Political Campaigning: Old & New

POLITICAL CAMPAIGNING: OLD & NEW THE "VIRTUAL PRECINCT WALK" TRANSFORMS CAMPAIGNING IN THE 2011 SF MAYORAL RACE The Old Way: The New Way: The Physical Precinct Walking Process The Virtual Precinct Walking Process DEFINE TARGET VOTERS All Politics is Local. All Politics is Networked. VOTIZEN SF 2011 SF 2011 A field director defines basic targeting criteria: A campaign planner defines deeper targeting criteria: Party affiliation Party affiliation Voter history Voter history Geographic segmentation CAUSE-BASED INTERESTS Balance the Budget | #JobCreation Education reform | #LGBT Public Safety | #PensionReform Online presence 2 CREATE CONTACT LISTS TO REACH TARGET Volunteers are given addresses and maps with houses for them to target. Social graphs replace physical maps. The key question: The key question: "Who is most likely to be receptive to the message?" "Among a group of online friends, who is closest to the target group, and who is likely to open the virtual door when some- one knocks?" ORGANIZE MOTIVATIONAL CANVASS EVENTS Get out the vote. SF volunteers! GOTV amayoredlee Volunteers gather at an event or campaign head- quarters to rally and get motivated to go out into the field. Physical events can be replaced by quick-to- arrange video chats, virtual meetings, and online forums to share information. START CANVASSING eSFJane4Schools: Will you join me in endorsing Ed Lee, who has a track record of supporting SF schools? Campaign volunteers canvas neighborhoods, distributing campaign literature to explain the candidate's position on relevant issues, and urging voters to show up to vote. Volunteers contact their friends who are voters to endorse the candidate through a direct, personal request. DATA INPUT AND ANALYSIS Volunteers return to headquarters and complete reports on the day's outreach, noting voter prefer- ences and responding to requests for campaign signs and other information. Real-time data is monitored and analyzed to iden- tify trending issues, determine the most influential and efficient social communication paths, and opti- mize subsequent messaging. BY THE NUMBERS: 800k 700k + 450k 175k 75k people live in San Francisco Facebook users identify as living in or near SF registered to vote in SF people are projected to vote in the November 2011 election people are actually Just 75K votes will Likely determine the winner of the SF Mayor With hundreds of thousands of social media enthusiasts based in San Francisco, an effective Virtual Precinct Walk campaign could easily make the difference in determining the outcome of the November 2011 SF Mayoral election. Want to know more about how you can get involved with the Virtual Get-out-the-vote initiative for SF Mayor? Contact [email protected]. Paid for by San Franciscans for Jobs and Good Government, Supporting Ed Lee for Mayor 2011, major funding by Ron Conway and Marc Benioff. POLITICAL CAMPAIGNING: OLD & NEW THE "VIRTUAL PRECINCT WALK" TRANSFORMS CAMPAIGNING IN THE 2011 SF MAYORAL RACE The Old Way: The New Way: The Physical Precinct Walking Process The Virtual Precinct Walking Process DEFINE TARGET VOTERS All Politics is Local. All Politics is Networked. VOTIZEN SF 2011 SF 2011 A field director defines basic targeting criteria: A campaign planner defines deeper targeting criteria: Party affiliation Party affiliation Voter history Voter history Geographic segmentation CAUSE-BASED INTERESTS Balance the Budget | #JobCreation Education reform | #LGBT Public Safety | #PensionReform Online presence 2 CREATE CONTACT LISTS TO REACH TARGET Volunteers are given addresses and maps with houses for them to target. Social graphs replace physical maps. The key question: The key question: "Who is most likely to be receptive to the message?" "Among a group of online friends, who is closest to the target group, and who is likely to open the virtual door when some- one knocks?" ORGANIZE MOTIVATIONAL CANVASS EVENTS Get out the vote. SF volunteers! GOTV amayoredlee Volunteers gather at an event or campaign head- quarters to rally and get motivated to go out into the field. Physical events can be replaced by quick-to- arrange video chats, virtual meetings, and online forums to share information. START CANVASSING eSFJane4Schools: Will you join me in endorsing Ed Lee, who has a track record