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Campaign 2012
Behind the Scenes, What it Means

                   FLEISHMAN-HILLARD
2    T O D AY ’ S F O C U S



    CAMPAIGN 2012
           From Revolution to Evolution

    CAMPAIGN Strategy
           “Behind the Scenes”

    WHAT It Means
           A Brussels perspective



                                          FLEISHMAN-HILLARD
3




    2008:
    THE OBAMA
    SOCIAL
    REVOLUTION



         FLEISHMAN-HILLARD
4




    Changing News Habits   New Social Platforms




        Content Glut       R.I.P. ‘08 Movement

                                   FLEISHMAN-HILLARD
52 0 0 9 - 2 0 1 2 :   A DIFFERENT WORLD




                New Social Platforms

                                           FLEISHMAN-HILLARD
6




    FLEISHMAN-HILLARD
7   TWITTER HAS GROWN UP


    72.5%                           TODAY:
    of Twitter users joined since   a tool for data
    Obama was sworn into office     hungry campaigns




                                                       FLEISHMAN-HILLARD
8




    “If the 2008 presidential race embraced a 24/7 news
     cycle, four years later politicos are finding themselves
     in the middle of an election most starkly defined by
     Twitter, complete with 24-second news cycles and
     pithy bursts.”




                                                    FLEISHMAN-HILLARD
9     I M P L I C AT I O N S




    SOCIAL MEDIA AT THE CORE NOW: other media struggling

    CLUTTER A SERIOUS ISSUE: must go beyond posting

    SPEED: faster, faster, faster

    DIFFERENT ELECTION = different message, different emotion(s)




                                                   FLEISHMAN-HILLARD
10




 CAMPAIGN 2012
      From Revolution to Evolution
                                     INSIDE
 CAMPAIGN Strategy                   OBAMA
      “Behind the Scenes”
                                     2012
 WHAT It Means                       FROM REVOLUTION
                                     TO EVOLUTION
      AT&T Take-Aways



                                              FLEISHMAN-HILLARD
11   TWO THEORIES BECOME ONE




                 “All politics is local.”
                                -- Tip O’Neil




           “The medium is the message.”
                           -- Marshall McLuhan




                                                 FLEISHMAN-HILLARD
12   C A N D I D AT E O B A M A




      2008                        2012
      – Hope & change             – Stay the course: “Forward”
      – About all of us           – About winning
      – Poetry                    – Prose
      – Post partisan             – Partisan fighter
      – Entrepreneurial           – Corporate
      – Ambitious policy agenda   – Lock in accomplishments
      – Relatively unknown        – Target rich environment




                                                       FLEISHMAN-HILLARD
13   T E C H N O L O G Y: C H A N G I N G R O L E




      2008                                          2012

         – Inspire and motivate                     – Find and mobilize
         – Transformational                         – Practical
         – Visible and cool                         – Invisible and mundane
         – 24 hour news cycle                       – 24 second news cycle
         – Big crowds                               – Big data
         – The group                                – The individual




                                                                       FLEISHMAN-HILLARD
14




     FLEISHMAN-HILLARD
15
     OBAMA DASHBOARD APP


                              Sharing:
                              Essential
     Activation +
     Geotargeting




                              Huge Data
                            Collection Effort
                            on the Back End
         Multiple
       Engagement
         Options




                           FLEISHMAN-HILLARD
ROMNEY DASHBOARD: LESS
16
     S O P H I S T I C AT E D




                                FLEISHMAN-HILLARD
17   I N S I D E T H E O P E R AT I O N



      HUGE INCREASE                           FOCUS ON TWO PLATFORMS
      IN CONTENT CREATION                     – FACEBOOK, TWITTER
      > Massive in-house content              > Play in others (Pinterest, etc.);
        generation resources                    but devote greatest resources,
      > But…leave room to allow for             integration to these two
        organic (voter) content creation


      USE OF CROSS-PLATFORM                   DATA IS THE KEY TO BREAKING
      TECHONOLOGIES                           THROUGH THE CLUTTER
      > Shazam links TV spot, online/social   > Voter behavior, consumer data:
        activity                                all part of each voter’s “digital file”
                                              > Massive, real-time




                                                                         FLEISHMAN-HILLARD
18   PROJECT NARWHAL




                       FLEISHMAN-HILLARD
19   D ATA , D ATA , D ATA … . .


