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2012 Behind the Scenes - Use of Digital Tools in US Presidential Elections

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Presentation given by Bill Black, FHDC, at FH Brussels on 29 October 2012 on the use of digital tools in the 2012 US Presidential Election campaign.

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2012 Behind the Scenes - Use of Digital Tools in US Presidential Elections

  1. Campaign 2012Behind the Scenes, What it Means FLEISHMAN-HILLARD
  2. 2 T O D AY ’ S F O C U S CAMPAIGN 2012 From Revolution to Evolution CAMPAIGN Strategy “Behind the Scenes” WHAT It Means AT&T Take-Aways FLEISHMAN-HILLARD
  3. 3 2008: THE OBAMA SOCIAL REVOLUTION FLEISHMAN-HILLARD
  4. 4 Changing News Habits New Social Platforms Content Glut R.I.P. ‘08 Movement FLEISHMAN-HILLARD
  5. 52 0 0 9 - 2 0 1 2 : A DIFFERENT WORLD New Social Platforms FLEISHMAN-HILLARD
  6. 6 FLEISHMAN-HILLARD
  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 “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 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 CAMPAIGN 2012 From Revolution to Evolution INSIDE CAMPAIGN Strategy OBAMA “Behind the Scenes” 2012 WHAT It Means FROM REVOLUTION TO EVOLUTION AT&T Take-Aways FLEISHMAN-HILLARD
  11. 11 TWO THEORIES BECOME ONE “All politics is local.” -- Tip O’Neil “The medium is the message.” -- Marshall McLuhan FLEISHMAN-HILLARD
  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 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 FLEISHMAN-HILLARD
  15. 15 OBAMA DASHBOARD APP Sharing: Essential Activation + Geotargeting Huge Data Collection Effort on the Back End Multiple Engagement Options FLEISHMAN-HILLARD
  16. ROMNEY DASHBOARD: LESS16 S O P H I S T I C AT E D FLEISHMAN-HILLARD
  17. 17 I N S I D E T H E O P E R AT I O N HUGE INCREASE FOCUS ON TWO PLATFORMS IN CONTENT CREATION – FACEBOOK, TWITTER > Massive in-house content > Play in others (Pinterest, etc.); generation resources but devote greatest resources, > But…leave room to allow for integration to these two organic (voter) content creation USE OF CROSS-PLATFORM DATA IS THE KEY TO BREAKING TECHONOLOGIES THROUGH THE CLUTTER > Shazam links TV spot, online/social > Voter behavior, consumer data: activity all part of each voter’s “digital file” > Massive, real-time FLEISHMAN-HILLARD
  18. 18 PROJECT NARWHAL FLEISHMAN-HILLARD
  19. 19 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 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 E V O L U T I O N I N TA R G E T I N G 2008 2012 > Target by Party Affiliation – Target by party affiliation AND – Specific political issue positions of importance (values drive votes) AND – Target based on past voting behavior. > Target by Interest/ – Target supporters and persuadables of specific Behavior Segmentation political issue positions of importance AND – Target specific political engagement activities. > Target Registered Voters – Target Registered Voters AND – Target based on past voting behavior AND – Target based on issue position of importance. > N/A – Individual Targeting: Take an offline database or mailing list of donors/members/voters and match it online. > Congressional District – Congressional District Targeting via zip code Targeting; Zip Code targeting targeting AND – Target via offline name/address match AND – Target via voters’ values, beliefs, political activities, and past voting behavior. FLEISHMAN-HILLARD
  22. 22 WHY BOTHER? Among Americans who are likely to sit out the election… (Suffolk University/USA Today Poll) FLEISHMAN-HILLARD
  23. 23 WHY BOTHER? Among Americans Obama: 43% who are likely to sit out the election… Romney: 14% (Suffolk University/USA Today Poll) FLEISHMAN-HILLARD
  24. 24 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
  25. 25 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
  26. 26 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 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. M A S S I V E G R O W T H I N “ TA R G E T E D ”28 D I G I TA L D I S P L AY / V I D E O A D V E R T I S I N G FLEISHMAN-HILLARD
  29. 29 S O C I A L I N T E G R AT I O N OBAMA’S “TWEET FOR JOBS” Connects supporters with their local congressmen to support Obama’s policy initiatives Romney offered Twitter followers the opportunity to download a free Kindle eBook version of his jobs plan – BUT ONLY IF THEY RETWEETED HIS MESSAGE Everything is now PAID, SHARED, EARNED FLEISHMAN-HILLARD
  30. 30 TWITTER – THE NEW SPIN ROOM FLEISHMAN-HILLARD
  31. 31 INCREASED VIDEO PRODUCTION > In 1960, John F. Kennedy created 200 commercials > In 2012, as of July, Barack Obama already had 2,355 YouTube videos > Mitt Romney currently has 179 YouTube videos FLEISHMAN-HILLARD
  32. 32 V I D E O … S H A R I N G … A C T I V AT I O N FLEISHMAN-HILLARD
  33. 33 CONTENT AS STORYTELLING > Obama’s content is consumer-focused > They share the facts through stories > Emails are short > Conversational FLEISHMAN-HILLARD
  34. 34 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 2012 From Revolution to Evolution BEHIND CAMPAIGN Strategy THE SCENES…. “Behind the Scenes” WHAT IT MEANS AT & T TA K E - A W AY S WHAT It Means AT&T Take-Aways FLEISHMAN-HILLARD
  36. 36 T H R E E TA K E - A W AY S DATA “There for the taking” FLEISHMAN-HILLARD
  37. 37 D ATA U S E T O D AY S T R AT E G Y, EXECUTION MEASUREMENT PLANNING FLEISHMAN-HILLARD
  38. 38 D ATA U S E T O M O R R O W S T R AT E G Y, EXECUTION MEASUREMENT PLANNING FLEISHMAN-HILLARD
  39. 39 P O T E N T I A L S TA R T I N G P O I N T S USE DATA TO CREATE RICHER PROFILES OF PROMOTERS, DETRACTORS MOVE DEEPER INTO REAL-TIME, DATA DRIVEN EXECUTION EMBED CNOC INTO 2013 COMMUNICATIONS PLANS -- PROACTIVE FLEISHMAN-HILLARD
  40. 40 T H R E E TA K E - A W AY S DATA “There for the taking” ACTIVATION Take the Next Step FLEISHMAN-HILLARD
  41. 41 A C T I V AT I O N : AT T H E C E N T E R FLEISHMAN-HILLARD
  42. 42 H O W C A N W E B E T T E R A C T I V AT E ? SMARTPHONE COMMUNITY – VERSION 2.0: Dashboard concept? Stronger sharing/gamification VIDEO CONTENT: Embedded sharing “ CROSS MARKETING, BETTER INTEGRATION FLEISHMAN-HILLARD
  43. 43 T H R E E TA K E - A W AY S DATA “There for the Taking” ACTIVATION Take the Next Step CONTENT More Conversational, More Personal FLEISHMAN-HILLARD
  44. 44 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
  45. 45 C O N T E N T T H AT ( B E T T E R ) C O N N E C T S CONTINUED EVOLUTION OF TONE TRAINING, GUIDELINES Embedded sharing “ OPPORTUNITIES FOR CROWD-SOURCED CONTENT FLEISHMAN-HILLARD
  46. Campaign 2012Behind the Scenes, What it Means FLEISHMAN-HILLARD

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