of supporting SF schools? Campaign volunteers canvas neighborhoods, distributing campaign literature to explain the candidate's position on relevant issues, and urging voters to show up to vote. Volunteers contact their friends who are voters to endorse the candidate through a direct, personal request. DATA INPUT AND ANALYSIS Volunteers return to headquarters and complete reports on the day's outreach, noting voter prefer- ences and responding to requests for campaign signs and other information. Real-time data is monitored and analyzed to iden- tify trending issues, determine the most influential and efficient social communication paths, and opti- mize subsequent messaging. BY THE NUMBERS: 800k 700k + 450k 175k 75k people live in San Francisco Facebook users identify as living in or near SF registered to vote in SF people are projected to vote in the November 2011 election people are actually Just 75K votes will Likely determine the winner of the SF Mayor With hundreds of thousands of social media enthusiasts based in San Francisco, an effective Virtual Precinct Walk campaign could easily make the difference in determining the outcome of the November 2011 SF Mayoral election. Want to know more about how you can get involved with the Virtual Get-out-the-vote initiative for SF Mayor? Contact [email protected]. Paid for by San Franciscans for Jobs and Good Government, Supporting Ed Lee for Mayor 2011, major funding by Ron Conway and Marc Benioff. POLITICAL CAMPAIGNING: OLD & NEW THE "VIRTUAL PRECINCT WALK" TRANSFORMS CAMPAIGNING IN THE 2011 SF MAYORAL RACE The Old Way: The New Way: The Physical Precinct Walking Process The Virtual Precinct Walking Process DEFINE TARGET VOTERS All Politics is Local. All Politics is Networked. VOTIZEN SF 2011 SF 2011 A field director defines basic targeting criteria: A campaign planner defines deeper targeting criteria: Party affiliation Party affiliation Voter history Voter history Geographic segmentation CAUSE-BASED INTERESTS Balance the Budget | #JobCreation Education reform | #LGBT Public Safety | #PensionReform Online presence 2 CREATE CONTACT LISTS TO REACH TARGET Volunteers are given addresses and maps with houses for them to target. Social graphs replace physical maps. The key question: The key question: "Who is most likely to be receptive to the message?" "Among a group of online friends, who is closest to the target group, and who is likely to open the virtual door when some- one knocks?" ORGANIZE MOTIVATIONAL CANVASS EVENTS Get out the vote. SF volunteers! GOTV amayoredlee Volunteers gather at an event or campaign head- quarters to rally and get motivated to go out into the field. Physical events can be replaced by quick-to- arrange video chats, virtual meetings, and online forums to share information. START CANVASSING eSFJane4Schools: Will you join me in endorsing Ed Lee, who has a track record of supporting SF schools? Campaign volunteers canvas neighborhoods, distributing campaign literature to explain the candidate's position on relevant issues, and urging voters to show up to vote. Volunteers contact their friends who are voters to endorse the candidate through a direct, personal request. DATA INPUT AND ANALYSIS Volunteers return to headquarters and complete reports on the day's outreach, noting voter prefer- ences and responding to requests for campaign signs and other information. Real-time data is monitored and analyzed to iden- tify trending issues, determine the most influential and efficient social communication paths, and opti- mize subsequent messaging. BY THE NUMBERS: 800k 700k + 450k 175k 75k people live in San Francisco Facebook users identify as living in or near SF registered to vote in SF people are projected to vote in the November 2011 election people are actually Just 75K votes will Likely determine the winner of the SF Mayor With hundreds of thousands of social media enthusiasts based in San Francisco, an effective Virtual Precinct Walk campaign could easily make the difference in determining the outcome of the November 2011 SF Mayoral election. Want to know more about how you can get involved with the Virtual Get-out-the-vote initiative for SF Mayor? Contact [email protected]. Paid for by San Franciscans for Jobs and Good Government, Supporting Ed Lee for Mayor 2011, major funding by Ron Conway