Shadow Election USA is seeking support to develop and promote this democracy enhancing service.

1. A new way to connect people
with politics.
© 2012 by Shadow Election USA. All rights reserved.

2. What if engaging
with politics was
as easy as using
a slider?
Did you
agree?
Slide here.
© 2012 by Shadow Election USA. All rights reserved. 2

3. What if you
could see your
impact on the
debate?
© 2012 by Shadow Election USA. All rights reserved. 3

4. What if your friends
could join in?
Fire up
political
debate!
© 2012 by Shadow Election USA. All rights reserved. 4

5. A simple, intuitive way to
evaluate candidates.
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© 2012 by Shadow Election USA. All rights reserved. 5

6. Shadow Election brings
people back into politics.
© 2012 by Shadow Election USA. All rights reserved. reserved.
© 2012 by Shadow Election USA. All rights 6

7. Pinboard layout is
already familiar to
users.
Easily
converted for
mobile
devices.
© 2012 by Shadow Election USA. All rights reserved. 7

8. Rate
candidate
videos.
Cast a
virtual
vote.
See poll
results.
8
© 2012 by Shadow Election USA. All rights reserved.

9. Traditional voting applications match policy statements to voter
opinions.
But politics is personal, social – and in perpetual motion.
Candidates’ views
evolve over time.
Video is most like meeting
the candidate in person. The issues
evolve too.
Shadow Election keeps up with changing political realities.
© 2012 by Shadow Election USA. All rights reserved. 9

10. The election content we see online tends to
reflect our established views –
– and the views of people in our social networks.
10
© 2012 by Shadow Election USA. All rights reserved.

11. It is the same on all sides –
– much like being inside a bubble.
11
© 2012 by Shadow Election USA. All rights reserved.

12. Shadow Election
sources content from
all sides of the debate.
We encourage
users to suggest
content.
Or even
submit their
own!
© 2012 by Shadow Election USA. All rights reserved. 12

13. Content is Afghanistan
drones Al Qaeda
organized
with crowd tar sands fracking
input. gas prices
Seven key
gay marriage
One Nation Under God
categories.
education vouchers
student loans Users add tags
of their own.
McJobs the 99%
investment banks
guns personhood New issues
lobbying emerge
alongside new
Obamacare
content.
Medicaid
© 2012 by Shadow Election USA. All rights reserved. 13

14. Shadow Election is
designed for social ● Users select the most engaging
impact. content to share with their friends.
● Personalized stories and debate
create a ‘sticky’ online experience.
Shareable stories
● Frequently updated content and
build communities of
friend participation draws users
interest. back to Shadow Election.
● Communities of interest form
around election issues.
Engagement is amplified.
● Users drive attention to stories –
not news editors. Political influence
is decentralized and democratized.
14
© 2012 by Shadow Election USA. All rights reserved.

15. Shadow Election is
designed for social ● Unlike traditional elections, users
impact. can visualize their impact on the
debate immediately.
● Game-like user experience
Empowering user engages Millennials. Youth turnout
experience promotes is expected to drop in 2012*.
activism.
● While rating content is simple,
cumulative use promotes reflective
Election decision-making.
countdown
and links to
● We remind users to register and
vote. Personalized reminders can
registration
be targeted to users when they are
campaigns.
most engaged.
* Curtis Gans, (2011) Center for the Study of the American
Electorate at American University
15
© 2012 by Shadow Election USA. All rights reserved.

16. Is politics
shareable? ● Political affiliations are connected
to personal and community
identities. Social sharing amplifies
peer influence.
Shadow Election is
a window onto ● Influence can be positive! Strong
communities are more likely to be
other peoples’
activist communities.
points of view.
● Peer influence is offset in
environments where diverse
opinions are tolerated - like
Shadow Election.
● Slowing down decision-making
promotes reflection. Shadow
Election is a decision process.
16
© 2012 by Shadow Election USA. All rights reserved.

17. Debate on Facebook. See the big picture on
Shadow Election’s infographics.
Facebook friends can see Other users’ opinions are
each others’ ratings and visible, but anonymized.
Users debate content within votes on Shadow Election.
their social networks.
I agree.
I’m not sure.
My ratings.
My vote.
Our ratings.
What do
you think? Our votes.
17

18. 2012 is the right time for
Shadow Election USA.
© 2012 by Shadow Election USA. All rights reserved. 18

19. Online video
Any campaign that doesn’t recognize
will be huge in
that the web is now central to 2012.
winning the election is a dinosaur
waiting to become extinct.
Andrew Rasiej
Personal Democracy Media
If television is a “nuclear bomb,” Web
video is a laser for sending target
messages to specific voters.
Thirty percent of Americans don’t watch
any live network television... but they’re
still watching video.
Ben Jacobs
The Daily Beast
© 2012 by Shadow Election USA. All rights reserved. 19

20. Impact in 2012? ● Voter turnout is low while
Facebook use is high. This includes
key swing states.
Ohio ● Shadow Election activates the
5.8m on Facebook motivation to vote by engaging
Turnout 65.5% users in politics.
Pennsylvania
● Shadow Election enhances the
6.1m on Facebook ability to vote by linking to voter
Turnout 62.4% registration advice.
Florida ● Potentially trigger action by
9.4m on Facebook personalizing reminders.
Turnout 63.8%
Statista: 2008 turnout, Facebook users.
“Put hot triggers in
BJ Fogg the path of
Persuasive Technology
Stanford
motivated people“
20
© 2012 by Shadow Election USA. All rights reserved.

