behind the scenes of the 2012 campaign

Campaign 2012

F L E I S H M A N - H I L L A R D

Behind the Scenes, What it Means

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From Revolution to Evolution

CAMPAIGN 2012

“Behind the Scenes”

CAMPAIGN Strategy

T O D AY ’ S F O C U S

Tricks and tips

CAMPAIGN Tactics

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CAMPAIGN 2012


CAMPAIGN Strategy


Tricks and tips

CAMPAIGN Tactics

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2008: THE OBAMA SOCIAL REVOLUTION

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New Social Platforms

2 0 0 9 - 2 0 1 2 : A D I F F E R E N T W O R L D

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T W I T T E R H A S G R O W N U P

72.5% of Twitter users joined since Obama was sworn into office

TODAY: a tool for data hungry campaigns

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“If the 2008 presidential race embraced a 24/7 news cycle, four years later politicos are finding themselves in the middle of an election most starkly defined by Twitter, complete with 24-second news cycles and pithy bursts.”

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I M P L I C AT I O N S

SOCIAL MEDIA AT THE CORE NOW: other media struggling

CLUTTER A SERIOUS ISSUE: must go beyond posting

SPEED: faster, faster, faster

DIFFERENT ELECTION = different message, different emotion(s)

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CAMPAIGN 2012


CAMPAIGN Strategy

AT&T Take-Aways

WHAT It Means F R O M R E V O L U T I O N T O E V O L U T I O N

INSIDE OBAMA 2012

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T W O T H E O R I E S B E C O M E O N E

“All politics is local.”

-- Tip O’Neil

“The medium is the message.”

-- Marshall McLuhan

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2008 2012

C A N D I D AT E O B A M A

– Hope & change

– About all of us

– Poetry

– Post partisan

– Entrepreneurial

– Ambitious policy agenda

– Relatively unknown

– Stay the course: “Forward”

– About winning

– Prose

– Partisan fighter

– Corporate

– Lock in accomplishments

– Target rich environment

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T E C H N O L O G Y: C H A N G I N G R O L E

2012 2008

– Find and mobilize

– Practical

– Invisible and mundane

– 24 second news cycle

– Big data

– The individual

– Inspire and motivate

– Transformational

– Visible and cool

– 24 hour news cycle

– Big crowds

– The group

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Multiple Engagement

Options

Activation + Geotargeting

Huge Data Collection

Effort on the Back End

User Friendly

Fundraising

T H E D A S H B O A R D A P P

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R O M N E Y D A S H B O A R D : L E S S S O P H I S T I C AT E D

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P R O J E C T N A R W H A L

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D ATA , D ATA , D ATA … . .

TA R G E T P O T E N T I A L

V O T E R S M O R E E F F E C T I V E LY

DATA ALLOWS CAMPAIGNS TO:

S H A R P E N A N D P E R S O N A L I Z E

M E S S A G I N G

M O B I L I Z E G R A S S R O O T S

B O O S T F U N D R A I S I N G

I M P R O V E G O T V O P E R AT I O N S


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U P D AT E F R O M S TA F F

Campaign has combined separate silos of information into one file with all offline and online data about individuals in one location which can be accessed by all arms of the campaign

Allows for personalization of information going to that individual; Creates efficiency in messaging, outreach and use of resources


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W H Y B O T H E R ?

Among Americans who are likely to sit out the election…

(Suffolk University/USA Today Poll)

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W H Y B O T H E R ?

Among Americans who are likely to sit out the election…

Obama: 43%

Romney: 14%

(Suffolk University/USA Today Poll)

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Fiscal Liberals Who Vote Frequently and Oppose Cuts to Medicare/Medicaid

S A M P L E I N D E P E N D E N T VOT E R TA R G E T AU D I E N C E

Voting Behavior

Voted in All/Most Presidential Elections

A B

Medicare/Medicaid Cuts

Oppose

Fiscal Ideology

Very liberal; somewhat liberal

TARGET AUDIENCE

12.7MM 7.7%

INS

IGH

TS

A B

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Fiscal Liberals Who Vote Frequently and Oppose Cuts to Medicare/Medicaid

S A M P L E P R O G R E S S I V E VOT E R TA R G E T AU D I E N C E

> Resonate Insights provide a deep understanding of selected audience profiles. Insights validate the selection, messaging, and offer an opportunity to expand the reach to other receptive audiences.

DEMOGRAPHICS DEMOGRAPHICS ONLINE ACTIVITY

POLITICAL ENGAGEMENT

ENGAGEMENT ACTIVITES

ISSUE POSITION

Have a master’s degree or higher

59% more likely

Aged 65 and older

Spend 40 hours per week or more online

Influential Voter (level 4 of 4)

Contributed money to a political candidate

Strongly Oppose Limiting or Restricting Collective

Bargaining

29% more likely 40% more

likely

108% more likely 76% more

likely 46% more likely

INS

IGH

TS

TARGET

AUDIENCE

12.7MM 7.7%

A B

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CAMPAIGN 2012


CAMPAIGN Strategy


Tricks and tips

CAMPAIGN Tactics

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Soren -- Real quick -- someone you know in Nevada can vote early for President Obama, starting today. A few votes in their state could decide this election. I've dropped you a line before to ask you to give folks a gentle nudge to get registered or go vote. This gets more and more important every day. That's why, if you reach out today, we'll send you a free bumper sticker to say "thank you.“ So let Elizabeth know that they should go vote as soon as they can: Elizabeth Crum Once you've shared, just tell us where to send that sticker and we'll get it in the mail right away. We can win this -- but it's going to take all of us mobilizing the people we know: http://my.barackobama.com/Friends-in-Nevada Thanks again, Yohannes

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B E T T E R D AT A Y I E L D S B E T T E R M E S S A G I N G

“Microfailure” Approach

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T W I T T E R – T H E N E W S P I N R O O M

Then…

Now…

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I N C R E A S E D V I D E O P R O D U C T I O N

> In 1960, John F. Kennedy created 200 commercials

> In 2012, as of July, Barack Obama already had 2,355 YouTube videos

> 260,000,000 views

> 253,000 subscribers

> Mitt Romney currently has 179 YouTube videos

> 28,000,000 views

> 27,000 subscribers

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V I D E O … S H A R I N G … A C T I VAT I O N

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C O N T E N T A S S T O R Y T E L L I N G

> Obama’s content is consumer-focused

> They share the facts through stories

> Emails are short

> Conversational

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A N E V E R - E N D I N G J O U R N E Y

> First person: constant use of “I,” “my,” “me”

> (Relevant) personal details

> Visual imagery: casual, intimate, positive

> Simply put: this content connects

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S E N I O R S T A F F E N G A G E D W I T H S O C I A L

Campaign 2012


Behind the Scenes, What it Means

behind the scenes of the 2012 campaign

Documents