The document discusses the innovative use of social media in the 2012 US presidential election campaign. It notes that the campaigns extensively used tools like microtargeting using voter data from Facebook, Twitter, YouTube, and other platforms to customize messages and ads for specific voter groups. Both campaigns invested heavily in digital strategies and hired experts to optimize their social media presence, online fundraising, and voter outreach. The document also raises privacy concerns about the extensive data collection and targeting used in digital campaigning.

1. FOLLOWTHEMONEY:
INNOVATIV BRUK AV SOSIALE MEDIER I
DEN AMERIKANSKE VALGKAMPEN
Bente Kalsnes, PhD, IMK, UIO
@benteka
Foto: <rs> snaps, Flickr, CC BY-ND 2.0

2. ”The real story
ofthepresidentialcamp
aignisn't in
thedailynews and
chatteroncable
shows, butmight be
foundelsewhere, in
the hard metricsof
voter attitudes and
turnout.”
MicahSifry,
Techpresident.com

3. MICROTARGETING

4. MEN FØRST, TALLENE

5. FACEBOOK

6. TWITTER

7. YOUTUBE

8. INSTAGRAM

9. GOOGLE+

10. HVASNAKKERKANDIDATENE OM
I SOSIALE MEDIER?
Kilde: Pew(data 2 uker i juni 2012)

11. INGEN TVIL, OBAMA KNUSER
ROMNEY I SOSIALE MEDIER
(KVANTITATIVT)

12. “I think [digital in thepoliticalsphere] is no longer in
itsinfancy, and it’sno longer even a toddler — it’s a
real, live adolescent”
Stu Trevelyan, CEO of NGP VAN, 2012
(online advertising, mobile communications
and social media strategy - Obama)

13. ROI for sosiale medier i politikken
(computationalmanagement)
• Måling av suksess for
nettannonser, eposter, FB-
poster, bilder, videoer, etc.
• Få folk til å melde seg på epost-
listen
• Få folk til å donere penger
• Få folk til å registrere seg til å
stemme
• Få folk til å melde seg som
frivillig medarbeider Foto: MittRomney/Instagram
• Få folk til å stemme på deg

14. Arsenalet av kampanje-verktøy
• Velgerdatabase (+ data fradiv kommersielle
databaser og sosiale medier)
• Epost
• Sosial media-plattformer
• Sms
• Brev
• Annonser (tv, radio, print, nett, mobil)
• Nettsider
• Søkemotoroptimalisering
• etc

15. PENGENE

16. 2008 – DEN
DYRESTEVALGKAMPEN (SÅ
LANGT)
Total kostnad: $2,4milliarder
Source: OpenSecrets

17. NYE REKORDER I 2012…
Source: Washington Post
Source: Washington Post
Kilde: Washington Post

19. HIGH TECH + DAGLIGDAGSE VERKTØY

20. DEN STORE DIGITAL-TENDENSEN I
VALGKAMPEN:
Big Data
og
MICROTARGETING

21. ”Underneathnearly all
thenew media worklay a
sophisticated data back-
end and
analyticspracticesthatfurth
ered staffers’ goal to
create ”a
customized, highlyproducti
veindividualrelationshipwit
hevery person in the
country”
Gray Brooks, Obama campaign-08
”Taking our country back”

23. ”The campaigns have planted software
known as cookiesonvoters’ computers to
seeiftheyfrequentevangelical or erotic Web
sites for clues to their moral perspectives.”
Source:Campaigns Mine Personal Lives to GetOutVote,
NYTimes

27. ”BothObama and Romney'ssitesallow, if not
encourage, visitors to login to
theircampaignwebsiteswith a
Facebookaccount, therebyunveiling a
wealthofinformation: emailaddress, friend
list, birthday, gender, and user ID.”
Voter databases:
• Republicans: VoterVaults
• Democrats: VoterBuilder
Source: The creepinessfactor. The Atlantic

30. • Campagins ”nowfullyengagedonthe latest
technologicalfrontier in advertising:
aimingspecificads at potential supporters
basedonwherethey live, the Web sitestheyvisit and
theirvotingrecords.
• ”As a result, microtargetingallowscampaigns to
putspecificmessages in front ofspecificvoters —
somethingthat has increased in
sophisticationwiththe large bucketsof data
available to politicalconsultants. ”
Source: ” Online Data HelpingCampaignsCustomizeAds
New York Times

31. Mobil pengeinnsamling

33. Begge kampanjene bruker Square

34. Politiske app’er

36. Dashboard for grasrota

39. NÅR
KAMPANJENE
VET FOR MYE

40. http://www.youtube.com/watch?v=IE-
utC68l2I&feature=youtu.be

41. Heldigvis har det vært mye
humor i sosiale medier denne
valgkampen…

42. Kilde:http://bindersfullofwomen.tumblr.com/

44. Noe jeg er nysgjerrig på:
Vil vi få se noe lignende i Norge i
#VALG2013?
TAKK FOR MEG!
@BENTEKA