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12012: By The Numbers$700 Million raised online7 Million more emails on the list sinceApril 4, 20114.5 Million Individual donorsReddit: Most up votes all-timeTwitter: Most re-tweeted post all-timeFacebook: Most shared post all-time
What Was the Secret Sauce? Three Best Practices from Politics
Lessons Learned1. Leverage Data2. Cultivate Your Audience3. Capitalize on Moments 3
4#1: Leverage DataBig Data is just a buzzword without implementation
5Integrate DataGetting the data is easy – it’s the ability to combine and act on it quickly that matters. Moved from data silos Integrated data repository FIELD MEDIA EMAIL CALLS POLLING FIELD CALLS EMAIL DATA BASE POLLING SOCIAL MEDIA
6Tailor your Message to your AudienceWe now have the technology to to create custom, personalized experiencesfor supporters on email. MIAMI IPHONE HEADS OF RESIDENTS ENTHUSIASTS HOUSEHOLDS
8Leverage Social ConnectionsApplications built by integrating data from social networks, field and thevoter file targeted crucial supporters and their friends.
9Precise Buying Using Offline DataAudience attributes helped dictate the style and tone of creative. In2010 approximately 2% of digital ads were targeted at the individuallevel; this increased at least 10x in 2012.Gender: FemaleGeo: FloridaPol Affiliation: (D)Voting History: Voted in last 3 electionsHH Income: $87,000
10#2 Cultivate Your AudienceEngage and Empower Advocates
11Convert, Enlist, UpsellExpand the digital ecosystem to scale offline and online actions. LEVEL OF BUY-IN ACTIONS Parallel and Vertical upsell BrowsingAware Video views Click content Like on Follow on Sign up forConversion Facebook Twitter emailCultivation Donate/ Share Content Enlist Friends VolunteerAction Donate Volunteer Commit to Vote
12Recognize the Place for SocialSocial is increasingly powerful for both messaging and activation but recognize the limitations.
13Lead With Facts 47% Olympics $10,000 Bet FALL2011 SPRING2012 FALL2012
14Close the LoopThe President thanks staff in Chicago on November 7th
#3: Capitalize on MomentsOwn the Real-time Conversation
16“I went to a number of womens groups andsaid: "Can you help us find folks," and theybrought us whole binders full of women.”
18 Individual staffers built thThe media is now online own digital platfor
19Marry Plans and Rapid Response MACRO MESSAGE FORWARD NOT BACK SPECIFIC HIT PRESS ROLL OUT MICROSITE ROMNEY’S RECORD IN ANNOUNCEMENT W. ROMNEY- MASSACHUSETTS VIDEO + MICROSITE ECONOMICS.COMCONTENTDISTRIBUTION CONTENT TV ADS FACEBOOK YOUTUBE SHAREABLE DIGITAL ADS TWITTER GRAPHICS