A look at how the Obama campaign wen even further with online tools than in 2008. A presentation delivered in Brussels by Bill Black, Fleishman-Hillard, Washington DC, and rounded off by Steffen Thejll-Moller, Fleishman-Hillard Brussels, who provided some insights on how the principles could be applied in a Brussels context.

1. Campaign 2012
Behind the Scenes, What it Means
FLEISHMAN-HILLARD

2. 2 T O D AY ’ S F O C U S
CAMPAIGN 2012
From Revolution to Evolution
CAMPAIGN Strategy
“Behind the Scenes”
WHAT It Means
A Brussels perspective
FLEISHMAN-HILLARD

3. 3
2008:
THE OBAMA
SOCIAL
REVOLUTION
FLEISHMAN-HILLARD

4. 4
Changing News Habits New Social Platforms
Content Glut R.I.P. ‘08 Movement
FLEISHMAN-HILLARD

5. 52 0 0 9 - 2 0 1 2 : A DIFFERENT WORLD
New Social Platforms
FLEISHMAN-HILLARD

6. 6
FLEISHMAN-HILLARD

7. 7 TWITTER HAS GROWN UP
72.5% TODAY:
of Twitter users joined since a tool for data
Obama was sworn into office hungry campaigns
FLEISHMAN-HILLARD

8. 8
“If the 2008 presidential race embraced a 24/7 news
cycle, four years later politicos are finding themselves
in the middle of an election most starkly defined by
Twitter, complete with 24-second news cycles and
pithy bursts.”
FLEISHMAN-HILLARD

9. 9 I M P L I C AT I O N S
SOCIAL MEDIA AT THE CORE NOW: other media struggling
CLUTTER A SERIOUS ISSUE: must go beyond posting
SPEED: faster, faster, faster
DIFFERENT ELECTION = different message, different emotion(s)
FLEISHMAN-HILLARD

10. 10
CAMPAIGN 2012
From Revolution to Evolution
INSIDE
CAMPAIGN Strategy OBAMA
“Behind the Scenes”
2012
WHAT It Means FROM REVOLUTION
TO EVOLUTION
AT&T Take-Aways
FLEISHMAN-HILLARD

11. 11 TWO THEORIES BECOME ONE
“All politics is local.”
-- Tip O’Neil
“The medium is the message.”
-- Marshall McLuhan
FLEISHMAN-HILLARD

12. 12 C A N D I D AT E O B A M A
2008 2012
– Hope & change – Stay the course: “Forward”
– About all of us – About winning
– Poetry – Prose
– Post partisan – Partisan fighter
– Entrepreneurial – Corporate
– Ambitious policy agenda – Lock in accomplishments
– Relatively unknown – Target rich environment
FLEISHMAN-HILLARD

13. 13 T E C H N O L O G Y: C H A N G I N G R O L E
2008 2012
– Inspire and motivate – Find and mobilize
– Transformational – Practical
– Visible and cool – Invisible and mundane
– 24 hour news cycle – 24 second news cycle
– Big crowds – Big data
– The group – The individual
FLEISHMAN-HILLARD

14. 14
FLEISHMAN-HILLARD

15. 15
OBAMA DASHBOARD APP
Sharing:
Essential
Activation +
Geotargeting
Huge Data
Collection Effort
on the Back End
Multiple
Engagement
Options
FLEISHMAN-HILLARD

16. ROMNEY DASHBOARD: LESS
16
S O P H I S T I C AT E D
FLEISHMAN-HILLARD

17. 17 I N S I D E T H E O P E R AT I O N
HUGE INCREASE FOCUS ON TWO PLATFORMS
IN CONTENT CREATION – FACEBOOK, TWITTER
> Massive in-house content > Play in others (Pinterest, etc.);
generation resources but devote greatest resources,
> But…leave room to allow for integration to these two
organic (voter) content creation
USE OF CROSS-PLATFORM DATA IS THE KEY TO BREAKING
TECHONOLOGIES THROUGH THE CLUTTER
> Shazam links TV spot, online/social > Voter behavior, consumer data:
activity all part of each voter’s “digital file”
> Massive, real-time
FLEISHMAN-HILLARD

