Facebook Election 2012 Presentation
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Transcript of Facebook Election 2012 Presentation
![Page 1: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/1.jpg)
![Page 2: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/2.jpg)
&Facebook The 2012 Election
![Page 3: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/3.jpg)
Politics is local
![Page 4: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/4.jpg)
Boz
Politics is local
![Page 5: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/5.jpg)
Politics is local
Boz
![Page 6: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/6.jpg)
Politics is local
Boz
Boz
![Page 7: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/7.jpg)
Boz
Boz
Politics is social
![Page 8: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/8.jpg)
Boz
Boz
Politics is social
![Page 9: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/9.jpg)
The changing electorate
“Can we ignore 2 million voters and still win?” - Zac Moffatt, Romney Digital Director
![Page 10: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/10.jpg)
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
![Page 11: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/11.jpg)
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
![Page 12: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/12.jpg)
R N C
DN C
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R N C
DN C
![Page 14: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/14.jpg)
R N C
DN C
![Page 15: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/15.jpg)
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More eligible voters (18+) on Facebook in the US than voted in the 2008 & 2012 election
![Page 17: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/17.jpg)
According to Pew, people on Facebook are…
![Page 18: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/18.jpg)
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%
![Page 19: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/19.jpg)
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%
![Page 20: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/20.jpg)
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%
![Page 21: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/21.jpg)
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
![Page 22: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/22.jpg)
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
![Page 23: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/23.jpg)
Election mentions on Facebook
![Page 24: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/24.jpg)
Election mentions on Facebook
0
20
40
60
80
Facebook Twitter
in m
illi
on
s
71.7M
![Page 25: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/25.jpg)
Turned supporters into messengers
President Obama
OG Actions
“[O]ne of the most important things we built…” - Jim Messina
![Page 26: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/26.jpg)
Turned supporters into messengers
President Obama
OG Actions Targeted Sharing
“[O]ne of the most important things we built…” - Jim Messina
![Page 27: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/27.jpg)
Regular postings on Facebook pages
President Obama
Most likes on aFacebook Post
![Page 28: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/28.jpg)
Regular postings on Facebook pages
Campaign Announcement Rapid Response
![Page 29: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/29.jpg)
Fundraising via Facebook
![Page 30: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/30.jpg)
Building on Facebook’s platform
President Obama
![Page 31: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/31.jpg)
Building on Facebook’s platform
![Page 32: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/32.jpg)
Building on Facebook’s platform
![Page 33: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/33.jpg)
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
![Page 34: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/34.jpg)
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
![Page 35: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/35.jpg)
Building on Facebook’s platform
![Page 36: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/36.jpg)
Building on Facebook’s platform
![Page 37: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/37.jpg)
Building on Facebook’s platform
![Page 38: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/38.jpg)
Building on Facebook’s platform
![Page 39: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/39.jpg)
Building on Facebook’s platform
![Page 40: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/40.jpg)
Building on Facebook’s platform
![Page 41: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/41.jpg)
Facebook Advertising
![Page 42: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/42.jpg)
Facebook Advertising
![Page 43: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/43.jpg)
Facebook Advertising
![Page 44: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/44.jpg)
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
![Page 45: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/45.jpg)
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
![Page 46: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/46.jpg)
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
![Page 47: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/47.jpg)
Giving down-ticket campaigns the edge
![Page 48: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/48.jpg)
Helping issue groups win
![Page 49: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/49.jpg)
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
![Page 50: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/50.jpg)
Getting started
![Page 51: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/51.jpg)
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.
![Page 52: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/52.jpg)
questions?
![Page 53: Facebook Election 2012 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052617/5466c5e2af795979338b52fb/html5/thumbnails/53.jpg)