and Marc Benioff. POLITICAL CAMPAIGNING: OLD & NEW THE "VIRTUAL PRECINCT WALK" TRANSFORMS CAMPAIGNING IN THE 2011 SF MAYORAL RACE The Old Way: The New Way: The Physical Precinct Walking Process The Virtual Precinct Walking Process DEFINE TARGET VOTERS All Politics is Local. All Politics is Networked. VOTIZEN SF 2011 SF 2011 A field director defines basic targeting criteria: A campaign planner defines deeper targeting criteria: Party affiliation Party affiliation Voter history Voter history Geographic segmentation CAUSE-BASED INTERESTS Balance the Budget | #JobCreation Education reform | #LGBT Public Safety | #PensionReform Online presence 2 CREATE CONTACT LISTS TO REACH TARGET Volunteers are given addresses and maps with houses for them to target. Social graphs replace physical maps. The key question: The key question: "Who is most likely to be receptive to the message?" "Among a group of online friends, who is closest to the target group, and who is likely to open the virtual door when some- one knocks?" ORGANIZE MOTIVATIONAL CANVASS EVENTS Get out the vote. SF volunteers! GOTV amayoredlee Volunteers gather at an event or campaign head- quarters to rally and get motivated to go out into the field. Physical events can be replaced by quick-to- arrange video chats, virtual meetings, and online forums to share information. START CANVASSING eSFJane4Schools: Will you join me in endorsing Ed Lee, who has a track record of supporting SF schools? Campaign volunteers canvas neighborhoods, distributing campaign literature to explain the candidate's position on relevant issues, and urging voters to show up to vote. Volunteers contact their friends who are voters to endorse the candidate through a direct, personal request. DATA INPUT AND ANALYSIS Volunteers return to headquarters and complete reports on the day's outreach, noting voter prefer- ences and responding to requests for campaign signs and other information. Real-time data is monitored and analyzed to iden- tify trending issues, determine the most influential and efficient social communication paths, and opti- mize subsequent messaging. BY THE NUMBERS: 800k 700k + 450k 175k 75k people live in San Francisco Facebook users identify as living in or near SF registered to vote in SF people are projected to vote in the November 2011 election people are actually Just 75K votes will Likely determine the winner of the SF Mayor With hundreds of thousands of social media enthusiasts based in San Francisco, an effective Virtual Precinct Walk campaign could easily make the difference in determining the outcome of the November 2011 SF Mayoral election. Want to know more about how you can get involved with the Virtual Get-out-the-vote initiative for SF Mayor? Contact [email protected]. Paid for by San Franciscans for Jobs and Good Government, Supporting Ed Lee for Mayor 2011, major funding by Ron Conway and Marc Benioff. POLITICAL CAMPAIGNING: OLD & NEW THE "VIRTUAL PRECINCT WALK" TRANSFORMS CAMPAIGNING IN THE 2011 SF MAYORAL RACE The Old Way: The New Way: The Physical Precinct Walking Process The Virtual Precinct Walking Process DEFINE TARGET VOTERS All Politics is Local. All Politics is Networked. VOTIZEN SF 2011 SF 2011 A field director defines basic targeting criteria: A campaign planner defines deeper targeting criteria: Party affiliation Party affiliation Voter history Voter history Geographic segmentation CAUSE-BASED INTERESTS Balance the Budget | #JobCreation Education reform | #LGBT Public Safety | #PensionReform Online presence 2 CREATE CONTACT LISTS TO REACH TARGET Volunteers are given addresses and maps with houses for them to target. Social graphs replace physical maps. The key question: The key question: "Who is most likely to be receptive to the message?" "Among a group of online friends, who is closest to the target group, and who is likely to open the virtual door when some- one knocks?" ORGANIZE MOTIVATIONAL CANVASS EVENTS Get out the vote. SF volunteers! GOTV amayoredlee Volunteers gather at an event or campaign head- quarters to rally and get motivated to go out into the field. Physical events can be replaced by quick-to- arrange video chats, virtual meetings, and online forums to share information. START CANVASSING eSFJane4Schools: Will you join me in endorsing Ed Lee, who has a track record of supporting SF