Shadow election USA introduction

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Shadow Election USA is seeking support to develop and promote this democracy enhancing service.

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Shadow election USA introduction

  1. 1. A new way to connect peoplewith politics.© 2012 by Shadow Election USA. All rights reserved.
  2. 2. What if engaging with politics was as easy as using a slider? Did you agree? Slide here.© 2012 by Shadow Election USA. All rights reserved. 2
  3. 3. What if you could see your impact on the debate?© 2012 by Shadow Election USA. All rights reserved. 3
  4. 4. What if your friends could join in? Fire up political debate!© 2012 by Shadow Election USA. All rights reserved. 4
  5. 5. A simple, intuitive way to evaluate candidates. ?? <> <>© 2012 by Shadow Election USA. All rights reserved. 5
  6. 6. Shadow Election brings people back into politics.© 2012 by Shadow Election USA. All rights reserved. reserved. © 2012 by Shadow Election USA. All rights 6
  7. 7. Pinboard layout is already familiar to users. Easily converted for mobile devices.© 2012 by Shadow Election USA. All rights reserved. 7
  8. 8. Rate candidate videos. Cast a virtual vote. See poll results. 8© 2012 by Shadow Election USA. All rights reserved.
  9. 9. Traditional voting applications match policy statements to voter opinions. But politics is personal, social – and in perpetual motion. Candidates’ views evolve over time. Video is most like meeting the candidate in person. The issues evolve too. Shadow Election keeps up with changing political realities.© 2012 by Shadow Election USA. All rights reserved. 9
  10. 10. The election content we see online tends to reflect our established views – – and the views of people in our social networks. 10© 2012 by Shadow Election USA. All rights reserved.
  11. 11. It is the same on all sides – – much like being inside a bubble. 11© 2012 by Shadow Election USA. All rights reserved.
  12. 12. Shadow Election sources content from all sides of the debate. We encourage users to suggest content. Or even submit their own!© 2012 by Shadow Election USA. All rights reserved. 12
  13. 13. Content is Afghanistan drones Al Qaeda organized with crowd tar sands fracking input. gas prices Seven key gay marriage One Nation Under God categories. education vouchers student loans Users add tags of their own. McJobs the 99% investment banks guns personhood New issues lobbying emerge alongside new Obamacare content. Medicaid© 2012 by Shadow Election USA. All rights reserved. 13
  14. 14. Shadow Election is designed for social ●  Users select the most engaging impact. content to share with their friends. ●  Personalized stories and debate create a ‘sticky’ online experience. Shareable stories ●  Frequently updated content and build communities of friend participation draws users interest. back to Shadow Election. ●  Communities of interest form around election issues. Engagement is amplified. ●  Users drive attention to stories – not news editors. Political influence is decentralized and democratized. 14© 2012 by Shadow Election USA. All rights reserved.
  15. 15. Shadow Election is designed for social ●  Unlike traditional elections, users impact. can visualize their impact on the debate immediately. ●  Game-like user experience Empowering user engages Millennials. Youth turnout experience promotes is expected to drop in 2012*. activism. ●  While rating content is simple, cumulative use promotes reflective Election decision-making. countdown and links to ●  We remind users to register and vote. Personalized reminders can registration be targeted to users when they are campaigns. most engaged. * Curtis Gans, (2011) Center for the Study of the American Electorate at American University 15© 2012 by Shadow Election USA. All rights reserved.
  16. 16. Is politics shareable? ●  Political affiliations are connected to personal and community identities. Social sharing amplifies peer influence. Shadow Election is a window onto ●  Influence can be positive! Strong communities are more likely to be other peoples’ activist communities. points of view. ●  Peer influence is offset in environments where diverse opinions are tolerated - like Shadow Election. ●  Slowing down decision-making promotes reflection. Shadow Election is a decision process. 16© 2012 by Shadow Election USA. All rights reserved.
  17. 17. Debate on Facebook. See the big picture onShadow Election’s infographics. Facebook friends can see Other users’ opinions are each others’ ratings and visible, but anonymized.Users debate content within votes on Shadow Election.their social networks. I agree. I’m not sure. My ratings. My vote. Our ratings. What do you think? Our votes. 17
  18. 18. 2012 is the right time for Shadow Election USA.© 2012 by Shadow Election USA. All rights reserved. 18
  19. 19. Online video Any campaign that doesn’t recognize will be huge in that the web is now central to 2012. winning the election is a dinosaur waiting to become extinct. Andrew Rasiej Personal Democracy Media If television is a “nuclear bomb,” Web video is a laser for sending target messages to specific voters. Thirty percent of Americans don’t watch any live network television... but they’re still watching video. Ben Jacobs The Daily Beast© 2012 by Shadow Election USA. All rights reserved. 19
  20. 20. Impact in 2012? ●  Voter turnout is low while Facebook use is high. This includes key swing states. Ohio ●  Shadow Election activates the 5.8m on Facebook motivation to vote by engaging Turnout 65.5% users in politics. Pennsylvania ●  Shadow Election enhances the 6.1m on Facebook ability to vote by linking to voter Turnout 62.4% registration advice. Florida ●  Potentially trigger action by 9.4m on Facebook personalizing reminders. Turnout 63.8% Statista: 2008 turnout, Facebook users. “Put hot triggers in BJ Fogg the path of Persuasive Technology Stanford motivated people“ 20© 2012 by Shadow Election USA. All rights reserved.
