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US Presidential Campaign_Final
- 1. BUAD 884:Group Project USPresidential Campaign 2016 & Role of Social Media Aug 12th , 2015 Vipin Rathore, Kapil Sibal, Xi Chen, Dong Guo
- 2. Agenda • Overview • Goals/ Objectives • Situational Analysis • Competitors • Audience Profile / Demographics • Digital Platforms • Strategy Development • Tactics • Recommendations • Timelines • Budget 2
- 3. Overview Social networkplays a very important role in people’s daily lives. More than 1.6 billion people are using social network As the biggest social network platform, Facebook has more 1.4 billion active monthly users
- 4. Usage Time According toresearch, on average in 2014, users have spend 1.72 hours on social network every day, which represents about 28% of user’s daily online time. Especially for Micro-blogging, including Twitter, user spend 0.81 hours on average.
- 5. US Presidential Election2008 Candidate (Party) Amount raised Amount spent Votes Average spent per vote Barack Obama (D) $778,642,962 $760,370,195 69,498,215 $10.94 John McCain (R) $383,913,834 $358,008,447 59,948,240 $5.97 Ralph Nader (I) $4,496,180 $4,187,628 738,720 $5.67 Bob Barr (L) $1,383,681 $1,345,202 523,713 $2.57 Chuck Baldwin (C) $261,673 $234,309 199,437 $1.17 Cynthia McKinney (G) $240,130 $238,968 161,680 $1.48 During the 2008 Presidential Election cycle, Obama raised $ 778million, which was a record-breaking number.
- 6. Obama attractedsupporters and followers on Facebook and Twitter, but John McCain, Obama’s main competitor did not pay enough attention on social network. Obama’s team released an official app that could allow supporters to find local campaign office, share experience, and make donation. US Presidential Election 2008
- 7. Goals We supportTed Cruz Goals 1. Increase awareness among voters 2. Raise fund to support the campaign 3. Target the masses and spread growth by word of mouth 4. Connect emotionally with the masses
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- 9. Strength Gained support duringand after the GOP Debate Effective communication skills Presence on all social platforms Weakness Awareness Not born in US Opportunities Get engaged with the public Redesign the digital strategy Threats Well established competition Lacks the support from the influential resources SWOT Analysis
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- 11. Rand Paulis a key competitor to Ted Cruz. Paul is a forward looking, very open minded individual who can truly be compared to Obama. His digital strategy includes constant Twitter updates, content related to recent news surrounding Paul and latest videos. Website and Application designs are worth mentioning as they keep the users engaged. Rand Paul
- 12. World renownedbusiness man with the ability to fund his own campaign. He is active on all known Social Platforms today but he is most active on Twitter. He has over 3MM followers and people had been following him since his show “The Apprentice” was a hit and people liked his business style. Donald Trump
- 13. Wife ofan ex-President itself is a good starting point for her. Money and support are needed to run the campaign and most of her contributions are coming in higher denominations from the elitist. She has presence on all social outlets. Hillary Clinton
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- 15. Clinton benefits fromEarned Media
- 16. 84,000 peopleon Facebook generated 120,000 interactions related to O’Malley on the day of his announcement. The campaign used Snapchat to tease O’Malley’s May 30 campaign announcement in Baltimore and has continued to use it to share behind-the- scenes moments on the campaign trail with Snapchat users. Martin O’Malley
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- 18. Voter Profile -Demographics 18 Men v/s Women Minorities by States
- 19. Voter Profile –Demographics - Continued % Minority Votes Majority Race v/s Minority
- 20. Voter Profile –Demographics - Continued 20 Population by Race & Ethnicity Votes Casted by Race & Ethnicity
- 21. Voter Profile –Demographics - Continued 21 Eligible Voters by Race & Age Voter Turnout by Education
- 22. Voter Profile –Demographics - Continued 22 Voter Turnout by Household Income
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- 24. Internet & DigitalPlatforms Usage 24
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- 26. Political Ad Spending 26 PoliticalAd Spending Monthly Active Users on each social network
- 27. Candidates activities onSocial Network 27
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- 29. Goals • Increase candidateawareness among the voters • Raise maximum money to fund the election campaign • Target the masses and spread growth by word of mouth
