Obama organization first tinkered with back in the '08 race.





  • The Washington Post launched Tuesday a real-time web app called @MentionMachine that tracks the volume of Twitter and media mentions each candidate receives over time, compares their mentions to other candidates', and captures sentiment by displaying the most popular stories and tweets related to individual candidates over the past week.
  • But while established print media continue to set the agenda, social networks are becoming an important source of, and outlet for, news – and increasingly, the subject of stories themselves. A study using our complimentary monitoring service Pickanews revealed that, of the nearly 4,000 UK publications available to search for free, more than a third mentioned Twitter during January; the same is true for Facebook. Pickanews allows us to dive into these mentions to find out what kind of publications are talking about social media, and what they are saying.

  • 1. Political Tweets drive donations.
    Compete found the average Twitter user is 68% more likely to visit a campaign donation page than the average Internet user. This likelihood increases when Twitter users are exposed to political Tweets either from political handles they follow, retweets by users they follow, Promoted Product campaigns by a political handle, or searches on political terms. Twitter users exposed to any of these kinds of political Tweets are almost twice as likely (97%) as other Twitter users to visit an online political donation page. 

    2. Tweets change minds. 
    According to Compete, political Tweets drive a greater lift in visits to political donation pages (97%) than in overall visits to political sites (72%). This means Tweets don’t just drive Twitter users to political sites, Tweets drive people to these sites with a greater intent to donate. 

    3. More exposure makes a difference.
    A key driver of political donations by Twitter users is the number of days in which they saw at least one political Tweet in their timelines. During the study period, Compete discovered that Twitter users who saw a political Tweet across three to seven separate days were 31% more likely to donate than the average Twitter exposed user. When the number of days exposed went up to 8 or more, the rate of donation accelerated by another 76% to 130% greater than the exposed group average.

  • o help voters, media and advertisers decipher the sentiment of all these conversations, we’ve launched the Twitter Political Index, a daily measurement of Twitter users’ feelings towards the candidates relative to other topics discussed on Twitter. Leading up to Mitt Romney’s (@MittRomney) selection of a running mate, the Twitter Political Index had showed mounting support for Paul Ryan relative to other presumed front-runners over several months. 
    When @MittRomney officially selected Ryan (@PaulRyanVP), conversations on Twitter peak at 3,749 Tweets per minute. The Romney team acted quickly and capitalized on these real-time interactions on Twitter. The campaign used Promoted Tweets in search to bid on keywords related to the trending topics about the Ryan selection.
  • Tips for political advertisers 
    As the #TwitterElection approaches, here are five best practices for political advertisers:
    Quickly grow a follower-base of advocates and influencers in key markets using Promoted Account campaigns that can be geo-targeted at the DMA level within the U.S.
    Influence the conversation by using Promoted Tweets in search to appear at the top of the Twitter search results page for your campaign’s keywords and hashtags.
    Break through the noise and expand the reach of your message in real time with Promoted Tweets in timelines which appear at or near the top of timelines of the Twitter users you target.
    Take advantage of the new targeting capabilities on Twitter that let you deliver a tailored message to a specific audience based on their geographic location, device and platform.


    Targeting Capabilities (http://advertising.twitter.com/2012/07/new-targeting-adds-greater-relevance-to.html)
    Now global brands that have different launch dates for several countries can send tailored messages at different times, customized for the users in each country. Mobile app providers who only want to reach customers on one device can do so without also sending the message to desktop users.
    We’ve been testing this for several weeks with a group of current advertisers including @British_Airways, @CocaCola,The Washington Post (@wpsocialreader), and @Wendys. The feature is now available to all advertisers globally who use Promoted Tweets. 
    Here’s a targeted Promoted Tweet that British Airways sent to its UK followers during the beta test:
    Advertisers can compose targeted Tweets using the newly enhanced Tweet box in ads.twitter.com. As with all Promoted Tweets, advertisers only pay when users engage with it, and Tweets that generate the most engagement are likely to appear more often. Simply put, advertisers are rewarded for messages that resonate with audiences. 
  • No se trata de que menciones a LOS OTROS sino que los otros me mencionen a MI.
    La multiplicidad de fuentes, enriquece mi contenido.
  • The Hungarian researchers claims that, with algorithm in hand, they need only five publicly accessible points of data to make a pretty good financial hit-or-miss prediction for any film. From BoxOfficeMojo.com they need the number of theaters the movie will be released in, an obvious factor in calculating a movie’s overall box office revenue. From the film’s Wikipedia page, they need four pieces of data provided by the Wikimedia foundation:
    1) The number of users who edited the page pre-release. 2) The number of edits made to the page.
    3) The number of page views recorded on the page. 4) The “collaborative rigor” of the page, i.e. the number of edits made to the page when multiple subsequent edits by the same contributor are counted as a single edit.

    Asur and Huberman use a sample of 24 movies to train and test their model. In the same approach we
    train and test our model focusing on the same set of movies.