     DATA ALLOWS CAMPAIGNS TO:
                                    MOBILIZE
                                   GRASSROOTS

        SHARPEN AND
                                                BOOST
         PERSONALIZE
                                                FUNDRAISING
          MESSAGING


              TA R G E T
        POTENTIAL                                IMPROVE GOTV
     VOTERS MORE                                 O P E R AT I O N S
      E F F E C T I V E LY




                                                    FLEISHMAN-HILLARD
20   U P D AT E F R O M S TA F F

     Campaign has combined separate silos        Allows for personalization
     of information into one file with all       of information going to that
     offline and online data about individuals   individual; Creates efficiency
     in one location which can be accessed by    in messaging, outreach and
     all arms of the campaign                    use of resources




                                                                FLEISHMAN-HILLARD
21   E V O L U T I O N I N TA R G E T I N G


      2008                                    2012
      > Target by Party Affiliation           – Target by party affiliation AND
                                              – Specific political issue positions of importance
                                                (values drive votes) AND
                                              – Target based on past voting behavior.

      > Target by Interest/                   – Target supporters and persuadables of specific
        Behavior Segmentation                   political issue positions of importance AND
                                              – Target specific political engagement activities.
      > Target Registered Voters              – Target Registered Voters AND
                                              – Target based on past voting behavior AND
                                              – Target based on issue position of importance.
      > N/A
                                              – Individual Targeting: Take an offline database or mailing list
                                                of donors/members/voters and match it online.
      > Congressional District
                                              – Congressional District Targeting via zip code
        Targeting; Zip Code targeting           targeting AND
                                              – Target via offline name/address match AND
                                              – Target via voters’ values, beliefs, political
                                                activities, and past voting behavior.

                                                                                    FLEISHMAN-HILLARD
22   WHY BOTHER?




     Among Americans
     who are likely to sit
     out the election…

                             (Suffolk University/USA Today Poll)




                                           FLEISHMAN-HILLARD
23   WHY BOTHER?




     Among Americans         Obama: 43%
     who are likely to sit
     out the election…       Romney: 14%

                                 (Suffolk University/USA Today Poll)




                                               FLEISHMAN-HILLARD
24


     S A M P L E I N D E P E N D E N T V OT E R TA R G E T A U D I E N C E
     Fiscal Liberals Who Vote Frequently and Oppose Cuts to Medicare/Medicaid




              Fiscal Ideology                                   TARGET
                                                               AUDIENCE
              Very liberal; somewhat liberal




                                                                                       INSIGHTS
        A B
              Voting Behavior
              Voted in All/Most Presidential Elections
                                                         A B



              Medicare/Medicaid Cuts
                                                                12.7MM
              Oppose
                                                                 7.7%


                                                                   FLEISHMAN-HILLARD
25


     S A M P L E P R O G R E S S I V E V OT E R TA R G E T A U D I E N C E
     Fiscal Liberals Who Vote Frequently and Oppose Cuts to Medicare/Medicaid

     > Resonate Insights provide a deep understanding of selected audience profiles. Insights validate the
       selection, messaging, and offer an opportunity to expand the reach to other receptive audiences.



                  TARGET                         DEMOGRAPHICS              DEMOGRAPHICS               ONLINE ACTIVITY
                 AUDIENCE                        Have a master’s degree           Aged 65            Spend 40 hours per week
                                                        or higher                and older               or more online



                                                 59%            more
                                                                           29%           more
                                                                                                      40%            more
                                      INSIGHTS



                                                                likely                   likely                      likely

                                                    POLITICAL               ENGAGEMENT                      ISSUE
      A B
                                                  ENGAGEMENT                  ACTIVITES                    POSITION
                                                    Influential Voter      Contributed money to      Strongly Oppose Limiting
                                                      (level 4 of 4)        a political candidate     or Restricting Collective
                                                                                                            Bargaining
                  12.7MM
                   7.7%                          108%             more
                                                                  likely   76%           more
                                                                                         likely       46%            more
                                                                                                                     likely


                                                                                                    FLEISHMAN-HILLARD
26




     Soren ----
     Real quick ---- someone you know in Nevada can vote early for President Obama, starting today.
     A few votes in their state could decide this election.

