Martyn Griffen and Christopher Arroyo, Technology Practice, Phone2Action predict we will see protests related to the proposed rule changes for net neutrality. We have entered the Age of Advocacy and Martyn and Chris reflect on how earlier protests to resist SOPA/PIPA in 2012 and to get net neutrality passed in 2015 might be indicators of how all the different stakeholders will have their voices heard in the age of President Trump.
Tara McGowan, Founder and CEO, Lockwood Strategy Lab was the digital director for the SuperPAC Priorities USA in 2016. She talks about lessons learned in their work to support Hillary Clinton for president, need to have a cross channel strategy to persuade and engage voters, value of Facebook to create relationships with constituents, and why future successful candidates will be digital natives regardless of age.
Sangeeth Peruri, Founder and CEO, VoterCircle talks about his own experience running for and winning a local school board seat by using a strategy of depending on friends and friends of friends to spread the word about his candidacy. Sang explains why tapping into trusted networks of friends is a multiplier for traditional activities and can be a guide to what type of campaign messaging is most effective.
Reporter Kate Kaye chats with Keegan Goudiss, partner at Revolution Messaging and Director of Digital Advertising for Bernie Sanders 2016. He shares some memories from the campaign and discusses why he thinks Democrats should focus more on digital. He specifically wants campaigns to consider looking beyond click-throughs, donations and sign-ups to measuring the impact of their ads on goals such as persuading voters.
Ysiad Ferreiras is the Director of Sales and Marketing at Hustle, an innovative app based solution that allows campaigns to use text messaging to increase dollars raised, attendance at events and votes. I talked with Ysiad at the recent American Associations of Political Consultants annual Pollies event where Hustle had a booth across the aisle from the USPS booth. We talk about who seems most likely to respond to text messaging--it may not be who you think.
Cindy Demsey, Chair, Cuyahoga Democratic Women's Caucus talks about the upcoming event being held on April 15 in Cleveland, OH to look at challenges faced by women candidates, lessons learned from the Hillary for President campaign, encouraging more women to run for public office, and addressing overt and implicit bias against women in powerful positions. Cindy is excited about the new interest women are showing to run for office and the determination women are showing to have their voices heard.
Joe Rothstein, political consultant and author of The Latina President...and the Conspiracy to Destroy Her talks about women who run for public office, building trust between candidates and voters, and how Trump might impact Hispanic voter registration. With more than 30 years experience working with campaigns, Joe has written a provocative political mystery that also sheds light on the behind the scenes world of campaign intrigue.
Chris Turner, CEO, Stampede Consulting reflects on lessons learned in 2016, significance of the Trump rallies which turned out to be a leading indicator of voter sentiment, and the importance of taking good care of the canvassers who are the human face of a campaign. We also chuckle over the fact that no-propensity voters are now on the list and will be receiving candidate messages and appeals for donations. Chris reminds Democrats that they have a lead in persuading voters as Republicans generally don't start thinking about building relationships with voters until later in the cycle.
Reporter Kate Kaye talks to Dan Backer, general counsel and treasurer of Great America PAC, one of the larger super PACs that supported President Trump in 2016. They say they have built a list of at least 3 million active supporters. Great America PAC has used atypical approaches like running 1-800 tv ads to find those low propensity unlikely voters who Trump inspired to become politically engaged. They’ve spent around $200,000 so far in February alone. One goal is to encourage people to contact their senators in support of Trump’s nominees and initiatives like repealing Obamacare and building a border wall and Backer has been running ad tests to see what works most efficiently.
Michael Turk, President, Opinion Mover Strategies, talks about how activists are becoming more sophisticated, how grassroots movements can be proxies for wealthy interests, and how the Twitter news cycle requires Trump contingency plans.
Jeb Ory, CEO and Co-Founder, Phone2Action reminds us that people have always protested in the town square but now everyone has a megaphone. We talk about how movements come together, which ones become sustainable, and what counts as a successful protest or demonstration of disapproval, anger or support.
Kate Kaye, reporter for Advertising Age, chats with Carol Davidsen, VP of political technology at Comscore, about how political campaigns and organizations used TV data and analytics to inform their TV buys in 2016, and explains the difference between addressable advertising and other types of data-informed media buying.
