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Digital Media & Campaigns Republican Party of Texas Vincent R. Harris Harris Media LLC

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Digital Media & Campaigns

Republican Party of Texas

Vincent R. HarrisHarris Media LLC

The Video that Started it all….

http://www.youtube.com/watch?v=r90z0PM

nKwI

The internet can’t win an election by itself (yet)

but

it can certainly lose one

The internet vs. television

3-Screen Approach

Average Primary Voter Has…

+FoxNews on television

+Laptop on lap with FoxNews.com

+Cell phone in hand, texting/surfing Facebook

Large Shift in Communications

60%Of Adults 25-29 live in cell

phone only homes

Those who cite the web as their main news source (PEW)

41%

45%Smart phone users who have

used their phones to read social comments on a candidate

(PEW)

1 in 75Americans have donated to

Obama, largely online (Obama email)

Digital: Cheap, Targeted, & Effective

• Only online is information pushed out and immediately responded to by voters

• Only online is there a direct R.O.I. for campaign spending

• The Internet is the most trusted place for information*

• Digital media is cheaper & more targeted than traditional media

*from a post-election bipartisan POS survey

There’s no partisan gap online

But there’s so many options!

• Twitter, StumbleUpon, LinkedIn, Pinterest,Tumblr FourSquare, YouTube, Vimeo, Blogger, WordPress, Digg….the list goes on and on and on!

• MEET PEOPLE WHERE THEY ARE- and they’re on Facebook!

• Every piece of the online puzzle is important:

– Social Media (content)

– E-mails harvested from social media

How to Use the Web

• The web is an extremely powerful tool in

spreading the word about your campaign,

but WHAT is your word?

• Issues/Advocacy

• Raise Name ID (Cruz)

• Who Are You?

-defining you/

opponent

Niche Targeting

• Television and radio advertising lose in

comparison to digital media’s ability to

target individual voters

• Use a CRM (NationBuilder/CiviCRM/custom

CRM) to track and talk with individual voters

Netroots• Use the web to

• Gain volunteers

• Build an online action team

• Make it easy for supporters

to show their support

• Profile pictures/blogger

buttons, etc.

• Push out content…and give

rewards?

• Manage via a CRM(?)

• Centralize data

Netroots

From TeamMitch.com

CONTENT

• Visual• “Snackable”• Always think mobile• Use pop-culture• Persuasion by

entertainment

“Information that’s interactive has a

greater use in gaining political

information than that content which is

unidirectional” (Tedesco 2007)

Memes/Pop-Culture

Rapid Response

• Campaigns must run an unrelenting digital campaign, one that never sleeps

• Fundraising, data capture, and message delivery all rely on rapid communications when stories break to take advantage of the media spotlight

Rapid Response/Capitalize on News

Rapid Response

• Twitter ads : the only instant form of advertising

• Critical during debates

Contrast Campaigning Online

Online Advertising: Mobile Ads

• Mobile ad campaigns can sometimes be the most effective

• Target to within 3 meters

Facebook: The Gorilla in the Room

• Facebook dominates American politics

• It’s where users spend their time

• 8 hours a month

• Roughly 16 minutes a day

• Grown 3 hours a month since 2010

• “Timeline” Feature now used in contrast/negative light

Online Advertising: Specific Targeting

• With advancements in social media and ad platforms, the ability to target specific audiences online puts other traditional buys to shame.

• Geo-targeting

• Re-targeting

• Behavioral targeting

• Demographic targeting

• Voter File Targeting

• Individual targeting by email address

• Cookie targeting

Display Ads: Examples

Reach a Larger Audience

• Facebook is a great tool, but it is NOT the end all be all

of a great web campaign

• Reach the largest audience possible by:• Having a website with a lot of searchable text and static

pages

• Being active on Twitter

• Engaging in comment areas of news stories and blogs

• Responding directly with people talking about you online

• Growing an e-mail database

• Having a large, active Facebook page

• Promote the campaign through properly tagged web

videos

Reach a Larger Audience• Remember:

• More Americans use the Internet than have Facebook

accounts

• Facebook content is not searchable in Google, Yahoo!,

etc.

• You need to disseminate content via multiple platforms to

reach everyone you need to reach to win!

• Linking:

• Every online medium to link to the other platforms

• Website Social Media Website E-mail Website

Video Website

VOTERS ARE VISUAL

VISUAL VOTERS

EMAIL=

Raising the Dough

Email – King to Online Fundraising

Ted Cruz Average Donation through Emails:

$116.54

Where Does the Money Come From?

Email Acquisition

Targeted Ads Around Current Events and Hot Button Issues

Incentivizing Donations

Nikki Haley Book Tour: The Up-Sell

Incentivizing Donations

BUT I STILL DON’T BELIEVE…Facts don’t lie y’all….

• The Internet is the most trusted source of information

• Americans on average: 3.9 hours watching television &

3.8 hours online outside of work

• More than 50% of Americans own a smartphone (mobile

is key)

• Television watching has decreased 2 hours a week for

youth since 2011 according to Neilsen (while web has

risen)

Questions?

[email protected]

@vincentharris