A new way to connect peoplewith politics.© 2012 by Shadow Election USA. All rights reserved.
What if engaging     with politics was     as easy as using     a slider?                                                 ...
What if you         could see your         impact on the         debate?© 2012 by Shadow Election USA. All rights reserved...
What if your friends                                                      could join in?                   Fire up        ...
Pinboard layout is                                                      already familiar to                               ...
Rate                                                                 candidate                                            ...
Traditional voting applications match policy statements to voter    opinions.    But politics is personal, social – and in...
The election content we see online tends to    reflect our established views –                                            ...
It is the same on all sides –                                                      – much like being inside a bubble.     ...
Shadow Election                        sources content from                        all sides of the debate.               ...
Content is                              Afghanistan                                                      drones       Al Q...
Shadow Election is                      designed for social             ● Users personalize election stories              ...
Shadow Election is                      designed for social             ● Responsive environment provides                 ...
Debate on Facebook. See the big pictureon Shadow Election’s infographics.                                         Facebook...
2012 is the right time for            Shadow Election USA.© 2012 by Shadow Election USA. All rights reserved.   15
Online video                     Any     campaign     that   doesn’t                                                      ...
Impact in 2012?                                             ● Voter turnout is low but Facebook                           ...
Responsibility                                                                   ● More Americans use Facebook* than      ...
Viral content + seamless sharing.                                                      Online democracy, amplified.       ...
Launched in 2011,                                                                                  What could we     Shado...
Kellie Hodge                                     The Shadow Election                                  Director     Hello! ...
About Shadow                                                       ● Social enterprise with the mission of                ...
2012 Development     Roadmap with Key                                                          Costs and delivery     Feat...
Funding will determine achievable levels         of service delivery and scaling.                                         ...
Thank you.                                               We hope to                                               keep in ...
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Shadow Election USA Concept

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Shadow Election USA Concept

  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. Pinboard layout is already familiar to users. Optimized for mobile.© 2012 by Shadow Election USA. All rights reserved. 5
  6. 6. Rate candidate videos. Cast a virtual vote. See poll results. 6© 2012 by Shadow Election USA. All rights reserved.
  7. 7. 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. 7
  8. 8. The election content we see online tends to reflect our established views – – and the views of people in our social networks. 8© 2012 by Shadow Election USA. All rights reserved.
  9. 9. It is the same on all sides – – much like being inside a bubble. 9© 2012 by Shadow Election USA. All rights reserved.
  10. 10. 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. 10
  11. 11. 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 With tagging, lobbying new issues emerge Obamacare alongside new Medicaid content.© 2012 by Shadow Election USA. All rights reserved. 11
  12. 12. Shadow Election is designed for social ● Users personalize election stories impact. when they share them with their social networks. ● Frequently updated content and Shareable stories friend participation builds a ‘sticky’ build communities of election narrative, drawing users interest. back to Shadow Election. ● Communities of interest form around election issues. ● Users drive attention to stories – not news editors. Political influence is democratized. ● Engagement is amplified. 12© 2012 by Shadow Election USA. All rights reserved.
  13. 13. Shadow Election is designed for social ● Responsive environment provides impact. visual feedback on opinion swings. ● Game-like user experience engages Millennials. Youth turnout is Empowering user expected to drop in 2012*. experience promotes activism. ● Simple rating actions support reflective decision-making with cumulative use. Especially in Election Shadow Election’s non partisan countdown! environment. ● We remind users to register and vote. Personalized reminders can be targeted to users when they are most engaged. * Curtis Gans, (2011) Center for the Study of the American Electorate at American University 13© 2012 by Shadow Election USA. All rights reserved.
  14. 14. Debate on Facebook. See the big pictureon Shadow Election’s infographics. Facebook friends can see Other users’ opinions are visible, each others’ ratings and but anonymized.Users debate content within their votes on Shadow Election.social networks. I agree. I’m not sure. My ratings. My vote. Our ratings. What do you think? Our votes. 14
  15. 15. 2012 is the right time for Shadow Election USA.© 2012 by Shadow Election USA. All rights reserved. 15
  16. 16. Online video Any campaign that doesn’t will be huge in recognize that the web is now central 2012. to 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. 16
  17. 17. Impact in 2012? ● Voter turnout is low but Facebook use is high. This includes key swing states. Ohio ● Shadow Election activates the 5.8m on Facebook motivation to vote by engaging users Turnout 65.5% 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“ 17© 2012 by Shadow Election USA. All rights reserved.
  18. 18. Responsibility ● More Americans use Facebook* than voted in the 2008 Elections. “Privacy is the ● Research points to increasingly active user management of online ability to assert profiles to protect privacy, even control over a among young people1. social situation.“ ● Users are always in control of sharing. ● Privacy settings are clear and easy- to-understand. Danah Boyd Microsoft Research ● Anonymized, aggregated Shadow Election data will be free – for everyone. We don’t pick sides. * 156.1m Facebook users in the US (SocialBakers.com). 1. Pew Research Center, (2012), Privacy Management on Social Media sites. 18m© 2012 by Shadow Election USA. All rights reserved.
  19. 19. Viral content + seamless sharing. Online democracy, amplified. Social Viral Social Mission Content Networks ✔ ✔ ✔ Connects people with politics by rating and sharing 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. 19
  20. 20. 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 Election Season Season Launched September 2012 November 2012 October 2012 January 2012 August 2012 June 2012 April 2011 July 2012 Finnish Parliamentary Elections Finnish Presidential Elections April 2011 22 January 2012 US Presidential Elections 6 November 2012* Funding secured.1. Estimated. All impressions organic (not paid for by Shadow Election). 20© 2012 by Shadow Election USA. All rights reserved.
  21. 21. Kellie Hodge The Shadow Election Director Hello! application was built in Shadow Election USA Reality Creating Media Finland by Reality Creating Media. Duncan Goldie-Scot Alex Keskitalo Director CTO Shadow Election USA Reality Creating Media Reality Creating Media 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. 21
  22. 22. About Shadow ● Social enterprise with the mission of Election USA. promoting online democracy in the United States. Kellie Hodge ● Shadow Election USA is an Director independent organization founded in Shadow Election USA the USA. ● Site usage agreement protects user data in perpetuity.Duncan Goldie-Scot ● Shadow Election USA’s 2012 Director election project will be donor- and Shadow Election USA crowd-funded. ● Non-partisan. No ties to political parties. No campaign funding. 22 © 2012 by Shadow Election USA. All rights reserved.
  23. 23. 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 $125k 23© 2012 by Shadow Election USA. All rights reserved.
  24. 24. Funding will determine achievable levels of service delivery and scaling. Beta Alpha Scale Budget 2012 V1.0 - V1.3 V2.0 - V2.3 10m+ users ($ 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. 24
  25. 25. Thank you. We hope to keep in touch! 25© 2012 by Shadow Election USA. All rights reserved.

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