    http://arxiv.org/pdf/1211.0970v1.pdf
  • Vimeo vs. YouTube
    Ambos sitios son redes para compartir vídeo, que permiten a los usuarios registrarse, subirlos gratuitamente y participar en la comunidad. Ambos tienen puntos fuertes y puntos débiles. Si eres un productor o un creativo, se obtentrán respuestas de mayor relevancia desde la comunidad de Vimeo, en cambio si simplemente pretendes disponer de un canal de vídeo para usarlo de forma esporádica, un videoblog, entonces tu servicio es Youtube. Cualquiera que sea tu pretensión al usar una red de vídeo compartido, deberás analizar los pros y contras de cada uno para centrarte en el que más te interese.
    YouTube: Los Pros
    Rango de audiencia: Youtube es el número uno en vídeo compartido en internet. Su popularidad y la capacidad de que los vídeos subidos se posicionen muy bien en los resultados de búsqueda de Google le confieren una mayor reputación. El simple hecho de poder ser descubierto por una gigantesca cantidad de espectadores únicamente subiendo un vídeo en Youtube juega una importante baza en la promoción de contenidos.
    Personalización de canales: Puedes seleccionar una imagen de fondo y colores para tu canal. Puedes modificar el estilo de la fuente o elegir una plantilla para organizar tus vídeos en listas de reproducción.
    Reproducciones remuneradas: Si tus videos tienen suficientes visitas o tu canal atrae a bastantes suscriptores, Youtube te invitará a participar en su programa de partners retribuidos. Aparecerán anuncios en la base del reproductor, ofreciéndote la oportunidad de obtener beneficios.
    Subidas ilimitadas: No tienes límite en el número de vídeos que se pueden subir al Youtube, lo que es una opción muy atractiva para aquéllos que crean contenidos muy a menudo. Dependiendo del número de vídeos, suscriptores, vistas, etc. Youtube puede incrementar tu cuenta permitiéndote subir vídeos más largos.
    YouTube: Las Contras
    Competencia: Aunque la audiencia masiva y el potencial de visitas puede ser considerado una gran ventaja en Youtube, puede también volverse en tu contra. Tus videos pueden perderse en la marea de cientos de miles de otros videos. Incluso si tu video está considerado como muy creativo, puede ser muy difícil para otras personas descubrirlo entre tantos otros.
    Etiquetado: Youtube depende de su comunidad para reportar y clasificar videos si contienen contenido protegido, pornografia, violencia o cualquier otro contenido considerado inapropiado. Si tu video es “marcado”, Youtube lo eliminará sin previo aviso.
    Comentarios profanos: Mientras tus videos ganan en popularidad y atraen más visitantes, también van ganando papeletas de recibir comentarios irrelevantes, inapropiados o spam. Estos comentarios pueden darte mala reputación, por ello muchos usuarios prefieren deshabilitar la opción de permitir comentarios. Vimeo: Los Pros
    Carga prioritaria: Subir videos a Vimeo es tan sencillo como con Youtube, pero se puede conseguir mejor calidad si actualizas tu cuenta a una cuenta Pro (de pago). Con este tipo de cuentas, los videos son más limpios y requieren menos ancho de banda para visualizarlos.
    Reproductor personalizado: Otra cosa que Youtube no dispone es la posibilidad the incrustar tu propio logotipo o imagen en el reproductor de video. En Youtube el reproductor está siempre en la esquina inferior derecha del reproductor, lo que puede penalizar la visualización de la marca.
    Estadísticas: Comparado con Youtube, la plataforma de Vimeo Pro es bastante superior. Algunos usuarios encuentran el sistema de estadísticas de Youtube demasido precario.
    Comunidad: Vimeo tiende a tener una audiencia más fidelizada y participativa debido a que se focaliza en la creatividad artística, producción y música. En Vimeo tienes más posibilidades de recibir comentarios relevantes y crear vínculos interesantes con otros usuarios.
    Vimeo: Las contras
    Menor tráfico: Por el mero hecho de que Vimeo es significativamente más pequeño comparándolo con youtube, tus visitas van a ser muchísimo más limitadas.
    Acceso de pago: Aunque las características de las cuentas Vimeo Pro son increíbles, requieren del pago de una cuota. No todo el mundo está dispuesto a pagar por estas características extra. Si decides por no contratar una cuenta Pro, estarás perdiéndote gran parte de lo mejor que Vimeo puede ofrecer.
    Restricciones comerciales: Si estás pensando en promocionar un producto o servicio a través de Vimeo, obligatoriamente deberás adquirir una cuenta Pro. Límites de la cuenta: Aun teniendo una cuenta Pro, Vimeo limita la subida de videos a 50GB por año, con un tamaño máximo de 5GB por video. Incluso con una cuenta gratuita de Youtube, te permiten subir ilimitados videos, siempre y cuando no excedas de 2GB por video. Ahora que ya conoces las ventajas e inconvenientes de cada plataforma, la decisión está en tus manos …
  • 1. Personalisation and Segmentation Email marketing gives you the luxury of quickly personalising campaigns, in order to specifically target your intended audience. If your product or service is intended for a certain demographic, you can easily stylise your emails to reflect their interests. This allows you to target niche markets and make instant changes to make the campaign more effective.
    In comparison to a direct mail campaign, this can be done quickly and more efficiently – avoiding printing restrictions and incurring costs.
