facebook election 2012 presentation
DESCRIPTION
A presentation highlighting the role that Facebook played in the Election 2012.TRANSCRIPT
&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?
