Mobilizing Progressives with...

Google Confidential and Proprietary

Sept. 15, 2010

Questions? [email protected]

Twitter: @DFATraining Paid for by Democracy for America, www.democracyforamerica.com, and not

authorized by any candidate or candidate’s committee.

Mobilizing Progressives with Google

Google Confidential and Proprietary2 Questions? Use the Q/A tool in the WebEx side bar.

Tonight’s Trainers

Matt Yalowitz, GoogleElections & Advocacy

Matt Segal, National Field Organizer, DFA


Winning the Voter at the Online Moment of Truth

September 15, 2010Matt Yalowitz, Google Elections and Issue [email protected]

3 Questions? Use the Q/A tool in the WebEx side bar.


Questions?

Use The Q/A Tool in the WebEx Sidebar

Email: [email protected]

Tweet at us: @DFATraining


Google Confidential and Proprietary 5

Deliver value to every aspect of well-run campaigns, and make political advertising more efficient and cost

effective. This is good for campaigns, good for voters, and good for

democracy.

Google’s Mission on the Campaign Trail



Gmail

Calendar

Documents

Spreadsheets

Presentations

Sites

Software that enables collaboration

All documents, calendars and e-mail stored online so everyone goes to one document

Better Campaign Tactics : Google Apps



news.google.com

Personalize the news to get exactly the coverage you want

Monitor coverage of issues, people and your community.

Better Campaign Tactics: Google News



Better Campaign Tactics : Google Alerts



reader.google.com

Read the latest updates from your favorite sources in one place

Share articles to create news clips

Better Campaign Tactics: Google Reader



What is Google Voice?

• Google Voice gives you more control and helps you manage your phones and voice communicationso One number rings all your phoneso All your voice mail in a single placeo Custom features across all your phones



One phone number

• One number tied to you, not a single device• Keep the same number, even when you move or change

phones• Friends, family, and colleagues only need to know one

number



Voice mail in the cloud

• Access from any computer or your phone• Automatically transcribed to text• Saved and stored online for as long as you want• Searchable, shareable, downloadable



Winning the Voter at the Online Moment of Truth



14

More Searches Occurring Every Year

Source: comScore qSearch, January ’08 – March ’10, * Based on the five major search engines

Reported Search Queries, by Month '08 – '10 (in millions)

8,000

9,000

10,000

11,000

12,000

13,000

14,000

15,000

16,000

Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar

2008 2009 2010

Queries have increased an average of 21% Y/Y from

Q1 ’08 – Q1 ‘10



15

Search Driving New Levels of Traffic to Politics

Source: comScore qSearch, January ’08 – March ’10, * Based on the five major search engines

Percentage of Site Referrals to the Politics category from Search Engines

14%

15%

16%

17%

18%

19%

20%

21%

22%

23%

24%

Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr

2008 2009 2010

Since June 2009, search traffic to political sites grew 20%.

19%

24%



16

And Across All Audiences

Source: Google/Slack Barshinger, June 2009

68% of US Voters, use the

internet to research political information100% of Policy Influencersuse the Web to research the issues



17

Online An Essential Source of Information

Where registered U.S. voters go for political information

Source: Google/Slack Barshinger, June 2009

TV

82%

Internet

68% 48%

Newspapers and Magazines



Huge Opportunity Gap

U.S. voters who go online regularly for political information

68%

Share of online political advertising investments in 2008:

1.6%4%: Obama ‘08

7.5%: McDonnell ‘09

10%: Scott Brown ‘10

Sources: Compete, October 2008; George Washington University Institute for Politics, Democracy & the Internet, 2008.



The Future of Marketing: A Shifting Landscape

of US marketers willshift funds from traditional media budget to fund interactive marketing

59%

Source: Forrester Research, "US Interactive Marketing Forecast Online Survey" as cited by Inside the Marketers Studio, March 30, 2009, n=204



Advanced List-Building & Fundraising Strategies



List-Building & Fundraising Techniques

21

Product Acquisition Goal

Google Search Fundraising, list-building, volunteers

Google Display Fundraising, list-building

YouTube Search YT channel subscribers

Twitter Ads Twitter followers

Remarketing Repeat Visitors



22

Google Search

Insert screen shot of website here


Recommended usage:

• Run ads on your party, candidates names, opponents’ names, & issues.

• Run rapid-response ads on keywords around political trips for endorsed candidates & current news events


Google Display Network: Rapid Response Fundraising & List-Building



YouTube Search: Promoted Videos & Overlay

24

Increase viewership of videos, subscribers to your channel, & traffic to your site

Recommended usage:

• Place a video thumbnails next to relevant searches; drive users to your channel to view videos

• Use overlay to share more information about the content of your video or to raise interest in your channel or website



Your latest Twitter updates, served across the Google Display Ad Network

Twitter template features

• Updates whenever you update your Twitter• Cycles through your last 20 “tweets”• Clicks lead users to your Twitter page



Remarketing

Continue the conversation with users who have already visited your website

Recommended usage:

• Have remarketing tags on site ready to collect lists of users who have visited homepage or other pages on site

• Reach back out to early adopters when there is a petition/donation/action push

Insert screen shot of website here



Message Matters



Influence & Persuade

28Google Confidential and Proprietary28 Questions? Use the Q/A tool in the WebEx side bar.


Placement of Your Message Matters



Relevancy of Your Message Matters



Micro Targeting Key Audiences



Research Happens Across Many Platforms

0

2,000

4,000

6,000

8,000

10,000

12,000

Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

Searc

h Q

ueries (

MM

)

2008 2009Source: comScore, July 2008-June 2009. US Search Rankings Data



…Will Mean Video, More and More



YouTube Search: Promoted Videos



In-Video Overlay + Companion Ad

Reach your audience on a ‘lean forward’ media platform where people are seeking video engagement and entertainment



In-Stream Ads

Gain visibility on content your target audience is actively viewing



Online Video Ads Surpass TV Ads in Recall

% of Viewers Recall and Likability…

Online Video Ads TV Ads

65% 46%

28%

26%

50%

14%

39% 21%

General recall

Likability

Brand recall

Message recall

Source: MediaDailyNews, ‘Online Surpasses TV Ads in Recall, Likability; 4/22/2010



Communicate at Scale

38 Questions? Use the Q/A tool

in the WebEx side bar.


The Display Network Blast

Your ad runs across hundreds of premium and niche websiteswithin a specific time period and geography

AD

AD

AD

AD

ADAD

AD

AD

AD

AD

AD

Client’s Creative



The Display Network Blast



65 Million ad impressions…

…147,000 visits to website…

…$231,000 ad investment



Questions?

Use The Q/A Tool in the WebEx Sidebar

Email: [email protected]

Twitter:

@DFATraining


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