Results tagged “#Election2012” from IABlog

In the past few years, the conversation around social media has expanded from engagement, to listening and now to social planning for ‘real time.’ As eMarketer has cited, real-time marketing “…goes far beyond simply posting a timely tweet or status update… businesses are expanding their use of social analytics to do so much more.” This includes using social data for enhanced targeting and content creation. Brands are also anticipating social conversations to actively inform creative execution and media planning decisions for both digital and traditional mediums.  It is clear that planning social media ‘for real-time’ has become an increasingly important part of the paid, owned and earned media equation.


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To a packed and Twitter-trending house at the IAB Social Media Agency Day held in NYC yesterday, Peter Greenberger, Director of Political Advertising at Twitter, kicked off the three hour event with a talk on what brands and marketers can learn from the politicians during the 2012 Election. His talk is recapped below: 


Politics & Madison Avenue: Lessons for brands from #Election2012


There is a long history of political advertising influencing Madison Avenue. The earliest brand television commercials borrowed from pioneering political consultants. In more recent years, McCain 2000 proved the Internet could be used to fundraise; the 2004 Howard Dean campaign introduced blogs and Meetups to mainstream America; and the 2008 Obama campaign nudged social networking forward. 


In 2012, Twitter drove the narrative of the presidential campaign. It allowed millions of citizens to participate in the political conversation and enabled the campaigns to engage voters more directly than ever before. One of the more exciting discoveries from the 2012 election (kicked off with Romney’s now famous “Big Bird” debate comment) is the way brand marketers have begun mimicking the real-time marketing activities developed by political advertisers. Below we’ll explore how to prepare for, and execute, successful real-time campaigns - and explain how real-time marketing (RTM) came of age during the first #TwitterElection.


Prepare for real-time 


Being real-time is not easy. The campaigns can provide valuable lessons to brands on how to prepare for and capitalize on real-time opportunities. 


1. Listen to the community by monitoring Twitter conversations. 

Before you can join or influence a conversation, you must take some time to listen. Both campaigns monitored chatter on Twitter to determine how their paid TV spots were resonating with the intended audience and also as an early warning system for potentially negative memes. The Romney campaign watched the Hilary Rosen comment on CNN about Ann Romney’s work experience explode on Twitter and capitalized on the moment by having Mrs. Romney launch her own Twitter handle to join the discussion.   


2. Build your community by growing your followers in a targeted way. 

The campaigns created customized handles for specific audiences and goals. For example, the Obama campaign set up different handles geared towards students (@Students4Obama), Latinos (@LatinosforObama) and voters in key states such as Ohio (@OFA_OH). The campaigns tweeted out exclusive content including behind the scenes photos, contests and offers to build a loyal following on Twitter. 


3. Engage the community with compelling content and real-time interaction. 

Twitter is an engagement platform and both campaigns created compelling content in real-time to encourage users to respond. They prepared Tweets and calls to action before convention speeches, debate nights and leading up to Election Day. They asked for feedback using planned hashtags (#dontdoublemyrates and #40dollars), encouraged Retweets to show support and jumped on trending news and current events. 


4. Move the community with effective persuasion and clear calls to action.

Ultimately, you have to move votes to win an election and the campaigns used Twitter as a powerful persuasion and Get-Out-the-Vote tool. @GOP tweeted videos with their party’s closing message on Election Day (“watch this before you vote!”); the Obama campaign urged voters to #StayInLine with Promoted Tweets targeted to mobile devices in key states experiencing long lines at the polls. And the Obama campaign specifically used Twitter to drive registration and early votes in key states. 



Real-time marketing comes of age for brands


On February 3, more than halfway through Super Bowl XLVII the lights went out in the New Orleans Superdome. This unexpected moment was when the game began for Oreo and their now famous, “You Can Still Dunk in the Dark” real-time marketing response. Their agility was universally praised - and their Tweet received 16k+ Retweets. 



Just ten days later, another brand had a moment when Republican Senator Marco Rubio paused during his rebuttal to the President’s State of the Union address to take a drink from a bottle of Poland Spring water. Poland Spring did not respond in a timely manner and missed an opportunity to connect with an engaged audience.


(The Senator, meanwhile, continues to engage and is now using the incident to help one of his favorite charities.)


What does this mean for the advertising industry in general? In the span of just ten days (between the Super Bowl and Senator Rubio’s rebuttal) real-time marketing moved from a brilliant tactic when done well, to a glaring mistake when missed. 


