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Not just for the kids anymore
• 72 percent of online adults use at least one social networking site
• Biggest increase: ages 65 and over (13 percent in spring 2009; 43 percent today) – majorities in all age groups except 65+
• Relatively even among urban, suburban and rural online audiences (74, 71 and 69 percents)
• Relatively even among income levels (75 percent of sub-$30k; 71 percent of $75+k)
Source: Pew Internet and American Life Project, August 5, 2013
Still some resistance in the Michigan political
world
Campaigns are being forced to change and use new technologies to reach
voters.
2004 election resultsA “permanent Republican majority”?
Obama 2008• Invested heavily in
digital: social media + data
• State-level teams supported by Chicago HQ
• New media teams worked separately from overall communications staff and closely with organizing teams
State Level in 2010• More or less a
traditional campaign effort
• Relatively weak social media presences for candidates
• Social media as afterthought
Times Are Changing in Michigan
Newspaper industry smallest size since 1978Newsroom employment down 30% since peak in 2000
Local TV news in declineDown 6% in viewership sice 2006; less than 1 in 3 18-29 year olds watch
Mobile devices driving digital news consumptionAccessing news becoming one of most popular uses for mobile devices
Bloggers driving news agendaBlogs for every topic and viewpoint driving what’s covered in “mainstream” news
Social media driving news coverageNews breaking in real time on social media - through citizens, not journalists
What does this mean for politics?
Cory Booker: Mayor of Newark, New Jersey“We are syndicators of information. We are media outlets!”
Cory Booker’s Five Rules of Social Media
1. “Do not erase a tweet – ever.”
2. “I always try to retweet my critics”
3. “Tweeting isn’t extra – it’s a priority.”
4. “You never know the power of a random act of kindness.”
5. “Change the discussion.”
Social media is no longer ignored by
campaigns.
Objective: Grow “The List” (used to be just email list, now includes more than just email)
Applying inbound marketing techniques
to a campaign
Targeted Online Advertising
Online advertising for campaigns
• Target by demographics, behaviors, voting history/record, political affiliation
• Target using email list
• Target trending hashtags on Twitter
• In-stream cookie targeted video advertising
At a minimum, share what you’re doing day-
to-day.
What have you seen?
Five lessons for non-political campaigns
1. Message Discipline Matters
2. Keep yourself from making mistakes.
3. Be timely.
During the first presidential debate
Eight minutes later…
4. Anticipate attacks.
#MIsots
#MIsos
#AreYouBetterOff
5. Remember what you’re competing against for
attention.
6. Keep an eye out for the latest tools…
But don’t mistake “new” for “important”
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