    2. Increased Measurability Email marketing campaigns offer a range of in-depth analytical and tracking tools, allowing you to see who has opened your email and what specific links have been followed. Depending on how inclusive your analysing tool is, you can even profile your ideal customer by finding out a range of demographic information to aid your future campaigns.A great feature is the ‘unsubscribe’ button, which alerts you to those who wish to be removed from your communications – instead of being marked as spam and penalised.
    3. Still the Most “Businessy” Medium Although there are upward trends in the way that companies communicate online to provide customer service, when it comes to building business relationships, the best medium is still email. Not only does it suggest a more serious, grown-up conversation, business professionals generally do not go on to social media websites for private, business-related conversations.
    4. Volume of Users Email tops the list of active accounts and users, with nearly three times the amount of users than Facebook and Twitter combined. That’s an enormous 2.9 billion users!
    In other words, both Facebook and Twitter make up just 0.2% of the number of emails sent every day (not including spam). Many modern marketers will state that they’ve “tried it but it didn’t work” but email marketing should be an integral component in your marketing and sales approach. For instance, if you are targeting an older audience, a lot of your prospects will not have Facebook. The closer you can get to a written letter, the better!
    5. Seen as a Transactional Medium Many people expect to receive offers by email and are more likely to be primed and in a buying frame of mind when they view your message. When comparing to other forms of marketing, such as social media marketing, messages get less attention as customers are in a frivolous, non-business or transactional state of mind. People are predominantly on to chat to their friends, share photos and catch up with the celebrities they follow – far from looking for anything to buy.
    However, that’s not to say that social media marketing isn’t effective at all – it is still a great way to build brand awareness and get your messages out there.
    6. Testing Email marketing allows you to quickly identify sections of your mailing lists that aren’t engaging or responding to your campaigns. This means that you can tweak and revise your messaging to better communicate with your ideal customers. There are several techniques to test your email marketing; whether you chose to split test or try out more involved methods, testing will allow you to tailor emails to address each customer’s interests and needs.
     
    7. Reduced Expenses Direct marketing can incur lots of costs by way of designing, printing and posting expenses. Telemarketing can involve a lengthy process of prospecting for customers, qualifying them and closing the sale. This can put significant pressure on sales teams and absorb a lot of their time. On average, email marketing is likely to cost less than 10% of a direct marketing campaign, whilst reaching a considerably larger audience.
    Email marketing can cost as much or as little as you want and has very little up-front costs. Spending less never means compromise. Email marketing allows you to create campaigns quickly and efficiently, without driving up expenses.
    8. Less Intrusive Almost everyone at some stage has been disturbed by a cold call or skipped through television adverts to get back to their programme. This is because we are frequently interrupted in prior activity with messages that are often unsolicited. Email marketing works because customers actively open your email and are engaged with your message when they see it.
    If you’ve done a good job in designing your email, customers will look forward to seeing what you have to say!
    9. Targeted Traditional forms of advertising are based on the notion that if you reach out to thousands of people (even if it doesn’t mean anything to some of them) you are likely to receive a few responses. However, email marketing works more efficiently because you are sending out targeted messages to the right audience, which can be based on their preferences, location, local market conditions and other influences.
    Email marketing allows you to build lists which can be segmented by age, gender, marital status, income, interests etc.; this eliminates a lot of the uncertainty that makes other forms of marketing ineffective.
    10. Interactivity Emails are an amazing marketing tool. Though there are several social media platforms that offer advanced interactivity, email marketing is perhaps the best example of how interactive marketing can take your messages to an entirely different level. Your audience can forward your email to friends, click on your links to view more information, add products and services to their shopping carts, access their personal accounts, update subscriptions, visit and read your blogs, post to your Facebook page and follow you on Twitter – all from one email you send out.
