CRM & the 2012 Presidential Election

SOCIAL TRACK

Brent Leary

Partner, CRM Essentials, @BrentLeary

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Technology in Presidential Elections Timeline

• 1996: Debut of candidate Web pages• 2000: Websites as fundraising vehicles• 2004: Online organizing for campaign events • 2008: Social Media• 2012: Mobile & Big Data

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The End Results – Obama 2008

[from Edelman Report]

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Obama SM Timeline - 2008

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McCain SM Timeline - 2008

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The Twitter Tale (July 2, 2008)

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Hangin’ Out With Newt on Google+ in July

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On Pinterest Already?

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Elections & The Web Before 2012

• Seen primarily as a source of easy-to-get campaign contributions

• having a big email list was considered the equivalent of obtaining an online ATM

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Elections & The Web In 2012

• Appear to understand real relationships with voters drive volunteer engagement

• Converts casual interest into door-knockers and repeat donors.

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Romney Announcement - 2007

Henry Ford Museum in Dearborn, Mich

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Romney Announcement - 2011

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Santorum on Facebook

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Romney on Facebook

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Obama on Facebook

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Obama on Facebook

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63% of social media users expect candidates to have a social media presence. 88% of social media users who are also registered voters have mobile phones All of the major declared Republican candidates have a presence on Facebook

2008 Cone Business in Social Media Study

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The Age of the Empowered Customer (Voter)

Channels proliferate

The Internet evolves from pages to people

The customer is more vocal than ever

Impact ripples across business and entire industries

www

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Upping the Ante

• Political campaigns will spend an estimated $160 million on online communication in the 2012 election cycle, according to media research firm Borrell Associates.

• a big increase over 2008, when campaigns spent $22.2 million on online ads.

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Upping the Ante – Cont’d

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Gamification, Politics Style

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So far, about 125,000 people have given the Obama campaign permission to access their Facebook data; the Pawlenty campaign has about one-tenth that number

TechPresident.com. April 2011

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The Promised Land…

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Obama Mobile 2008

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Obama and Romney campaigns are both using Square to drive fundraising efforts

Getting in the palm of their hands…

Geo-fencing ads are also an area of mobile that make sense for politicians

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But where are the apps???

About 80% of people age 18 to 40 - is using SMS, and about 50% of those users are on smartphones. Why not use that good channel?

Bill Dudley, group director of product management at Sybase365

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Video - 2012

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Respond, Convert & Video…

"The worst mistake of my political career, and it was a colossal failure, was that I was not going to respond to the Bush attack campaign. You can't just sit there mute while people are going after you."

Michael Dukakis

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Age of Acceleration…

ABC's Jake Tapper speaking at Harvard Kennedy School today, on the speed of news.

"October Surprise is from another age. We have an 'October Surprise' every

ten minutes. You can't hold anything any more.

"

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Start Packing…

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Start Converting…Quickly!

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Big Data, Micro-targets

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Micro-targeting: the ability, thanks to precise data on voters and supporters, to put highly individualized messages in front of each potential target

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360 Degree View of the Voter?

If successful, Narwhal would fuse the multiple identities of the engaged citizen—the online activist, the offline voter, the donor, the volunteer—into a single, unified political profile.

Application that will track every conversation every single Obama volunteer has, every door they knock on, every action they take.

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No longer will canvassers knock on the doors of people who’ve already volunteered to support Obama

If a donor has given the maximum $2,500 in permitted contributions, emails will stop hitting him up for money

and start asking him to volunteer instead

OR

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Information Integration

"The big challenge to people in my line of business is merging offline and online data. The ability to connect an online impression to a terrestrial voter file would be immensely helpful in the predictive targeting process," said Lundry.

Alex Lundry, VP and research director at TargetPoint Consulting

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Last Thought

“Some people have argued a person can get elected on a solely Internet campaign. I don’t think that’s true, nor will it probably ever be.”  

Robert Thompson, a professor of popular culture at Syracuse University

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Thank You!

@BrentLearyBrentLeary.com

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