Download - Shadow election USA introduction
A new way to connect people with politics.
© 2012 by Shadow Election USA. All rights reserved.
© 2012 by Shadow Election USA. All rights reserved. 2
What if engaging with politics was as easy as using a slider?
Did you agree?
Slide here.
© 2012 by Shadow Election USA. All rights reserved. 3
What if you could see your impact on the debate?
© 2012 by Shadow Election USA. All rights reserved. 4
What if your friends could join in?
Fire up political debate!
© 2012 by Shadow Election USA. All rights reserved.
? ?
5
< > < >
A simple, intuitive way to evaluate candidates.
© 2012 by Shadow Election USA. All rights reserved. 6
Shadow Election brings people back into politics.
© 2012 by Shadow Election USA. All rights reserved.
© 2012 by Shadow Election USA. All rights reserved. 7
Pinboard layout is already familiar to users.
Easily converted for mobile devices.
8
See poll results.
Cast a virtual vote.
Rate candidate videos.
© 2012 by Shadow Election USA. All rights reserved.
© 2012 by Shadow Election USA. All rights reserved. 9
Traditional voting applications match policy statements to voter opinions. But politics is personal, social – and in perpetual motion.
Video is most like meeting the candidate in person.
Candidates’ views evolve over time.
The issues evolve too.
Shadow Election keeps up with changing political realities.
© 2012 by Shadow Election USA. All rights reserved.
10
The election content we see online tends to reflect our established views –
– and the views of people in our social networks.
© 2012 by Shadow Election USA. All rights reserved.
© 2012 by Shadow Election USA. All rights reserved.
11
It is the same on all sides –
– much like being inside a bubble.
© 2012 by Shadow Election USA. All rights reserved. 12
Shadow Election sources content from all sides of the debate.
Or even submit their
own!
We encourage users to suggest content.
© 2012 by Shadow Election USA. All rights reserved. 13
Seven key categories. Users add tags of their own. New issues emerge alongside new content.
contraception
gas prices
tar sands
Obamacare
Afghanistan
drones
McJobs
guns
One Nation Under God
gay marriage
education vouchers
lobbying
investment banks
student loans
Al Qaeda
fracking
the 99%
personhood
Medicaid
Content is organized with crowd input.
© 2012 by Shadow Election USA. All rights reserved.
● Users select the most engaging content to share with their friends.
● Personalized stories and debate create a ‘sticky’ online experience.
● Frequently updated content and friend participation draws users back to Shadow Election.
● Communities of interest form around election issues. Engagement is amplified.
● Users drive attention to stories – not news editors. Political influence is decentralized and democratized.
14
Shadow Election is designed for social impact.
Shareable stories build communities of interest.
© 2012 by Shadow Election USA. All rights reserved.
● Unlike traditional elections, users can visualize their impact on the debate immediately.
● Game-like user experience engages Millennials. Youth turnout is expected to drop in 2012*.
● While rating content is simple, cumulative use promotes reflective decision-making.
● We remind users to register and vote. Personalized reminders can be targeted to users when they are most engaged.
15
* Curtis Gans, (2011) Center for the Study of the American Electorate at American University
Shadow Election is designed for social impact.
Empowering user experience promotes activism.
Election countdown and links to registration campaigns.
© 2012 by Shadow Election USA. All rights reserved.
● Political affiliations are connected to personal and community identities. Social sharing amplifies peer influence.
● Influence can be positive! Strong communities are more likely to be activist communities.
● Peer influence is offset in environments where diverse opinions are tolerated - like Shadow Election.
● Slowing down decision-making promotes reflection. Shadow Election is a decision process.
16
Is politics shareable?
Shadow Election is a window onto other peoples’ points of view.
I’m not sure.
What do you think?
My vote.
My ratings.
Our ratings.
Our votes.
I agree.
Users debate content within their social networks.
Facebook friends can see each others’ ratings and votes on Shadow Election.
Other users’ opinions are visible, but anonymized.
17
Debate on Facebook. See the big picture on Shadow Election’s infographics.
© 2012 by Shadow Election USA. All rights reserved. 18
2012 is the right time for Shadow Election USA.
© 2012 by Shadow Election USA. All rights reserved.
Any campaign that doesn’t recognize that the web is now central to winning the election is a dinosaur waiting to become extinct. Andrew Rasiej Personal Democracy Media
Ben Jacobs The Daily Beast
If television is a “nuclear bomb,” Web video is a laser for sending target messages to specific voters.
Thirty percent of Americans don’t watch any live network television... but they’re still watching video.
19
Online video will be huge in 2012.
© 2012 by Shadow Election USA. All rights reserved.
● Voter turnout is low while Facebook use is high. This includes key swing states.
● Shadow Election activates the motivation to vote by engaging users in politics.
● Shadow Election enhances the ability to vote by linking to voter registration advice.
● Potentially trigger action by personalizing reminders.
20
Impact in 2012?
Statista: 2008 turnout, Facebook users.
Ohio 5.8m on Facebook Turnout 65.5%
Florida 9.4m on Facebook Turnout 63.8%
Pennsylvania 6.1m on Facebook Turnout 62.4%
BJ Fogg Persuasive Technology
Stanford
“Put hot triggers in the path of motivated people“
© 2012 by Shadow Election USA. All rights reserved.
● Online privacy is a hot issue.
● Facebook is critical for scaling. More Americans use Facebook* than voted in the 2008 Elections.
● Research points to increasingly active user management of online profiles to protect privacy, even among young people1.
● While Shadow Election encourages sharing in contexts chosen by the user, they are always in control.
