Slides from a Netroots Nation 2018 presentation covering creative uses of digital & social advertising for advocacy and political campaigning. Colin Delany (@epolitics) & Emily Gittleman (@emilygit)

1. @epolitics @emilyGIT
CREATIVE SOCIAL MEDIA
ADVERTISING FOR POLITICS &
ADVOCACY
2 August 2018
Colin Delany
Epolitics.com
@epolitics
Emily Gittleman
50+1 Strategies
@emilyGIT

2. 20+ Years in Digital Politics
Internet Strategy Consultant
Political Advocate
Founder/Editor of Epolitics.com
Ebook Author
Plays Bass in a Rock & Roll Band
@epolitics @emilyGIT
Colin Delany

3. Digital Director at 50+1 Strategies
Spent the last 1.5 yrs, building 50+1’s brand new dig team
Worked on Sen. Cory Booker’s 2013 and 2014 races before
moving over to his Senate office
Contributor to Campaigns and Elections
@epolitics @emilyGIT
Emily Gittleman

4. @epolitics @emilyGIT
POLITICS IN TEXAS…

5. @epolitics @emilyGIT
SOCIAL MEDIA ADVERTISING

6. @epolitics @emilyGIT
We’ll cover:
Facebook promoted posts
Facebook lead-generation ads
Promoted tweets
Targeting options
SOCIAL MEDIA ADVERTISING

7. @epolitics @emilyGIT
WHY ADVERTISE ON SOCIAL?

8. @epolitics @emilyGIT
WHY ADVERTISE ON SOCIAL?

9. @epolitics
GOALS

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GOALS
Engagement
Click-throughs
Social sharing
List-building
Advocacy actions
Political pressure

11. @epolitics @emilyGIT
GOALS

12. @epolitics @emilyGIT
EXAMPLE: ILLUSION OF UBIQUITY

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EXAMPLE: ILLUSION OF UBIQUITY

14. @epolitics @emilyGIT
EXAMPLE: ILLUSION OF UBIQUITY

15. @epolitics @emilyGIT
PROMOTING POSTS
Almost any content can
become a promoted
post
Boost button
Ad Manager interface
Targeting & budget

16. @epolitics @emilyGIT
TARGETING
Geotargeting
Interest targeting
Demographic targeting
Keyword targeting (Twitter)
Hashtag targeting
Custom audience targeting
-Voter-file targeted banner + pre-roll

17. @epolitics @emilyGIT
TESTING

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TESTING

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AUTOMATED TESTING

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HYPER-LOCAL CONTENT

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CUSTOM AUDIENCES
Targeting your email list with Facebook ads
EXAMPLE FROM 2014:
Two groups of campaign donors/supporters
Group A: email + [Facebook ad] + second email
Group B: email + [no ad] + second email
What do you think happened?

22. @epolitics @emilyGIT
LOOKALIKE TARGETING

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LIST-BUILDING

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VIDEO ADS FOR LIST-BUILDING

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LEAD-GENERATION ADS

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GRASSTOPS RECRUITING

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RAPID RESPONSE

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RECRUITING ADS = BEACHHEAD

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RETARGETING (FACEBOOK PIXEL)

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OPTIMIZING BANNER ADS

31. @epolitics @emilyGIT
OPTIMIZING BANNER ADS
Link.

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PROMOTED TWEETS
Target:
People who follow a particular feed
People who use a keyword or hashtag
A list of specific users
Geographic area

33. @epolitics @emilyGIT
PROMOTED TWEETS
Uses:
Targeting decisionmakers
Targeting employees/customers of a business
Targeting legislative staff
Targeting reporters
Promoting content

35. THANK YOU!
Colin Delany
Epolitics.com
cpd@epolitics.com
+1 202 422 4682
@epolitics
Emily Gittleman
50+1 Strategies
Emily@50p1.com
+1 609 306 0513
@emilygit