schools? Campaign volunteers canvas neighborhoods, distributing campaign literature to explain the candidate's position on relevant issues, and urging voters to show up to vote. Volunteers contact their friends who are voters to endorse the candidate through a direct, personal request. DATA INPUT AND ANALYSIS Volunteers return to headquarters and complete reports on the day's outreach, noting voter prefer- ences and responding to requests for campaign signs and other information. Real-time data is monitored and analyzed to iden- tify trending issues, determine the most influential and efficient social communication paths, and opti- mize subsequent messaging. BY THE NUMBERS: 800k 700k + 450k 175k 75k people live in San Francisco Facebook users identify as living in or near SF registered to vote in SF people are projected to vote in the November 2011 election people are actually Just 75K votes will Likely determine the winner of the SF Mayor With hundreds of thousands of social media enthusiasts based in San Francisco, an effective Virtual Precinct Walk campaign could easily make the difference in determining the outcome of the November 2011 SF Mayoral election. Want to know more about how you can get involved with the Virtual Get-out-the-vote initiative for SF Mayor? Contact [email protected]. Paid for by San Franciscans for Jobs and Good Government, Supporting Ed Lee for Mayor 2011, major funding by Ron Conway and Marc Benioff. POLITICAL CAMPAIGNING: OLD & NEW THE "VIRTUAL PRECINCT WALK" TRANSFORMS CAMPAIGNING IN THE 2011 SF MAYORAL RACE The Old Way: The New Way: The Physical Precinct Walking Process The Virtual Precinct Walking Process DEFINE TARGET VOTERS All Politics is Local. All Politics is Networked. VOTIZEN SF 2011 SF 2011 A field director defines basic targeting criteria: A campaign planner defines deeper targeting criteria: Party affiliation Party affiliation Voter history Voter history Geographic segmentation CAUSE-BASED INTERESTS Balance the Budget | #JobCreation Education reform | #LGBT Public Safety | #PensionReform Online presence 2 CREATE CONTACT LISTS TO REACH TARGET Volunteers are given addresses and maps with houses for them to target. Social graphs replace physical maps. The key question: The key question: "Who is most likely to be receptive to the message?" "Among a group of online friends, who is closest to the target group, and who is likely to open the virtual door when some- one knocks?" ORGANIZE MOTIVATIONAL CANVASS EVENTS Get out the vote. SF volunteers! GOTV amayoredlee Volunteers gather at an event or campaign head- quarters to rally and get motivated to go out into the field. Physical events can be replaced by quick-to- arrange video chats, virtual meetings, and online forums to share information. START CANVASSING eSFJane4Schools: Will you join me in endorsing Ed Lee, who has a track record of supporting SF schools? Campaign volunteers canvas neighborhoods, distributing campaign literature to explain the candidate's position on relevant issues, and urging voters to show up to vote. Volunteers contact their friends who are voters to endorse the candidate through a direct, personal request. DATA INPUT AND ANALYSIS Volunteers return to headquarters and complete reports on the day's outreach, noting voter prefer- ences and responding to requests for campaign signs and other information. Real-time data is monitored and analyzed to iden- tify trending issues, determine the most influential and efficient social communication paths, and opti- mize subsequent messaging. BY THE NUMBERS: 800k 700k + 450k 175k 75k people live in San Francisco Facebook users identify as living in or near SF registered to vote in SF people are projected to vote in the November 2011 election people are actually Just 75K votes will Likely determine the winner of the SF Mayor With hundreds of thousands of social media enthusiasts based in San Francisco, an effective Virtual Precinct Walk campaign could easily make the difference in determining the outcome of the November 2011 SF Mayoral election. Want to know more about how you can get involved with the Virtual Get-out-the-vote initiative for SF Mayor? Contact [email protected]. Paid for by San Franciscans for Jobs and Good Government, Supporting Ed Lee for Mayor 2011, major funding by Ron Conway and Marc Benioff.