- 30. • To achievethe goals, candidate must focus on the social platforms to reach the masses. • US eligible voters: o 18 to 24 years 9.8% o 25 to 44 years 26.6% o 45 to 64 years 26.4% o 65 to 84 years 15% • Presence of adults by Social Platform: o Facebook 58% of adult population o Instagram 21% of adult population o Twitter 19% of adult population
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- 32. www.tedcruz.org Userfriendly website that delivers key messages, volunteer opportunities and an easy to use ecommerce integration to donate towards the campaign. Traditional Website Site ranked at 12,027, compared to Rand Paul key competitor whose site is ranked at 8,828
- 33. Available fordownload at the app and play store User friendly interface that delivers key messages, volunteer opportunities and an ability to donate towards the campaign. Mobile Application 80 positive reviews, by using industry standard of multiplying number of review by 100 gets us to about 8,000 downloads
- 34. https://www.facebook.com/tedcruzpage 1.34MM friends (likes) on Facebook and 228k people are talking about Ted Cruz Additional page likes in last week 108%, which means week before there were under 17k likes. This increase in traffic is due to the GOP debate on August 6th Indicated this platform can help Cruz gain popularity and funding for the campaign Facebook
- 35. https://twitter.com/tedcruz Almost462k followers and 9,800 Tweets so far, compared to key rival Rand Paul who has 664k followers there is an opportunity for Cruz to be more active on this platform Last Tweet was sent by Cruz on July 21st 2015, where was Rand Paul Tweets over 12 times a day Cruz should increase his content delivery on Twitter which will generate more followers Twitter
- 36. https://instagram.com/sentedcruz/?hl=en AsInstagram is the second highest social platform for adults, Cruz should put focus on this and be more active Only 11k followers and 129 posts, compared to Rand Paul who has 36k followers To monetize through this platform, Cruz should update the URL listed above to www.tedcruz.org that has an option for supporters to donate Instagram
- 37. YouTube, thesecond largest search engine: Cruz has 23k subscribers on his YouTube channel compared to Rand Paul who has 46k subscribers. Last video update was one week back. More messages on this platform for citizens without a cable connection will generate awareness YouTube
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- 39. Maximize activitieson You Tube, Twitter and Instagram as these platforms are lagging behind on current content Get aggressive and hire top talent who can run real time analytics on multiple social platforms and reply to messages as quickly as possible. Due to the increased number of social platforms and much large number of users, analytical tools like Hootsuite or Sprinklr must be leveraged to stay current on sentiments among the social network communities. Analytical tools can help identify the potential voters based on demographics especially the Hispanic community (minorities, income and education level segregation) Increase organic traffic and awareness of website and the mobile application by SEO; and invest in paid media tactics to divert traffic to the website and the mobile applications Digital Strategy Team should produce content to focus on the swing states Recommendations
- 40. Social platformactivity for all GOP candidates picked up right before the debate on August 6th . This is the key milestone Monthly debates are scheduled for rest of 2015 and multiple debates each month starting in 2016 Peak traffic is expected to be one week before, during and lasts one week after the debate, which is how the content calendar should be planned Content calendar should be in affect even if Cruz is not participating in debates People are more actively looking and reading about the candidates during the week days, which can also help plan when to deliver content during the week Timelines
- 41. Due toemergence in technology, social platforms and a significant increase in number of users, more budget and man power is needed to maintain social presence effectively Obama spent $11.3 MM on IT and Digital Platforms in 2012. It is recommended to increase this budget by 100% to $22MM for 2016 to account for additional head count and investment in more effective analytical tools Cruz’s digital strategy is handled by 10 employees. To manage the data explosion on all social platforms effectively, it is recommended to increase the headcount to 16 employees This additional cost will be offset by reduction in traditional print and TV media advertisements Budget
- 42. Dream Team forTed Cruz 42
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