2. 1
2012: By The Numbers
$700 Million raised online
7 Million more emails on the list since
April 4, 2011
4.5 Million Individual donors
Reddit: Most up votes all-time
Twitter: Most re-tweeted post all-time
Facebook: Most shared post all-time
3. What Was the Secret Sauce?
Three Best Practices from Politics
6. 5
Integrate Data
Getting the data is easy – it’s the ability to combine and act on it quickly that matters.
Moved from data silos
Integrated data repository
FIELD MEDIA EMAIL CALLS POLLING
FIELD
CALLS EMAIL
DATA
BASE
POLLING SOCIAL
MEDIA
7. 6
Tailor your Message to your Audience
We now have the technology to to create custom, personalized experiences
for supporters on email.
MIAMI IPHONE HEADS OF
RESIDENTS ENTHUSIASTS HOUSEHOLDS
10. 9
Precise Buying Using Offline Data
Audience attributes helped dictate the style and tone of creative. In
2010 approximately 2% of digital ads were targeted at the individual
level; this increased at least 10x in 2012.
Gender: Female
Geo: Florida
Pol Affiliation: (D)
Voting History: Voted in last 3 elections
HH Income: $87,000
12. 11
Convert, Enlist, Upsell
Expand the digital ecosystem to scale offline and online actions.
LEVEL OF BUY-IN ACTIONS
Parallel and Vertical upsell
Browsing
Aware Video views Click
content
Like on Follow on Sign up for
Conversion Facebook Twitter email
Cultivation Donate/
Share Content Enlist Friends
Volunteer
Action
Donate Volunteer Commit to Vote
13. 12
Recognize the Place for Social
Social is increasingly powerful for both messaging and activation but recognize the limitations.
14. 13
Lead With Facts
47%
Olympics
$10,000 Bet
FALL2011 SPRING2012 FALL2012
19. 18
Individual staffers built th
The media is now online own digital platfor
20. 19
Marry Plans and Rapid Response
MACRO MESSAGE
FORWARD NOT BACK
SPECIFIC HIT PRESS ROLL OUT MICROSITE
ROMNEY’S RECORD IN ANNOUNCEMENT W. ROMNEY-
MASSACHUSETTS VIDEO + MICROSITE ECONOMICS.COM
CONTENT
DISTRIBUTION
CONTENT
TV ADS FACEBOOK YOUTUBE
SHAREABLE
DIGITAL ADS TWITTER
GRAPHICS