When Barack Obama used social media to propel his campaign in 2008, his team blazed new trails. But if they simply repeated what they’d done four years ago, the Obama 2012 campaign would seem hopelessly outdated. How has social media changed since 2008, what have political campaigns done in this campaign season to tap social media to connect with voters, and what lessons can businesses glean to improve their own engagement with customers? Brent Leary, co-author of “Barack 2.0: Barack Obama’s Social Media Lessons for Business,” points out things this year’s presidential field is getting right – and wrong – in their social media approaches, and draws a correlation between the ways social media is used by politicians and business.

1. SOCIAL TRACK
CRM & the 2012 Presidential Election

2. Brent Leary
Partner, CRM Essentials, @BrentLeary
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3. Technology in Presidential Elections Timeline
• 1996: Debut of candidate Web pages
• 2000: Websites as fundraising vehicles
• 2004: Online organizing for campaign events
• 2008: Social Media
• 2012: Mobile & Big Data
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4. The End Results – Obama 2008
Tweet: #SCON12 [from Edelman Report]
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5. Tweet: #SCON12
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6. Obama SM Timeline - 2008
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7. McCain SM Timeline - 2008
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8. The Twitter Tale (July 2, 2008)
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9. Hangin’ Out With Newt on Google+ in July
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10. On Pinterest Already?
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11. Elections & The Web Before 2012
• Seen primarily as a
source of easy-to-get
campaign
contributions
• having a big email list
was considered the
equivalent of
obtaining an online
ATM
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12. Elections & The Web In 2012
• Appear to understand real relationships with
voters drive volunteer engagement
• Converts casual interest into door-knockers and
repeat donors.
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13. Romney Announcement - 2007
Tweet: #SCON12 Henry Ford Museum in Dearborn, Mich

14. Romney Announcement - 2011
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15. Santorum on Facebook
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16. Romney on Facebook
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17. Obama on Facebook
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18. Obama on Facebook
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19. 63% of social media users expect
candidates to have a social media
presence.
88% of social media users who are also
registered voters have mobile phones
All of the major declared Republican
candidates have a presence on Facebook
2008 Cone Business in Social Media Study
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20. The Age of the Empowered Customer (Voter)
Channels The The Impact
proliferate Internet customer ripples
evolves is more across
from vocal than business and
pages to ever entire
people industries
www
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21. Tweet: #SCON12
NM Incite, April 2012

22. Upping the Ante
• Political campaigns will
spend an estimated
$160 million on online
communication in the
2012 election
cycle, according to
media research firm
Borrell Associates.
• a big increase over
2008, when campaigns
spent $22.2 million on
online ads.
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23. Upping the Ante – Cont’d
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24. Gamification, Politics Style
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25. So far, about 125,000 people have given the Obama
campaign permission to access their Facebook data;
the Pawlenty campaign has about one-tenth that
number
Tweet: #SCON12 TechPresident.com. April 2011

26. The Promised Land…
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27. Obama Mobile 2008
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28. Getting in the palm of their hands…
Obama and Romney
campaigns are both using
Square to drive
fundraising efforts
Geo-fencing ads are also
an area of mobile that
make sense for politicians
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29. Tweet: #SCON12

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32. But where are the apps???
About 80% of people
age 18 to 40 - is using
SMS, and about 50% of
those users are on
smartphones. Why not
use that good channel?
Bill Dudley, group director of product
management at Sybase365
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33. Tweet: #SCON12

34. Video - 2012
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35. Respond, Convert & Video…
"The worst mistake of my
political career, and it was a
colossal failure, was that I was
not going to respond to the
Bush attack campaign. You
can't just sit there mute
while people are going
after you."
Michael Dukakis
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36. Age of Acceleration…
"October Surprise is
from another age. We
have an 'October
Surprise' every ten
minutes. You can't hold
anything any more.
"
ABC's Jake Tapper speaking at Harvard Kennedy School today, on the speed of news.
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37. Start Packing…
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38. Start Converting…Quickly!
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39. Big Data, Micro-targets
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40. Micro-targeting: the ability, thanks
to precise data on voters and
supporters, to put highly
individualized messages in front of
each potential target
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41. 360 Degree View of the Voter?
If successful, Narwhal
would fuse the multiple
identities of the engaged
citizen—the online
activist, the offline
voter, the donor, the
volunteer—into a
single, unified political
profile.
Application that will track every conversation every single Obama
volunteer has, every door they knock on, every action they take.
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42. No longer will canvassers knock on the doors of
people who’ve already volunteered to support
Obama
OR
If a donor has given the maximum $2,500 in
permitted contributions, emails will stop hitting him
up for money and start asking him to volunteer
instead
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43. Information Integration
"The big challenge to people in my
line of business is merging offline
and online data. The ability to
connect an online impression to a
terrestrial voter file would be
immensely helpful in the predictive
targeting process," said Lundry.
Alex Lundry, VP and research director at
TargetPoint Consulting
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44. Last Thought
―Some people have argued a
person can get elected on a
solely Internet campaign. I
don’t think that’s true, nor
will it probably ever be.‖
Robert Thompson, a professor of
popular culture at Syracuse University
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45. Thank You!
@BrentLeary
BrentLeary.com
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47. #SCON12
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