This document discusses campaign strategies and tactics for the 2012 US presidential election. It outlines how social media has become central to modern campaigns, allowing them to target voters more effectively through personalized messaging. Data collection and analysis are crucial, enabling campaigns to mobilize supporters and boost fundraising. Videos and sharing content on social platforms are also increasingly important in the new fast-paced media environment defined by Twitter.

1. Campaign 2012
Behind the Scenes, What it Means
FLEISHMAN-HILLARD

2. 2 T O D AY ’ S F O C U S
CAMPAIGN 2012
From Revolution to Evolution
CAMPAIGN Strategy
“Behind the Scenes”
CAMPAIGN Tactics
Tricks and tips
FLEISHMAN-HILLARD

3. 3 T O D AY ’ S F O C U S
CAMPAIGN 2012
From Revolution to Evolution
CAMPAIGN Strategy
“Behind the Scenes”
CAMPAIGN Tactics
Tricks and tips
FLEISHMAN-HILLARD

4. 4
2008:
THE OBAMA
SOCIAL
REVOLUTION
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5. 52 0 0 9 - 2 0 1 2 : A DIFFERENT WORLD
New Social Platforms
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6. 6
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7. 7 TWITTER HAS GROWN UP
72.5% TODAY:
of Twitter users joined since a tool for data
Obama was sworn into office hungry campaigns
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8. 8
“If the 2008 presidential race embraced a 24/7 news
cycle, four years later politicos are finding themselves
in the middle of an election most starkly defined by
Twitter, complete with 24-second news cycles and
pithy bursts.”
FLEISHMAN-HILLARD

9. 9 I M P L I C AT I O N S
SOCIAL MEDIA AT THE CORE NOW: other media struggling
CLUTTER A SERIOUS ISSUE: must go beyond posting
SPEED: faster, faster, faster
DIFFERENT ELECTION = different message, different emotion(s)
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10. 10
CAMPAIGN 2012
From Revolution to Evolution
INSIDE
CAMPAIGN Strategy OBAMA
“Behind the Scenes”
2012
WHAT It Means FROM REVOLUTION
TO EVOLUTI ON
AT&T Take-Aways
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11. 11 TWO THEORIES BECOME ONE
“All politics is local.”
-- Tip O’Neil
“The medium is the message.”
-- Marshall McLuhan
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12. 12 C A N D I D AT E O B A M A
2008 2012
– Hope & change – Stay the course: “Forward”
– About all of us – About winning
– Poetry – Prose
– Post partisan – Partisan fighter
– Entrepreneurial – Corporate
– Ambitious policy agenda – Lock in accomplishments
– Relatively unknown – Target rich environment
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13. 13 T E C H N O L O G Y: C H A N G I N G R O L E
2008 2012
– Inspire and motivate – Find and mobilize
– Transformational – Practical
– Visible and cool – Invisible and mundane
– 24 hour news cycle – 24 second news cycle
– Big crowds – Big data
– The group – The individual
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14. 14
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15. 15
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16. 16 THE DASHBOARD APP
Multiple
Engagement User
Options Friendly
Fundraising
Huge Data
Activation + Collection
Geotargeting Effort on the
Back End
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17. ROMNEY DASHBOARD: LESS
17
S O P H I S T I C AT E D
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18. 19 PROJECT NARWHAL
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19. 20 D ATA , D ATA , D ATA … . .
DATA ALLOWS CAMPAIGNS TO:
MOBILIZE
GRASSROOTS
SHARPEN AND
BOOST
PERSONALIZE
FUNDRAISING
MESSAGING
TA R G E T
POTENTIAL IMPROVE GOTV
VOTERS MORE O P E R AT I O N S
E F F E C T I V E LY
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20. 21 U P D AT E F R O M S TA F F
Campaign has combined separate silos Allows for personalization
of information into one file with all of information going to that
offline and online data about individuals individual; Creates efficiency
in one location which can be accessed by in messaging, outreach and
all arms of the campaign use of resources
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21. 23 WHY BOTHER?
Among Americans
who are likely to sit
out the election…
(Suffolk University/USA Today Poll)
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22. 24 WHY BOTHER?
Among Americans Obama: 43%
who are likely to sit
out the election… Romney: 14%
(Suffolk University/USA Today Poll)
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23. 25
S A M P L E I N D E P E N D E N T V OT E R TA R G E T A U D I E N C E
Fiscal Liberals Who Vote Frequently and Oppose Cuts to Medicare/Medicaid
Fiscal Ideology TARGET
AUDIENCE
Very liberal; somewhat liberal
INSIGHTS
A B
Voting Behavior
Voted in All/Most Presidential Elections
A B
Medicare/Medicaid Cuts
12.7MM
Oppose
7.7%
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24. 26
S A M P L E P R O G R E S S I V E V OT E R TA R G E T A U D I E N C E
Fiscal Liberals Who Vote Frequently and Oppose Cuts to Medicare/Medicaid
> Resonate Insights provide a deep understanding of selected audience profiles. Insights validate the
selection, messaging, and offer an opportunity to expand the reach to other receptive audiences.
TARGET DEMOGRAPHICS DEMOGRAPHICS ONLINE ACTIVITY
AUDIENCE Have a master’s degree Aged 65 Spend 40 hours per week
or higher and older or more online
59% more
29% more
40% more
INSIGHTS
likely likely likely
POLITICAL ENGAGEMENT ISSUE
A B
ENGAGEMENT ACTIVITES POSITION
Influential Voter Contributed money to Strongly Oppose Limiting
(level 4 of 4) a political candidate or Restricting Collective
Bargaining
12.7MM
7.7% 108% more
likely 76% more
likely 46% more
likely
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25. 27 T O D AY ’ S F O C U S
CAMPAIGN 2012
From Revolution to Evolution
CAMPAIGN Strategy
“Behind the Scenes”
CAMPAIGN Tactics
Tricks and tips
FLEISHMAN-HILLARD