    Read more at http://www.business2community.com/marketing/10-reasons-why-email-marketing-still-works-0394746#CJxzdR4MqohMaxTY.99
  • Create, publish and test landing pages
    create, deploy and track your email campaigns
  • Create, publish and test landing pages
  • Create, publish and test landing pages
  • Create, publish and test landing pages
  • Taller estrategia 2.0 en Campaña Electoral

    1. 1. Imagen de Amanda Buck Estrategia 2.0 en Campaña Electoral T LL R Montse Fernández Crespo 2013 montsefcfr40@hotmail.com
    2. 2. Estrategia 2.0 en Campaña Electoral Escenarios electorales para Nativos Digitales Demasiada información? Internet tiene memoria. ¿Controlar la reputación online será imprescindible? Transparencia radical Ubicuidad e invisibilidad de nuevas devices. ¿Se podrá separar lo público de lo privado? Tweets y AMAs + Tecnología + Conexión ¿Funcionarán las mismas redes? Play
    3. 3. Estrategia 2.0 en Campaña Electoral Escenarios electorales para Nativos Digitales Planifica ya tu Facebook Timeline. Check-ins de interés en Foursquare… Piensa que cuál es la historia que contarán tus fotografías Cultiva tu red: ¿algún conocido director de campaña? Practica: graba un vídeo con tu opinión y trata de explicarlo en pocos tweets Atento a nuevas redes. Tu presencia será obligatoria Tu electorado será inteligente. Cuida tus promesas Cómo prepararse en… Campañas 2.0
    4. 4. Estrategia 2.0 en Campaña Electoral Grandes números y pequeñas cosas Biga Data Nanotargeting Personalización del mensaje Agenda Setting Opinión Pública Acción unísona en todos los canales Análisis reacción de usuarios Conocimiento detallado del electorado Seguimiento exhaustivo de la actividad Web 1 2 Herramientas para el voluntariado Reforzar grassroot, bottom-up y redes3 Detección Influyentes Fotografías Discursos y Palabras Esquisitez en cada pieza de información difundida4 Imágenes gráficas Vídeos Amigos en redes sociales
    5. 5. Estrategia 2.0 en Campaña Electoral Grandes números y pequeñas cosas Biga Data Nanotargeting Personalización del mensaje Vigilancia detallada del electorado1 •Social Organizing Tool (Facebook) •Facebook Fans •Facebook Connect •Vote Builder •InfoUSA (market) •Smartphones APPs •Dashboard •Por religión • Por gustos-tendencias •Por poder adquisitivo •Por edad, sexo y estado •…. The Obama Database:
    6. 6. Estrategia 2.0 en Campaña Electoral Grandes números y pequeñas cosas Biga Data Nanotargeting Personalización del mensaje Vigilancia detallada del electorado1
    7. 7. Estrategia 2.0 en Campaña Electoral Grandes números y pequeñas cosas Tendencias en Redes Sociales para el 2013 Prasant Naidu (facebook team) Integrated campaigns: Integrated campaigns would be more intelligent than what they are now. For now it is the same thing in all networks; only the size of the ad changes depending on the network. YouTube has the same ad with a bigger size and the Facebook one reduces. In 2013 things would change and even though they would be integrated campaigns, they would focus on each network. The conversations would be different but would be aligned to the objective of the campaign with less of cut copy paste jobs Data and market intelligence: Finally, data will play bigger role and would be used for marketing intelligence. One of the examples could be Bollywood learning from Hollywood how they are using big data to understand consumer behavior and preferences. Learnings could be drawn from the campaigns that were designed for movies like the Dark Knight Rises, Skyfall, etc http://www.business2community.com/social-media/seven-social-media-trends-for-2013-0358137 1
    8. 8. Estrategia 2.0 en Campaña Electoral Grandes números y pequeñas cosas Agenda Setting Opinión Pública Acción unísona en todos los canales Análisis reacción de usuarios Seguimiento exhaustivo de la actividad Web2 https://www.optimizely.com/ http://targetsmartcommunications.com/ Website optimization Cookies + IP http://www.bluestatedigital.com/ Organizing supporters Optimizely in action
    9. 9. Estrategia 2.0 en Campaña Electoral Grandes números y pequeñas cosas Agenda Setting Opinión Pública Acción unísona en todos los canales Análisis reacción de usuarios Seguimiento exhaustivo de la actividad Web2 Cae el desempleo en EEUU: una bendición para Obama La cifra llegó como una agradable sorpresa de octubre para el presidente de Estados Unidos, Barack Obama, después de su opaca actuación en su primer debate electoral contra el candidato republicano, Mitt Romney. Noticia Acción Campaña CounterCampaign Play
    10. 10. Estrategia 2.0 en Campaña Electoral Grandes números y pequeñas cosas Dashboard Fan Page + Facebook Connect Herramientas para el voluntariado Reforzar grassroot, bottom-up y redes3 Detección Influyentes Amigos en redes sociales The Holy Grail!!!! Conocer-ME Conocer-MIS amigos Involve grassroot
    11. 11. Estrategia 2.0 en Campaña Electoral Grandes números y pequeñas cosas Un inciso nada desdeñable: GRANDES NÚMEROS Inversión en IT campaña de Obama y sigue… The re-elect campaign formally launched and filed with the FEC on April 4, 2011, although top members of the team were laying the groundwork earlier. For the first pay period (April 15) the campaign showed 42 people on the payroll. It added about 20 people every two-week pay period through the second quarter and showed 160 people on the payroll as of June 30… … . The campaign also began building its organization around the country… …By October 2012 the campaign had a bit over 4,000 people on the payroll. Personal en nómina campaña de Obama http://www.p2012.org/candidates/obamaorg.html http://arstechnica.com/information-technology/2012/11/how-team-obamas-tech-efficiency-left-romney-it-in-dust/
    12. 12. Estrategia 2.0 en Campaña Electoral Grandes números y pequeñas cosas Dashboard 2012 Reforzar grassroot, bottom-up y redes3 myBarackObama 2008 Quite little differences Introducing Dashboard
    13. 13. Estrategia 2.0 en Campaña Electoral Grandes números y pequeñas cosas Web F- Connect Fan Mi hijo, vía mis amigos facebook, ha sido “avistado” Recibí 5 mensajes email animándome a animarle
    14. 14. Estrategia 2.0 en Campaña Electoral Grandes números y pequeñas cosas Fotografías Discursos y Palabras Esquisitez en cada pieza de información difundida4 Imágenes gráficas Vídeos Could you find some diferences?
