How Social Media Won the Virginia Governor's Race

How Social Media
won the Virginia
Governor’s Mansion

114 East Chestnut Ave.
Jeff Peyton & Laura Stocker
Cleona PA 17042

717‐279‐1484

On Twitter @TinCansLLC

info@tincansunlimited.com
www.tincansunlimited.com

717‐279‐1484 We can’t NOT talk about Scott Brown’s MA Senate
y p
victory and how Social Media helped.


Brown s website:
Brown’s website:
• Well‐designed, full of information, focused on fund‐raising
and GOTV
717‐279‐1484
• Fully integrated with social networks


717‐279‐1484
Martha Coakley did a pretty good job with social media, too,
right?
Weeeeelllllllllllll………………….

Alexa defines “reach” as an estimate of the percentage of
Internet users who visit a website on any given day.
Internet users who visit a website on any given day

717‐279‐1484
(Political aside: Note Brown’s momentum shift. This chart
gives meaning to the term “skyrocket.” And in politics,
On Twitter @TinCansLLC momentum is everything.)

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Real Clear Politics
Real Clear Politics


Analysis by Wordstream.com
y y
“Social Media Polling Data”

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Social media polling for this race, however, is
p g , ,
anecdotal at best. There is not enough data to
correlate social media interest with traditional
polling or to direct voter turnout.
polling or to direct voter turnout
717‐279‐1484



Politico.com
Pundits will be arguing the how’s and why’s of Brown’s victory for
g g y y
weeks to come. Points will be made that:
• Coakley ran a bad campaign (she did)
717‐279‐1484 • Brown ran a great campaign (he did)
On Twitter @TinCansLLC • Nationalized issues (such as Health Care and the crucial
Nationalized issues (such as Health Care and the crucial
“41st Vote” drew support and money – for both sides – from
info@tincansunlimited.com across the country

Politico.com

• Online supporters from out of state can’t vote, so online
national support for Brown does NOT correlate
• Exit polling by Scott Rasmussen suggests that votes cast in
p g y gg
this election IN‐state were largely defined by favorable and
unfavorable opinions of President Obama on a variety of
717‐279‐1484
issues, from national defense to taxes and the economy.
On Twitter @TinCansLLC • (V t
(Voters who listed health care as their #1 issue trended
h li t d h lth th i #1 i t d d
toward Coakley)

Brown’s campaign made highly effective use of social media:

• As a Force Multiplier
Inexpensively took his message to a national scale –
raised more than $1.3 million overnight via
Facebook and Twitter
b k d

717‐279‐1484 • As Teflon®
When Coakley resorted to negative campaigning,
y g p g g,
Brown’s loyal, outspoken national volunteer corps
info@tincansunlimited.com (Twitterati?) ensured no mud would stick.

Both are concepts VA Governor Bob McDonnell perfected during
717‐279‐1484
his 2008 campaign.


McDonnell dominated the race almost out of the gate, using social
media to build his grassroots, raise money, distribute his message
and define the issues of the campaign for himself and his
and define the issues of the campaign for himself and his
opponent.
717‐279‐1484



The results speak for themselves
717‐279‐1484



717‐279‐1484


info@tincansunlimited.com (This is where the story gets good)

Creigh Deeds & Bob McDonnell faced off in 2005 for
VA Attorney General. Same basic campaigns.

717‐279‐1484

VERY DIFFERENT RESULTS.

Out of nearly 2 million votes cast in 2005,
McDonnell beat Deeds by only 323 votes.
McDonnell beat Deeds by only 323 votes

717‐279‐1484



In the 2009 “rematch” Deeds lost nearly 200,000 votes while
717‐279‐1484
McDonnell picked up 170,000.


Two Rules:
717‐279‐1484 1. IDENTIFY LIKE‐MINDED VOTERS
Your supporters are on Facebook, Twitter, etc. BE THERE.
On Twitter @TinCansLLC 2. GET THEM TO THE POLLS ON ELECTION DAY
Social media to spread the word. Often.

ABOUT US
ABOUT US
The name is new — Tin Cans Unlimited LLC incorporated in 2009 — but the team’s principals have
been industry leaders for more than two decades. In creating Tin Cans Unlimited, our founders
addressed the growing need for a marketing and communications firm with cross‐platform expertise
that until recently had been reserved for large corporations with even larger budgets for marketing,
PR and technology development.
PR d t h l d l t

Jeff Peyton was one of the earliest adopters of online technology, overseeing construction of the
world’s first political activism website – attracting millions of visitors and shaping public policy more
than 15 years ago (long before Twitter, social networking, smart phones or even broadband). A
newspaperman at heart, Jeff s reporting has taken him from the presidential campaign trail to the
newspaperman at heart Jeff’s reporting has taken him from the presidential campaign trail to the
Panamanian rain forest, from Capitol Hill to the county courthouse. His journalistic skills in the field
and his leadership skills behind the publisher’s desk have earned him national recognition and
countless awards from a number of state press associations.

114 East Chestnut Ave. Laura Stocker spent more than 10 years managing public relations and destination marketing for
Hershey Park and Zoo America, before focusing her attention on helping business and industry
Cleona PA 17042
navigate the World Wide Web. A certified B2B eCommerce professional and a member of Who’s Who
in Information Technology, Laura has spent the last 10 years supervising the online marketing efforts
717‐279‐1484 of Main Street businesses and Fortune 500 international conglomerates. Laura has presented
programs and workshops as far away as Amsterdam and Paris and as local as the Pennsylvania
On Twitter @TinCansLLC Association of Municipalities and the Pennsylvania Association of Convention & Visitors Bureaus. Her
A i ti f M i i liti d th P l i A i ti fC ti & Vi it B H
areas of expertise include on and offline marketing, public relations, branding, search engine
info@tincansunlimited.com optimization, non‐profit marketing, social networking, crisis communications and tourism marketing.

How Social Media Won the Virginia Governor's Race

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How Social Media Won the Virginia Governor's Race