1. The 2012 Election
Lessons for Brands

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

4. Lessons Learned
1. Leverage Data
2. Cultivate Your Audience
3. Capitalize on Moments
3

5. 4
#1: Leverage Data
Big Data is just a buzzword without implementation

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

8. 7
Test Everything

9. 8
Leverage Social Connections
Applications built by integrating data from social networks, field and the
voter file targeted crucial supporters and their friends.

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

11. 10
#2 Cultivate Your Audience
Engage and Empower Advocates

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

15. 14
Close the Loop
The President thanks staff in Chicago on November 7th

16. #3: Capitalize on Moments
Own the Real-time Conversation

17. 16
“I went to a number of women's groups and
said: "Can you help us find folks," and they
brought us whole binders full of women.”

18. 17

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

21. 20
What’s Next
Key Trends

22. 21
Key Trends
• Identify Key Metrics
• Message Trumps Tactics
• Less Spin on the Ball
• One Integrated Media
• Value Proposition

23. Thank You
For more information, please contact:
Andrew Bleeker
Global Digital Practice Leader
Andrew.Bleeker@hkstrategies.com