The lesson from the #TwitterElection is clear: If you are not reacting in real-time (and planning for real-time) you risk being left behind.  


In the upcoming weeks, this blog series will provide overviews of other discussions at the “Social - Planning for Real-Time” Agency Day including ways that Travel, HBA/CPG, Sports and Auto have planned social for real-time to make their marketing dollars work harder, and is also a part of IAB Social Media Committee member initiatives such as Paid, Owned, and Earned Media Best Practices. 


About the Author

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Susan Borst

Susan Borst is the Director, Industry Initiatives at the IAB focusing on Social Media, B2B and Games. She can be reached on Twitter @susanborst.


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Seeing Red?  Bleeding Blue?  Maybe you just feel a like little Abby, and are tired of Bronco Obama and Mitt Romeneney.  Fret not, because after Tuesday night, Americans will find respite from these words: “… and I approve this message.”  But until the airwaves are relinquished back to the likes of Nike and McDonalds, we bring you this IAB cheat sheet to get you through the night and make you sound like the next coming of Charlie Cook at the water cooler.  If you are looking to bone up, and become a bona fide Tech Policy Wonk, you may eat your veggies by reading Part 2 of this election blog series.

Current Snapshot - Congressional Scoreboard

If you were busy flirting with [insert: attractive popular student] during civics, here is a quick refresher.

The House of Representatives, 435 congressmen and women, proportionally represent the 50 states (fun fact: five delegates represent DC, the Virgin Islands, Guam, American Samoa, and the Commonwealth of the Northern Mariana Islands; a resident commissioner represents Puerto Rico).  Representatives serve 2-year terms, and the entire House is up for election every even-numbered year.

The Senate, otherwise known as the Upper Chamber, is comprised of 50 senators - two from each state.  Senators serve six-year terms, and one-third of the Senate body is up for election every even-numbered year.  This year, 21 democratic-held seats, 10 republican-held seats, and 2 independent-held seats are up for election.  Of these 33 seats, 10 members retired, and 1 lost their primary, leaving 11 open seats without an incumbent running. *60 votes are needed in the Senate to proceed on legislation, and currently, Senate Independents caucus with the Democrats. 

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Road to the White House - 270
Like it or not, to win the presidency, a candidate must win the Electoral College. The electoral college consists of 538 electors, a majority of which—270—is needed to win.  Each state sends the same number of electors as the state’s congressional delegation.  With an electorate increasingly 50/50 split down party lines, the elusive independent voter has enormous power.  Where independent voters are concentrated, that state is identified as a battleground, or swing state.  This year’s presidential is too close for the pundits to call, and in order for either campaign to win, they must do two things: turn out their base at the voting polls, and win as many swing states as possible.  This year, 7 states may very well decide the presidency; and, depending on the scenario, Ohio may be the big get, but ironically, small states Iowa and New Hampshire may have the final say.  Watch for every news network to bring out the giant, touch-screen maps, to start  breaking down 7-state fuzzy math.

7:00 PM EST / 4:00 PM PST
The Commonwealth Factor - Polls officially close in Virginia, one of several targeted battleground states, and could indicate the direction of the Presidential Election.  Historically, Virginia swings red, but the President took the state in 2008.  While the demographic landscape continues to trend blue, the state tops all others in defense spending, and proposed Pentagon cuts may move the state into the Romney column.

Buyer Beware… do not be fooled by early vote totals in Virginia.  Northern Virginia, which trends Democratic, will report earlier than rural portions of the state, which are traditionally Republican; late reporting could reveal a Romney Virginia victory.  Also, be on the lookout for two tight Senate races.  Former Democratic Governor Tim Kaine is in the fight of his life against former Republican Senator and Governor George Allen in the seat vacated by Democrat Jim Webb.  In Indiana, a surprising turn for Democratic candidate Joe Donnelly against Republican Richard Mourdock.  “Top of the Ballot” rules may not apply, as Romney may take Virginia and very likely Indiana, while Kaine and Donnelly pull out razor thin victories.

Battleground Florida also closes.  The night starts to get exciting. Not since 1960 has anyone won the presidency without two of the big three: Ohio, Pennsylvania, and Florida.

Other states closing at 7:00 PM - Kentucky, South Carolina, Vermont, and Georgia

7:30 PM EST / 4:30 PM PST
O’ Ohio - While polls officially close in battleground Ohio at 7:30 PM, if history has taught us anything, do not anticipate a final count until late into the evening.  If Ohio is called early for Obama, this does not bode well for Romney: a Republican has never won the Presidency without winning Ohio.

