Facebook The 2012 Election

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Politics is local

Politics is local

Boz

Politics is local

Boz

Boz

Politics is local

Boz

Boz

Politics is social

Boz

Boz

Politics is social

Boz

Can we ignore 2 million voters and still win?

- Zac Moffatt, Romney Digital Director

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

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

The changing electorate

RNC

DN C

RNC

DN C

RNC

DN C

More eligible voters (18+) on Facebook in the US than voted in the 2008 & 2012 election

According to Pew, people on Facebook are

According to Pew, people on Facebook are

57%
more likely to persuade a friend or co-worker to vote

2.5x
more likely to attend an event or rally

43%
more likely to vote themselves

According to Pew

of registered voters let their friends know how they voted via social media

22%

45%
of 18-29 year old registered voters report having been encouraged to vote via social media

30%
of all registered voters were encouraged to vote for Obama or Romney via social media in last 30 days

According to Pew

of registered voters let their friends know how they voted via social media

22%

45%
of 18-29 year old registered voters report having been encouraged to vote via social media

30%
of all registered voters were encouraged to vote for Obama or Romney via social media in last 30 days

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

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

Facebook Nature Study

Election mentions on Facebook

80

60
in millions

40

20

71.7M
0 Facebook

Election mentions on Facebook

President Obama [O]ne of the most important things we built - Jim Messina

OG Actions

Turned supporters into messengers

President Obama [O]ne of the most important things we built - Jim Messina

OG Actions

Targeted Sharing

Turned supporters into messengers

President Obama

Most likes on a Facebook Post

Regular postings on Facebook pages

Campaign Announcement

Rapid Response

Regular postings on Facebook pages

Fundraising via Facebook

President Obama

Building on Facebooks platform

Building on Facebooks platform

Building on Facebooks platform

I think [the Facebook app] will wind up being the most groundbreaking piece of technology developed for this campaign. - Teddy Goff, Obama Digital Director

1M
Obama backers signed up for the app

85%
Of those without a listed phone number could be found via friends using the app

5M
Contacts were shared content from 600k friends

1 in 5
People contacted by a friend acted on the request

Building on Facebooks platform

I think [the Facebook app] will wind up being the most groundbreaking piece of technology developed for this campaign. - Teddy Goff, Obama Digital Director

1M
Obama backers signed up for the app

85%
Of those without a listed phone number could be found via friends using the app

5M
Contacts were shared content from 600k friends

1 in 5
People contacted by a friend acted on the request

Building on Facebooks platform

Building on Facebooks platform

Building on Facebooks platform

Building on Facebooks platform

Building on Facebooks platform

Building on Facebooks platform

Building on Facebooks platform

Facebook Advertising

Facebook Advertising

Facebook Advertising

Demographic
Age Gender DMA Device OS

Social
Likes & interests Friend connections Activity e.g. check-ins Gaming e.g. apps installed

Personal
City/State/Zip Birthday Education Workplace Relationship status

Off Facebook Data

Re-targeting (Facebook Exchange)* Customer & Prospect Segmentation (Custom Audiences)
*FBX not available on Mobile yet

Innovative Targeting Options

Target off-Facebook audiences on Facebook

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

Custom Audiences

The Cruz campaign wanted to make sure if a voter was on Facebook, they were interacting with us.
- Vincent Harris, Cruz Digital Consultant

Giving down-ticket campaigns the edge

Giving down-ticket campaigns the edge

Helping issue groups win

We are not just sending you a banner ad...We are giving you relevant information from your friends.
- Dan Wagner, Obama Chief Analytics Ofcer

People dont trust campaigns. They dont even trust media organizations...Who do they trust? Their friends.
- Teddy Goff, Obama Digital Director

Why did Facebook work?

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 Facebooks platform to have fans amplify your message.

Getting started

questions?