The document discusses the evolution of campaign strategies from 2008 to 2012 in response to changing social media and news consumption habits. It highlights how the Obama campaign integrated new tools like Twitter and used big data to improve microtargeting of voters. The Romney campaign took a less sophisticated approach to social media and data. The document also provides insights on how future campaigns can better utilize data, online activation of supporters, and personalized digital content.

1. Campaign 2012
Behind the Scenes, What it Means
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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
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3. 3
2008:
THE OBAMA
SOCIAL
REVOLUTION
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4. 4
Changing News Habits New Social Platforms
Content Glut R.I.P. ‘08 Movement
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5. 52 0 0 9 - 2 0 1 2 : A DIFFERENT WORLD
New Social Platforms
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6. 6
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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
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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.”
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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)
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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
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11. 11 TWO THEORIES BECOME ONE
“All politics is local.”
-- Tip O’Neil
“The medium is the message.”
-- Marshall McLuhan
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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
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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
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14. 14
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15. 15
OBAMA DASHBOARD APP
Sharing:
Essential
Activation +
Geotargeting
Huge Data
Collection Effort
on the Back End
Multiple
Engagement
Options
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16. ROMNEY DASHBOARD: LESS
16
S O P H I S T I C AT E D
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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
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18. 18 PROJECT NARWHAL
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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
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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
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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.
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22. 22 WHY BOTHER?
Among Americans
who are likely to sit
out the election…
(Suffolk University/USA Today Poll)
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23. 23 WHY BOTHER?
Among Americans Obama: 43%
who are likely to sit
out the election… Romney: 14%
(Suffolk University/USA Today Poll)
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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%
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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
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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.
I've 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.
That's why, if you reach out today, we'll 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 you've shared, just tell us where to send that sticker and we'll get it in the mail right away.
We can win this ---- but it's going to take all of us mobilizing the people we know:
http://my.barackobama.com/Friends--in--Nevada
Thanks again,
Yohannes
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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
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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
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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
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30. 30 TWITTER – THE NEW SPIN ROOM
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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
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32. 32
V I D E O … S H A R I N G … A C T I V AT I O N
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33. 33 CONTENT AS STORYTELLING
> Obama’s content is
consumer-focused
> They share the
facts through
stories
> Emails are short
> Conversational
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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
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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
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36. 36 T H R E E TA K E - A W AY S
DATA
“There for the taking”
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37. 37 D ATA U S E T O D AY
S T R AT E G Y,
EXECUTION MEASUREMENT
PLANNING
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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
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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
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40. 40 T H R E E TA K E - A W AY S
DATA
“There for the taking”
ACTIVATION
Take the Next Step
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41. 41 A C T I V AT I O N : AT T H E C E N T E R
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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
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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
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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
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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
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46. Campaign 2012
Behind the Scenes, What it Means
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