Uploaded byRon J Williams
What We Pitched the Obama Campaign in 2012
The document discusses how the knodes API enables campaigns to analyze supporters' social data for effective activation through targeted messaging. It emphasizes the need for personalized communication to overcome oversaturation in social media, providing a solution that empowers supporters to engage based on their interests. By segmenting supporters and employing data-driven strategies, knodes aims to enhance campaign productivity and measure engagement outcomes accurately.
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What We Pitched the Obama Campaign in 2012
- 1. PEOPLE, PASSION, &DATA Activating supporters on their terms Knodes ©2012 BY
- 2. IS THIS OURBEST BET FOR ACTIVATION? Knodes ©2012
- 3. The Knodes API makes it simple to analyze supporters’ social data to… …provide rich context about supporter networks & campaign message relevance Give your supporters superpowers. Make it fun & simple to send bi-directionally targeted messages. …so supporters spend less time but are more productive for the campaign. S
- 4. ASSUMPTION PROBLEM BROADSOCIAL MESSAGING IS NO LONGER ENOUGH increase GOP 140X CANDIDATES TWITTER FOLLOWERS 400X increase The 2012 campaign must leverage technology to re-engage past supporters and activate new supporters in targeted, highly effective ways. VS Social channels are 140x more cluttered than they were 4 years ago. Supporters have become numb and desensitized to broad messaging. And the opposition has increased its sophistication. TWEETS/MONTH 50MM 120K OBAMA TWITTER MCCAIN TWITTER FOLLOWERS 5K FOLLOWERS 2008 7Billion 2.0 MM 95X increase 2012 11.5 MM Knodes ©2012
- 5. THE SOLUTION Giveevery supporter, advocate & superstar a simple, effective way to catapult their messages to targeted people in their networks. ACTIVATE SUPPORTERS BASED ON THE ISSUES THEY CARE ABOUT HEALTH CARE SOPA JOBS Knodes ©2012 YOU
- 6. CONNECT How dowe get a sense for the issues and people supporters are connected to and care about? DEEP CONTEXT BASED ON CONVERSATIONS & ENGAGEMENT Knodes ©2012
- 7. SEGMENT & COMMUNICATE And then, once segmented, how do we best activate? LET ADVOCATES ADVOCATE ON THEIR OWN TERMS Knodes ©2012 OUR CITY HELPING THE HOMELESS
- 8. EFFECTIVE The campaignneeds to make small asks cost effective and scalable. Knodes ©2012 RAISING AWARENESS Direct mailing Dialing for $$ Please retweet, please share FOCUSED ACTIVATION Right message from the right person, always. +
- 9. WHAT COULD THISLOOK LIKE? “LEND US YOUR PEERS” ONBOARDING Knodes ©2012 NETWORK
- 10. TECHNOLOGY FOR CAMPAGNMANAGERS Data Capture Knodes ©2012 We break down each campaign message into multiple vectors of activation (“triggers”) that we map onto each supporter’s network: by topic, by region, by engagement. This drives high quality, targeted outreach that yields activation. We give campaign managers a dashboard to track the results of each ask. Each message or “call-to- action” that is spread by supporters is measured and analyzed for efficacy individually and all together. We capture and analyze hundreds of thousands of social data points for each user including location, interests, conversations, engagement and influence data Targeting Tracking War Economy Vets Iraq/ Afghanistan Defense Spending Job Creation Supporter Snapshot This week, Ariel has sent: 5 DM on the topic of veterans 4 clicks on the link 3 pledges of support Supporter Score: 25
- 11. MORE REWARDING SUPPORTEREXPERIENCE Step 1 – Lend us your peers We sort through your network so you don’t have to Step 2 – Just for you Knodes ©2012 We’ll use your social network credentials to help you activate the right friends with the right message. We’ll help you supercharge your network, providing targeted messages for the right people at the right time. saving you time and increasing your impact HEALTH CARE Now is the time! XX is being decided in Ohio on Tuesday. Send Sally, Robert, Lauren, and James a message to support! YOU
- 12. THE SECRET SAUCE TECH YOU CAN BELIEVE IN? Knodes ©2012
- 13. CASE STUDY Howsocial search grew up Knodes ©2012 Throwing a party should be easy. NYC-based Baratunde Thurston was planning to throw a party in Chicago to promote his new book “How to Be Black.” He had a clear goal, and a direct ask – come to my book party. And yet, it was still taking him hours upon hours to complete, despite having a robust database of contacts.
- 14. CASE STUDY Sohow has a best selling author who’s worked on the Obama campaign use Knodes in the real world? Knodes ©2012 The eight-step process. 1. Set goal - invite people to event in Chicago 2. Decide what characteristics are relevant 3. Hit the spreadsheet 4. Prep unique messages for email (copy & paste) 5. Search LinkedIn connections 6. Hack Facebook location and search friends 7. Knodes search on relevant characteristics 8. Then…WAIT.
- 15. BUILT TO SERVE Easy for campaign to implement using our API, or build your own solution with our API. Knodes is big data as a service. Knodes ©2012 Take as much or as little you need - from improved internal intelligence to a full-fledged super-supporter communication platform. We’ve built Knodes to be a service where we can throttle demand (and cost) as needed. Social media is 90% hype, and 100% people - we focus on people. You already have your supporter base. Knodes can activate them effectively. Intelligence on demand. Customizable A La Carte Context Truth Whisperer Campaign? Share content about administration’s track record on issues your friends and connections care about in private channels. Less spammy call to action. Electoral Map of Me Challenge Who’s got the more impactful network, me or my friends? And on what issues? Battleground Calvary Foursquare check-in app that rewards people for getting their connections checked into voting locations in battleground states and serves up last minute relevant content to motivate action.
- 16. THE BIG QUESTIONS Integration Knodes ©2012 Data Storage Permissioning Analytics & Product Scalability
- 17. PLUG IN Integrationis simple and flexible. “POWERED BY” APPROACH Knodes ©2012
- 18. SECURE Robust, securearchitecture using AWS infrastructure. 100% compliance with network privacy terms Knodes ©2012
- 19. ALWAYS YOU Campaignapp is permissioned with Knodes as agent. WE’VE GOT YOUR BACK, BUT WE ARE INVISIBLE Knodes ©2012
- 20. BUILT TO LAST Will this scale? Knodes ©2012
- 21. WHAT’S NEXT? Whatshould we build and what kind of analytics will you get? WHAT ARE THE CAMPAIGN GOALS? Knodes ©2012 ?
- 22. RON J. WILLIAMSJOHN GOODWIN CTO & Co-Founder. Hacker, fixer and foodie. Brooklyn-born, PA-raised Brown CS Alum, and political junkie. CEO & Co-Founder. Lover of data-driven insights, Brooklyn-born Harvard graduate, mentor, and social entrepreneur. LET’S KEEP PRESIDENT OBAMA WHERE HE BELONGS. This is the single most important use of our technology in 2012. Let’s talk: teamobama@knod.es Knodes ©2012