Behind the Scenes of the 2012 Campaign

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Behind the Scenes of the 2012 Campaign

  1. 1. Campaign 2012Behind the Scenes, What it Means FLEISHMAN-HILLARD
  2. 2. 2 T O D AY ’ S F O C U S CAMPAIGN 2012 From Revolution to Evolution CAMPAIGN Strategy “Behind the Scenes” CAMPAIGN Tactics Tricks and tips FLEISHMAN-HILLARD
  3. 3. 3 T O D AY ’ S F O C U S CAMPAIGN 2012 From Revolution to Evolution CAMPAIGN Strategy “Behind the Scenes” CAMPAIGN Tactics Tricks and tips FLEISHMAN-HILLARD
  4. 4. 4 2008: THE OBAMA SOCIAL REVOLUTION FLEISHMAN-HILLARD
  5. 5. 52 0 0 9 - 2 0 1 2 : A DIFFERENT WORLD New Social Platforms FLEISHMAN-HILLARD
  6. 6. 6 FLEISHMAN-HILLARD
  7. 7. 7 TWITTER HAS GROWN UP 72.5% TODAY: of Twitter users joined since a tool for data Obama was sworn into office hungry campaigns FLEISHMAN-HILLARD
  8. 8. 8 “If the 2008 presidential race embraced a 24/7 news cycle, four years later politicos are finding themselves in the middle of an election most starkly defined by Twitter, complete with 24-second news cycles and pithy bursts.” FLEISHMAN-HILLARD
  9. 9. 9 I M P L I C AT I O N S SOCIAL MEDIA AT THE CORE NOW: other media struggling CLUTTER A SERIOUS ISSUE: must go beyond posting SPEED: faster, faster, faster DIFFERENT ELECTION = different message, different emotion(s) FLEISHMAN-HILLARD
  10. 10. 10 CAMPAIGN 2012 From Revolution to Evolution INSIDE CAMPAIGN Strategy OBAMA “Behind the Scenes” 2012 WHAT It Means FROM REVOLUTION TO EVOLUTI ON AT&T Take-Aways FLEISHMAN-HILLARD
  11. 11. 11 TWO THEORIES BECOME ONE “All politics is local.” -- Tip O’Neil “The medium is the message.” -- Marshall McLuhan FLEISHMAN-HILLARD
  12. 12. 12 C A N D I D AT E O B A M A 2008 2012 – Hope & change – Stay the course: “Forward” – About all of us – About winning – Poetry – Prose – Post partisan – Partisan fighter – Entrepreneurial – Corporate – Ambitious policy agenda – Lock in accomplishments – Relatively unknown – Target rich environment FLEISHMAN-HILLARD
  13. 13. 13 T E C H N O L O G Y: C H A N G I N G R O L E 2008 2012 – Inspire and motivate – Find and mobilize – Transformational – Practical – Visible and cool – Invisible and mundane – 24 hour news cycle – 24 second news cycle – Big crowds – Big data – The group – The individual FLEISHMAN-HILLARD
  14. 14. 14 FLEISHMAN-HILLARD
  15. 15. 15 FLEISHMAN-HILLARD
  16. 16. 16 THE DASHBOARD APP Multiple Engagement User Options Friendly Fundraising Huge Data Activation + Collection Geotargeting Effort on the Back End FLEISHMAN-HILLARD
  17. 17. ROMNEY DASHBOARD: LESS17 S O P H I S T I C AT E D FLEISHMAN-HILLARD
  18. 18. 19 PROJECT NARWHAL FLEISHMAN-HILLARD
  19. 19. 20 D ATA , D ATA , D ATA … . . DATA ALLOWS CAMPAIGNS TO: MOBILIZE GRASSROOTS SHARPEN AND BOOST PERSONALIZE FUNDRAISING MESSAGING TA R G E T POTENTIAL IMPROVE GOTV VOTERS MORE O P E R AT I O N S E F F E C T I V E LY FLEISHMAN-HILLARD
  20. 20. 21 U P D AT E F R O M S TA F F Campaign has combined separate silos Allows for personalization of information into one file with all of information going to that offline and online data about individuals individual; Creates efficiency in one location which can be accessed by in messaging, outreach and all arms of the campaign use of resources FLEISHMAN-HILLARD
  21. 21. 23 WHY BOTHER? Among Americans who are likely to sit out the election… (Suffolk University/USA Today Poll) FLEISHMAN-HILLARD
