social data for politics, issues advocacy, and community affairs

Copyright 2012-2013, Notice Technologies Inc.

Social Media for PoliticsWinning Campaigns & Public Approval by Understanding & Manipulating FacebookOctober 2013

2 Copyright 2012-2013, Notice Technologies Inc.

Robert Starek, CTO• 3-time startup founder, Chief Architect• 11 patents in big data, data security and

management• Windows Azure Cloud services expert

About Us

Chris Treadaway, CEO• MBA, University of Texas• Microsoft 2005-2008, last role as Group

Product Manager, Web & Social Media Strategy• Co-Author of bestseller, Facebook Marketing An

Hour a Day May 2010, 2nd Edition May 2012• Charter “Facebook Developer Hero” &

participant in Facebook Developer Customer Council


In 2010, over 80% of Senate candidates with more Facebook fans than their opponent won their elections.

According to traditional metrics, Obama was not considered to be a major contender for the Democratic Party nomination in 2008. But according to social media metrics, Obama was way ahead.

Social media & use of data provided “hidden margin” of victory over Mitt Romney in 2012, turning a heated race into a comfortable victory for Obama.

Social media execution is becoming a sure-fire way to WIN elections, as well

as hearts and minds.

Opportunity


What is the playbook?

• Listen to social media feedback across candidate & relevant local pages, and frame arguments around talking points

• Identify advocates, supporters, detractors, and undecided voters – and target them with specific messaging– Provided easily shareable & consumable content to advocates by

reading analytics for response rates– Encourage supporters to amplify their campaign through personal

networks

• Amplified targeted messaging through paid advertising– Reminded voters to go to the polls on/around Election Day– Target undecided voters with messaging designed to chew away

at opposition

• Integrate social media with professional web site & outbound communications to mobilize support


Where can Polygraph be applied?

Elections & Campaigns

Advocacy & Public Support Volunteerism Community

Activism


What can Polygraph Tell You?

• Polygraph can tell you what content topics generate the most interest. What should talking points be? What is/isn't resonating?

• Polygraph can tell you how you're perceived by various demographic groups. (gender, race, and combinations)

• Polygraph can identify by name who is most passionate about your candidacy or issue. This can assist with finding volunteers and donors.

• Polygraph can tell you your relative social media engagement vs your opponent, as well as demonstrate how each side uses Facebook and Twitter differently.

Given all this intelligence over time, trends can be evaluated, accelerated, or reversed. In short, we help you compete & win in the social media channel.


4 Ways to Inform & Mobilize Voters

Influencer Identification

Opposition Research

Content & Issues

Intelligence

Data-Driven Advertising Campaigns


Influencer Identification

• Who is talking?• Supporter,

detractor, or undecided voter?

• What else are they doing on Facebook?

• Polygraph can export a list of people for individually targeted advertising on Facebook


Opposition Research

• Any data we can collect on you, we can collect on your competitor

• Breakdown of what the opposition is doing to win– How it’s working – emerging trends, changes in

strategy, etc.– Influencers & amplification– Key Statistics tracking & benchmarking

• Does social feedback suggest the opposing candidate has a liability around a certain issue?

• Find undecided voters participating in opponent’s social media channels


Content & Issues Intelligence

• Mine your page, your competitors, local media outlets, and other public sources for response to news stories, key issues, and the candidates

• Do certain issues create more/less favorable reaction to the candidate?

• Based on social chatter, we can find potential new advocates and encourage them to actively support the campaign

• Identify undecided voters & win them over• Inform advertising campaigns and messaging

with data


Custom Audience Ad Targeting

Facebook allows for targeting of a Page’s Fans, 99% of whom are lurking & not participating in some way.

Facebook also allows advertisers to target generalized group descriptions like a zip code, but these are not necessarily the exact fans you want or active participants most likely to comment & share content with friends.

Polygraph mines Facebook to uncover the 1% of active participants driving political engagement.We find out who the influencers are in a political community, then allow you to target them with specific messaging designed to help you win.

We find potential donors and volunteers – they’re expressing interest, and we find them in the data!


What We’re Able to Measure

Audience GrowthShare of Voice

Engagement RatesTopics & Themes

SentimentPolygraph ScoreCustom Scoring

Entire AudienceGender

RaceApproximate Age

DMA/MSAVoter Segments

Influencers/SuperfansOverlappers

Examples:Share of Voice – my candidate vs. competitorSentiment of feedback for my candidate among womenEngagement rates by raceSuperfan audience growth, share of voice changes over time across competitors


Delivery

• Lists for use – Top Content– Top Issues– Top Influencers by Social ID, name, etc.– Likely Undecided Voters

• “State of the Union” reports • Daily/Weekly/Monthly reporting• Custom Advertising Campaigns• Custom Dashboards & Notification alerts• Crisis identification & remediation services• Consulting services/weekly check-ins/etc.


Getting Started

Contact us for a free consultation & needs assessment. We can put a package together that is designed for your success and budget.

Chris Treadaway, CEOPolygraph [email protected]

mailto:[email protected]?subject=Polygraph%20for%20Politics%20request


APPENDIX


Additional Reading

Chris Hughes - The Man who made Obama President

Obama campaign data team helps Terry McAuliffe win Virginia

Testing campaign messaging using social media & technology

http://www.fastcompany.com/1207594/how-chris-hughes-helped-launch-facebook-and-barack-obama-campaign

http://www.fastcompany.com/1207594/how-chris-hughes-helped-launch-facebook-and-barack-obama-campaign

http://online.wsj.com/news/articles/SB10001424052702304682504579157950678417412



http://www.washingtonpost.com/blogs/the-switch/wp/2013/09/01/sign-this-petition-how-political-groups-are-turning-their-data-testing-tools-on-social-media/




Customer Testimonials

“Mindblowing. The most actionable analysis of social data we’ve ever seen.” Director of Media

Responsible or over $1b

Ad spend for Fortune

50 consumer brand

“Polygraph enables scenarios we’d only hoped we could do sometime soon. It’s like they’ve bugged our offices.”

Sean Carlos Fleming

Director, Web & Text Analytics

“Groundbreaking work for the television industry.”

Senior Vice President

$1b Local Media Conglomerate


DATA VISUALIZATION EXAMPLES


Competitive Snapshot


Sentiment by Gender


Sentiment by Race


Positivity by MSA


Most Positive Topics by Post Category

social data for politics, issues advocacy, and community affairs

News & Politics