     I've dropped you a line before to ask you to give folks a gentle nudge to get registered or go
     vote. This gets more and more important every day.
     That's why, if you reach out today, we'll send you a free bumper sticker to say "thank you.“

     So let Elizabeth know that they should go vote as soon as they can:

                                       Elizabeth Crum

     Once you've shared, just tell us where to send that sticker and we'll get it in the mail right away.

     We can win this ---- but it's going to take all of us mobilizing the people we know:
     http://my.barackobama.com/Friends--in--Nevada
     Thanks again,
     Yohannes

                                                                                   FLEISHMAN-HILLARD
27   B E T T E R D ATA Y I E L D S B E T T E R M E S S A G I N G




                              “Microfailure” Approach




                                                                   FLEISHMAN-HILLARD
M A S S I V E G R O W T H I N “ TA R G E T E D ”
28
     D I G I TA L D I S P L AY / V I D E O A D V E R T I S I N G




                                                                   FLEISHMAN-HILLARD
29   S O C I A L I N T E G R AT I O N

                                        OBAMA’S “TWEET
                                        FOR JOBS” Connects
                                        supporters with their local
                                        congressmen to support
                                        Obama’s policy initiatives

                                        Romney offered Twitter
                                        followers the opportunity
                                        to download a free Kindle
                                        eBook version of his jobs
                                        plan – BUT ONLY IF THEY
                                        RETWEETED HIS
                                        MESSAGE

                                        Everything is now
                                        PAID, SHARED, EARNED



                                                   FLEISHMAN-HILLARD
30   TWITTER – THE NEW SPIN ROOM




                                   FLEISHMAN-HILLARD
31   INCREASED VIDEO PRODUCTION


                              > In 1960, John F. Kennedy
                                  created 200 commercials

                              > In 2012, as of July, Barack
                                  Obama already had 2,355
                                  YouTube videos

                              > Mitt Romney currently has
                                  179 YouTube videos




                                                 FLEISHMAN-HILLARD
32
     V I D E O … S H A R I N G … A C T I V AT I O N




                                                      FLEISHMAN-HILLARD
33   CONTENT AS STORYTELLING


                               > Obama’s content is
                                consumer-focused

                               > They share the
                                facts through
                                stories

                               > Emails are short

                               > Conversational




                                       FLEISHMAN-HILLARD
34   S E N I O R S TA F F E N G A G E D W I T H S O C I A L




                                                              FLEISHMAN-HILLARD
35   A BRUSSELS PERSPECTIVE



 BRUSSELS in 2012
         Enthusiasm to pragmatism

 THREE take-aways
         Principles we can apply




                                    FLEISHMAN-HILLARD
36   B R U S S E L S & T H E W E B : AT T I T U D E S




      2008                                              2012
      – Still somewhat of a luxury                  – A must have
      – Everyone interested                         – Left to the experts
      – Seen as easy                                – Not so easy
      – High hopes                                  – Realistic hopes
      – Presence good enough                        – Strategy and ROI required




                                                                        FLEISHMAN-HILLARD
37   A C L U T T E R E D S PA C E




                                    FLEISHMAN-HILLARD
38   B R U S S E L S P L AY E R S ( A S E L E C T I O N )




                                                            FLEISHMAN-HILLARD
39   GHOST TOWNS




                   FLEISHMAN-HILLARD
40




 BRUSSELS 2012
      Enthusiasm to Pragmatism
                                 1 . DATA
 THREE take-aways                2 . CO M P E L L I N G
      Principles we can apply        CO N T E N T
                                 3 . W H O E N G AG ES ?