Rob Shenk, Senior Vice President for Visitor Engagement, Mount Vernon, home of our first president George Washington, talks about how our founding fathers would have used social media, the impact of the Broadway hit Hamilton on interest in colonial history, and the ways in which Mount Vernon is creating immersive, interactive experiences for live and virtual visitors.
Andy Hasselwander, Senior Vice President Products and Research, Latinum Network says that Millennial voters are just as diverse as the general population. His analysis of voting patterns in 2016 revealed that density of population was a strong indicator of voter sentiment and that anger more than fear drove people to the polls. He also cautions about the growing tension between cultural openness and cultural isolation within our society.
Kip Cassino, Executive Vice President, Borrell Associates shares details about total ad spend on broadcast television, cable, digital and traditional media in 2016 presidential, state and local races. No surprise that digital has increased eightfold from 1.7% of 2012 budgets to 14.4% in 2016.
Kip suggests that trends point to the accelerating move from mass to targeted communications and that the future looks grim for television ads as more money moves to social media and online programmatic ad buying. Mobile ads will be the real story in 2018.
Kate Kaye Data and Analytics Reporter for Advertising Age delves into the behind the scene story of how the Trump campaign used Deep Root Analytics, Giles-Parscale and Cambridge Analytica to devise and target new voter segments that more closely mirrored the actual turnout. Was density of population as important as ethnicity in predicting voter sentiment? Add to the mix charisma, name recognition and earned media and the next thing you know we have President-elect Donald Trump.
Brent McGoldrick, CEO, Deep Root Analytics talks about the importance of understanding ticket-splitters and cross-over voters particularly disaffected Democrats in 2016. He points out that polls and voting history are less important in predicting turnout than figuring out what people are concerned about and the best screens to find them on. Brent also talks about the challenges of targeting cord-cutters and cord-shavers.
Rena Shapiro, Vice President of Politics and Advocacy, BuzzFeed talks about earning the right to make a personal ask by a candidate or cause, how organizations like Emily's List thought outside the box to reach Millennials, and the science behind creating content that tells a compelling story and is shared often by a loyal audience.
Steven Alembik, Founder, SMA Communications reflects on what pollsters and focus groups missed in 2016 and who they neglected to talk to. Steven points out how misleading voter information can be with an example of those who retire to Florida and register to vote are seen as first time voters when they could have been dependable voters their entire adult lives.
Sean Duggan VP Advertising Sales, Pandora on the explosive growth of political ad campaigns that ran on Pandora in 2016, how campaigns used sites like Pandora to reach multi-cultural voters, and the need to move more budget dollars from traditional media to digital ads that can be seen and heard on any screen at the right time.
Bergen Kenny, CEO, SpeakEasy Political has a self-serve model to help campaigns create direct mail and door hangers using time-tested templates. Bergen reminds us that in the digital age, print pieces still have an important role to play and can be the last message seen before a voter makes up their mind about a candidate.
Jim Walsh, Co-Founder and CEO, DSPolitical on targeting voters as they are making decisions, what we know about late-deciders, whether newspaper endorsements matter, and similarities between the US 2016 election and the Brexit vote.
Pete Martin, CEO, and Jeff Stern, Market Intelligence Lead, Votem talk about creating a secure and transparent voting platform that voters can access through mobile devices. Using a network of trusted parties and country-appropriate authentication Votem is determined to address the needs of all voters especially Millennials who have high expectations for digital access and online voting.
Michelle Niedziela, Scientific Director, HCD Neuroscience discusses the just released results from a study, with a sample of 500 across voter demographics, that was designed to uncover implicit biases to current political themes of sexism, racism and Islamophia. Results of the implicit association tests and self-assessment psychological response tests reveal minimal gender stereotyping regardless of a voter's chosen candidate. While all voters tested exhibited some form of racial bias, Trump supporters showed significantly more bias against African Americans. We also talk about who negative ads most appeal to.
Tom Shepard, Tom Shepard & Associates, shines light on how voters have changed over the last 30 years, value of yard signs for name recognition and persuasion, and moving from bumper stickers to Facebook to inform friends and connections about political passions and what it means for campaigns.