    15. 15. Estrategia 2.0 en Campaña Electoral Grandes números y pequeñas cosas Could you find some diferences?
    16. 16. Estrategia 2.0 en Campaña Electoral Grandes números y pequeñas cosas Could you find some diferences? Descripción clara e inteligente Color, armonía, sencillez, diseño cuidado Brillo, entusiasmo, logo, voto Exceso información, tono apagado Impersonal, frialdad, comercial Apagada, mirada hacía atrás, logo-mancha
    17. 17. Estrategia 2.0 en Campaña Electoral Grandes números y pequeñas cosas Could you find some diferences?
    18. 18. Estrategia 2.0 en Campaña Electoral Grandes números y pequeñas cosas Could you find some diferences? Entrada directa Mensaje único y emotivo Carga visual en la imagen Predominio del color gris Exceso información Carencia de emociones Imagen simple
    19. 19. Estrategia 2.0 en Campaña Electoral Grandes números y pequeñas cosas Could you find some diferences?
    20. 20. Estrategia 2.0 en Campaña Electoral Grandes números y pequeñas cosas Could you find some diferences? Logo campaña Mención al contrario en el título Excelencia en mensaje y diseño
    21. 21. Estrategia 2.0 en Campaña Electoral Grandes números y pequeñas cosas Fotografías Discursos y Palabras Esquisitez en cada pieza de información difundida4 Imágenes gráficas Vídeos Palabras y Vídeos se verán en la siguiente sesión del taller
    22. 22. Estrategia 2.0 en Campaña Electoral Redes Sociales y más CONOCIENDO LAS REDES SOCIALES EN CAMPAÑA ELECTORAL FOCUSING ON BARACK OBAMA 2012 CAMPAIGN
    23. 23. Estrategia 2.0 en Campaña Electoral ¿Pueden las Redes Sociales animar al voto? “66% of social media users have employed the platforms to post their thoughts about civic and political issues, react to others’ postings, press friends to act on issues and vote, follow candidates, ‘like’ and link to others’ content, and belong to groups formed on social networking sites” http://pewinternet.org/Reports/2012/Political-Engagement.aspx
    24. 24. Estrategia 2.0 en Campaña Electoral ¿Pueden las Redes Sociales animar al voto? “22% of registered voters have announced their vote for president on social media like Facebook or Twitter” http://pewinternet.org/Reports/2012/Social-Vote-2012.aspx
    25. 25. Estrategia 2.0 en Campaña Electoral ¿Pueden las Redes Sociales animar al voto? Campaign and policy-related material on SNS plays a modest role in influencing most users’ views and political activities. Democrats and liberals are the most likely to say the sites have impact and are important and the politically engaged stand out in their use of the sites http://pewinternet.org/Reports/2012/Politics-on-SNS.aspx
    26. 26. Estrategia 2.0 en Campaña Electoral Facebook Fan page Facebook Ads Facebook Apps Facebook Analysis
    27. 27. Estrategia 2.0 en Campaña Electoral Si Obama lanza un survey postelectoral… por algo será ¿Pueden las Redes Sociales animar al voto?
    28. 28. Estrategia 2.0 en Campaña Electoral Rebobinando… un poco de historia 2.0 74% de los seguidores online de Obama han consultado información política online comparado con el 57% de los seguidores online de Clinton Comparados con los seguidores online de McCain, los seguidores de Obama también le han superado (65% vs. 56%) Seguidores online de Obama: + contribuciones campaña + firmas peticiones online + comentarios en blogs + vídeos vistos Pew Internet:TheInternetand the2008Election Obama 2.0. Campaña de 2008
    29. 29. Estrategia 2.0 en Campaña Electoral Twitter en campaña Si Twitter se amplifica en los medios… por algo será EEUU 2012 Irlanda 2011 Argentina 2013
    30. 30. Estrategia 2.0 en Campaña Electoral Twitter en campaña http://blog.pressindex.com/2011/03/print-is-dead-long-live-print-a-pickanews-study-2/ Si Twitter se amplifica en los medios… por algo será
    31. 31. Estrategia 2.0 en Campaña Electoral Twitter en campaña Si los usuarios de Twitter donan en campaña… …por algo será The average Twitter user is 68% more likely than the average Internet user to visit a campaign donation page. Meanwhile, 97% of Twitter users exposed to political tweets are more likely than other users to visit a campaign donation page. La predisposición a visitar una página de donaciones aumenta al aumentar la frecuencia de tweets a los que se está expuesto http://mashable.com/2012/10/10/twitter-political- contributions/?utm_source=feedburner&utm_medium=email &utm_campaign=Feed:+Mashable+%28Mashable%29
    32. 32. Estrategia 2.0 en Campaña Electoral Twitter en campaña La relevancia del tipo de red Meme: unidad de información cultural Fans: 11.809.679 Hablando de esto (el 4): 2.053.980 Publicaciones: 213 Comentarios recibidos: 258.916 Me gusta recibidos: 3.568.227 Publicaciones compartidas: 201.199 5 tweets 32 mensajes correo Web Total seguidores: 1.672.982 Tweets publicados: 1.332 Siguiendo a: 274 Actividad Campaña en las Redes Sociales entre 28/10/2012 y 04/11/2012 Fans: 31.172.622 Hablando de esto (el 4): 2.258.448 Publicaciones: 22 Comentarios recibidos: 196.245 Me gusta recibidos: 3.110.063 Publicaciones compartidas: 302.628 223 tweets 33 mensajes correo Web Total seguidores: 21.699.506 Tweets publicados: 7.690 Siguiendo a: 670.884 Recordando… Fuente: elaboración propia
    33. 33. Estrategia 2.0 en Campaña Electoral Twitter en campaña La relevancia de nuestros influyentes en Twitter Atención a las conexiones (número y forma) de nuestros seguidores Atención a la diferencia tipo de usuarios Twitter-Facebook !