                                           FLEISHMAN-HILLARD
41   T H R E E TA K E - A W AY S



 DATA
           “There for the taking”




                                    FLEISHMAN-HILLARD
42   D ATA , D ATA , D ATA … . .


     DATA ALLOWS CAMPAIGNS TO:
                                    MOBILIZE
                                   GRASSROOTS

        SHARPEN AND
                                                     BOOST
         PERSONALIZE
                                                     FUNDRAISING
          MESSAGING


              TA R G E T
        POTENTIAL                                         IMPROVE GOTV
     VOTERS MORE                                          O P E R AT I O N S
      E F F E C T I V E LY




                                                F L E I S H M A N F HE L S H MD N OH I L L A RTD
                                                                  - L I I L A R A F - R AT &
43   “ I H A V E E V E R Y O N E O N S P E E D - D I A L”




                                                            FLEISHMAN-HILLARD
44   D ATA : R E A C H A N D I N S I G H T S




                                               REACH



           DATA

                                               INSIGHTS




                                                          FLEISHMAN-HILLARD
45   AN ARGUMENT WINNER




                          FLEISHMAN-HILLARD
46   T H R E E TA K E - A W AY S



 DATA
           “There for the taking”

 COMPELLING content
           Being useful and/or tell stories




                                              FLEISHMAN-HILLARD
47   CONTENT AS STORYTELLING



                               > Obama’s content is
                                people-focused

                               > They share the
                                facts through
                                stories

                               > Conversational




                                       FLEISHMAN-HILLARD
48   P R E S E N T I N G C O N T E N T D I F F E R E N T LY




                                                              FLEISHMAN-HILLARD
49   T H R E E TA K E - A W AY S



 DATA
           “There for the Taking”

 COMPELLING content
           Take the Next Step

 WHO engages?
           Get everybody talking



                                    FLEISHMAN-HILLARD
50   S E N I O R S TA F F E N G A G E D W I T H S O C I A L




                                                              FLEISHMAN-HILLARD
51   B I G T I M E P L AY E R S I N E U R O P E




                                                  FLEISHMAN-HILLARD
52




Thank you




            FLEISHMAN-HILLARD

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The US presidential campaign behind the scenes

