SOCIAL TRACKCRM & the 2012 Presidential Election
Brent LearyPartner, CRM Essentials, @BrentLeary                         4/24/2012   ©2012 SugarCRM Inc. All rights reserve...
Technology in Presidential Elections Timeline•   1996:    Debut of candidate Web pages•   2000:    Websites as fundraising...
The End Results – Obama 2008 Tweet: #SCON12                          [from Edelman Report]                    4/24/2012   ...
Tweet: #SCON12                 4/24/2012   ©2012 SugarCRM Inc. All rights reserved.   5
Obama SM Timeline - 2008 Tweet: #SCON12
McCain SM Timeline - 2008 Tweet: #SCON12
The Twitter Tale (July 2, 2008) Tweet: #SCON12
Hangin’ Out With Newt on Google+ in JulyTweet: #SCON12
On Pinterest Already?Tweet: #SCON12
Elections & The Web Before 2012• Seen primarily as a  source of easy-to-get  campaign  contributions• having a big email l...
Elections & The Web In 2012• Appear to understand real relationships with  voters drive volunteer engagement• Converts cas...
Romney Announcement - 2007 Tweet: #SCON12 Henry Ford Museum in Dearborn, Mich
Romney Announcement - 2011 Tweet: #SCON12
Santorum on Facebook Tweet: #SCON12
Romney on Facebook Tweet: #SCON12
Obama on Facebook Tweet: #SCON12
Obama on Facebook Tweet: #SCON12
63% of social media users expectcandidates to have a social mediapresence.88% of social media users who are alsoregister...
The Age of the Empowered Customer (Voter)  Channels         The        The          Impact  proliferate      Internet   cu...
Tweet: #SCON12                 NM Incite, April 2012
Upping the Ante• Political campaigns will  spend an estimated  $160 million on online  communication in the  2012 election...
Upping the Ante – Cont’d Tweet: #SCON12
Gamification, Politics Style  Tweet: #SCON12
So far, about 125,000 people have given the Obamacampaign permission to access their Facebook data;the Pawlenty campaign h...
The Promised Land… Tweet: #SCON12
Obama Mobile 2008 Tweet: #SCON12
Getting in the palm of their hands…Obama and Romneycampaigns are both usingSquare to drivefundraising effortsGeo-fencing a...
Tweet: #SCON12
Tweet: #SCON12
Tweet: #SCON12
But where are the apps???About 80% of peopleage 18 to 40 - is usingSMS, and about 50% ofthose users are onsmartphones. Why...
Tweet: #SCON12
Video - 2012  Tweet: #SCON12
Respond, Convert & Video…                         "The worst mistake of my                         political career, and i...
Age of Acceleration…                                            "October Surprise is                                      ...
Start Packing… Tweet: #SCON12
Start Converting…Quickly!  Tweet: #SCON12
Big Data, Micro-targets  Tweet: #SCON12
Micro-targeting: the ability, thanksto precise data on voters andsupporters, to put highlyindividualized messages in front...
360 Degree View of the Voter? If successful, Narwhal would fuse the multiple identities of the engaged citizen—the online ...
No longer will canvassers knock on the doors of   people who’ve already volunteered to support                      Obama ...
Information Integration  "The big challenge to people in my  line of business is merging offline  and online data. The abi...
Last Thought          ―Some people have argued a          person can get elected on a          solely Internet campaign. I...
Thank You!                  @BrentLeary                  BrentLeary.comTweet: #SCON12
Submit Session Feedback        Select the SugarCon Mobile App:        1) Tap on this session        2) Tap on survey      ...
#SCON12          4/24/2012   ©2012 SugarCRM Inc. All rights reserved.   47
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Social: Session 3: CRM and Election 2012

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When Barack Obama used social media to propel his campaign in 2008, his team blazed new trails. But if they simply repeated what they’d done four years ago, the Obama 2012 campaign would seem hopelessly outdated. How has social media changed since 2008, what have political campaigns done in this campaign season to tap social media to connect with voters, and what lessons can businesses glean to improve their own engagement with customers? Brent Leary, co-author of “Barack 2.0: Barack Obama’s Social Media Lessons for Business,” points out things this year’s presidential field is getting right – and wrong – in their social media approaches, and draws a correlation between the ways social media is used by politicians and business.

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Social: Session 3: CRM and Election 2012

