Tools and technology from e-mail marketing to social media management.

1. April 19, 2013
Social MediaTactics
Obama for America’s Digital Advantage

2. Presentation Format
✤ Text & Talking {Technical}
✤ Review the History of Online Campaigns & Tech Tools
✤ Provide Big Picture Timeline of Tech Tools & Their Importance
✤ Websites + Q&A {English Translation}
✤ Brief Overview Of & Introduction To the Tech Tools
✤ Link to Presentation on Slideshare

3. What is Social Media?
✤ It’s Everywhere: Facebook, Twitter, LinkedIn, and Google+
✤ Question was: How do you effectively use social media?
✤ Question is: How does social media effectively use you?
✤ Business Intelligence Tools Used in Political Campaigns

4. Brief History 1.0
✤ Google
✤ Page Rank Algorithm
✤ AdSense
✤ Analytics
✤ Website Optimizer

5. Brief History 1.0
✤ Online Marketing ~or~ Everything Old is New Again
✤ Optimizing Ads
✤ Advent of the Digital Sales Letter
✤ Creation of the Online Sales (Donation) Funnel

6. CampaignTechnology 1.0
✤ Howard Dean Presidential Primary
✤ Online Advertising
✤ E-mail Marketing
✤ Tracking Tools
✤ Basic Tactics

7. Brief History 2.0
✤ Facebook
✤ Twitter Revolution
✤ Direct Engagement
✤ Broadcast Tools
✤ Advanced Metrics

8. CampaignTechnology 2.0
✤ 2008 Presidential Campaign
✤ Social Media Engagement
✤ Website Optimization
✤ Fundraising
✤ Outreach
✤ Messaging / Communication

9. Brief History 3.0
✤ Hunch Preference Engine
✤ Amazon Recommendations
✤ Target Predictive Analytics
✤ Big Data
✤ SMAQ Stack

10. CampaignTechnology 3.0
✤ Obama 2012 Presidential Campaign
✤ Sentiment Engine
✤ Predictive Analytics (Were Rove & Morris wrong?)
✤ Nate Silver
✤ Statistical Analysis
✤ Machine Learning

11. CampaignTechnology 4.0
✤ Context Sensitive
✤ Locationally Aware
✤ Extreme Personalization
✤ Sentiment Modeling (Advanced Focus Groups)
✤ What’s the next disruptive technology?

12. CampaignTechnology 1.0 Redux

13. Campaign 1.0
In Detail
✤ Search Results
✤ Page Rank Algorithm
✤ Google Analytics
✤ Scientific Advertising
✤ E-mail Marketing

14. Page Rank
Algorithm
✤ Purpose: Relevant Search
Results
✤ Savvy Marketers Worked the
System to Promote Pages
✤ Squidoo
✤ Amazon
✤ Wikipedia
✤ Led to Google Bombing

15. Google
Analytics
✤ Daily Visitors
✤ Unique Visitors
✤ Length on Site
✤ Hot Spots (Mouse Location)
✤ Conversion Rate

16. Direct
Marketing
✤ Scientific Advertising
✤ Applied to Online Marketing
✤ Google AdSense Ads
✤ Analytics Tracking
Campaign Performance
✤ Hundreds of Variations
Tested
✤ Optimize Based on Results

17. E-mail
Marketing
✤ Use Squeeze Page To Get
E-mail Addresses
✤ Build Relationship With
E-mail Campaign
✤ Track Performance
✤ Optimize Based on Results

18. CampaignTechnology 2.0 Redux

19. Campaign 2.0
In Detail
✤ Relationship Marketing
✤ Affiliate Marketing Techniques
✤ Advanced Analytics
✤ Advanced Optimization
✤ Social Media Tracking

20. Affiliate
MarketingTech
✤ Scrolling Website Sales Letter
✤ Squeeze Page Opt-in To
Capture E-mail
✤ E-mail Marketing Campaign
✤ Build Relationship
✤ Ask To Buy

21. Advanced
Analytics
✤ Actionable Metrics
✤ Track Path Through Funnel
✤ Segment Users Based on Their
Actions
✤ Create Specific Campaigns
Based on Cohort
✤ Reduce Churn By Tracking
Short Term v. Long Term
Actions

22. Advanced
Optimization
✤ Automated Split Testing
✤ Knowledge-base of
Optimization Ideas
✤ Real Time Testing
✤ Parallel Testing of Multiple
Combinations
✤ Rapid Deployment of
Optimizations

23. Social Media
Tracking
✤ Relationship Marketing
✤ Affiliate Marketing Techniques
✤ Advanced Analytics
✤ Advanced Optimization
✤ Social Media Tracking

24. CampaignTechnology 3.0 Redux

25. Campaign 3.0
In Detail
✤ Inbound Marketing
✤ Preference Engine
✤ Influencer Metrics
✤ Predictive Analytics

26. Inbound
Marketing
✤ Google Slap & Organic Search
✤ Article Marketing to Avoid the
Memory Hole
✤ Building Back-links to
Maintain Search Relevance
✤ Outreach v. Advertising

27. Preference
Engine
✤ Know Your Type
✤ Cater To Your Market
✤ Every Little Bit Helps
✤ Foreshadowing

28. Influencer
Metrics
✤ Identify Key Influencers
✤ Recruit Them to Spread
Message
✤ Identify Sock-puppets or False
Flag Operators
✤ Real Time Tracking of Outreach
Effectiveness When Linked
with Social Media Tracking
Tools

29. Predictive
Analytics
✤ Statistical Modeling
✤ Probabilistic Computation
✤ Algorithm Design
✤ Machine Learning

30. CampaignTechnology 4.0 Redux

31. Campaign 4.0
Disrupt!
✤ Big Data
✤ Massive Social Graph
✤ Wild Speculation

32. Big Data
✤ Cloud Storage Services
✤ Map Reduce
✤ Advanced Query Languages
✤ The Key is Asking the Right
Questions

33. Massive Social
Graph
✤ Clone of Entire Public Social
Media
✤ Analytics Greatest Hits
Knowledge-base
✤ Historical Data For Backtesting
✤ Who wants to be the next
Nate Silver?

34. Wild
Speculation
✤ Context Sensitive
✤ Locationally Aware
✤ Extreme Personalization
✤ Sentiment Modeling
(Advanced Focus Groups)
✤ Campaign Simulations Based
on Historical Data

35. ThankYou!