    34. 34. Estrategia 2.0 en Campaña Electoral Twitter en campaña Cómo capitalizar nuestras decisiones de campaña When @MittRomney officially selected Ryan (@PaulRyanVP), conversations on Twitter peak at 3,749 Tweets per minute. The Romney team acted quickly and capitalized on these real-time interactions on Twitter. The campaign used Promoted Tweets in search to bid on keywords related to the trending topics about the Ryan selection.
    35. 35. Estrategia 2.0 en Campaña Electoral Twitter en campaña Uso avanzado de Twitter como herramienta de publicidad 1. Promoted Account 2. Promoted Tweets in Search Promoted Tweets in Timelines 3. New Targeting Capabilities http://advertising.twitter.com/2012/08/election2012-five-tips-for-twitter.html
    36. 36. Estrategia 2.0 en Campaña Electoral Twitter en campaña Qué NO hacer en Twitter
    37. 37. Estrategia 2.0 en Campaña Electoral Twitter en campaña Atentos al detalle…
    38. 38. Estrategia 2.0 en Campaña Electoral Twitter en campaña Qué SÍ hacer en Twitter https://2012.twitter.com/en/golden-tweets.html ¡Imposible hacer cuentas!
    39. 39. Estrategia 2.0 en Campaña Electoral Twitter en campaña Qué SÍ hacer en Twitter Múltiplicidad de usuarios Múltiplicidad de tipos de contenidos Un usuario Una fuente
    40. 40. Estrategia 2.0 en Campaña Electoral Cómo analizar contenido de Twitter 1.000 tweets de Romney (octubre-noviembre 2012)
    41. 41. Estrategia 2.0 en Campaña Electoral Cómo analizar contenido de Twitter 1.000 tweets de Romney (octubre-noviembre 2012)
    42. 42. Estrategia 2.0 en Campaña Electoral Cómo analizar contenido de Twitter 1.000 tweets de Obama (octubre-noviembre 2012)
    43. 43. Estrategia 2.0 en Campaña Electoral Cómo analizar contenido de Twitter 1.000 tweets de Obama (octubre-noviembre 2012)
    44. 44. Estrategia 2.0 en Campaña Electoral Wikipedia… Importa? http://mashable.com/2012/04/20/race-for-white-house-wikipedia/ The most-often edited topics? The peak frequency of edits to Romney's page occurred just as the… Wikipedia is a common destination for citizens seeking information on candidates, giving it a role in forming voters’ opinions.
    45. 45. Estrategia 2.0 en Campaña Electoral Wikipedia… Importa? http://mashable.com/2012/04/20/race-for-white-house-wikipedia/ The most-often edited topics? “Bain,” the name of the company where Romney was once CEO, “Massachusetts,” where Romney was governor, “business,” where Romney’s career has lied outside of politics The peak frequency of edits to Romney's page occurred just as the… …the Florida primaries were underway. That’s a sign that edits are being made to sway public opinion of Romney in certain directions Wikipedia is a common destination for citizens seeking information on candidates, giving it a role in forming voters’ opinions.
    46. 46. Early Prediction of Movie Box Office Success based on Wikipedia Activity Big Data However, bridging between real time monitoring" and early predicting” remains as a big challenge. Here, we report on an endeavor to build a minimalistic predictive model for the financial success of movies based on collective activity data of online users. We show that the popularity of a movie could be predicted well in advance by measuring and analyzing the activity level of editors and viewers of the corresponding entry to the movie in Wikipedia, the well-known online encyclopedia. boxofficemojo.com + wikipedia Estrategia 2.0 en Campaña Electoral Wikipedia… Importa? Recordando cómo predecir analizando actividad editora en Wikipedia
    47. 47. Estrategia 2.0 en Campaña Electoral Difusión del vídeo en Internet. USA 2012 55% of registered voters have watched political videos online this election season, and 52% have had others recommend political videos for them to watch online http://pewinternet.org/Reports/2012/Election-2012-Video.aspx •48% watch video news reports about the election or politics •39% watch informational videos online that explain a political issue •37% watch humorous or parody videos dealing with political issues •36% watch political advertisements online •28% watch live videos of candidate speeches, press conferences, debates •40% have had other people recommend election- or politics- related online videos for them to watch by posting them on a social networking site •36% have had other people recommend election- or politics- related online videos by telling them about them in person •32% have had other people recommend election- or politics- related online videos by sending an email or text message
    48. 48. Estrategia 2.0 en Campaña Electoral Crear y difundir vídeos Youtube: plataforma por excelencia en campaña alojamiento propio ¿Por qué?
