Mobilizing Progressives with...
Transcript of Mobilizing Progressives with...
Google Confidential and Proprietary
Sept. 15, 2010
Questions? [email protected]
Twitter: @DFATraining Paid for by Democracy for America, www.democracyforamerica.com, and not
authorized by any candidate or candidate’s committee.
Mobilizing Progressives with Google
Google Confidential and Proprietary2 Questions? Use the Q/A tool in the WebEx side bar.
Tonight’s Trainers
Matt Yalowitz, GoogleElections & Advocacy
Matt Segal, National Field Organizer, DFA
Google Confidential and Proprietary
Winning the Voter at the Online Moment of Truth
September 15, 2010Matt Yalowitz, Google Elections and Issue [email protected]
3 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary
Questions?
Use The Q/A Tool in the WebEx Sidebar
Email: [email protected]
Tweet at us: @DFATraining
4 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 5
Deliver value to every aspect of well-run campaigns, and make political advertising more efficient and cost
effective. This is good for campaigns, good for voters, and good for
democracy.
Google’s Mission on the Campaign Trail
5 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary
Gmail
Calendar
Documents
Spreadsheets
Presentations
Sites
Software that enables collaboration
All documents, calendars and e-mail stored online so everyone goes to one document
Better Campaign Tactics : Google Apps
6 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 7
news.google.com
Personalize the news to get exactly the coverage you want
Monitor coverage of issues, people and your community.
Better Campaign Tactics: Google News
7 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 8
Better Campaign Tactics : Google Alerts
8 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 9
reader.google.com
Read the latest updates from your favorite sources in one place
Share articles to create news clips
Better Campaign Tactics: Google Reader
9 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 10
What is Google Voice?
• Google Voice gives you more control and helps you manage your phones and voice communicationso One number rings all your phoneso All your voice mail in a single placeo Custom features across all your phones
10 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 11
One phone number
• One number tied to you, not a single device• Keep the same number, even when you move or change
phones• Friends, family, and colleagues only need to know one
number
11 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 12
Voice mail in the cloud
• Access from any computer or your phone• Automatically transcribed to text• Saved and stored online for as long as you want• Searchable, shareable, downloadable
12 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 13
Winning the Voter at the Online Moment of Truth
13 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 14
14
More Searches Occurring Every Year
Source: comScore qSearch, January ’08 – March ’10, * Based on the five major search engines
Reported Search Queries, by Month '08 – '10 (in millions)
8,000
9,000
10,000
11,000
12,000
13,000
14,000
15,000
16,000
Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar
2008 2009 2010
Queries have increased an average of 21% Y/Y from
Q1 ’08 – Q1 ‘10
14 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 15
15
Search Driving New Levels of Traffic to Politics
Source: comScore qSearch, January ’08 – March ’10, * Based on the five major search engines
Percentage of Site Referrals to the Politics category from Search Engines
14%
15%
16%
17%
18%
19%
20%
21%
22%
23%
24%
Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
2008 2009 2010
Since June 2009, search traffic to political sites grew 20%.
19%
24%
15 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 16
16
And Across All Audiences
Source: Google/Slack Barshinger, June 2009
68% of US Voters, use the
internet to research political information100% of Policy Influencersuse the Web to research the issues
16 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 17
17
Online An Essential Source of Information
Where registered U.S. voters go for political information
Source: Google/Slack Barshinger, June 2009
TV
82%
Internet
68% 48%
Newspapers and Magazines
17 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 18
Huge Opportunity Gap
U.S. voters who go online regularly for political information
68%
Share of online political advertising investments in 2008:
1.6%4%: Obama ‘08
7.5%: McDonnell ‘09
10%: Scott Brown ‘10
Sources: Compete, October 2008; George Washington University Institute for Politics, Democracy & the Internet, 2008.
18 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 19
The Future of Marketing: A Shifting Landscape
of US marketers willshift funds from traditional media budget to fund interactive marketing
59%
Source: Forrester Research, "US Interactive Marketing Forecast Online Survey" as cited by Inside the Marketers Studio, March 30, 2009, n=204
19 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 20
Advanced List-Building & Fundraising Strategies
20 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 21
List-Building & Fundraising Techniques
21
Product Acquisition Goal
Google Search Fundraising, list-building, volunteers
Google Display Fundraising, list-building
YouTube Search YT channel subscribers
Twitter Ads Twitter followers
Remarketing Repeat Visitors
21 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 22
22
Google Search
Insert screen shot of website here
22 Questions? Use the Q/A tool in the WebEx side bar.
Recommended usage:
• Run ads on your party, candidates names, opponents’ names, & issues.
• Run rapid-response ads on keywords around political trips for endorsed candidates & current news events
Google Confidential and Proprietary 23
Google Display Network: Rapid Response Fundraising & List-Building
23 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 24
YouTube Search: Promoted Videos & Overlay
24
Increase viewership of videos, subscribers to your channel, & traffic to your site
Recommended usage:
• Place a video thumbnails next to relevant searches; drive users to your channel to view videos
• Use overlay to share more information about the content of your video or to raise interest in your channel or website
24 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 25
Your latest Twitter updates, served across the Google Display Ad Network
Twitter template features
• Updates whenever you update your Twitter• Cycles through your last 20 “tweets”• Clicks lead users to your Twitter page
25 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 26
Remarketing
Continue the conversation with users who have already visited your website
Recommended usage:
• Have remarketing tags on site ready to collect lists of users who have visited homepage or other pages on site
• Reach back out to early adopters when there is a petition/donation/action push
Insert screen shot of website here
26 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 27
Message Matters
27 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 28
Influence & Persuade
28Google Confidential and Proprietary28 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 29
Placement of Your Message Matters
29 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 30
Relevancy of Your Message Matters
30 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 31
Micro Targeting Key Audiences
31 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 32
Research Happens Across Many Platforms
0
2,000
4,000
6,000
8,000
10,000
12,000
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Searc
h Q
ueries (
MM
)
2008 2009Source: comScore, July 2008-June 2009. US Search Rankings Data
32 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 33
…Will Mean Video, More and More
33 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 34
YouTube Search: Promoted Videos
34 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 35
In-Video Overlay + Companion Ad
Reach your audience on a ‘lean forward’ media platform where people are seeking video engagement and entertainment
35 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 36
In-Stream Ads
Gain visibility on content your target audience is actively viewing
36 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 37
Online Video Ads Surpass TV Ads in Recall
% of Viewers Recall and Likability…
Online Video Ads TV Ads
65% 46%
28%
26%
50%
14%
39% 21%
General recall
Likability
Brand recall
Message recall
Source: MediaDailyNews, ‘Online Surpasses TV Ads in Recall, Likability; 4/22/2010
37 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 38
Communicate at Scale
38 Questions? Use the Q/A tool
in the WebEx side bar.
Google Confidential and Proprietary 39
The Display Network Blast
Your ad runs across hundreds of premium and niche websiteswithin a specific time period and geography
AD
AD
AD
AD
ADAD
AD
AD
AD
AD
AD
Client’s Creative
39 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 40
The Display Network Blast
40 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 41
65 Million ad impressions…
…147,000 visits to website…
…$231,000 ad investment
41 Questions? Use the Q/A tool in the WebEx side bar.
Google Confidential and Proprietary 42
Questions?
Use The Q/A Tool in the WebEx Sidebar
Email: [email protected]
Twitter:
@DFATraining
10 Questions? Use the Q/A tool in the WebEx side bar.