  • 1. Campaign 2012 Behind the Scenes, What it Means FLEISHMAN-HILLARD
  • 2. 2 T O D AY ’ S F O C U S CAMPAIGN 2012 From Revolution to Evolution CAMPAIGN Strategy “Behind the Scenes” WHAT It Means A Brussels perspective FLEISHMAN-HILLARD
  • 3. 3 2008: THE OBAMA SOCIAL REVOLUTION FLEISHMAN-HILLARD
  • 4. 4 Changing News Habits New Social Platforms Content Glut R.I.P. ‘08 Movement FLEISHMAN-HILLARD
  • 5. 52 0 0 9 - 2 0 1 2 : A DIFFERENT WORLD New Social Platforms FLEISHMAN-HILLARD
  • 6. 6 FLEISHMAN-HILLARD
  • 7. 7 TWITTER HAS GROWN UP 72.5% TODAY: of Twitter users joined since a tool for data Obama was sworn into office hungry campaigns FLEISHMAN-HILLARD
  • 8. 8 “If the 2008 presidential race embraced a 24/7 news cycle, four years later politicos are finding themselves in the middle of an election most starkly defined by Twitter, complete with 24-second news cycles and pithy bursts.” FLEISHMAN-HILLARD
  • 9. 9 I M P L I C AT I O N S SOCIAL MEDIA AT THE CORE NOW: other media struggling CLUTTER A SERIOUS ISSUE: must go beyond posting SPEED: faster, faster, faster DIFFERENT ELECTION = different message, different emotion(s) FLEISHMAN-HILLARD
  • 10. 10 CAMPAIGN 2012 From Revolution to Evolution INSIDE CAMPAIGN Strategy OBAMA “Behind the Scenes” 2012 WHAT It Means FROM REVOLUTION TO EVOLUTION AT&T Take-Aways FLEISHMAN-HILLARD
  • 11. 11 TWO THEORIES BECOME ONE “All politics is local.” -- Tip O’Neil “The medium is the message.” -- Marshall McLuhan FLEISHMAN-HILLARD
  • 12. 12 C A N D I D AT E O B A M A 2008 2012 – Hope & change – Stay the course: “Forward” – About all of us – About winning – Poetry – Prose – Post partisan – Partisan fighter – Entrepreneurial – Corporate – Ambitious policy agenda – Lock in accomplishments – Relatively unknown – Target rich environment FLEISHMAN-HILLARD
  • 13. 13 T E C H N O L O G Y: C H A N G I N G R O L E 2008 2012 – Inspire and motivate – Find and mobilize – Transformational – Practical – Visible and cool – Invisible and mundane – 24 hour news cycle – 24 second news cycle – Big crowds – Big data – The group – The individual FLEISHMAN-HILLARD
  • 14. 14 FLEISHMAN-HILLARD
  • 15. 15 OBAMA DASHBOARD APP Sharing: Essential Activation + Geotargeting Huge Data Collection Effort on the Back End Multiple Engagement Options FLEISHMAN-HILLARD
  • 16. ROMNEY DASHBOARD: LESS 16 S O P H I S T I C AT E D FLEISHMAN-HILLARD
  • 17. 17 I N S I D E T H E O P E R AT I O N HUGE INCREASE FOCUS ON TWO PLATFORMS IN CONTENT CREATION – FACEBOOK, TWITTER > Massive in-house content > Play in others (Pinterest, etc.); generation resources but devote greatest resources, > But…leave room to allow for integration to these two organic (voter) content creation USE OF CROSS-PLATFORM DATA IS THE KEY TO BREAKING TECHONOLOGIES THROUGH THE CLUTTER > Shazam links TV spot, online/social > Voter behavior, consumer data: activity all part of each voter’s “digital file” > Massive, real-time FLEISHMAN-HILLARD
  • 18. 18 PROJECT NARWHAL FLEISHMAN-HILLARD
  • 19. 19 D ATA , D ATA , D ATA … . . DATA ALLOWS CAMPAIGNS TO: MOBILIZE GRASSROOTS SHARPEN AND BOOST PERSONALIZE FUNDRAISING MESSAGING TA R G E T POTENTIAL IMPROVE GOTV VOTERS MORE O P E R AT I O N S E F F E C T I V E LY FLEISHMAN-HILLARD
  • 20. 20 U P D AT E F R O M S TA F F Campaign has combined separate silos Allows for personalization of information into one file with all of information going to that offline and online data about individuals individual; Creates efficiency in one location which can be accessed by in messaging, outreach and all arms of the campaign use of resources FLEISHMAN-HILLARD
  • 21. 21 E V O L U T I O N I N TA R G E T I N G 2008 2012 > Target by Party Affiliation – Target by party affiliation AND – Specific political issue positions of importance (values drive votes) AND – Target based on past voting behavior. > Target by Interest/ – Target supporters and persuadables of specific Behavior Segmentation political issue positions of importance AND – Target specific political engagement activities. > Target Registered Voters – Target Registered Voters AND – Target based on past voting behavior AND – Target based on issue position of importance. > N/A – Individual Targeting: Take an offline database or mailing list of donors/members/voters and match it online. > Congressional District – Congressional District Targeting via zip code Targeting; Zip Code targeting targeting AND – Target via offline name/address match AND – Target via voters’ values, beliefs, political activities, and past voting behavior. FLEISHMAN-HILLARD
  • 22. 22 WHY BOTHER? Among Americans who are likely to sit out the election… (Suffolk University/USA Today Poll) FLEISHMAN-HILLARD
  • 23. 23 WHY BOTHER? Among Americans Obama: 43% who are likely to sit out the election… Romney: 14% (Suffolk University/USA Today Poll) FLEISHMAN-HILLARD
  • 24. 24 S A M P L E I N D E P E N D E N T V OT E R TA R G E T A U D I E N C E Fiscal Liberals Who Vote Frequently and Oppose Cuts to Medicare/Medicaid Fiscal Ideology TARGET AUDIENCE Very liberal; somewhat liberal INSIGHTS A B Voting Behavior Voted in All/Most Presidential Elections A B Medicare/Medicaid Cuts 12.7MM Oppose 7.7% FLEISHMAN-HILLARD
