Ian Orekondy @iano1000 1

2010 New York Gubernatorial RaceDigital Social Media Strategies and Impact Analysis

Andrew Cuomo vs. Carl Paladino

Vs.

Monday, October 18th, 2010

Ian Orekondy @iano1000 2

Twitter Followers Facebook Page Likes

YouTube Upload Views

0

5000

10000

15000

20000

25000

30000

35000

40000

1,707

26,973

33,477

2,438

27,683

0

CuomoPaladino

While Paladino Has a Slight Edge in Terms of Twitter Followers and Facebook Page Likes, Cuomo is Dominating YouTube

3

Similar to the Thompson / Bloomberg Mayoral Race in 2009, Search Interest in the Underdog Paladino Peaked Higher Than Cuomo’s in September and October, Probably Because Fewer NY Residents Knew Much About Thompson Before The Race

Unfortunately for Paladino, a lot of the searches for his name also included searches for info related to the

recent email scandal

Ian Orekondy @iano1000

Nothing too interesting about searches related to Andrew Cuomo

4

Cuomo is Dominating Paladino with Paid Search (PPC) on Google

Ian Orekondy @iano1000

Surprisingly, Cuomo is running ads when people search for “Carl Paladino” that drive people to two separate sites (see next slide).

As for Paladino’s sponsored listing? Nowhere to be found.

As expected, Cuomo’s got the top sponsored listing for his name with clear branded ad driving to his website

This is an ad from Cuomo, driving to two (2) separate sites: one ripping Paladino and the other promoting Cuomo.

5

Cuomo is Using Google Ad Sitelinks Creatively to Drive to Both His Site and a Site That Appears with Similar Campaign Colors as Paladino, But Actually Rips Paladino

Ian Orekondy @iano1000

(NOT PALADINO’S SITE – NOT SO OBVIOUS, UNTIL YOU READ THE CONTENT)

6

Both Paladino’s and Cuomo’s Campaigns Are LiveTweeting During the Gubernatorial Debate

Ian Orekondy @iano1000

Cuomo shows his livetweets directly on his campaign site, and uses an avatar

pic that features him smiling.

Paladino requires one to go over to Twitter to view his tweets, and his

avatar is a black on grey silouette of a figure that seems to be at a podium

Ian Orekondy @iano1000 7

Neither Candidate Appears to Be Purchasing Sponsored Links or Promoted Videos on YouTube, and Only Cuomo Has a YouTube Brand Channel

Cuomo Features His TV ads on his YouTube brand channel, and he has disabled comment-sharing on his videos.

Ian Orekondy @iano1000 8

A Search for both “Paladino” and “Carl Paladino” Did Not Return a YouTube Brand Channel for Paladino’s Campaign

Search Results on Paladino’s name on YouTube Are Predominantly Negative and He Doesn’t Appear to Have Any Campaign Presence on YouTube

Ian Orekondy @iano1000 9

2010 New York Gubernatorial RaceDigital Social Media Strategies and Impact Analysis

Andrew Cuomo vs. Carl Paladino

Vs.

Monday, October 18th, 2010