| Date post: | 06-Dec-2014 |
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How Social Mediawon the Virginiawon the Virginia
Governor’s Mansion
Jeff Peyton & Laura Stocker114 East Chestnut Ave. Jeff Peyton & Laura StockerCleona PA 17042
717‐279‐1484
On Twitter @TinCansLLCOn Twitter @TinCansLLC
We can’t NOT talk about Scott Brown’s MA Senate victory and how Social Media helped.
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y pOn Twitter @TinCansLLC
Brown’s website:Brown s website:• Well‐designed, full of information, focused on fund‐raising and GOTV• Fully integrated with social networks717‐279‐1484
On Twitter @TinCansLLC
Martha Coakley did a pretty good job with social media, too, right?
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Weeeeelllllllllllll………………….On Twitter @TinCansLLC
Alexa defines “reach” as an estimate of the percentage of Internet users who visit a website on any given dayInternet users who visit a website on any given day.
(Political aside: Note Brown’s momentum shift. This chart gives meaning to the term “skyrocket.” And in politics,
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momentum is everything.)On Twitter @TinCansLLC
Analysis by Wordstream.comy y“Social Media Polling Data”
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On Twitter @TinCansLLC
Social media polling for this race, however, is p g , ,anecdotal at best. There is not enough data to correlate social media interest with traditional polling or to direct voter turnoutpolling or to direct voter turnout.
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On Twitter @TinCansLLC
Pundits will be arguing the how’s and why’s of Brown’s victory for
Politico.com
g g y yweeks to come. Points will be made that:
• Coakley ran a bad campaign (she did)• Brown ran a great campaign (he did)• Nationalized issues (such as Health Care and the crucial
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• Nationalized issues (such as Health Care and the crucial “41st Vote” drew support and money – for both sides – from across the country
On Twitter @TinCansLLC
Politico.com
• Online supporters from out of state can’t vote, so online national support for Brown does NOT correlate• Exit polling by Scott Rasmussen suggests that votes cast in p g y ggthis election IN‐state were largely defined by favorable and unfavorable opinions of President Obama on a variety of issues, from national defense to taxes and the economy.(V t h li t d h lth th i #1 i t d d
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• (Voters who listed health care as their #1 issue trended toward Coakley)
On Twitter @TinCansLLC
Brown’s campaign made highly effective use of social media:
• As a Force MultiplierInexpensively took his message to a national scale –raised more than $1.3 million overnight via
b k dFacebook and Twitter
• As Teflon®When Coakley resorted to negative campaigning,
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y g p g g,Brown’s loyal, outspoken national volunteer corps (Twitterati?) ensured no mud would stick.
On Twitter @TinCansLLC
Both are concepts VA Governor Bob McDonnell perfected during his 2008 campaign.717‐279‐1484
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McDonnell dominated the race almost out of the gate, using social media to build his grassroots, raise money, distribute his message and define the issues of the campaign for himself and hisand define the issues of the campaign for himself and his opponent.
717‐279‐1484
On Twitter @TinCansLLC
Creigh Deeds & Bob McDonnell faced off in 2005 forVA Attorney General. Same basic campaigns.
VERY DIFFERENT RESULTS.717‐279‐1484
On Twitter @TinCansLLC
Out of nearly 2 million votes cast in 2005,McDonnell beat Deeds by only 323 votesMcDonnell beat Deeds by only 323 votes.
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On Twitter @TinCansLLC
In the 2009 “rematch” Deeds lost nearly 200,000 votes while McDonnell picked up 170,000.717‐279‐1484
On Twitter @TinCansLLC
Two Rules:1. IDENTIFY LIKE‐MINDED VOTERS
Your supporters are on Facebook, Twitter, etc. BE THERE.717‐279‐1484
2. GET THEM TO THE POLLS ON ELECTION DAYSocial media to spread the word. Often.
On Twitter @TinCansLLC
ABOUT USABOUT USThe name is new — Tin Cans Unlimited LLC incorporated in 2009 — but the team’s principals have been industry leaders for more than two decades. In creating Tin Cans Unlimited, our founders addressed the growing need for a marketing and communications firm with cross‐platform expertise that until recently had been reserved for large corporations with even larger budgets for marketing, PR d t h l d l tPR and technology development.
Jeff Peyton was one of the earliest adopters of online technology, overseeing construction of the world’s first political activism website – attracting millions of visitors and shaping public policy more than 15 years ago (long before Twitter, social networking, smart phones or even broadband). A newspaperman at heart Jeff’s reporting has taken him from the presidential campaign trail to the
Jeff Peyton & Laura Stocker
newspaperman at heart, Jeff s reporting has taken him from the presidential campaign trail to the Panamanian rain forest, from Capitol Hill to the county courthouse. His journalistic skills in the field and his leadership skills behind the publisher’s desk have earned him national recognition and countless awards from a number of state press associations.
Laura Stocker spent more than 10 years managing public relations and destination marketing for 114 East Chestnut Ave. Jeff Peyton & Laura StockerHershey Park and Zoo America, before focusing her attention on helping business and industry navigate the World Wide Web. A certified B2B eCommerce professional and a member of Who’s Who in Information Technology, Laura has spent the last 10 years supervising the online marketing efforts of Main Street businesses and Fortune 500 international conglomerates. Laura has presented programs and workshops as far away as Amsterdam and Paris and as local as the Pennsylvania A i ti f M i i liti d th P l i A i ti f C ti & Vi it B H
Cleona PA 17042
717‐279‐1484
On Twitter @TinCansLLC Association of Municipalities and the Pennsylvania Association of Convention & Visitors Bureaus. Her areas of expertise include on and offline marketing, public relations, branding, search engine optimization, non‐profit marketing, social networking, crisis communications and tourism marketing.
On Twitter @TinCansLLC
