The document discusses the evolution of political campaigning due to digital marketing, highlighting key factors such as online fundraising, resource efficiency, and the democratization of media. It outlines how campaigns, particularly Obama's and Trump's, utilized social media and data-driven strategies to engage voters and maximize contributions. The future of political campaigning is expected to involve continued advancements in technology, including AI and chatbots, while addressing the ongoing challenge of fake news.

1. Lessons Learned from the Campaign Trail
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2. I want to talk about politics
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3. ...Without being partisan
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4. Specifically, how politics has evolved with
digital marketing
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5. @mr_JeremyG

6. @mr_JeremyG

7. Facebook went from this...
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8. To this...
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9. So why did politics become obsessed with
digital marketing?
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10. 1) Campaigns are more easily able to raise
money
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11. Online fundraising in 2000
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12. Online fundraising in 2004
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13. Online fundraising in 2008
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14. What did Obama do with all that money?
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15. From January 1, 2007 - October 29, 2008
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16. 2) Digital marketing also enables an efficient
use of resources
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17. @mr_JeremyG

18. Donations less than $200
Clinton ‘16: 22%
Obama ‘12: 28%
Sanders ‘16: 44%
Trump ‘16: 69%
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19. @mr_JeremyG

20. 3) Digital marketing grants a microphone to
more people
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21. 4) Digital marketing enables people to make
data-informed decisions faster
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22. @mr_JeremyG

23. Politics before the internet
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24. @mr_JeremyG

25. For decades we had traditional gatekeepers
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26. Things began to change in the 2000’s
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27. @mr_JeremyG

28. Of America’s 100 largest newspapers:
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29. @mr_JeremyG
First Democratic endorsement in 126 Years

30. @mr_JeremyG
First Democratic endorsement in 148 Years

31. @mr_JeremyG
Third endorsement since 1857

32. @mr_JeremyG
Never before taken sides

33. @mr_JeremyG
Source: mediaquant.net

34. @mr_JeremyG
Value of Free Twitter Attention

35. @mr_JeremyG
Too Many F@#$%ing Tweets

36. @mr_JeremyG
Value of Free Media Attention

37. @mr_JeremyG
Free Negative Media Attention

38. P.T. Barnum, Showman/Entertainer
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39. How much tech has grown recently?
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40. Growth of Twitter
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Source: statista.com

41. That’s a gain of 134 million users between the
last 2 elections!
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42. Growth of Facebook
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Source: statista.com

43. That’s a gain of 1.76 BILLION users between
2008 and 2016!
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44. Remember what the 2012 election looked like
on Facebook?
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45. 23.8 million Twitter followers 1.7 million Twitter followers
33.4 million Facebook fans 11.9 million Facebook fans
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46. @mr_JeremyG
Source: fulcrumtech.net

47. First edition iPhones and Androids
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48. @mr_JeremyG

49. But the rise of the internet isn’t only killing
print...
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50. Consumption of traditional TV is also cratering
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51. @mr_JeremyG

52. Everyone has a voice
Everyone can spread content
Everyone is consuming content
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53. But, we tend to only want to consume that with
which we agree
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54. @mr_JeremyG

55. @mr_JeremyG
Source: cjr.org

56. @mr_JeremyG
1980

57. @mr_JeremyG
1992

58. @mr_JeremyG
1996-2007

59. @mr_JeremyG
2016
Ending the Fed Conservative State
Source: cjr.org

60. @mr_JeremyG

61. In early 2016, Breitbart tried to delegitimize
Fox News as main source of conservative news
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62. @mr_JeremyG
Source: cjr.org

63. 20%
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Source: pewresearch.org

64. 17%
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Source: pewresearch.org

65. @mr_JeremyG

66. Was it always like this?
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67. @mr_JeremyG

68. @mr_JeremyG

69. Fake news
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70. @mr_JeremyG

71. @mr_JeremyG
New York Times
Washington Post
NBC News
And more...
Source: buzzfeed.com

72. 17/20!
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73. @mr_JeremyG

74. @mr_JeremyG

75. @mr_JeremyG

76. @mr_JeremyG

77. Anyone here heard of Veles, Macedonia?
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78. Veles, Macedonia
(a.k.a. Fake News Capital of the World)
Population: 43,716
Unemployment rate: 24.9%
(2016 est.)
Average Monthly Salary:
$586.69
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79. A Recipe for Viral Fake News
1. Buy a fake Facebook profile
2. Write/spin article
3. Share link in Facebook groups with
hyperpartisan followers
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80. Not to say fake news doesn’t happen on the left
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81. @mr_JeremyG

82. @mr_JeremyG

83. @mr_JeremyG
On the left:
You're 34 times more likely than the general
population to be a college graduate

84. @mr_JeremyG
On the right:
You're 18 times more likely than the general
population to be in the top fifth of income
earners

85. Jeff Green, CEO, The Trade Desk
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86. So why didn’t fake news happen earlier?
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87. 1) Distribution and cost
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88. 2) Audiences and trust
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89. 3) Law and regulation
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90. But everything changed with the social media
revolution
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91. How did campaigns harness this power?
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92. @mr_JeremyG

93. 1. Raise $690 million online
2. More than 500 A/B and multivariate tests
3. Email was responsible for 90% of fundraising
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94. Are these metrics some sort of sorcery?
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95. NO!
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96. 1. Imagery
2. Copy/subject lines
3. Personalization
4. Different user journeys
5. Site speed improvements
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97. @mr_JeremyG

98. Site Speed Improvements:
Reduced requests
Reduced pageweight
Improved TTFB
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99. Takeaway #1:
“If you ain’t testing,
you’re last.
- Ricky Bobby
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100. @mr_JeremyG

101. Raised $218 million out of $230 million online
Received an average donation of $27
Received more contributions than any
candidate in a primary ever
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102. How Sanders did it:
Personalized landings pages
Reddit
Email
Social media
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103. 557 videos with over 42 million Facebook
views
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104. @mr_JeremyG

105. Takeaway #2:
Have social media
posts, emails &
landing pages ready
to go for planned
events
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106. @mr_JeremyG

107. @mr_JeremyG

108. @mr_JeremyG

109. Takeaway #3:
Have the agility to
capture breaking
news cycles
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110. Let’s analyze the other side of the aisle
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111. Team Trump began with a $2 million Facebook
ad buy
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112. Towards the end, they were spending $70
million per month
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113. Team Trump was testing 40,000-50,000 ad
variants at any given time.
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114. Gary Coby, Director of Advertising, Republican National Committee
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115. Youtube Get Out the Vote (GOTV)
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116. @mr_JeremyG

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118. @mr_JeremyG

119. Takeaway #4: Market to an audience of one
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120. Trump Senior Campaign Official to Bloomberg
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121. 1. Idealistic white liberals
2. Young women
3. African-americans in urban centers
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122. @mr_JeremyG

123. 1. Test everything, don’t give up
2. Have material ready for expected events
3. Be ready to pivot at moment’s notice
4. Market to an audience of one
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124. What will 2018 and 2020 look like?
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125. 1. Fake news will exist, but be less common
2. Dark social will offset AI and human filters
3. AI chatbots will enable 1:1 communication
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126. @distilled
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