1. 1

2. Social Media Today presents:
The Social Media Democracy:
How Did Social Media Change the 2012 Election?
2
Brought to you by

3. How to Participate
• Submit your questions in the GotoWebinar presentation
window
• Follow along and share your thoughts on Twitter at
#SMTlive
3

4. Our Moderator
Robin Fray Carey founded Social Media Today LLC, a media
company which brings together many of the world’s best
thinkers about business and policy topics, in 2007. Prior to
that, she ran her own media consulting company for 16
years, and worked with Time Inc, Newsweek, BusinessWeek
and Ziff-Davis. She leads a team that curates web-based
content about social media and other topics, speaks
frequently about social media and business, and is an
advisor to Pivot and Social Week, and to the Society for New
Communications Research. She also is a member of the
International Rescue Committee’s Board of Overseers and is
on the Charlottesville, Virginia local board of the IRC. Follow
her: @robincarey
4

5. Our Speakers
Andria Krewson is the North Carolina correspondent for Columbia Journalism Review's
Swing States Project. She is an independent journalist in Charlotte with nearly three
decades of experience in newspapers. Krewson is a student in the University of North
Carolina's master of arts in technology and digital communication program. She worked at
The Charlotte Observer for many years.
Twitter: @underoak Facebook: https://www.facebook.com/akrewson
Alan Rosenblatt is a social media and online advocacy strategist for the Center for American
Progress/CAP Action Fund. Alan taught the world’s first internet politics course at George
Mason University in 1995. He founded the Internet Advocacy Roundtable in 2005; teaches
graduate course on internet politics at Johns Hopkins, Georgetown, and American Universities;
Twitter: @drdigipol Facebook: https://www.facebook.com/drdigipol
Katie Harbath is a Manager for Policy at Facebook, where she focuses on political outreach. Prior
to Facebook, Katie was the Chief Digital Strategist at the National Republican Senatorial
Committee. She previously led digital strategy in positions at DCI Group, the Rudy Giuliani for
President campaign and the Republican National Committee
Twitter: @katieharbath Facebook: https://www.facebook.com/katieharbath
5

6. For more info on The Swing States Project: http://www.cjr.org/swing_states_project/
6

7. 7

8. Power of Paid and Social
http://blog.nielsen.com/nielsenwire/nielsen-news/trust-in-advertising-%E2%80%93-paid-owned-and-earned/
8

9. Social Media and Voting
9
http://pewinternet.org/Reports/2012/Social-Vote-2012/Key-Findings.aspx

10. Facebook Boosts US Voter Turnout
About 340,000 extra people turned out to vote in the 2010 US congressional elections because
of a single election-day Facebook message, estimate researchers who ran an experiment
involving 61 million users of the social network.
Approximately 340,000 extra people turned out to vote in the 2010 US congressional elections
because of a single election-day Facebook message, estimate researchers who ran an experiment
involving 61 million users of the social network.
http://www.nature.com/news/facebook-experiment-boosts-us-voter-turnout-1.11401
10

11. Online Strategy
Persuasion Points Online: Helping Harry Reid, One Click at a Time
A Commitment to Online Strategy
• Nanotargeting-worked up eighteen different sets of creative—each containing
Facebook ads, banner ads, and text ads—and nanotargeted each to a different
segment of the electorate.
• Remarketing- after getting people’s attention, use information collected to
• Persuasion Points Online:
further push a highly-segmented message Helping Harry Reid, One Click at a Time
• Layering- Taking advantage of emerging inventory in online
television ads and flash banners to layer traditional media buys
and show these proven messages to targeted audiences
more often.
11
http://www.campaignsandelections.com/case-studies/176152/persuasion-points-online-helping-harry-reid-one-click-at-a-time.thtml

12. Thanks for Joining Us
• This webinar will be available on-demand at
www.SocialMediaToday.com. Stop by to
learn more and share your comments.
• Connect with our panelists on Social Media
Today using the search function:
12

13. Join us October 30th for…
The Social Customer Engagement Index 2012: Whitepaper
and Webinar
Register: http://socialmediatoday.com/social-customer-engagement-
index-2012
13