  21. 21. Responsibility ●  Online privacy is a hot issue. ●  Facebook is critical for scaling. “Privacy is the More Americans use Facebook* than voted in the 2008 Elections. ability to assert control over a ●  Research points to increasingly social situation.“ active user management of online profiles to protect privacy, even among young people1. ●  While Shadow Election encourages sharing in contexts chosen by the Danah Boyd Microsoft Research user, they are always in control. ●  Privacy settings will be clear and easy-to-understand. * 156.1m Facebook users in the US (SocialBakers.com). 1. Pew Research Center, (2012), Privacy Management on Social Media sites. 21m© 2012 by Shadow Election USA. All rights reserved.
  22. 22. Where does Shadow Election stand among the competition? Social Viral Social Mission Content Networks ✔   ✔   ✔   Connects people with politics by sharing and rating election videos. ✔   ✖   ✔   Identifies party affiliations among members of users’ social networks. ✔   ✖   ✖   Internet-based nominating process for 2012 primary elections. Matches voters to candidates using ✔   ✖   ✔   online dating technology. Dedicated 2012 Election channel ✖   ✔   ✖   with leaderboard. Get friends to participate in ‘Rucks’ ✔   ✖   ✔   – citizen-led political actions.© 2012 by Shadow Election USA. All rights reserved. 22
  23. 23. What have we ●  Users only share information that learned from our captures their attention. competitors? ●  Informational Facebook updates do not ‘go viral’. ●  Motivation is amplified in Observed user competitive situations. behavior is the beginning, not the ●  Sharing options should appear at points of maximal engagement. end point, of our approach to ●  Users will not return to sites unless design. they expect to find new information that interests them. ●  Negative publicity about site transparency alienates users. 23© 2012 by Shadow Election USA. All rights reserved.
  24. 24. Shadow Election was born Kellie Hodge Hello! in Finland. It was built by Executive Director Shadow Election USA our friends at Reality Creating Media. Alex Keskitalo Duncan Goldie-Scot CTO Director Reality Creating Media Shadow Election USA Juha Mattila CEO Reality Creating Media Richard von Kaufmann Chairman Reality Creating Media Maari Fabritius Head of Brand and UX Reality Creating Media© 2012 by Shadow Election USA. All rights reserved. 24
  25. 25. Launched in 2011, What could we Shadow Election is Reached 30% of the achieve in the US? going from strength to Finnish Facebook strength. population in two weeks Alpha* during January 20121. (Version 2) Beta (Version 1) Shadow Election Election Season Incorporation Season Election Shadow Election USA Launched September 2012 November 2012 October 2012 January 2012 August 2012 April 2011 June 2012 July 2012 Finnish Parliamentary Elections Finnish Presidential Elections April 2011 22 January 2012 US Presidential Elections 6 November 2012* Sufficient funding secured.1. Estimated. All impressions organic (not paid for by Shadow Election). 25© 2012 by Shadow Election USA. All rights reserved.
  26. 26. After 2012. 26
  27. 27. A level playing field ●  Shadow Election is an effective way for independent to evaluate any political message. candidates. ●  It will remain free for political use. In future: A way for ●  “Kickstarter for Candidates” institutions to crowdfunding model to lift off connect and grow independents. activist interest ●  Institutions can license and groups. customize Shadow Election. ●  Targeted messaging can be applied to fundraising campaigns. Elections not (always) ●  Potential to formalize interest required. groups for collective messaging and engagement strategies. 27© 2012 by Shadow Election USA. All rights reserved.
  28. 28. About Shadow ●  Currently filing for 501(c)3 status in Election USA. the United States. ●  Shadow Election USA is a non- Kellie Hodge profit entity with the mission of Executive Director promoting online democracy in the Shadow Election USA United States. ●  No ties to political parties or news organizations. No campaignDuncan Goldie-Scot funding. Director Shadow Election USA ●  Shadow Election USA has been the work of passionate volunteers. ●  Now we need advice and help to deliver the transformational potential of Shadow Election for the Fall 2012 Elections. 28© 2012 by Shadow Election USA. All rights reserved.
  29. 29. Fundraising ●  Our fundraising strategy reflects Strategy the ethos of Shadow Election: for and by the people. Shadow Election ●  We gratefully accept donations should be built, at from pro-democracy foundations least in part, by and individuals who support our mission. the people who use it. ●  A Kickstarter campaign is planned to commence in June 2012. ●  We will accept micro-donations via the Shadow Election site. ●  Beyond 2012, Shadow Election USA is capable of becoming self- financing through institutional licensing. 29© 2012 by Shadow Election USA. All rights reserved.
  30. 30. 2012 Development Roadmap with Key Costs and delivery Feature Costs dates are estimates. BETA ALPHA ✔ V1.0 V1.1 V1.2 V1.3 V2.0 V2.1 V2.2 V2.3 June July August September October November Tagging Personalized Archi- ‘Trigger’ tecture Messages $44k $18k $30k ✔ 3 tags User 2 Campaign $33k 1 Dashboard $100k Election Countdown $14k $10k 3m <10m >10m $7k $35k $125k 30© 2012 by Shadow Election USA. All rights reserved.
  31. 31. Funding will determine achievable levels of service delivery and scaling. Beta Alpha Scale Budget 2012 V1.0 - V1.3 V2.0 - V2.3 10m+ users ($ thousand) Incorporation 13.1 0.0 0.0 Administration 103.4 3.6 69.0 Marketing 23.0 0.0 2.0 Election Season Staffing 9.0 0.0 15.6 Software Development 203.2 175.4 160.6 Total (incl. 20% reserve) $421.0 $214.8 $296.6 Beta + Alpha, 10m+ users $932.4© 2012 by Shadow Election USA. All rights reserved. 31
  32. 32. Thank you. We hope to keep in touch! 32© 2012 by Shadow Election USA. All rights reserved.
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