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@epolitics @salimzymet
CREATIVE DIGITAL & SOCIAL
ADVERTISING FOR POLITICS &
ADVOCACY
12 July 2019
Colin Delany
Epolitics.com
@epolitics
Salim Zymet
50p1.com
@SalimZymet
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
@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
@epolitics @salimzymet
POLITICS IN TEXAS…
@epolitics @salimzymet
WHY ADVERTISE ON SOCIAL?
@epolitics @salimzymet
WHY ADVERTISE ON SOCIAL?
@epolitics
GOALS
@epolitics @salimzymet
GOALS
Engagement
Click-throughs
Social sharing
List-building
Advocacy actions
Political pressure
@epolitics @salimzymet
GOALS
@epolitics @salimzymet
EXAMPLE: ILLUSION OF UBIQUITY
@epolitics @salimzymet
EXAMPLE: ILLUSION OF UBIQUITY
@epolitics @salimzymet
EXAMPLE: ILLUSION OF UBIQUITY
@epolitics @salimzymet
PROMOTING POSTS
Almost any content can
become a promoted
post
Boost button
Ad Manager interface
Targeting & budget
@epolitics @salimzymet
TARGETING
Geotargeting
Interest targeting
Demographic targeting
Keyword targeting (Twitter)
Hashtag targeting
Custom audience targeting
Voter-file targeted banner + pre-roll
@epolitics @salimzymet
TESTING
@epolitics @salimzymet
TESTING
@epolitics @salimzymet
AUTOMATED TESTING
@epolitics @salimzymet
HYPER-LOCAL CONTENT
@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?
@epolitics @salimzymet
LOOKALIKE TARGETING
@epolitics @salimzymet
LIST-BUILDING
@epolitics @salimzymet
LIST-BUILDING
@epolitics @salimzymet
LEAD-GENERATION ADS
@epolitics @salimzymet
GRASSTOPS RECRUITING
@epolitics @salimzymet
LINKEDIN TARGETING
@epolitics @salimzymet
RAPID RESPONSE
@epolitics @salimzymet
RECRUITING ADS = BEACHHEAD
@epolitics @salimzymet
RETARGETING (FACEBOOK PIXEL)
@epolitics @salimzymet
BANNER ADS
@epolitics @salimzymet
MEDIA TAKEOVERS
@epolitics @salimzymet
OPTIMIZING BANNER ADS
@epolitics @salimzymet
LONG-TERM PERSUASION
@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
@epolitics @salimzymet
PROMOTED TWEETS
Uses:
Targeting decisionmakers
Targeting employees/customers of a business
Targeting legislative staff
Targeting reporters
Promoting content
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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Creative Digital & Social Advertising for Politics & Advocacy

Editor's Notes

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