Obama has the state organizational advantage and Ohio unemployment numbers are in his favor, but Romney can still pull off a historic first pointing to an advantage in Florida and New Hampshire.

Other states closing at 7:30 PM - West Virginia and North Carolina

8:00 PM EST / 5:00 PM PST
Battleground America - Things get cooking in the fight for electoral votes.  A win in Pennsylvania could seal the deal for Obama, while a Romney victory ensures the fight goes on through the night.  New Hampshire will prove crucial for Romney, and the numbers are pointing in his direction.  Several tight Senate races close, including industry champions Democrat Claire McCaskill against Todd Akin in the ‘show me’ state Missouri, and Democrat Chris Murphy against WWE Proprietor Linda McMahon in Connecticut.  Another tight and bitter race, moderate Republican incumbent Scott Brown defends his Senate seat against democratic darling and Harvard Prof Elizabeth Warren in Massachusetts.

Other states closing at 8:00 PM - Alabama, Delaware, Illinois, Maine, Maryland, Massachusetts, New Jersey, Oklahoma, DC, Michigan, Mississippi, New Jersey, Texas and Tennessee.

9:00 PM EST / 6:00 PM PST
Rocky Mountain High - Colorado, formerly a Republican stronghold, swung Blue in ‘08 and has trended Democratic in recent weeks’ polling.  Site of the 2008 Democratic Convention, the state’s demographics have remained relatively unchanged, but expect high voter turnout from the 18-35 set for a ballot measure to legalize small amounts of marijuana.

Bellweather tolls — While the PX90 Pro Veep candidate Ryan may be Wisconsin’s favorite son, who wins the state’s 10 electoral votes may depend on the outcome of the Senate race between former republican Governor Tommy Thompson and democratic representative Tammy Baldwin.  Polls show a dead heat, and a tumultuous two years at the polls prove the Badger state is unpredictable.

Other states closing at 9:00 PM - Arizona, Louisiana, Maine, Minnesota, Nebraska, New Mexico, New York, Rhode Island, and Wyoming.

10:00 PM EST / 7:00 PM PST
Double Down - Nevada and Iowa will continue to keep the pundits talking.  Dubbed a must-win for Obama, three electoral votes from the state caucus that propelled Obama into 2008, Iowa, may be the difference again in 2012.  Polls show the President leading, but turnout will be the deciding factor.  Keep an eye on tight races from Senate republican incumbent Dean Heller and Democratic challenger Shelley Berkley, and former IA First Lady Christie Vilsack as she takes on long time House incumbent Steve King.

Lovin’ it — Always a tight race as the lone Democrat in Utah, Representative Jim Matheson may have finally met his match against Saratoga Springs Mayor, and 2012 Republican Convention celeb, Mia Love.

Other states closing at 10:00 PM - Idaho and Montana.

11:00 PM EST / 8:00 PM PST
Pacific Factor - The West Coast often misses out on the fun as pollsters favor calling races early on the East Coast, but watch out this year as every electoral vote matters.  Washington finds itself in another tight Governor’s race between former democratic Congressman Jay Inslee and Lt. Governor Rob McKenna. Hawaii is on the radar as well with an open Senate seat battle between former republican governor Linda Lingle and Congresswoman Mazie Hirono, though polls now show Hirono pulling away with a size able lead.

Other states closing at 11:00 PM - California and Oregon

12:00 AM EST / 9:00 PM PST
On the Red Eye - It goes without saying the republican stronghold in Alaska is likely to give its votes to Romney.  But, be forewarned, by the time Alaska closes, if it is still as tight as some predict we may still not know who the next President will be. 

Shake ups and predictions — As of Monday, it looks like Democrats will keep the Senate, and Republicans the House.  Nevertheless, a few shake ups are important to note for the industry.  In particular, the House Energy and Commerce Committee, important to the Interactive industry will see a minimum five new members, and the Senate Commerce Committee is likely to see some changes on the Republican side, particularly with Senior members Kay Bailey Hutchison and Olympia Snowe’s retirements.  

