#votesocialmedia"An examination of theadvantages for political campaigns through social media"
Introduction● Relatively new phenomenon● Game changer● Now, a norm for active politicians● A space to instigate political growth -Pulse -Yowie● Social media influence in the future: UP
A good social media plan includes:● listening platform● voter inclusion● analytics● voter sentiment
Why is SM engagement more importantthan traditional methods?● Inexpensive● Authentic● Real time conversation● Reach
Shira Schoenberg@shiraschoenbergBoston Globe political correspondent ● "Obama mastered the multifaceted social media world on a level that even his counterparts cannot contest" ● "He used Facebook, Twitter and other media platforms to cultivate grassroots organizations, fundraise, advertise and rally support"
Edward Boches@edwardbochesKlout Score: 57Chief Innovation Officer;Mullen; Marketer; Blogger ● "A collective voice for voters" ● "Real-time qualitative feedback for campaigns" ● "Track sentiment"
Background: YOWIE● "An open town hall meeting platform"● Allows hundreds of people to participate● Speaker and audience are engaged● No limit on time, space or content● No spending money on staff or travel
Background: FLOOP● social polling mobile app● gauges sentiment on various "Floops" (questions/topics)● opportunity for engagement of general public
Tour – “How To” ● Social polling tools ○ Floop ○ Pulse ● Interactive video chat ○ Yowie“The social web is vocal and wants to be heard.” - D. Archibald Smart, CTO at Targeted Victory
● CTO at Targeted Victory● Mitt Romney● Measureable & definitive● Gauge sentiment● Encourage action● Two-way communication
Social Polling ● Graphs ● Real-time ● Monitor feedback
Floop● 2008 Presidential debate● two-way shared conversation● analytics and market research● Candidates gain insight“We need Floop because it puts polling in the hands of the people.”- Co-founders Richard Schultz and Patrick Shields
Yowie● interactive video chat● live questions● participation● bridges the gap● give and take format“Yowie enables me to have a direct digital dialog with the publicand engage in an open Q&A on key issues…no topic is off limits.” - Gary Johnson, U.S. Republican Presidential Candidate
What these toolsmean for candidates… ● Collective voice of voters ● Real-time feedback ● Track sentiment by geography ● Gather insight at little cost
CASE STUDY: Barack Obama Barack Obamas Social Presence 2008 Campaign for Change 2012 Organizing For America
2008 Campaign for Change● McCain supporters more likely than Obama supporters to be internet users (83% vs. 76%)● Obama supporters participated in a wider range of online political activities● Use of email and text messaging for political communications
2008 Campaign for Change Key Aspect to Campaign = Engagement, Interaction, and Involvement with supporters via social media
2008 Campaign for Change● My.BarackObama.com - interaction with supporters● spent more than $26 million on internet advertising● 83% of Internet users ages 18-29 use social networking sites●● “So much of our support [in 2008] came from younger, more wired people.” - David Axelrod, top strategist for the 2012 campaign
2008 Campaign for Change Outcome = social media helped Barack Obama increase interaction and engage with voters to spread his campaign message giving him an advantage in the 2008 presidential election
2012 Organizing for America● maintain connections with supporters and reach out to new ones● interact and make supporters/voters involved in the conversation● re-election campaign and the Democratic National Committee at $5 million in online ad related spending alone●
2012 Organizing for America "Tweet for Jobs" Tool
2012 Organizing for America● use social media as a gateway to open a two- way dialogue, not a vehicle for pushing out talking points● partnered with Facebook and LinkedIn to host interactive events● "Greater Together" ○ solicit questions and feedback on a live Twitter feed #greatertogether
2012 Organizing for America How To Use Social Media To Succeed in the 2012 Presidential Campaign ● sponsor a debate-watching party ● “Voting For My Future” - video series"President Obama will need to speak not just to them, but with them." - JesseComart, communications and public affairs consultant at the Glover ParkGroup (GPG)
WHATS NEXT:The Future of Political Social Media How social media constantly evolves and changes in the political sphere
New Trends● National debt debate erupted on Twitter this summer
New Trends● On Friday July 29, 2011, President Obama asked American citizens to join the debt debate on Twitter.
New TrendsIn only 8 hours, the presidents message had reached 36 millionTwitter users, according to NM incite
New Trends =● White House Communications Director Dan Pfeiffer tweeted that he believed "e-mails & tweets helped Congress to act."● The peoples Twitter influence forced Congress to raise the debt ceiling.
Mathew Lira ● "Its a sea of change from, say, two years ago ... If youre not following it on Twitter, youre out of the loop and behind the curve." ● "Social web will heal the relationship between the public and their legislative institutions."Matt Lira is currently the Director of New Media for HouseRepublican Majority Leader Eric Cantorhttp://twitter.com/#!/MattLira
futureoffacebook.comThe Future of Facebook is a 6 part video series exploring theimpact social networking technologies are having on our lives
New Trends AMERICANS ELECT 2012● The goal of Americans Elect is to nominate a presidential ticket that answers directly to voters - not the political system● Americans Elect is already well on the way to putting the first directly-nominated nonpartisan ticket on the 2012 ballot in all 50 states.● Over 2,008,069 signatures and counting!
ConclusionNew social media platforms help politiciansboost their political campaigns by: ○ New ways to communicate with voters ■ Ex: Twitter, Facebook ○ Rallying support ■ Ex: 24-hour fundraising bomb websites ○ Promoting interactivity ■ Ex. Interactive video blogs ○ Measuring influence ■ Ex: social polling