26. 28
Soren --
Real quick -- someone you know in Nevada can vote early for President Obama, starting today. A
few votes in their state could decide this election.
I've dropped you a line before to ask you to give folks a gentle nudge to get registered or go
vote. This gets more and more important every day.
That's why, if you reach out today, we'll send you a free bumper sticker to say "thank you.“
So let Elizabeth know that they should go vote as soon as they can:
Elizabeth Crum
Once you've shared, just tell us where to send that sticker and we'll get it in the mail right away.
We can win this -- but it's going to take all of us mobilizing the people we know:
http://my.barackobama.com/Friends-in-Nevada
Thanks again,
Yohannes
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27. 29 B E T T E R D ATA Y I E L D S B E T T E R M E S S A G I N G
“Microfailure” Approach
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28. 30
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29. 31 TWITTER – THE NEW SPIN ROOM
Then…
Now…
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30. 32 INCREASED VIDEO PRODUCTION
> In 1960, John F. Kennedy created 200
commercials
> In 2012, as of July, Barack Obama
already had 2,355 YouTube videos
> 260,000,000 views
> 253,000 subscribers
> Mitt Romney currently has 179
YouTube videos
> 28,000,000 views
> 27,000 subscribers
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31. 33
V I D E O … S H A R I N G … A C T I V AT I O N
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32. 34 CONTE NT AS STORYTE LLING
> Obama’s content is
consumer-focused
> They share the
facts through
stories
> Emails are short
> Conversational
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33. 35 A NEVER-ENDING JOURNEY
> First person:
constant use of
“I,” “my,” “me”
> (Relevant) personal
details
> Visual imagery:
casual, intimate,
positive
> Simply put: this
content connects
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34. 36 S E N I O R S TA F F E N G A G E D W I T H S O C I A L
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35. Campaign 2012
Behind the Scenes, What it Means
FLEISHMAN-HILLARD