Want to know more?  Hunker down with a six-pack, your favorite news network, and your iPad, and check out these websites (but make sure to vote first!):

Real Clear Politics: http://realclearpolitics.com

FOX News - 2012 Elections: http://foxnews.com/politics/elections/index.html

POLITICO - 2012 Live: http://politico.com/2012-election

Rasmussen - 2012: http://rasmussenreports.com/public_content/election_2012

Gallup - Election 2012: http://gallup.com/poll/election.aspx

Bloomberg - Elections: http://bloomberg.com/politics/elections

ABC News - Election Central: http://abcnews.go.com/Politics/OTUS

Associated Press (AP) - Politics: http://news.myway.com/index/id/politics%7Cap.html

CBS News - Politics: http://cbsnews.com/politics

CNN - Election Center: http://cnn.com/ELECTION/2012

National Journal - Election 2012: http://nationaljournal.com/2012-election

New York Times - Politics: http://www.nytimes.com/pages/politics/index.html

NBC News - Election Central: http://msnbc.msn.com/id/3032553/ns/politics

Washington Post - Politics: http://washingtonpost.com/politics

In a Word: Innovation

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Parties Platforms Tackle the Tech Sector, but Devil is in the Details

A lot will change after today, but for the industry, priority public policies remain the same. But what are the candidates’ priorities? Republicans and Democrats do not agree on much, but if there is one thing they do agree on, this country needs Innovation. A quick word count shows the Republicans used the word 27 times and Democrats used it 16 within each respective Platform document released at the National Conventions this past August and September.  But who’s counting anyway?

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With Election Day upon us, the IAB is cracking open those Platform documents once again to take a look at what “Innovation, Internet Freedom, and a 21st Century Workforce” among other buzz words really means to the Democratic and Republican parties’ policy proposals. 

Why does this matter to you?  Whether you are a netizen, tech company, publisher, or just earning your Internet cred, these policies will shape our future, directly and indirectly impacting you personally and your business. Follow along at the links below.

“Moving America Forward: 2012 Democratic National Platform”

“We Believe in America: Republican National Platform”

Education and 21st Century Workforce
Music to any tech wonk’s ears is the increase in STEM education, (science, technology, engineering, and mathematics).  The President hopes to double down, and increase investments in science two-fold to educate the next generation of scientists, facilitate private sector innovation, and prepare at least 100,000 new math and science teachers over the coming decade.  To supplement this investment, the President proposes “stapling a green card” to every advanced degree in STEM fields for foreign students to stay here in the U.S. and help create jobs.  The Governor would likewise utilize his red, swing-line stapler to foster job creation and keep STEM degrees in the U.S.  The Governor, however, focuses on increased STEM education through consumer choice in education, removing boundary barriers to school choice, and replacing teaching tenure systems with a merit-based approach to help attract the best and brightest talent in the classroom. 

“Do Not Track”
No, this IABer did not slip this paragraph in as a hoax, you read that right.  The words “Do Not Track” appear in the Democratic Platform.  Noting many regulations are outdated, unnecessary, or too costly, the Administration proposes a “simpler, smarter, cost-effective approach to regulation” emphasizing “common sense safeguards.”  The Administration underscored the launch of the Internet Privacy Bill of Rights and self-regulatory agreement for a “Do Not Track” option for consumers as a successful example of an efficient and effective approach to regulation. 

Internet Freedom
While the Democratic platform seeks to reform how government regulates, the Republican platform points to the removal of regulatory barriers.  Specifically, the Republican party’s Internet Freedom platform would seek to prevent legacy regulations from interfering with new, disruptive technologies, protect the current multi-stakeholder approach to Internet governance, and secure personal data from government overreach.  Even more, the Republican platform calls for a retreat from what it argues is the current Administration’s “Luddite” approach to technological progress (citing net neutrality), preferring instead a public-private partnership to build out America’s wireline and wireless broadband infrastructure.   The President has likewise opposed extension of intergovernmental controls over the Internet and supports the multi-stakeholder approach; however, Internet Freedom takes on a different meaning that points to human rights.  The Administration will continue to defend Internet Freedom for the freedom of expression, assembly, and association, and preserve the Internet platform for commerce, debate, learning, and innovation, identified in some circles as net neutrality.

Digital Infrastructure
The Governor’s proposals are very specific, albeit not identified as infrastructure in the document.  The Republican platform would reform communications laws, encourage public-private partnerships to build out rural broadband, and conduct an inventory of federal spectrum for private sector build out.  The President has committed to ensuring 98% of the country has access to high-speed wireless Internet access, including solutions to free up spectrum and build out a nationwide, interoperable public safety network, as well as building a smarter electrical grid and upgrading IT infrastructure for the health and education sectors. 

