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Creative Digital & Social Advertising for Politics & Advocacy

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Slides from the 7/13/2019 training at Netroots Nation.

Published in: News & Politics
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Creative Digital & Social Advertising for Politics & Advocacy

  1. 1. @epolitics @salimzymet CREATIVE DIGITAL & SOCIAL ADVERTISING FOR POLITICS & ADVOCACY 12 July 2019 Colin Delany Epolitics.com @epolitics Salim Zymet 50p1.com @SalimZymet
  2. 2. 20+ Years in Digital Politics Internet Strategy Consultant Political Advocate Founder/Editor of Epolitics.com Ebook Author Plays Bass in a Rock & Roll Band @epolitics @salimzymet Colin Delany
  3. 3. @epolitics @salimzymet Salim Zymet Obama 2012 Health and Human Services 2013 Iowa Senate Race 2014 Hillary for America – Iowa, Nebraska, Utah, New York, Ohio Crowdpac – 2018 50+1 Strategies now Lover of Mac n Cheese
  4. 4. @epolitics @salimzymet POLITICS IN TEXAS…
  5. 5. @epolitics @salimzymet WHY ADVERTISE ON SOCIAL?
  6. 6. @epolitics @salimzymet WHY ADVERTISE ON SOCIAL?
  7. 7. @epolitics GOALS
  8. 8. @epolitics @salimzymet GOALS Engagement Click-throughs Social sharing List-building Advocacy actions Political pressure
  9. 9. @epolitics @salimzymet GOALS
  10. 10. @epolitics @salimzymet EXAMPLE: ILLUSION OF UBIQUITY
  11. 11. @epolitics @salimzymet EXAMPLE: ILLUSION OF UBIQUITY
  12. 12. @epolitics @salimzymet EXAMPLE: ILLUSION OF UBIQUITY
  13. 13. @epolitics @salimzymet PROMOTING POSTS Almost any content can become a promoted post Boost button Ad Manager interface Targeting & budget
  14. 14. @epolitics @salimzymet TARGETING Geotargeting Interest targeting Demographic targeting Keyword targeting (Twitter) Hashtag targeting Custom audience targeting Voter-file targeted banner + pre-roll
  15. 15. @epolitics @salimzymet TESTING
  16. 16. @epolitics @salimzymet TESTING
  17. 17. @epolitics @salimzymet AUTOMATED TESTING
  18. 18. @epolitics @salimzymet HYPER-LOCAL CONTENT
  19. 19. @epolitics @salimzymet CUSTOM AUDIENCES Targeting your email list with Facebook ads EXAMPLE FROM 2014: Two groups of campaign donors/supporters Group A: email + [Facebook ad] + second email Group B: email + [no ad] + second email What do you think happened?
  20. 20. @epolitics @salimzymet LOOKALIKE TARGETING
  21. 21. @epolitics @salimzymet LIST-BUILDING
  22. 22. @epolitics @salimzymet LIST-BUILDING
  23. 23. @epolitics @salimzymet LEAD-GENERATION ADS
  24. 24. @epolitics @salimzymet GRASSTOPS RECRUITING
  25. 25. @epolitics @salimzymet LINKEDIN TARGETING
  26. 26. @epolitics @salimzymet RAPID RESPONSE
  27. 27. @epolitics @salimzymet RECRUITING ADS = BEACHHEAD
  28. 28. @epolitics @salimzymet RETARGETING (FACEBOOK PIXEL)
  29. 29. @epolitics @salimzymet BANNER ADS
  30. 30. @epolitics @salimzymet MEDIA TAKEOVERS
  31. 31. @epolitics @salimzymet OPTIMIZING BANNER ADS
  32. 32. @epolitics @salimzymet LONG-TERM PERSUASION
  33. 33. @epolitics @salimzymet PROMOTED TWEETS Target: People who follow a particular feed People who use a keyword or hashtag A list of specific users Geographic area
  34. 34. @epolitics @salimzymet PROMOTED TWEETS Uses: Targeting decisionmakers Targeting employees/customers of a business Targeting legislative staff Targeting reporters Promoting content
  35. 35. THANK YOU! Colin Delany Epolitics.com cpd@epolitics.com +1 202 422 4682 @epolitics Salim Zymet 50p1.com salim@50p1.com @SalimZymet

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