  • 25. 25 S A M P L E P R O G R E S S I V E V OT E R TA R G E T A U D I E N C E Fiscal Liberals Who Vote Frequently and Oppose Cuts to Medicare/Medicaid > Resonate Insights provide a deep understanding of selected audience profiles. Insights validate the selection, messaging, and offer an opportunity to expand the reach to other receptive audiences. TARGET DEMOGRAPHICS DEMOGRAPHICS ONLINE ACTIVITY AUDIENCE Have a master’s degree Aged 65 Spend 40 hours per week or higher and older or more online 59% more 29% more 40% more INSIGHTS likely likely likely POLITICAL ENGAGEMENT ISSUE A B ENGAGEMENT ACTIVITES POSITION Influential Voter Contributed money to Strongly Oppose Limiting (level 4 of 4) a political candidate or Restricting Collective Bargaining 12.7MM 7.7% 108% more likely 76% more likely 46% more likely FLEISHMAN-HILLARD
  • 26. 26 Soren ---- Real quick ---- someone you know in Nevada can vote early for President Obama, starting today. A few votes in their state could decide this election. I've dropped you a line before to ask you to give folks a gentle nudge to get registered or go vote. This gets more and more important every day. That's why, if you reach out today, we'll send you a free bumper sticker to say "thank you.“ So let Elizabeth know that they should go vote as soon as they can: Elizabeth Crum Once you've shared, just tell us where to send that sticker and we'll get it in the mail right away. We can win this ---- but it's going to take all of us mobilizing the people we know: http://my.barackobama.com/Friends--in--Nevada Thanks again, Yohannes FLEISHMAN-HILLARD
  • 27. 27 B E T T E R D ATA Y I E L D S B E T T E R M E S S A G I N G “Microfailure” Approach FLEISHMAN-HILLARD
  • 28. M A S S I V E G R O W T H I N “ TA R G E T E D ” 28 D I G I TA L D I S P L AY / V I D E O A D V E R T I S I N G FLEISHMAN-HILLARD
  • 29. 29 S O C I A L I N T E G R AT I O N OBAMA’S “TWEET FOR JOBS” Connects supporters with their local congressmen to support Obama’s policy initiatives Romney offered Twitter followers the opportunity to download a free Kindle eBook version of his jobs plan – BUT ONLY IF THEY RETWEETED HIS MESSAGE Everything is now PAID, SHARED, EARNED FLEISHMAN-HILLARD
  • 30. 30 TWITTER – THE NEW SPIN ROOM FLEISHMAN-HILLARD
  • 31. 31 INCREASED VIDEO PRODUCTION > In 1960, John F. Kennedy created 200 commercials > In 2012, as of July, Barack Obama already had 2,355 YouTube videos > Mitt Romney currently has 179 YouTube videos FLEISHMAN-HILLARD
  • 32. 32 V I D E O … S H A R I N G … A C T I V AT I O N FLEISHMAN-HILLARD
  • 33. 33 CONTENT AS STORYTELLING > Obama’s content is consumer-focused > They share the facts through stories > Emails are short > Conversational FLEISHMAN-HILLARD
  • 34. 34 S E N I O R S TA F F E N G A G E D W I T H S O C I A L FLEISHMAN-HILLARD
  • 35. 35 A BRUSSELS PERSPECTIVE BRUSSELS in 2012 Enthusiasm to pragmatism THREE take-aways Principles we can apply FLEISHMAN-HILLARD
  • 36. 36 B R U S S E L S & T H E W E B : AT T I T U D E S 2008 2012 – Still somewhat of a luxury – A must have – Everyone interested – Left to the experts – Seen as easy – Not so easy – High hopes – Realistic hopes – Presence good enough – Strategy and ROI required FLEISHMAN-HILLARD
  • 37. 37 A C L U T T E R E D S PA C E FLEISHMAN-HILLARD
  • 38. 38 B R U S S E L S P L AY E R S ( A S E L E C T I O N ) FLEISHMAN-HILLARD
  • 39. 39 GHOST TOWNS FLEISHMAN-HILLARD
  • 40. 40 BRUSSELS 2012 Enthusiasm to Pragmatism 1 . DATA THREE take-aways 2 . CO M P E L L I N G Principles we can apply CO N T E N T 3 . W H O E N G AG ES ? FLEISHMAN-HILLARD
  • 41. 41 T H R E E TA K E - A W AY S DATA “There for the taking” FLEISHMAN-HILLARD
  • 42. 42 D ATA , D ATA , D ATA … . . DATA ALLOWS CAMPAIGNS TO: MOBILIZE GRASSROOTS SHARPEN AND BOOST PERSONALIZE FUNDRAISING MESSAGING TA R G E T POTENTIAL IMPROVE GOTV VOTERS MORE O P E R AT I O N S E F F E C T I V E LY F L E I S H M A N F HE L S H MD N OH I L L A RTD - L I I L A R A F - R AT &
  • 43. 43 “ I H A V E E V E R Y O N E O N S P E E D - D I A L” FLEISHMAN-HILLARD
  • 44. 44 D ATA : R E A C H A N D I N S I G H T S REACH DATA INSIGHTS FLEISHMAN-HILLARD
  • 45. 45 AN ARGUMENT WINNER FLEISHMAN-HILLARD
  • 46. 46 T H R E E TA K E - A W AY S DATA “There for the taking” COMPELLING content Being useful and/or tell stories FLEISHMAN-HILLARD
  • 47. 47 CONTENT AS STORYTELLING > Obama’s content is people-focused > They share the facts through stories > Conversational FLEISHMAN-HILLARD
  • 48. 48 P R E S E N T I N G C O N T E N T D I F F E R E N T LY FLEISHMAN-HILLARD
  • 49. 49 T H R E E TA K E - A W AY S DATA “There for the Taking” COMPELLING content Take the Next Step WHO engages? Get everybody talking FLEISHMAN-HILLARD
  • 50. 50 S E N I O R S TA F F E N G A G E D W I T H S O C I A L FLEISHMAN-HILLARD
  • 51. 51 B I G T I M E P L AY E R S I N E U R O P E FLEISHMAN-HILLARD
  • 52. 52 Thank you FLEISHMAN-HILLARD