21. Responsibility
● Online privacy is a hot issue.
● Facebook is critical for scaling.
“Privacy is the More Americans use Facebook*
than voted in the 2008 Elections.
ability to assert
control over a ● Research points to increasingly
social situation.“ active user management of online
profiles to protect privacy, even
among young people1.
● While Shadow Election encourages
sharing in contexts chosen by the
Danah Boyd
Microsoft Research user, they are always in control.
● Privacy settings will be clear and
easy-to-understand.
* 156.1m Facebook users in the US (SocialBakers.com).
1. Pew Research Center, (2012), Privacy Management on Social
Media sites.
21m
© 2012 by Shadow Election USA. All rights reserved.

22. Where does Shadow Election stand
among the competition?
Social Viral Social
Mission Content Networks
✔
✔
✔
Connects people with politics by
sharing and rating election videos.
✔
✖
✔
Identifies party affiliations among
members of users’ social networks.
✔
✖
✖
Internet-based nominating process
for 2012 primary elections.
Matches voters to candidates using
✔
✖
✔
online dating technology.
Dedicated 2012 Election channel
✖
✔
✖
with leaderboard.
Get friends to participate in ‘Rucks’
✔
✖
✔
– citizen-led political actions.
© 2012 by Shadow Election USA. All rights reserved. 22

23. What have we
● Users only share information that
learned from our captures their attention.
competitors?
● Informational Facebook updates
do not ‘go viral’.
● Motivation is amplified in
Observed user
competitive situations.
behavior is the
beginning, not the ● Sharing options should appear at
points of maximal engagement.
end point, of our
approach to ● Users will not return to sites unless
design. they expect to find new
information that interests them.
● Negative publicity about site
transparency alienates users.
23
© 2012 by Shadow Election USA. All rights reserved.

24. Shadow Election was born Kellie Hodge
Hello! in Finland. It was built by
Executive Director
Shadow Election USA
our friends at Reality
Creating Media.
Alex Keskitalo Duncan Goldie-Scot
CTO Director
Reality Creating Media Shadow Election USA
Juha Mattila
CEO
Reality Creating Media
Richard von Kaufmann
Chairman
Reality Creating Media
Maari Fabritius
Head of Brand and UX
Reality Creating Media
© 2012 by Shadow Election USA. All rights reserved. 24

25. Launched in 2011, What could we
Shadow Election is Reached 30% of the
achieve in the US?
going from strength to Finnish Facebook
strength. population in two weeks
Alpha*
during January 20121. (Version 2)
Beta
(Version 1)
Shadow Election Election
Season Incorporation Season
Election Shadow Election USA
Launched
September 2012
November 2012
October 2012
January 2012
August 2012
April 2011
June 2012
July 2012
Finnish Parliamentary Elections Finnish Presidential Elections
April 2011 22 January 2012
US Presidential Elections
6 November 2012
* Sufficient funding secured.
1. Estimated. All impressions organic (not paid for by Shadow Election). 25
© 2012 by Shadow Election USA. All rights reserved.

26. After 2012.
26

27. A level playing field
● Shadow Election is an effective way
for independent to evaluate any political message.
candidates.
● It will remain free for political use.
In future:
A way for ● “Kickstarter for Candidates”
institutions to crowdfunding model to lift off
connect and grow independents.
activist interest ● Institutions can license and
groups. customize Shadow Election.
● Targeted messaging can be applied
to fundraising campaigns.
Elections not
(always) ● Potential to formalize interest
required. groups for collective messaging
and engagement strategies.
27
© 2012 by Shadow Election USA. All rights reserved.

28. About Shadow
● Currently filing for 501(c)3 status in
Election USA. the United States.
● Shadow Election USA is a non-
Kellie Hodge profit entity with the mission of
Executive Director promoting online democracy in the
Shadow Election USA
United States.
● No ties to political parties or news
organizations. No campaign
Duncan Goldie-Scot
funding.
Director
Shadow Election USA
● Shadow Election USA has been the
work of passionate volunteers.
● Now we need advice and help to
deliver the transformational
potential of Shadow Election for
the Fall 2012 Elections.
28
© 2012 by Shadow Election USA. All rights reserved.

29. Fundraising
● Our fundraising strategy reflects
Strategy the ethos of Shadow Election: for
and by the people.
Shadow Election ● We gratefully accept donations
should be built, at from pro-democracy foundations
least in part, by and individuals who support our
mission.
the people who
use it. ● A Kickstarter campaign is planned
to commence in June 2012.
● We will accept micro-donations via
the Shadow Election site.
● Beyond 2012, Shadow Election USA
is capable of becoming self-
financing through institutional
licensing.
29
© 2012 by Shadow Election USA. All rights reserved.

30. 2012 Development
Roadmap with Key
Costs and delivery
Feature Costs dates are estimates.
BETA ALPHA
✔
V1.0 V1.1 V1.2 V1.3 V2.0 V2.1 V2.2 V2.3
June July August September October November
Tagging Personalized
Archi- ‘Trigger’
tecture Messages
$44k $18k $30k
✔ 3
tags User
2 Campaign
$33k 1 Dashboard
$100k
Election
Countdown $14k
$10k
3m <10m >10m
$7k $35k $125k
30
© 2012 by Shadow Election USA. All rights reserved.

31. Funding will determine achievable levels
of service delivery and scaling.
Beta Alpha Scale
Budget 2012 V1.0 - V1.3 V2.0 - V2.3 10m+ users
($ thousand)
Incorporation 13.1 0.0 0.0
Administration 103.4 3.6 69.0
Marketing 23.0 0.0 2.0
Election Season Staffing 9.0 0.0 15.6
Software Development 203.2 175.4 160.6
Total (incl. 20% reserve) $421.0 $214.8 $296.6
Beta + Alpha, 10m+ users $932.4
© 2012 by Shadow Election USA. All rights reserved. 31

32. Thank you.
We hope to
keep in
touch!
32
© 2012 by Shadow Election USA. All rights reserved.