    49. 49. Estrategia 2.0 en Campaña Electoral Crear y difundir vídeos Youtube: plataforma por excelencia en campaña Cada mes más de 800 millones de usuarios únicos visitan YouTube. Cada mes se reproducen más de 4.000 millones de horas de vídeo en YouTube. Cada minuto se suben 72 horas de vídeo a YouTube. El 70% del tráfico de YouTube procede de fuera de EE.UU (53 países) En 2011, YouTube recibió más de un billón de reproducciones o aproximadamente 140 reproducciones por cada habitante de la Tierra. Cada día tienen lugar millones de suscripciones. es cuestión de AUDIENCIA
    50. 50. Estrategia 2.0 en Campaña Electoral Crear y difundir vídeos Youtube: personalización del canal España 2011
    51. 51. Estrategia 2.0 en Campaña Electoral Crear y difundir vídeos Youtube: personalización del canal EEUU 2012
    52. 52. Estrategia 2.0 en Campaña Electoral Crear y difundir vídeos Vídeos Political Issue
    53. 53. Estrategia 2.0 en Campaña Electoral Crear y difundir vídeos Vídeos Emociones-Candidato
    54. 54. Estrategia 2.0 en Campaña Electoral Crear y difundir vídeos Vídeos Apoyo de terceros
    55. 55. Estrategia 2.0 en Campaña Electoral Crear y difundir vídeos Vídeos Apoyo de terceros vs Parodia Clint Eatswood: Parodia de silla Obama “invisible” Respuesta de Obama: 2ª historia con más RT
    56. 56. Estrategia 2.0 en Campaña Electoral Uso del email en campaña “We do know that getting all those e-mails in your in-box is at least mildly irritating to some people. Even my father would point that out to me.” but… …it work
    57. 57. Personal tactics Personal mobilization tactics are the most effective approaches to increasing voter tournout… because personal messages increase the social connectedness between the potential voter and the political process. Estrategia 2.0 en Campaña Electoral Uso del email en campaña Impersonal tactics For some voters, a tournout strategy can be succesful merely by increasing the likelihood that an individual pays attention to a reminder to vote. Don't forget to vote:text message reminders as a mobilization tool
    58. 58. 1. Personalisation and Segmentation 2. Increased Measurability 3. Still the Most “Businessy” Medium 4. Volume of Users 5. Testing 6. Seen as a Transactional Medium 7. Reduced Expenses 8. Less Intrusive 9. Targeted/Hyper-segmentation 10.Interactivity Estrategia 2.0 en Campaña Electoral Uso del email en campaña 10 razones para el uso del email-marketing http://www.business2community.com/marketing/10-reasons-why-email-marketing-still-works-0394746
    59. 59. Estrategia 2.0 en Campaña Electoral Uso del email en campaña Comparativo campaña email GOP elections Email Length: On average, Mitt Romney’s emails are the shortest of the 4 GOP candidates. He was normally under 200 words. Meanwhile, Ron Paul’s emails were, by far, the longest. His email length approached 600 words. With email outreach, in general, often brevity is key (voters get a lot of emails, they generally don’t read them all, so being concise can help). Social Media: Mitt Romney and Rick Santorum were the best at integrating social sites such as Facebook, Twitter, Google+, YouTube and Flickr, into their emails (Romney was the best). Newt Gingrich and Ron Paul were the worst. Driving voters to community-building social networking sites can be important to activating offline success and cultivating sustainable support. “From” Lines: Rick Santorum used 5 “from” names for his emails, whereas Mitt Romney used 15. Would you rather get an email from “Mitt Romney” or his campaign manager? A basic lack of familiarity can lead to deletion in the inbox. Donation Requests: Rick Santorum’s emails featured an explicit donation more often than Mitt Romney’s emails (92% VS 72%). The disparity likely speaks to where the two currently stand (Romney is leading, Santorum is the underdog). http://www.epolitics.com/2012/04/09/infographic-republican-presidential-campaign-emails-compared/
    60. 60. Estrategia 2.0 en Campaña Electoral Uso del email en campaña: Obama mail Most of the $690 million Obama raised online came from fundraising e-mails “We did extensive A-B testing not just on the subject lines and the amount of money we would ask people for,” says Amelia Showalter, director of digital analytics, “but on the messages themselves and even the formatting.” “When we saw something that really moved the dial, we would adopt it.” “I will be outspent” According to testing data shared with Bloomberg Businessweek, that outperformed 17 other variants and raised more than $2.6 million. Most people have a nearly limitless capacity for e-mail and won’t unsubscribe no matter how many they’re sent … we had 18 or 20 writers… The data didn’t show any negative consequences to sending more http://www.businessweek.com/articles/2012-11-29/the-science-behind-those-obama-campaign-e-mails
    61. 61. Estrategia 2.0 en Campaña Electoral Uso del email en campaña: diseño El mensaje en sí mismo El formato del email Asunto del mail Quién lo envía Tema al que hace referencia Saludo e introducción Redacción y palabras Despedida Formato del asunto Forma y número de enlaces Web Imágenes que se incluyen: -Logos - Fotos -Vídeos - etc. Formato del texto: -Negrita - Colores NO “atachar”ficheros GO a nuestra página
