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April 19, 2013
Social Media TacticsObama for America’s Digital Advantage
Presentation Format
✤ Text & Talking {Technical}
✤ Review the History of Online Campaigns & Tech Tools
✤ Provide Big Picture Timeline of Tech Tools & Their Importance
✤ Websites + Q&A {English Translation}
✤ Brief Overview Of & Introduction To the Tech Tools
✤ Link to Presentation on Slideshare
What is Social Media?
✤ It’s Everywhere: Facebook, Twitter, LinkedIn, and Google+
✤ Question was: How do you effectively use social media?
✤ Question is: How does social media effectively use you?
✤ Business Intelligence Tools Used in Political Campaigns
Brief History 1.0
✤ Page Rank Algorithm
✤ AdSense
✤ Analytics
✤ Website Optimizer
Brief History 1.0
✤ Online Marketing ~or~ Everything Old is New Again
✤ Optimizing Ads
✤ Advent of the Digital Sales Letter
✤ Creation of the Online Sales (Donation) Funnel
Campaign Technology 1.0
✤ Howard Dean Presidential Primary
✤ Online Advertising
✤ E-mail Marketing
✤ Tracking Tools
✤ Basic Tactics
Brief History 2.0
✤ Twitter Revolution
✤ Direct Engagement
✤ Broadcast Tools
✤ Advanced Metrics
Campaign Technology 2.0
✤ 2008 Presidential Campaign
✤ Social Media Engagement
✤ Website Optimization
✤ Fundraising
✤ Outreach
✤ Messaging / Communication
Brief History 3.0
✤ Hunch Preference Engine
✤ Amazon Recommendations
✤ Target Predictive Analytics
✤ Big Data
✤ SMAQ Stack
Campaign Technology 3.0
✤ Obama 2012 Presidential Campaign
✤ Sentiment Engine
✤ Predictive Analytics (Were Rove & Morris wrong?)
✤ Nate Silver
✤ Statistical Analysis
✤ Machine Learning
Campaign Technology 4.0
✤ Context Sensitive
✤ Locationally Aware
✤ Extreme Personalization
✤ Sentiment Modeling (Advanced Focus Groups)
✤ What’s the next disruptive technology?
Campaign Technology 1.0 Redux
Campaign 1.0In Detail
✤ Search Results
✤ Page Rank Algorithm
✤ Google Analytics
✤ Scientific Advertising
✤ E-mail Marketing
Page Rank Algorithm✤ Purpose: Relevant Search
Results
✤ Savvy Marketers Worked the System to Promote Pages
✤ Squidoo
✤ Amazon
✤ Wikipedia
✤ Led to Google Bombing
Google Analytics
✤ Daily Visitors
✤ Unique Visitors
✤ Length on Site
✤ Hot Spots (Mouse Location)
✤ Conversion Rate
Direct Marketing✤ Scientific Advertising
✤ Applied to Online Marketing
✤ Google AdSense Ads
✤ Analytics Tracking Campaign Performance
✤ Hundreds of Variations Tested
✤ Optimize Based on Results
E-mail Marketing
✤ Use Squeeze Page To GetE-mail Addresses
✤ Build Relationship WithE-mail Campaign
✤ Track Performance
✤ Optimize Based on Results
Campaign Technology 2.0 Redux
Campaign 2.0 In Detail
✤ Relationship Marketing
✤ Affiliate Marketing Techniques
✤ Advanced Analytics
✤ Advanced Optimization
✤ Social Media Tracking
Affiliate Marketing Tech
✤ Scrolling Website Sales Letter
✤ Squeeze Page Opt-in ToCapture E-mail
✤ E-mail Marketing Campaign
✤ Build Relationship
✤ Ask To Buy
Advanced Analytics✤ Actionable Metrics
✤ Track Path Through Funnel
✤ Segment Users Based on Their Actions
✤ Create Specific Campaigns Based on Cohort
✤ Reduce Churn By Tracking Short Term v. Long Term Actions
Advanced Optimization
✤ Automated Split Testing
✤ Knowledge-base of Optimization Ideas
✤ Real Time Testing
✤ Parallel Testing of Multiple Combinations
✤ Rapid Deployment of Optimizations
Social Media Tracking
✤ Relationship Marketing
✤ Affiliate Marketing Techniques
✤ Advanced Analytics
✤ Advanced Optimization
✤ Social Media Tracking
Campaign Technology 3.0 Redux
Campaign 3.0 In Detail
✤ Inbound Marketing
✤ Preference Engine
✤ Influencer Metrics
✤ Predictive Analytics
Inbound Marketing
✤ Google Slap & Organic Search
✤ Article Marketing to Avoid the Memory Hole
✤ Building Back-links to Maintain Search Relevance
✤ Outreach v. Advertising
Preference Engine
✤ Know Your Type
✤ Cater To Your Market
✤ Every Little Bit Helps
✤ Foreshadowing
Influencer Metrics
✤ Identify Key Influencers
✤ Recruit Them to Spread Message
✤ Identify Sock-puppets or False Flag Operators
✤ Real Time Tracking of Outreach Effectiveness When Linked with Social Media Tracking Tools
Predictive Analytics
✤ Statistical Modeling
✤ Probabilistic Computation
✤ Algorithm Design
✤ Machine Learning
Campaign Technology 4.0 Redux
Campaign 4.0Disrupt!
✤ Big Data
✤ Massive Social Graph
✤ Wild Speculation
Big Data
✤ Cloud Storage Services
✤ Map Reduce
✤ Advanced Query Languages
✤ The Key is Asking the Right Questions
Massive Social Graph
✤ Clone of Entire Public Social Media
✤ Analytics Greatest Hits Knowledge-base
✤ Historical Data For Backtesting
✤ Who wants to be the next Nate Silver?
Wild Speculation
✤ Context Sensitive
✤ Locationally Aware
✤ Extreme Personalization
✤ Sentiment Modeling (Advanced Focus Groups)
✤ Campaign Simulations Based on Historical Data
Thank You!
