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  1. 1. #votesocialmedia  "An examination of theadvantages for political campaigns through social media"
  2. 2. Introduction• Relatively new phenomenon• Game changer• Now, a norm for active politicians• A space to instigate political growth -Pulse -Yowie• Social media influence in the future: UP
  3. 3. A good social media plan includes:• listening platform• voter inclusion• analytics• voter sentiment
  4. 4. Why is SM engagement more importantthan traditional methods?• Inexpensive• Authentic• Real time conversation• Reach
  5. 5. Shira Schoenberg@shiraschoenbergBoston Globe political correspondent• "Obama mastered the multifaceted social media world on a level that even his counterparts cannot contest"• "He used Facebook, Twitter and other media platforms to cultivate grassroots organizations, fundraise, advertise and rally support"
  6. 6. Edward Boches@edwardbochesKlout Score: 57Chief Innovation Officer;Mullen; Marketer; Blogger• "A collective voice for voters"• "Real-time qualitative feedback for campaigns"• "Track sentiment"
  7. 7. Background: PULSE
  8. 8. Background: YOWIE• "An open town hall meeting platform"• Allows hundreds of people to participate• Speaker and audience are engaged• No limit on time, space or content• No spending money on staff or travel
  9. 9. Background: FLOOP• social polling mobile app• gauges sentiment on various "Floops" (questions/topics)• opportunity for engagement of general public
  10. 10. Tour – “How To” • Social polling tools o Floop o Pulse • Interactive video chat o Yowie“The social web is vocal and wants to be heard.” - D. Archibald Smart, CTO at Targeted Victory
  11. 11. • CTO at Targeted Victory• Mitt Romney• Measureable & definitive• Gauge sentiment• Encourage action• Two-way communication
  12. 12. Social Polling• Graphs• Real-time• Monitor feedback
  13. 13. Floop• 2008 Presidential debate• two-way shared conversation• analytics and market research• Candidates gain insight “We need Floop because it puts polling in the hands of the people.”- Co-founders Richard Schultz and Patrick Shields
  14. 14. The Pulse• Measures buzz• Analytics• Charts & graphs• Sentiment, influence, trends• Instagram
  15. 15. Yowie• interactive video chat• live questions• participation• bridges the gap• give and take format“Yowie enables me to have a direct digital dialog with the public andengage in an open Q&A on key issues…no topic is off limits.” - Gary Johnson, U.S. Republican Presidential Candidate
  16. 16. What these toolsmean for candidates… • Collective voice of voters • Real-time feedback • Track sentiment by geography • Gather insight at little cost
  17. 17. CASE STUDY: Barack Obama Barack Obamas Social Presence 2008 Campaign for Change 2012 Organizing For America
  18. 18. Barack Obamas SocialPresence = influential
  19. 19. Twitter - @barack0bama!/BarackObama                             2,181 tweets 686,891 following 11,077,937 followers 158,923 listed
  20. 20. Tumblr• supporters can post stories, photos, or videos• allows for engagement
  21. 21. Facebook 24,032,731 lik e this 315,522  talkin g about this
  22. 22. YouTube ?blend=1&ob=4 165 million views
  23. 23. 2008 Campaign for Change
  24. 24. 2008 Campaign for Change• McCain supporters more likely than Obama supporters to be internet users (83% vs. 76%)• Obama supporters participated in a wider range of online political activities• Use of email and text messaging for political communications
  25. 25. 2008 Campaign for Change
  26. 26. 2008 Campaign for Change Key Aspect to Campaign = Engagement, Interaction, and Involvement with supporters via social media
  27. 27. 2008 Campaign for Change• - interaction with supporters• spent more than $26 million on internet advertising• 83% of Internet users ages 18-29 use social networking sites• “So much of our support [in 2008] came from younger, more wired people.” - David Axelrod, top strategist for the 2012 campaign
  28. 28. 2008 Campaign for Change Outcome = social media helped Barack Obama increase interaction and engage with voters to spread his campaign message giving him an advantage in the 2008 presidential election
  29. 29. 2012 Organizing for America
  30. 30. 2012 Organizing for America• maintain connections with supporters and reach out to new ones• interact and make supporters/voters involved in the  conversation • re-election campaign and the Democratic National Committee at $5 million in online ad related spending alone•      
  31. 31. 2012 Organizing for America "Tweet for Jobs" Tool
  32. 32. 2012 Organizing for America• use social media as a gateway to open a two- way dialogue, not a vehicle for pushing out talking points• partnered with Facebook and LinkedIn to host interactive events• "Greater Together" o solicit questions and feedback on a live Twitter feed #greatertogether
  33. 33. 2012 Organizing for America How To Use Social Media To Succeed in the 2012 Presidential Campaign• sponsor a debate-watching party • “Voting For My Future” - video series "President Obama will need to speak not just to them, but with them." - JesseComart, communications and public affairs consultant at the Glover Park Group(GPG)
  34. 34. WHATS NEXT:The Future of Political Social Media How social media constantly evolves and changes in the political sphere
  35. 35. New Trends• National debt debate erupted on Twitter this summer
  36. 36. New Trends• On Friday July 29, 2011, President Obama asked American citizens to join the debt debate on Twitter.
  37. 37. New TrendsIn only 8 hours, the presidents message had reached 36 millionTwitter users, according to NM incite
  38. 38. New Trends = • White House Communications Director Dan Pfeiffer tweeted that he believed "e-mails & tweets helped Congress to act."  • The peoples Twitter influence forced Congress to raise the debt ceiling.
  39. 39. Mathew Lira • "Its a sea of change from, say, two years ago ... If youre not following it on Twitter, youre out of the loop and behind the curve." • "Social web will heal the relationship between the public and their legislative institutions."Matt Lira is currently the Director of New Media for HouseRepublican Majority Leader Eric Cantor!/MattLira
  40. 40. futureoffacebook.comThe Future of Facebook is a 6 part video series exploring theimpact social networking technologies are having on our lives
  41. 41. New TrendsThe Future of Facebook and Politics
  42. 42. New Trends AMERICANS ELECT 2012• The goal of Americans Elect is to nominate a presidential ticket that answers directly to voters - not the political system • Americans Elect is already well on the way to putting the first directly- nominated nonpartisan ticket on the 2012 ballot in all 50 states.• Over 2,008,069 signatures and counting!
  43. 43. ConclusionNew social media platforms help politiciansboost their political campaigns by: o New ways to communicate with voters Ex: Twitter, Facebook o Rallying support Ex: 24-hour fundraising bomb websites o Promoting interactivity Ex. Interactive video blogs o Measuring influence Ex: social polling
  44. 44. QUESTIONS?