Campaign 2012 The 24 second news cycle. Vincent Harris
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1 Campaign 2012 The 24 second news cycle Vincent Harris
2 The Video that Started it all. KwI
3 The internet can t win an election by itself (yet) but it can certainly lose one
4 Large Shift in Communications 60% Of Adults 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 75 Americans have donated to Obama, largely online (Obama )
5 Digital Will Lead Campaigns (soon) Every year more voters go to the internet for their news Online fundraising is on the rise and is fueling insurgent candidates Twitter/Facebook permeate society with journalists and the hyperactive political elites get their news via social media
6 The internet vs. television
7 Video: Fundraising and Persuasion content is king Shift towards more videos, cheaper videos, rapid-response videos User generated videos Videos can be created for and delivered to niche audiences Live Video (Ustream)
8 Opposition Video- Romney on Guns Gingrich for President 2012 campaign Released as campaign headed into Southern states Accompanied by an aggressive targeted banner ad campaign go gun owners & on gun sites Own words are most credible
9 Viral Video- Electric Fences Roland Sledge for Texas Railroad Commission Piers Morgan said it was the worst political video he d ever seen Passed around social media & blogosphere Helped underfunded candidate get a round of media
10 User Generated Video- Last Conservative Standing Gingrich for President 2012 campaign &feature=plcp Gingrich campaign put out a request for video submissions via & social media Took best videos and made a compilation Real voters, filmed themselves Cheap to produce and tie together
11 Pop Culture Video MariObama ForAmerica, Inc. Studies show voters gravitate to soft news Educates and entertains Plays off of pop culture to older audience A lot of referring traffic came via Twitter Animation time consuming
12 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
13 Rapid Response Twitter ads : the only instant form of advertising Critical during debates
14 Gingrich 2012: By the Numbers Gingrich raised over 10 million online ($1.5 million in 24 hours following SC) 95% less than $ ,000 individual donations Facebook a top 5 referrer in donations Twitter a top 10 referrer king in aggressive fundraising. Roughly 1/3 organic, 1/3 , 1/3 other means
15 Video Overlays
16 Where Does the Money Come From?
17 King to Online Fundraising Ted Cruz Average Donation through s: $116.54
18 Targeted Ads Around Current Events and Hot Button Issues Acquisition
19 Taking Advantage of the Media
20 Raising Money on Facebook Ted Cruz Average Donation through Facebook: $66
21 Raising Money on Facebook Promoted Post Ted Cruz Average Donation through Facebook: $66
22 Raising Money on Facebook Ad to External URL Ted Cruz Average Donation through Facebook: $66
23 Raising Money on Twitter Ted Cruz Average Donation on Twitter: Twitter Bombs $52
24 The Future:Text-to-Donate Quick Cutting Edge Easy As soon as the carriers decide to hop on board, hopefully prior to the November election, the future of donations-by-text is bright.
25 Infographics and Visuals
26 Some targeted ads Individual based targeting Remarketing Behavioral Mobile (to 3 meters)
27 Some targeted ads
28 Some targeted ads
29 Questions?
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