Editor's Notes

  1. Lack of gamification
  2. Talking point: In all of our conversations with campaign staff and social/advertising partners, it’s clear that the 2012 cycle is all about taking in, segmenting, and maximizing the use of data
  3. supporters on its email list to contact specific individuals in states with early voting to remind them to vote.The algorithm for identifying potential Obama voters in swing states is far from perfect.In an email shared with POLITICO, for example, the Obama campaign asked Soren Dayton, a former John McCain campaign staffer (who had signed up to the campaign's email list and authorized it to access his Facebook account), to contact a self-described conservative-libertarian blogger based in Nevada.But it's the logical culmination of campaign email programs and social networking. The New York Times reported last week that campaigns have been testing whether personal contact from an acquaintance is more effective than from a unknown campaign volunteer.The tool works in conjunction with Facebook — and suggestions of what voter to contact are only generated only after supporters give the campaign permission to access a list of their Facebook friends.Mitt Romney's campaign has rolled out a similar tool called Commit to Mitt, which connects supporters to voters in swing states via Facebook. The Romney campaign did not immediately respond to a question about whether they have or are planning any similar Facebook/email integration.Encouraging such peer-to-peer contacts is on the rise among campaigns and will likely be standard practice in future cycles — for good reason.A recent study showed that a Facebook message informing users which of their friends had voted resulted in 340,000 additional votes during the 2010 election. The researchers concluded that voters who saw their friends had voted were much more likely to turn out to vote.
  4. Talking point: In all of our conversations with campaign staff and social/advertising partners, it’s clear that the 2012 cycle is all about taking in, segmenting, and maximizing the use of data