● Privacy settings will be clear and easy-to-understand.
21m
Responsibility
“Privacy is the ability to assert control over a social situation.“
* 156.1m Facebook users in the US (SocialBakers.com). 1. Pew Research Center, (2012), Privacy Management on Social
Media sites.
Danah Boyd Microsoft Research
© 2012 by Shadow Election USA. All rights reserved.
Social Mission
Viral Content
Social Networks
✔
✖
✔ ✔ ✔ ✔
✔
✖ ✖
✔
✔ ✖
✖ ✔ ✖
22
✔ ✖ ✔
Where does Shadow Election stand among the competition?
Identifies party affiliations among members of users’ social networks.
Internet-based nominating process for 2012 primary elections.
Matches voters to candidates using online dating technology.
Dedicated 2012 Election channel with leaderboard.
Get friends to participate in ‘Rucks’ – citizen-led political actions.
Connects people with politics by sharing and rating election videos.
© 2012 by Shadow Election USA. All rights reserved.
● Users only share information that captures their attention.
● Informational Facebook updates do not ‘go viral’.
● Motivation is amplified in competitive situations.
● Sharing options should appear at points of maximal engagement.
● Users will not return to sites unless they expect to find new information that interests them.
● Negative publicity about site transparency alienates users.
23
What have we learned from our competitors?
Observed user behavior is the beginning, not the end point, of our approach to design.
© 2012 by Shadow Election USA. All rights reserved. 24
Kellie Hodge Executive Director Shadow Election USA
Duncan Goldie-Scot Director Shadow Election USA
Richard von Kaufmann Chairman Reality Creating Media
Maari Fabritius Head of Brand and UX
Reality Creating Media
Alex Keskitalo CTO
Reality Creating Media
Juha Mattila CEO
Reality Creating Media
Hello! Shadow Election was born in Finland. It was built by our friends at Reality Creating Media.
25
Apri
l 201
1
Janu
ary
2012
June
201
2
July
201
2
Augu
st 2
012
Sept
embe
r 20
12
Oct
ober
201
2
Nov
embe
r 20
12
Finnish Presidential Elections 22 January 2012
US Presidential Elections 6 November 2012
Finnish Parliamentary Elections April 2011
Incorporation Shadow Election USA
Beta (Version 1)
Alpha* (Version 2)
Election Season
Election Season
* Sufficient funding secured. 1. Estimated. All impressions organic (not paid for by Shadow Election).
Shadow Election
Launched
Launched in 2011, Shadow Election is going from strength to strength.
Reached 30% of the Finnish Facebook population in two weeks during January 20121.
What could we achieve in the US?
© 2012 by Shadow Election USA. All rights reserved.
26
After 2012.
© 2012 by Shadow Election USA. All rights reserved.
● Shadow Election is an effective way to evaluate any political message.
● It will remain free for political use.
In future:
● “Kickstarter for Candidates” crowdfunding model to lift off independents.
● Institutions can license and customize Shadow Election.
● Targeted messaging can be applied to fundraising campaigns.
● Potential to formalize interest groups for collective messaging and engagement strategies.
27
A level playing field for independent candidates.
A way for institutions to connect and grow activist interest groups.
Elections not (always) required.
© 2012 by Shadow Election USA. All rights reserved.
● Currently filing for 501(c)3 status in the United States.
● Shadow Election USA is a non-profit entity with the mission of promoting online democracy in the United States.
● No ties to political parties or news organizations. No campaign funding.
● Shadow Election USA has been the work of passionate volunteers.
● Now we need advice and help to deliver the transformational potential of Shadow Election for the Fall 2012 Elections.
28
About Shadow Election USA.
Kellie Hodge Executive Director Shadow Election USA
Duncan Goldie-Scot Director
Shadow Election USA
© 2012 by Shadow Election USA. All rights reserved.
● Our fundraising strategy reflects the ethos of Shadow Election: for and by the people.
● We gratefully accept donations from pro-democracy foundations and individuals who support our mission.
● A Kickstarter campaign is planned to commence in June 2012.
● We will accept micro-donations via the Shadow Election site.
● Beyond 2012, Shadow Election USA is capable of becoming self-financing through institutional licensing.
29
Fundraising Strategy
Shadow Election should be built, at least in part, by the people who use it.
30
June July August September October
2012 Development Roadmap with Key Feature Costs
Costs and delivery dates are estimates.
© 2012 by Shadow Election USA. All rights reserved.
November
V1.0 V1.2 V1.3 V2.0 V2.1 V2.2 V2.3 V1.1
BETA ✔ ALPHA
$100k
$7k
$33k
$10k
$18k
$35k
$30k
✔
3m >10m <10m $125k
$44k
tags 3 2 1
$14k Election
Countdown
Tagging Archi-
tecture
User Campaign Dashboard
Personalized ‘Trigger’ Messages
© 2012 by Shadow Election USA. All rights reserved. 31
Budget 2012 Beta
V1.0 - V1.3 Alpha
V2.0 - V2.3 Scale
10m+ users
($ thousand)
Incorporation 13.1 0.0 0.0
Administration 103.4 3.6 69.0
Marketing 23.0 0.0 2.0
Election Season Staffing 9.0 0.0 15.6
Software Development 203.2 175.4 160.6
Total (incl. 20% reserve) $421.0 $214.8 $296.6
Beta + Alpha, 10m+ users $932.4
Funding will determine achievable levels of service delivery and scaling.
32
Thank you.
© 2012 by Shadow Election USA. All rights reserved.
We hope to keep in touch!