  22. 22. 24 WHY BOTHER? Among Americans Obama: 43% who are likely to sit out the election… Romney: 14% (Suffolk University/USA Today Poll) FLEISHMAN-HILLARD
  23. 23. 25 S A M P L E I N D E P E N D E N T V OT E R TA R G E T A U D I E N C E Fiscal Liberals Who Vote Frequently and Oppose Cuts to Medicare/Medicaid Fiscal Ideology TARGET AUDIENCE Very liberal; somewhat liberal INSIGHTS A B Voting Behavior Voted in All/Most Presidential Elections A B Medicare/Medicaid Cuts 12.7MM Oppose 7.7% FLEISHMAN-HILLARD
  24. 24. 26 S A M P L E P R O G R E S S I V E V OT E R TA R G E T A U D I E N C E Fiscal Liberals Who Vote Frequently and Oppose Cuts to Medicare/Medicaid > Resonate Insights provide a deep understanding of selected audience profiles. Insights validate the selection, messaging, and offer an opportunity to expand the reach to other receptive audiences. TARGET DEMOGRAPHICS DEMOGRAPHICS ONLINE ACTIVITY AUDIENCE Have a master’s degree Aged 65 Spend 40 hours per week or higher and older or more online 59% more 29% more 40% more INSIGHTS likely likely likely POLITICAL ENGAGEMENT ISSUE A B ENGAGEMENT ACTIVITES POSITION Influential Voter Contributed money to Strongly Oppose Limiting (level 4 of 4) a political candidate or Restricting Collective Bargaining 12.7MM 7.7% 108% more likely 76% more likely 46% more likely FLEISHMAN-HILLARD
  25. 25. 27 T O D AY ’ S F O C U S CAMPAIGN 2012 From Revolution to Evolution CAMPAIGN Strategy “Behind the Scenes” CAMPAIGN Tactics Tricks and tips FLEISHMAN-HILLARD
  26. 26. 28 Soren -- Real quick -- someone you know in Nevada can vote early for President Obama, starting today. A few votes in their state could decide this election. Ive dropped you a line before to ask you to give folks a gentle nudge to get registered or go vote. This gets more and more important every day. Thats why, if you reach out today, well send you a free bumper sticker to say "thank you.“ So let Elizabeth know that they should go vote as soon as they can: Elizabeth Crum Once youve shared, just tell us where to send that sticker and well get it in the mail right away. We can win this -- but its going to take all of us mobilizing the people we know: http://my.barackobama.com/Friends-in-Nevada Thanks again, Yohannes FLEISHMAN-HILLARD
  27. 27. 29 B E T T E R D ATA Y I E L D S B E T T E R M E S S A G I N G “Microfailure” Approach FLEISHMAN-HILLARD
  28. 28. 30 FLEISHMAN-HILLARD
  29. 29. 31 TWITTER – THE NEW SPIN ROOM Then… Now… FLEISHMAN-HILLARD
  30. 30. 32 INCREASED VIDEO PRODUCTION > In 1960, John F. Kennedy created 200 commercials > In 2012, as of July, Barack Obama already had 2,355 YouTube videos > 260,000,000 views > 253,000 subscribers > Mitt Romney currently has 179 YouTube videos > 28,000,000 views > 27,000 subscribers FLEISHMAN-HILLARD
  31. 31. 33 V I D E O … S H A R I N G … A C T I V AT I O N FLEISHMAN-HILLARD
  32. 32. 34 CONTE NT AS STORYTE LLING > Obama’s content is consumer-focused > They share the facts through stories > Emails are short > Conversational FLEISHMAN-HILLARD
  33. 33. 35 A NEVER-ENDING JOURNEY > First person: constant use of “I,” “my,” “me” > (Relevant) personal details > Visual imagery: casual, intimate, positive > Simply put: this content connects FLEISHMAN-HILLARD
  34. 34. 36 S E N I O R S TA F F E N G A G E D W I T H S O C I A L FLEISHMAN-HILLARD
  35. 35. Campaign 2012Behind the Scenes, What it Means FLEISHMAN-HILLARD

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