3-Screen Approach
Average Primary Voter Has…
+FoxNews on television
+Laptop on lap with FoxNews.com
+Cell phone in hand, texting/surfing Facebook
Large Shift in Communications
60%Of Adults 25-29 live in cell
phone only homes
Those who cite the web as their main news source (PEW)
41%
45%Smart phone users who have
used their phones to read social comments on a candidate
(PEW)
1 in 75Americans have donated to
Obama, largely online (Obama email)
Digital: Cheap, Targeted, & Effective
• Only online is information pushed out and immediately responded to by voters
• Only online is there a direct R.O.I. for campaign spending
• The Internet is the most trusted place for information*
• Digital media is cheaper & more targeted than traditional media
*from a post-election bipartisan POS survey
But there’s so many options!
• Twitter, StumbleUpon, LinkedIn, Pinterest,Tumblr FourSquare, YouTube, Vimeo, Blogger, WordPress, Digg….the list goes on and on and on!
• MEET PEOPLE WHERE THEY ARE- and they’re on Facebook!
• Every piece of the online puzzle is important:
– Social Media (content)
– E-mails harvested from social media
How to Use the Web
• The web is an extremely powerful tool in
spreading the word about your campaign,
but WHAT is your word?
• Issues/Advocacy
• Raise Name ID (Cruz)
• Who Are You?
-defining you/
opponent
Niche Targeting
• Television and radio advertising lose in
comparison to digital media’s ability to
target individual voters
• Use a CRM (NationBuilder/CiviCRM/custom
CRM) to track and talk with individual voters
Netroots• Use the web to
• Gain volunteers
• Build an online action team
• Make it easy for supporters
to show their support
• Profile pictures/blogger
buttons, etc.
• Push out content…and give
rewards?
• Manage via a CRM(?)
• Centralize data
CONTENT
• Visual• “Snackable”• Always think mobile• Use pop-culture• Persuasion by
entertainment
“Information that’s interactive has a
greater use in gaining political
information than that content which is
unidirectional” (Tedesco 2007)
Rapid Response
• Campaigns must run an unrelenting digital campaign, one that never sleeps
• Fundraising, data capture, and message delivery all rely on rapid communications when stories break to take advantage of the media spotlight
Online Advertising: Mobile Ads
• Mobile ad campaigns can sometimes be the most effective
• Target to within 3 meters
Facebook: The Gorilla in the Room
• Facebook dominates American politics
• It’s where users spend their time
• 8 hours a month
• Roughly 16 minutes a day
• Grown 3 hours a month since 2010
• “Timeline” Feature now used in contrast/negative light
Online Advertising: Specific Targeting
• With advancements in social media and ad platforms, the ability to target specific audiences online puts other traditional buys to shame.
• Geo-targeting
• Re-targeting
• Behavioral targeting
• Demographic targeting
• Voter File Targeting
• Individual targeting by email address
• Cookie targeting
Reach a Larger Audience
• Facebook is a great tool, but it is NOT the end all be all
of a great web campaign
• Reach the largest audience possible by:• Having a website with a lot of searchable text and static
pages
• Being active on Twitter
• Engaging in comment areas of news stories and blogs
• Responding directly with people talking about you online
• Growing an e-mail database
• Having a large, active Facebook page
• Promote the campaign through properly tagged web
videos
Reach a Larger Audience• Remember:
• More Americans use the Internet than have Facebook
accounts
• Facebook content is not searchable in Google, Yahoo!,
etc.
• You need to disseminate content via multiple platforms to
reach everyone you need to reach to win!
• Linking:
• Every online medium to link to the other platforms
• Website Social Media Website E-mail Website
Video Website
BUT I STILL DON’T BELIEVE…Facts don’t lie y’all….
• The Internet is the most trusted source of information
• Americans on average: 3.9 hours watching television &
3.8 hours online outside of work
• More than 50% of Americans own a smartphone (mobile
is key)
• Television watching has decreased 2 hours a week for
youth since 2011 according to Neilsen (while web has
risen)