18. 18 PROJECT NARWHAL
FLEISHMAN-HILLARD

19. 19 D ATA , D ATA , D ATA … . .
DATA ALLOWS CAMPAIGNS TO:
MOBILIZE
GRASSROOTS
SHARPEN AND
BOOST
PERSONALIZE
FUNDRAISING
MESSAGING
TA R G E T
POTENTIAL IMPROVE GOTV
VOTERS MORE O P E R AT I O N S
E F F E C T I V E LY
FLEISHMAN-HILLARD

20. 20 U P D AT E F R O M S TA F F
Campaign has combined separate silos Allows for personalization
of information into one file with all of information going to that
offline and online data about individuals individual; Creates efficiency
in one location which can be accessed by in messaging, outreach and
all arms of the campaign use of resources
FLEISHMAN-HILLARD

21. 21 E V O L U T I O N I N TA R G E T I N G
2008 2012
> Target by Party Affiliation – Target by party affiliation AND
– Specific political issue positions of importance
(values drive votes) AND
– Target based on past voting behavior.
> Target by Interest/ – Target supporters and persuadables of specific
Behavior Segmentation political issue positions of importance AND
– Target specific political engagement activities.
> Target Registered Voters – Target Registered Voters AND
– Target based on past voting behavior AND
– Target based on issue position of importance.
> N/A
– Individual Targeting: Take an offline database or mailing list
of donors/members/voters and match it online.
> Congressional District
– Congressional District Targeting via zip code
Targeting; Zip Code targeting targeting AND
– Target via offline name/address match AND
– Target via voters’ values, beliefs, political
activities, and past voting behavior.
FLEISHMAN-HILLARD

22. 22 WHY BOTHER?
Among Americans
who are likely to sit
out the election…
(Suffolk University/USA Today Poll)
FLEISHMAN-HILLARD

23. 23 WHY BOTHER?
Among Americans Obama: 43%
who are likely to sit
out the election… Romney: 14%
(Suffolk University/USA Today Poll)
FLEISHMAN-HILLARD

24. 24
S A M P L E I N D E P E N D E N T V OT E R TA R G E T A U D I E N C E
Fiscal Liberals Who Vote Frequently and Oppose Cuts to Medicare/Medicaid
Fiscal Ideology TARGET
AUDIENCE
Very liberal; somewhat liberal
INSIGHTS
A B
Voting Behavior
Voted in All/Most Presidential Elections
A B
Medicare/Medicaid Cuts
12.7MM
Oppose
7.7%
FLEISHMAN-HILLARD

25. 25
S A M P L E P R O G R E S S I V E V OT E R TA R G E T A U D I E N C E
Fiscal Liberals Who Vote Frequently and Oppose Cuts to Medicare/Medicaid
> Resonate Insights provide a deep understanding of selected audience profiles. Insights validate the
selection, messaging, and offer an opportunity to expand the reach to other receptive audiences.
TARGET DEMOGRAPHICS DEMOGRAPHICS ONLINE ACTIVITY
AUDIENCE Have a master’s degree Aged 65 Spend 40 hours per week
or higher and older or more online
59% more
29% more
40% more
INSIGHTS
likely likely likely
POLITICAL ENGAGEMENT ISSUE
A B
ENGAGEMENT ACTIVITES POSITION
Influential Voter Contributed money to Strongly Oppose Limiting
(level 4 of 4) a political candidate or Restricting Collective
Bargaining
12.7MM
7.7% 108% more
likely 76% more
likely 46% more
likely
FLEISHMAN-HILLARD

26. 26
Soren ----
Real quick ---- someone you know in Nevada can vote early for President Obama, starting today.
A few votes in their state could decide this election.
I've dropped you a line before to ask you to give folks a gentle nudge to get registered or go
vote. This gets more and more important every day.
That's why, if you reach out today, we'll send you a free bumper sticker to say "thank you.“
So let Elizabeth know that they should go vote as soon as they can:
Elizabeth Crum
Once you've shared, just tell us where to send that sticker and we'll get it in the mail right away.
We can win this ---- but it's going to take all of us mobilizing the people we know:
http://my.barackobama.com/Friends--in--Nevada
Thanks again,
Yohannes
FLEISHMAN-HILLARD

27. 27 B E T T E R D ATA Y I E L D S B E T T E R M E S S A G I N G
“Microfailure” Approach
FLEISHMAN-HILLARD

28. M A S S I V E G R O W T H I N “ TA R G E T E D ”
28
D I G I TA L D I S P L AY / V I D E O A D V E R T I S I N G
FLEISHMAN-HILLARD

