Influential Democrats on social media. Climate Change and Net Neutrality will be top of mind for democrats leading up to the 2016 elections, and they will be discussing these issues on Twitter.

1. SHARETHIS
INFLUENTIAL DEMOCRATS
SOCIAL INSIGHTS

2. 2
INFLUENTIAL DEMOCRATS: AUDIENCE PROFILE
2.2M 4.1M 3.6M 3.3M 4.7M
17.2
23.4
25.6
23.4
18.3
Less than
$30,000
$30,000 -
$59,000
$60,000 -
$99,000
$100,000 -
$149,000
Over
$150,000
Audience Clickbacks per Share
1.3M 3.3M 5.6M 4.9M 2.7M
24.0
21.0 22.0
19.4
13.6
18-25 26-35 36-50 51-65 66+
Audience Clickbacks per Share
Registered Democrat
Frequently shares politics content
Time frame: Jul – Dec 2014
INFLUENTIAL DEMS
Audience Inputs
AGE BREAKOUT
Female Male
Most social activity occurred in New York.
New York
Massachusetts
Florida
Connecticut
California
P36-50 share the most, but P18-25 are the most
influential, generating 24 click backs per share.
Users w/ HHI >$150K share the most (4.7M shares),
but users w/ HHI $60-90K are the most influential.
INCOME BREAKOUT
50% 50%
17.8MM
Users

3. 3
INFLUENTIAL DEMOCRATS: SOCIAL LANDSCAPE
15%
4%
81%
Smartphone
Tablet
Desktop
58%
8%
5%
2%
3%
0.8x
1.6x
0.7x
1.4x
2.9x
Share Volume Lift vs. average
TOP SOCIAL CHANNELS DEVICE USAGE
Distribution of device usage for sharingSocial activity by channel and lift vs. our network avg.
Most social activity occurred on Facebook,
but less than we usually see on the channel.
Twitter (1.6x) and Email (2.9x) experienced
the greatest lifts in activity.
Social activity is mostly contained to
personal computers. Mobile devices
experienced a 70% drop in activity.

4. 4
WEALTHLY DEMOCRATS: SOCIAL INTERESTS
1.1x
0.9x
1.0x
1.2x
1.1x 1.1x
1.0x
1.1x
1.0x 1.0x
1.0x
0.9x
1.0x
0.9x
1.1x
1.0x
1.2x
1.0x
1.1x 1.1x
1.0x
1.3x
1.0x 0.9x
1.0x
Shares vs Average
CONTENT SHARED BY WEALTHY DEMOCRATS (indexed against network average)
We also took a look at democrats w/ a net worth >$750K and found that they are more likely to
consume and share literature, news and science content than the general population:

5. 5
POLICY ISSUES: CLIMATE CHANGE IS TOP OF
MIND
3,887
2,189
2,092
1,393
1,308
1,263
1,003
835
750
653
631
454
Climate Change
Net Neutrality
Foreign Affairs
Healthcare
Student Loans
Drug Policy
Immigration
Economy
Same Sex Marriage
Taxes
Abortion
Equal Pay
1,850
1,482
885
674
671
613
613
485
456
422
394
371
Healthcare
Immigration
Taxes
Foreign Affairs
Climate Change
Economy
Net Neutrality
Student Loans
Equal Pay
Same Sex Marriage
Drug Policy
Abortion
TOP ISSUES
DEMOCRATS
(share counts in thousands)
TOP ISSUES
REPUBLICANS
(share counts in thousands)

6. 6
TRENDING ISSUES: NET NEUTRALITY AND FOREIGN
AFFAIRS ARE A GROWING CONCERN
Jul Aug Sep Oct Nov Dec
Climate Change Net Neutrality Foreign Affairs Healthcare
SHARING ACTIVITY BY ISSUE (stacked)

7. 7
FACEBOOK LEANS RIGHT, TWITTER AND REDDIT
LEAN LEFT
* Comparison between topic breakouts within channels. For example, Facebook
sharers were 34% less likely to share about climate change
Climate Change
Equal Pay
Abortion
Healthcare
Economy
Foreign Affairs
Taxes
Immigration
IMPORTANCE OF ISSUES BY PARTY
IDENTIFICATION
More important
to democrats
More important
to republicans
-34%
-14%
-41%
+6%
+42%
+21%
+14%
+21%
+46%
+11% +16%
-13%
+24%
+10%
-14%
-21%
+67%
+32%
+12% +15%
-41%
+23%
-64%
-24%
FACEBOOK
Source: Gallup, 9/25 to 9/30
TWITTERREDDIT
SHARING LIFT BY CHANNEL*

8. INSIGHT
Discussions around
particular issues happen
quickly, and rise and fall
based on news trends.
ACTIVATION
Leverage RTM delivery,
which serves ads to users
within 24 hours of sharing
relevant content, to reach
users as news stories break.
Real Time Delivery
INSIGHT
Influential Democrats are
more likely to consume
and share literature, news
and science content.
ACTIVATION
Serve media to sites within
these verticals to drive
maximum reach with
Influential Democrats.
Content Alignment
INSIGHT
Social conversations are
mostly contained to
personal computers and
concern Climate Change
and Net Neutrality.
ACTIVATION
Tailor media plans to PCs
and cater messaging to
address these issues to
reach users where they are
most engaged.
Media Environments
RECOMMENDATIONS & TAKEAWAYS

9. 9
APPENDIX: MILLENNIALS & POLITICS

10. 10
MILLENNIALS – UNAFFILIATED, BUT NOT UNINVOLVED
47%
20%GEN. POP.
MILLENNIALS
% OF PEOPLE WHO SHARED GENERAL POLITICS CONTENT:
% OF PEOPLE WHO SHARED ABOUT THE MIDTERMS:
33%
16%
23
14
# OF CLICKBACKS ON MIDTERM-RELATED SHARES:
2.4x
As likely to share about
politics
2.1x
As likely to share about
the midterm elections
1.7x
As likely to influence
others with their shares

11. 11
TOP ISSUES FOR MILLENNIALS
Compared to the general population,
millennials are 50% more likely to share about
climate change…
….2.6x as likely to share about student loans
….3.1x as likely to share about net neutrality
….2.4x as likely to share about drug policy
Heightened dialogue around education, earth, drugs, and the internet
1.5x
2.6x
3.1x
0.7x
2.4x
1.3x
0.8x
1.0x
1.3x
0.7x
1.2x
0.7x
Climate Change
Student Loans
Net Neutrality
Healthcare
Drug Policy
Foreign Affairs
Immigration
Economy
Same Sex Marriage
Taxes
Abortion
Equal Pay
Millennials Lift vs Gen Population

12. 12
MILLENNIALS ARE THE FIRST TO REACT
2.1x
1.2x 1.1x 0.9x 0.8x 0.7x
18-25 26-35 36-45 46-55 56-65 65+
24 HOURS
0.8x 0.7x 0.8x
0.9x
1.2x
1.5x
18-25 26-35 36-45 46-55 56-65 65+
1 - 2 WEEKS
1.2x
1.0x
0.9x 0.9x
1.1x 1.2x
18-25 26-35 36-45 46-55 56-65 65+
1 - 2 DAYS
Within a few days, older users begin picking up on it.
After 1 – 2 weeks, millennials aren’t nearly as
involved in the discussion as their elders.
Millennials are nearly twice as likely to share about
an issue within 24 hours of an important event.
Volume of shares Lift vs age group average
(in this case, we looked at the ongoing ISIS conflict in
the middle east and sharing about foreign policy)