Taxation
To some the magic words are tax reform, still others may be happy to just see repatriation, but for everyone in the tech sector until reform comes to fruition (last in 1986), the Research and Development tax credit is always a top priority.  Both the President and the Governor would permanently extend the R&D credit for innovators.  That is where the similarities end.  Democrats support lowering the corporate tax rate in exchange for closing tax loopholes, and would lower rates even further for manufacturers who create jobs in the U.S.  The Governor would reduce the corporate tax rate, repeal the corporate alternative minimum tax, and create a territorial system of corporate taxation to allow for the repatriation of investments to the U.S.

And leaving little to distinguish the two parties…

Intellectual Property
At the heart of the tech sector is our nation’s knowledge assets - the creativity and ideas that anchor a successful business.  This is not lost on either party, as both seek to vigorously defend intellectual property here and abroad. 

Cybersecurity
Important both for our Nation’s security and a flourishing Internet economy, any cybersecurity policy will have a lasting effect on how companies function in the ecosystem.  Both parties seek a free flow of information between the government and the private sector, but neither spell out the path forward for secure communication channels or obligations. Following the release of the Platform document in Charlotte, the President has since released a draft executive order that tracks the Cyber Security Act of 2012 citing congressional inaction.

About the Author

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Sarah Hudgins

Sarah Hudgins is Director, Public Policy, IAB. Follow her @SarahAHudgins.

 

Refuting the ‘Social Media Hangover’ at Political Conventions

Please excuse this IABer’s arrogance when she says: the experts got it wrong.

After Tampa and Charlotte, the reports came flooding in “social media revolution failed,” “Parties still need physical convention,” and “will social media ever live up to its promise?”

But if you know what I mean when I say #eastwooding, read no further, you probably already get everything I am about to highlight.

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For some reason, just like novice mobile marketers, the pundits looked to social media to replace the political norms, and missed the true Holy Grail. Just as a successful cross platform marketing campaign reaches the consumer as they move throughout their day, in different contexts utilizing both old and new, social media supplements the convention and campaign platform, it is not there to replace it. Breaking down the walls did not simply mean to host a virtual convention, rather, it’s a tool to expand audience and break down access barriers.

Let’s be honest, while baby boomers and beyond are still happy to find a couch during prime time TV, up and coming generations are highly mobile (and I don’t mean by device), they are cord cutters, and they consume a lot of information and entertainment through multiple platforms and services, at the time convenient for them.

Social media is our Where Brother Art Thou’s tin can and soapbox. It’s retail politicking. How in a modern national campaign do you recreate the glad handing, baby kissing, and storytelling necessary for intimate, voter engagement?  Accessibility and communication.

Kal Penn’s call for #sexyface wasn’t just a funny gimmick; it created an opportunity for engagement.  Voters like to feel as though they are a part of the process and in on the secret. It took less than an hour for #sexyface to trend on Twitter.  While an unintended consequence, @InvisibleObama had tens of thousands of followers in the first hour, 40,000 by the next morning.

And this raises a separate question that has yet to truly unfold: measuring social media’s impact.  Some argue in order for social media to be successful, it must be organic. On this point, the two campaigns seem to be diverging, and we will be presented with two case studies by year’s end. Last week, the Romney campaign was the first political campaign to purchase a paid promotion on Twitter. Consider, the President clocks in over 19.6 million followers to the Governor’s 1.1 million.

Campaign strategies aside, the beauty of social media at the conventions this year was its seamless integration - it was universally present, yet invisible - like any great technology should be. From delegates swiping badges to update their Facebook timeline, Eventbrite check-ins, to the hottest ticket in town literally: lattes in the Google Media Lounge, to Convention real-time apps, and Tweet-ups. The experts failed to realize social media at the conventions wasn’t a replacement, but an enhancement.

The 2008 Presidential and 2010 Midterms were just the beginning.  We are only beginning to see the tipping point, and there will be mistakes, flaws, and downright failures as campaigns navigate the best way to put these tools to use.  I am often pointed to the Veep App as evidence social media and technology platforms don’t work for political.  The much-vaunted Veep App would be the first place for voters to find news on the Governor’s announcement for a VP candidate.  Unfortunately for the App, and the campaign, that news broke before the App could.  And it is true; campaigns must have controlled messaging, and esoterically will remain unchanged for the near future.  But don’t shoot the App, campaign leaks are tech-agnostic.

And we’re just scratching the surface. Be sure to join us this year at the IAB MIXX Conference & Expo as some of the smartest minds in media and political discuss the “Digital Election” and examine how the Internet will decide the Presidency this year. To find out more, please visit http://www.iab.net/mixx/agenda.

About the Author

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Sarah Hudgins

Sarah Hudgins is Director, Public Policy, IAB. Follow her @SarahAHudgins.