As everyone now knows, the 2012 OFA team was LITERALLY the best campaign/strategy/technology the world has ever seen in any political contest. And we were lucky enough to be invited to pitch and sit down with their tech & product team several times. This is 2.5 years old and is still cutting edge in it's approach: IIf you're selling (whether that be campaign promises or a b2b product), precise, targeted messaging across channels (email, in-app) based on social and other 3rd party data context WORKS. Then you apply similar tactics to how advocates recruit more advocates et voila! Flywheel of "smart social".

1. PEOPLE, PASSION, & DATA
Activating supporters on their terms
Knodes ©2012
BY

2. IS THIS OUR BEST BET FOR ACTIVATION?
Knodes ©2012

3. The Knodes API
makes it simple to
analyze supporters’
social data to…
…provide rich context
about supporter
networks & campaign
message relevance
Give your supporters
superpowers. Make
it fun & simple to
send bi-directionally
targeted messages.
…so supporters
spend less time but
are more productive
for the campaign.
S

4. ASSUMPTION PROBLEM
BROAD SOCIAL MESSAGING IS NO LONGER ENOUGH
increase
GOP
140X
CANDIDATES
TWITTER
FOLLOWERS
400X
increase
The 2012 campaign must leverage
technology to re-engage past
supporters and activate new
supporters in targeted, highly
effective ways.
VS
Social channels are 140x more
cluttered than they were 4 years
ago. Supporters have become
numb and desensitized to broad
messaging. And the opposition has
increased its sophistication.
TWEETS/MONTH 50MM
120K OBAMA TWITTER
MCCAIN TWITTER
FOLLOWERS
5K
FOLLOWERS
2008
7Billion
2.0 MM
95X
increase
2012
11.5 MM
Knodes ©2012

5. THE SOLUTION
Give every supporter, advocate & superstar a
simple, effective way to catapult their messages
to targeted people in their networks.
ACTIVATE SUPPORTERS BASED ON THE ISSUES THEY CARE ABOUT
HEALTH
CARE
SOPA
JOBS
Knodes ©2012
YOU

6. CONNECT
How do we get a sense for the issues and people
supporters are connected to and care about?
DEEP CONTEXT BASED ON CONVERSATIONS & ENGAGEMENT
Knodes ©2012

7. SEGMENT & COMMUNICATE
And then, once segmented, how do
we best activate?
LET ADVOCATES ADVOCATE ON THEIR OWN TERMS
Knodes ©2012
OUR
CITY
HELPING
THE
HOMELESS

8. EFFECTIVE
The campaign needs to make small asks
cost effective and scalable.
Knodes ©2012
RAISING AWARENESS
Direct mailing
Dialing for $$
Please retweet,
please share
FOCUSED ACTIVATION
Right message from the
right person, always.
+

9. WHAT COULD THIS LOOK LIKE?
“LEND US YOUR PEERS” ONBOARDING
Knodes ©2012
NETWORK

10. TECHNOLOGY FOR CAMPAGN MANAGERS
Data Capture
Knodes ©2012
We break down each campaign
message into multiple vectors of
activation (“triggers”) that we
map onto each supporter’s
network: by topic, by region, by
engagement. This drives high
quality, targeted outreach that
yields activation.
We give campaign managers a
dashboard to track the results of
each ask. Each message or “call-to-
action” that is spread by
supporters is measured and
analyzed for efficacy
individually and all together.
We capture and analyze
hundreds of thousands of social
data points for each user
including location, interests,
conversations, engagement and
influence data
Targeting Tracking
War Economy Vets
Iraq/
Afghanistan
Defense
Spending
Job
Creation
Supporter Snapshot
This week, Ariel has sent:
5 DM on the topic of
veterans
4 clicks on the link
3 pledges of support
Supporter Score: 25

11. MORE REWARDING SUPPORTER EXPERIENCE
Step 1 – Lend us
your peers
We sort through your network so you don’t have to
Step 2 – Just for you
Knodes ©2012
We’ll use your social
network credentials to
help you activate the
right friends with the
right message.
We’ll help you
supercharge your
network, providing
targeted messages for
the right people at the
right time.
saving you time and increasing your impact
HEALTH
CARE
Now is the time! XX is being decided in
Ohio on Tuesday. Send Sally, Robert,
Lauren, and James a message to support!
YOU

12. THE SECRET SAUCE
TECH YOU CAN BELIEVE IN?
Knodes ©2012

13. CASE STUDY
How social search grew up
Knodes ©2012
Throwing a party should be easy.
NYC-based Baratunde Thurston was planning to
throw a party in Chicago to promote his new book
“How to Be Black.”
He had a clear goal, and a direct ask – come to my
book party.
And yet, it was still taking him hours upon hours
to complete, despite having a robust database of
contacts.

14. CASE STUDY
So how has a best selling author who’s
worked on the Obama campaign use
Knodes in the real world?
Knodes ©2012
The eight-step process.
1. Set goal - invite people to event in Chicago
2. Decide what characteristics are relevant
3. Hit the spreadsheet
4. Prep unique messages for email (copy & paste)
5. Search LinkedIn connections
6. Hack Facebook location and search friends
7. Knodes search on relevant characteristics
8. Then…WAIT.

15. BUILT TO SERVE
Easy for campaign to
implement using our API,
or build your own solution
with our API. Knodes is big
data as a service.
Knodes ©2012
Take as much or as little you
need - from improved internal
intelligence to a full-fledged
super-supporter
communication platform.
We’ve built Knodes to be a
service where we can throttle
demand (and cost) as needed.
Social media is 90% hype,
and 100% people - we focus
on people. You already have
your supporter base. Knodes
can activate them effectively.
Intelligence on demand.
Customizable
A La Carte
Context
Truth Whisperer Campaign?
Share content about administration’s track record
on issues your friends and connections care
about in private channels. Less spammy call to
action.
Electoral Map of Me Challenge
Who’s got the more impactful network, me or my
friends? And on what issues?
Battleground Calvary
Foursquare check-in app that rewards people for
getting their connections checked into voting
locations in battleground states and serves up
last minute relevant content to motivate action.

16. THE BIG QUESTIONS
Integration
Knodes ©2012
Data Storage
Permissioning
Analytics &
Product
Scalability

17. PLUG IN
Integration is simple and flexible.
“POWERED BY” APPROACH
Knodes ©2012

18. SECURE
Robust, secure architecture using
AWS infrastructure. 100% compliance
with network privacy terms
Knodes ©2012

19. ALWAYS YOU
Campaign app is permissioned with
Knodes as agent.
WE’VE GOT YOUR BACK, BUT WE ARE INVISIBLE
Knodes ©2012

20. BUILT TO LAST
Will this scale?
Knodes ©2012

21. WHAT’S NEXT?
What should we build and what kind
of analytics will you get?
WHAT ARE THE CAMPAIGN GOALS?
Knodes ©2012
?

22. RON J. WILLIAMS JOHN GOODWIN
CTO & Co-Founder.
Hacker, fixer and
foodie. Brooklyn-born,
PA-raised Brown CS
Alum, and political
junkie.
CEO & Co-Founder.
Lover of data-driven
insights, Brooklyn-born
Harvard graduate,
mentor, and social
entrepreneur.
LET’S KEEP PRESIDENT OBAMA WHERE HE BELONGS.
This is the single most important use of our technology in 2012.
Let’s talk: teamobama@knod.es
Knodes ©2012