    62. 62. Estrategia 2.0 en Campaña Electoral Uso del email en campaña: diseño El mensaje en sí mismo El formato del email Asunto del mail Quién lo envía Tema al que hace referencia Saludo e introducción Redacción y palabras Despedida Formato del asunto Forma y número de enlaces Web Imágenes que se incluyen: -Logos - Fotos -Vídeos - etc. Formato del texto: -Negrita - Colores NO “atachar”ficheros GO a nuestra página
    63. 63. Estrategia 2.0 en Campaña Electoral Uso del email en campaña: algunas diferencias
    64. 64. Estrategia 2.0 en Campaña Electoral Uso del email en campaña: algunas diferencias
    65. 65. Estrategia 2.0 en Campaña Electoral Uso del email en campaña: estrategias Enlace desde mail a Landing Pages personalizadas 1. Forzar el uso de clicks a Subject Lines 2. Facilitar la recogida de dirección de email 3. Invitación inteligente a seguirnos en Redes 4. Testing: botones, texto, la propia página http://blog.kissmetrics.com/email-marketing-lessons- obama/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+KISSmetrics+%28KISSmetrics+Marketing+Blog%29
    66. 66. Estrategia 2.0 en Campaña Electoral Uso del email en campaña: estrategias Enlace desde mail a Landing Pages personalizadas 1. Forzar el uso de clicks a Subject Lines
    67. 67. Estrategia 2.0 en Campaña Electoral Uso del email en campaña: estrategias Enlace desde mail a Landing Pages personalizadas 1. Forzar el uso de clicks a Subject Lines
    68. 68. Estrategia 2.0 en Campaña Electoral Uso del email en campaña: estrategias Enlace desde mail a Landing Pages personalizadas 1. Forzar el uso de clicks a Subject Lines 2. Facilitar la recogida de dirección de email 3. Invitación inteligente a seguirnos en Redes 4. Testing: botones, texto, la propia página
    69. 69. Estrategia 2.0 en Campaña Electoral Uso del email en campaña: estrategias Enlace desde mail a Landing Pages personalizadas 1. Forzar el uso de clicks a Subject Lines 2. Facilitar la recogida de dirección de email 3. Invitación inteligente a seguirnos en Redes 4. Testing: botones, texto, la propia página
    70. 70. Estrategia 2.0 en Campaña Electoral Uso del email en campaña: estrategias Enlace desde mail a Landing Pages personalizadas 1. Forzar el uso de clicks a Subject Lines 2. Facilitar la recogida de dirección de email 3. Invitación inteligente a seguirnos en Redes 4. Testing: botones, texto, la propia página Website optimization Optimizely in action Recordando…
    71. 71. Estrategia 2.0 en Campaña Electoral Uso del email en campaña: testing Estrategia: vigilar los clicks de los usuarios Landing pages Tracking user activityfor email landing page testing activity
    72. 72. Estrategia 2.0 en Campaña Electoral Uso del email en campaña: design Estrategia: diseño correcto del mail  user-friendly editor to create, send and measure your email campaigns  email design ideas for your newsletter templates . A choice of over 300 templates Are email tools needed?
    73. 73. Estrategia 2.0 en Campaña Electoral Uso del email en campaña: micro-campañas Estrategia: You Should Forward This microcampañas
    74. 74. Estrategia 2.0 en Campaña Electoral Uso del email en campaña: Obama mail Estrategia: seguimiento fiel de los usuarios
    75. 75. Estrategia 2.0 en Campaña Electoral Uso del email en campaña: Obama mail Estrategia: …from lines Stephanie Cutter Obama for America Jeremy Bird Obama Store 2012 Obama for America Julianna Smoot Rufus Gifford Michelle Obama Barack Obama Rufus Gifford Dr. Maya Angelou David Axelrod Jim Messina Joe Biden Ann Marie Habershaw Mitch Stewart Bridget Halligan James Taylor Marlon Marshall Yohannes Abraham
    76. 76. Estrategia 2.0 en Campaña Electoral Uso del email en campaña: analizando mails
    77. 77. Estrategia 2.0 en Campaña Electoral Uso del email en campaña: no es BALADÍ La campaña de Obama necesita expertos en email Job Description: Experienced writer/producers to work with email outreach team on planning and writing effective email campaigns, identifying and cutting recipient lists, construction of html emails and landing pages, editing and quality assurance, and data analysis and reporting. Requirements: * Excellent writing and editing skills with strong attention to detail * Degree in Journalism, English, Political Science, or related field * Minimum of one year of professional writing experience, preferably for a progressive elected official or non-profit organization * Experience constructing HTML emails and using mass email software (e.g. Blue State Digital, Convio, GetActive) * Functional knowledge of HTML * Ability to work under deadline pressure and manage multiple projects Submit resume and cover letter to jobsforchange@gmail.com.
    78. 78. Estrategia 2.0 en Campaña Electoral FIN DEL TALLER Recordando… Headlines de parte de los alumnos: En general… para 2.0… Facebook… Twitter… Página Web… Wikipedia… Ýoutube… Email…

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