facebook election 2012 presentation

&Facebook The 2012 Election

Politics is local

Boz

Politics is local

Politics is local

Boz

Politics is local

Boz

Boz

Boz

Boz

Politics is social

Boz

Boz

Politics is social

The changing electorate

“Can we ignore 2 million voters and still win?” - Zac Moffatt, Romney Digital Director

The changing electorate

“The problem with GOTV targets in (the 18-29) age group is that half of them can't be reached by phone.” - Teddy Goff, Obama Digital Director

“Roughly 85% of those without a listed phone number could be found [on Facebook].” - Teddy Goff, Obama Digital Director

"Facebook became the only place where we could reach them." - Teddy Goff, Obama Digital Director

The changing electorate

“The problem with GOTV targets in (the 18-29) age group is that half of them can't be reached by phone.” - Teddy Goff, Obama Digital Director

“Roughly 85% of those without a listed phone number could be found [on Facebook].” - Teddy Goff, Obama Digital Director

"Facebook became the only place where we could reach them." - Teddy Goff, Obama Digital Director

R N C

DN C

R N C

DN C

R N C

DN C

More eligible voters (18+) on Facebook in the US than voted in the 2008 & 2012 election

According to Pew, people on Facebook are…

According to Pew, people on Facebook are…

more likely to persuade a friend or

co-worker to vote

57%more likely to attend

an event or rally

2.5xmore likely to vote

themselves

43%

According to Pew…

of registered voters let their friends know

how they voted via social media

22%of 18-29 year old

registered voters report having been encouraged to vote

via social media

45%of all registered

voters were encouraged to vote

for Obama or Romney via social

media in last 30 days

30%

According to Pew…

of registered voters let their friends know

how they voted via social media

22%of 18-29 year old

registered voters report having been encouraged to vote

via social media

45%of all registered

voters were encouraged to vote

for Obama or Romney via social

media in last 30 days

30%

Facebook Nature Study

61-million person experiment on Facebook

300,000+ more voters went to the polls because they saw a friend had voted

Close friends Made all the difference

Facebook Nature Study

61-million person experiment on Facebook

300,000+ more voters went to the polls because they saw a friend had voted

Close friends Made all the difference

Election mentions on Facebook

Election mentions on Facebook

0

20

40

60

80

Facebook Twitter

in m

illi

on

s

71.7M

Turned supporters into messengers

President Obama

OG Actions

“[O]ne of the most important things we built…” - Jim Messina

Turned supporters into messengers

President Obama

OG Actions Targeted Sharing

“[O]ne of the most important things we built…” - Jim Messina

Regular postings on Facebook pages

President Obama

Most likes on aFacebook Post

Regular postings on Facebook pages

Campaign Announcement Rapid Response

Fundraising via Facebook

Building on Facebook’s platform

President Obama

Building on Facebook’s platform

Building on Facebook’s platform

Building on Facebook’s platform

Obama backers signed up for

the app

1M

“I think [the Facebook app] will wind up being the most groundbreaking piece of technology developed for this campaign.” - Teddy Goff, Obama Digital Director

Of those without a listed phone

number could be found via friends

using the app

85%Contacts were shared content

from 600k friends

5MPeople

contacted by a friend acted on

the request

1 in 5

Building on Facebook’s platform

Obama backers signed up for

the app

1M

“I think [the Facebook app] will wind up being the most groundbreaking piece of technology developed for this campaign.” - Teddy Goff, Obama Digital Director

Of those without a listed phone

number could be found via friends

using the app

85%Contacts were shared content

from 600k friends

5MPeople

contacted by a friend acted on

the request

1 in 5

Building on Facebook’s platform

Building on Facebook’s platform

Building on Facebook’s platform

Building on Facebook’s platform

Building on Facebook’s platform

Building on Facebook’s platform

Facebook Advertising

Facebook Advertising

Facebook Advertising

Innovative Targeting Options

Personal • City/State/Zip • Birthday • Education • Workplace • Relationship status

Off Facebook Data • Re-targeting (Facebook Exchange)* • Customer & Prospect Segmentation

(Custom Audiences)

Demographic • Age • Gender • DMA • Device • OS

Social • Likes & interests • Friend connections • Activity e.g. check-ins • Gaming e.g. apps

installed

*FBX not available on Mobile yet

Custom Audiences

1. Identify segments of customers

or prospects

2. Find these people on Facebook

using email or phone.

3. Reach the exact people you want

to talk to with Facebook ads

Target off-Facebook audiences on Facebook

Giving down-ticket campaigns the edge

“The Cruz campaign wanted to make sure if a voter was on Facebook, they were interacting with us.”

- Vincent Harris, Cruz Digital Consultant

Giving down-ticket campaigns the edge

Helping issue groups win

Why did Facebook work?

“People don’t trust campaigns. They don’t even trust media organizations...Who do they trust? Their friends.” - Teddy Goff, Obama Digital Director

“We are not just sending you a banner ad...We are giving you relevant information from your friends.”- Dan Wagner, Obama Chief Analytics Officer

Getting started

Getting started

1. Create a creative and visual page posting strategy. 2. Implement an always

on ad strategy to grow fans and engagement. 3. Utilize Facebook’s

platform to have fans amplify your message.

questions?