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Social Media for Politics

#sroelearn

April 2, 2013

Peter Jurisic & Gwyneth Midgley

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Agenda:Facebook Ads 101

• Gwyneth is on Twitter #sroelearn• Thank you• Today’s agenda: Fast paced and we will try and get it

done in 30 mins• Presentation will be available on Slide share shortly

after today’s presentation

• What we are talking about today is not privileged information. If you have the time or the resources most of what we are talking about today is available here: https://www.facebook.com/business/connect

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Campaigning today

“In addition, the president’s campaign significantly changed the makeup of the national electorate and identified, persuaded and turned out low-propensity voters by unleashing a barrage of human and technological resources previously unseen in a presidential contest. Marrying grassroots politics with technology and analytics, they successfully contacted, persuaded and turned out their margin of victory.”Excerpt from the Priebus Report on Republican National Committee’s Growth and Opportunity Project released after the 2012 elections http://growthopp.gop.com/RNC_Growth_Opportunity_Book_2013.pdf

“Their criticism of bad leadership decisions included the unwillingness of the Romney campaign – or the McCain team in 2008, for that matter — to open the strategy-making process to hypertargeting pioneers who were breaking new ground, trawling social media sites and deploying online and offline data to create customized voter appeals.”NY Times; Thomas B Edsall ….April 3, 2013 http://opinionator.blogs.nytimes.com/2013/04/03/the-g-o-ps-digital-makeover/

.

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FB Misunderstood

• It’s not about their stock price• If the yellow pages had that kind of circulation they wouldn’t be in the

kind of trouble that they are• Where else can you buy that kind of exposure and micro-target the

audience?• The numbers are undeniable • Asia: 275 million Europe: 250 million North America: 235 million South America: 150 million Africa: 52 million Oceania: 14 million

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FB Essentials

• Have to create a page for a public figure• Not a group page• Incorporate your campaign URL into the FB URL ie facebook.com/wardeleven.candidate

• Use the email address that has all of your contacts to create the page, this makes it easier to invite likes• Prepare to move from your personal page• Build a transition program• Un-publish your personal page until the campaign is finished (and all other pages)

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Ad Targeting optionsChoose your audience

• Country/State/Province/City• Radius up to 50 miles• Age range 13 to 64 and then no max• Gender: All/men/women Not

available in Canada

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Your choices for audience

PRECISE INTERESTS: almost any term can be used; bicycles, Obama, environment, oil, news, Texans against Tar Sands, keystone pipeline, Justin, NDP, Pierre Trudeau, Naheed Nenshi, the list goes on.

BROAD INTERESTS: Activities-console gamers/cooking/dancing/literatureFamily Status-expecting parents/newlywed (6 months)Mobile Users (iOS)- iPad 1, iPad 2 etc.

INTERESTED IN: All: Men: Women

RELATIONSHIP STATUS: Single/In a relationship/married/engaged

LANGUAGES: Almost all. Ie. simplified Chinese, traditional Chinese (Hong Kong/Taiwan),French (Canada/France)

EDUCATION: Usual choices

The key is to know who your audience is and understand their demographics. Obama annihilated Romney with this.

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Sponsored Story…what is it?

• Essentially you are paying to highlight something done on your facebook page that was created by someone else.• This is shown to friends of the creator (the user, not you)• It’s a great way to take a positive comment and ensure that it is

spread as far and wide is it can be.• This is crucial in campaigns to spread the word of key influencers

and is one of the most overlooked opportunities• This does require diligent social monitoring• Sponsored stories will not be shown to an audience that is not in

the social network (connected to your page through friend or application

*eMarketer

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Promoted posts

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Marketplace Ads and Page Post ads

• Like all FB material content is king.• Good creative is essential- you are a brand now.• Ads, posts and stories. • We have all seen the lose weight ads, the women/men

looking for me ads. But this shouldn’t deter you.• People buy difference not similarity. • Page post ads are best suited for promoting events such as

town hall meetings, meet the candidate, debates, GOTV, community events.

• Ads (to the left here) are more of a call to action and can link to third party websites (www.voteforme/volunteer)

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How much to spend?

• Start before the writ is dropped• Don’t use cost per click, impressions are all you

need• Experiment with ads• Run 2- 3 at the same time. • FB defaults to three month period-watch this

closely• $5.00 to $60.00 a day and vary it

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Measuring your results

• Are you having a conversation?• YES! Likes are important but you need to engage them.• You are building a community. • You need to take your online activity off line as well. (See

you on the LRT tomorrow!!!)• Shares and post likes show up on users newsfeeds. It’s a

virtual lawn sign. • Once you have them, stay engaged. EVERY DAY!

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Keeping an eye on the competition

• You need to monitor the candidate, the riding, the topics, and the issues• Set up alerts• Engage their stake holders• Monitor all of their social media: YouTube, FB, Twitter, Linkedin, etc• Use ROE listening tool (next week Webinar on Social Media Monitoring

101)• Google Analytics• Curation tool such as Scoopit…share content….

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Social Media for Politics

#sroelearn

Thank you. pjurisic@socialroe.com