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Creative Digital & Social Advertising for Politics & Advocacy

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Epolitics.com
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Slides from the 7/13/2019 training at Netroots Nation.

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@epolitics @salimzymet CREATIVE DIGITAL & SOCIAL ADVERTISING FOR POLITICS & ADVOCACY 12 July 2019 Colin Delany Epolitics.com @epolitics Salim Zymet 50p1.com @SalimZymet
20+ Years in Digital Politics Internet Strategy Consultant Political Advocate Founder/Editor of Epolitics.com Ebook Author Plays Bass in a Rock & Roll Band @epolitics @salimzymet Colin Delany
@epolitics @salimzymet Salim Zymet Obama 2012 Health and Human Services 2013 Iowa Senate Race 2014 Hillary for America – Iowa, Nebraska, Utah, New York, Ohio Crowdpac – 2018 50+1 Strategies now Lover of Mac n Cheese
@epolitics @salimzymet POLITICS IN TEXAS…
@epolitics @salimzymet WHY ADVERTISE ON SOCIAL?
@epolitics @salimzymet WHY ADVERTISE ON SOCIAL?
@epolitics GOALS
@epolitics @salimzymet GOALS Engagement Click-throughs Social sharing List-building Advocacy actions Political pressure
@epolitics @salimzymet GOALS
@epolitics @salimzymet EXAMPLE: ILLUSION OF UBIQUITY
@epolitics @salimzymet EXAMPLE: ILLUSION OF UBIQUITY
@epolitics @salimzymet EXAMPLE: ILLUSION OF UBIQUITY
@epolitics @salimzymet PROMOTING POSTS Almost any content can become a promoted post Boost button Ad Manager interface Targeting & budget
@epolitics @salimzymet TARGETING Geotargeting Interest targeting Demographic targeting Keyword targeting (Twitter) Hashtag targeting Custom audience targeting Voter-file targeted banner + pre-roll
@epolitics @salimzymet TESTING
@epolitics @salimzymet TESTING
@epolitics @salimzymet AUTOMATED TESTING
@epolitics @salimzymet HYPER-LOCAL CONTENT
@epolitics @salimzymet CUSTOM AUDIENCES Targeting your email list with Facebook ads EXAMPLE FROM 2014: Two groups of campaign donors/supporters Group A: email + [Facebook ad] + second email Group B: email + [no ad] + second email What do you think happened?
@epolitics @salimzymet LOOKALIKE TARGETING
@epolitics @salimzymet LIST-BUILDING
@epolitics @salimzymet LIST-BUILDING
@epolitics @salimzymet LEAD-GENERATION ADS
@epolitics @salimzymet GRASSTOPS RECRUITING
@epolitics @salimzymet LINKEDIN TARGETING
@epolitics @salimzymet RAPID RESPONSE
@epolitics @salimzymet RECRUITING ADS = BEACHHEAD
@epolitics @salimzymet RETARGETING (FACEBOOK PIXEL)
@epolitics @salimzymet BANNER ADS
@epolitics @salimzymet MEDIA TAKEOVERS
@epolitics @salimzymet OPTIMIZING BANNER ADS
@epolitics @salimzymet LONG-TERM PERSUASION
@epolitics @salimzymet PROMOTED TWEETS Target: People who follow a particular feed People who use a keyword or hashtag A list of specific users Geographic area
@epolitics @salimzymet PROMOTED TWEETS Uses: Targeting decisionmakers Targeting employees/customers of a business Targeting legislative staff Targeting reporters Promoting content
THANK YOU! Colin Delany Epolitics.com cpd@epolitics.com +1 202 422 4682 @epolitics Salim Zymet 50p1.com salim@50p1.com @SalimZymet

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