29. 29 S O C I A L I N T E G R AT I O N
OBAMA’S “TWEET
FOR JOBS” Connects
supporters with their local
congressmen to support
Obama’s policy initiatives
Romney offered Twitter
followers the opportunity
to download a free Kindle
eBook version of his jobs
plan – BUT ONLY IF THEY
RETWEETED HIS
MESSAGE
Everything is now
PAID, SHARED, EARNED
FLEISHMAN-HILLARD

30. 30 TWITTER – THE NEW SPIN ROOM
FLEISHMAN-HILLARD

31. 31 INCREASED VIDEO PRODUCTION
> In 1960, John F. Kennedy
created 200 commercials
> In 2012, as of July, Barack
Obama already had 2,355
YouTube videos
> Mitt Romney currently has
179 YouTube videos
FLEISHMAN-HILLARD

32. 32
V I D E O … S H A R I N G … A C T I V AT I O N
FLEISHMAN-HILLARD

33. 33 CONTENT AS STORYTELLING
> Obama’s content is
consumer-focused
> They share the
facts through
stories
> Emails are short
> Conversational
FLEISHMAN-HILLARD

34. 34 S E N I O R S TA F F E N G A G E D W I T H S O C I A L
FLEISHMAN-HILLARD

35. 35 A BRUSSELS PERSPECTIVE
BRUSSELS in 2012
Enthusiasm to pragmatism
THREE take-aways
Principles we can apply
FLEISHMAN-HILLARD

36. 36 B R U S S E L S & T H E W E B : AT T I T U D E S
2008 2012
– Still somewhat of a luxury – A must have
– Everyone interested – Left to the experts
– Seen as easy – Not so easy
– High hopes – Realistic hopes
– Presence good enough – Strategy and ROI required
FLEISHMAN-HILLARD

37. 37 A C L U T T E R E D S PA C E
FLEISHMAN-HILLARD

38. 38 B R U S S E L S P L AY E R S ( A S E L E C T I O N )
FLEISHMAN-HILLARD

39. 39 GHOST TOWNS
FLEISHMAN-HILLARD

40. 40
BRUSSELS 2012
Enthusiasm to Pragmatism
1 . DATA
THREE take-aways 2 . CO M P E L L I N G
Principles we can apply CO N T E N T
3 . W H O E N G AG ES ?
FLEISHMAN-HILLARD

41. 41 T H R E E TA K E - A W AY S
DATA
“There for the taking”
FLEISHMAN-HILLARD

42. 42 D ATA , D ATA , D ATA … . .
DATA ALLOWS CAMPAIGNS TO:
MOBILIZE
GRASSROOTS
SHARPEN AND
BOOST
PERSONALIZE
FUNDRAISING
MESSAGING
TA R G E T
POTENTIAL IMPROVE GOTV
VOTERS MORE O P E R AT I O N S
E F F E C T I V E LY
F L E I S H M A N F HE L S H MD N OH I L L A RTD
- L I I L A R A F - R AT &

43. 43 “ I H A V E E V E R Y O N E O N S P E E D - D I A L”
FLEISHMAN-HILLARD

44. 44 D ATA : R E A C H A N D I N S I G H T S
REACH
DATA
INSIGHTS
FLEISHMAN-HILLARD

45. 45 AN ARGUMENT WINNER
FLEISHMAN-HILLARD

46. 46 T H R E E TA K E - A W AY S
DATA
“There for the taking”
COMPELLING content
Being useful and/or tell stories
FLEISHMAN-HILLARD

47. 47 CONTENT AS STORYTELLING
> Obama’s content is
people-focused
> They share the
facts through
stories
> Conversational
FLEISHMAN-HILLARD

48. 48 P R E S E N T I N G C O N T E N T D I F F E R E N T LY
FLEISHMAN-HILLARD

49. 49 T H R E E TA K E - A W AY S
DATA
“There for the Taking”
COMPELLING content
Take the Next Step
WHO engages?
Get everybody talking
FLEISHMAN-HILLARD

50. 50 S E N I O R S TA F F E N G A G E D W I T H S O C I A L
FLEISHMAN-HILLARD

51. 51 B I G T I M E P L AY E R S I N E U R O P E
FLEISHMAN-HILLARD

52. 52
Thank you
FLEISHMAN-HILLARD