  1. 1. SOCIAL TRACKCRM & the 2012 Presidential Election
  2. 2. Brent LearyPartner, CRM Essentials, @BrentLeary 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 2
  3. 3. Technology in Presidential Elections Timeline• 1996: Debut of candidate Web pages• 2000: Websites as fundraising vehicles• 2004: Online organizing for campaign events• 2008: Social Media• 2012: Mobile & Big Data Tweet: #SCON12
  4. 4. The End Results – Obama 2008 Tweet: #SCON12 [from Edelman Report] 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 4
  5. 5. Tweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 5
  6. 6. Obama SM Timeline - 2008 Tweet: #SCON12
  7. 7. McCain SM Timeline - 2008 Tweet: #SCON12
  8. 8. The Twitter Tale (July 2, 2008) Tweet: #SCON12
  9. 9. Hangin’ Out With Newt on Google+ in JulyTweet: #SCON12
  10. 10. On Pinterest Already?Tweet: #SCON12
  11. 11. Elections & The Web Before 2012• Seen primarily as a source of easy-to-get campaign contributions• having a big email list was considered the equivalent of obtaining an online ATM Tweet: #SCON12
  12. 12. Elections & The Web In 2012• Appear to understand real relationships with voters drive volunteer engagement• Converts casual interest into door-knockers and repeat donors. Tweet: #SCON12
  13. 13. Romney Announcement - 2007 Tweet: #SCON12 Henry Ford Museum in Dearborn, Mich
  14. 14. Romney Announcement - 2011 Tweet: #SCON12
  15. 15. Santorum on Facebook Tweet: #SCON12
  16. 16. Romney on Facebook Tweet: #SCON12
  17. 17. Obama on Facebook Tweet: #SCON12
  18. 18. Obama on Facebook Tweet: #SCON12
  19. 19. 63% of social media users expectcandidates to have a social mediapresence.88% of social media users who are alsoregistered voters have mobile phonesAll of the major declared Republicancandidates have a presence on Facebook 2008 Cone Business in Social Media Study Tweet: #SCON12
  20. 20. The Age of the Empowered Customer (Voter) Channels The The Impact proliferate Internet customer ripples evolves is more across from vocal than business and pages to ever entire people industries www Tweet: #SCON12
  21. 21. Tweet: #SCON12 NM Incite, April 2012
  22. 22. Upping the Ante• Political campaigns will spend an estimated $160 million on online communication in the 2012 election cycle, according to media research firm Borrell Associates.• a big increase over 2008, when campaigns spent $22.2 million on online ads. Tweet: #SCON12
  23. 23. Upping the Ante – Cont’d Tweet: #SCON12
  24. 24. Gamification, Politics Style Tweet: #SCON12
  25. 25. So far, about 125,000 people have given the Obamacampaign permission to access their Facebook data;the Pawlenty campaign has about one-tenth thatnumber Tweet: #SCON12 TechPresident.com. April 2011
  26. 26. The Promised Land… Tweet: #SCON12
  27. 27. Obama Mobile 2008 Tweet: #SCON12
  28. 28. Getting in the palm of their hands…Obama and Romneycampaigns are both usingSquare to drivefundraising effortsGeo-fencing ads are alsoan area of mobile thatmake sense for politicians Tweet: #SCON12
  29. 29. Tweet: #SCON12
  30. 30. Tweet: #SCON12
  31. 31. Tweet: #SCON12
  32. 32. But where are the apps???About 80% of peopleage 18 to 40 - is usingSMS, and about 50% ofthose users are onsmartphones. Why notuse that good channel?Bill Dudley, group director of productmanagement at Sybase365 Tweet: #SCON12
  33. 33. Tweet: #SCON12
  34. 34. Video - 2012 Tweet: #SCON12
  35. 35. Respond, Convert & Video… "The worst mistake of my political career, and it was a colossal failure, was that I was not going to respond to the Bush attack campaign. You cant just sit there mute while people are going after you." Michael Dukakis Tweet: #SCON12
  36. 36. Age of Acceleration… "October Surprise is from another age. We have an October Surprise every ten minutes. You cant hold anything any more. "ABCs Jake Tapper speaking at Harvard Kennedy School today, on the speed of news. Tweet: #SCON12
  37. 37. Start Packing… Tweet: #SCON12
  38. 38. Start Converting…Quickly! Tweet: #SCON12
  39. 39. Big Data, Micro-targets Tweet: #SCON12
  40. 40. Micro-targeting: the ability, thanksto precise data on voters andsupporters, to put highlyindividualized messages in front ofeach potential target Tweet: #SCON12
  41. 41. 360 Degree View of the Voter? If successful, Narwhal would fuse the multiple identities of the engaged citizen—the online activist, the offline voter, the donor, the volunteer—into a single, unified political profile.Application that will track every conversation every single Obamavolunteer has, every door they knock on, every action they take. Tweet: #SCON12
  42. 42. No longer will canvassers knock on the doors of people who’ve already volunteered to support Obama OR If a donor has given the maximum $2,500 inpermitted contributions, emails will stop hitting him up for money and start asking him to volunteer instead Tweet: #SCON12
  43. 43. Information Integration "The big challenge to people in my line of business is merging offline and online data. The ability to connect an online impression to a terrestrial voter file would be immensely helpful in the predictive targeting process," said Lundry. Alex Lundry, VP and research director at TargetPoint Consulting Tweet: #SCON12
  44. 44. Last Thought ―Some people have argued a person can get elected on a solely Internet campaign. I don’t think that’s true, nor will it probably ever be.‖ Robert Thompson, a professor of popular culture at Syracuse University Tweet: #SCON12
  45. 45. Thank You! @BrentLeary BrentLeary.comTweet: #SCON12
  46. 46. Submit Session Feedback Select the SugarCon Mobile App: 1) Tap on this session 2) Tap on survey 3) Submit your feedback*Prizes for attendees who submit session feedback using the Mobile App 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 46
  47. 47. #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 47
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