More notes from RootsCampDC...

 

 

 

Pete Leyden, New Politics Institute - Think Tank of Politics

J!ulie Bergman Sender - Film maker, activist

2:40 session, Sunday

 

 

(Viewed: times)

 

Tools from the last campaign and tools for the next cycle

 

NPI tries to get tools from the tech people to the campaigns that are slow to take up new technology

 

4 tools from last campaign:

 

Buy Cable - You can buy by city and demo group but campigns still buy on network tv

 

Buy Search Ads - Google is going ot make 9 billion on search ads this year. The private sector knows this, almost no one in politics gets this.

-You can buy political keywords for almost nothing (Angelides costs about a nickel)

-You can geo target search ads. You can buy searches for just a 10 mile radius. You can buy your own keywords and your rivals or opponents

 

Engage the Blogs - get campiagns to push the blogs and get their message out there

 

Speak in Spanish - even if they are bilingual it's better to reach them through spanish

 

Rep district outside Austin Texas guy - Nate Wilcox, Forward Together

-special election state rep race.

-Karl Rove's home district

-special election

-Republican is Dell computer guy, independently wealthy

-Primary was between 5 people and she almost got 50% but outspent by opponents 4 to 1 on

-Also worked on a campaign against Tom Delay and fundraised off buying Tom Delay's search

 

-Kerry did nothing on cable in 04, Bush spent more money on ESPN then Kerry did on any microtrageting. It's how Bush won the popular vote in 04

 

-Broadcast ads generate more money for consultants - hard to break this trend

-Bloggers should challenge the candidates on these network buys

 

For the future:

-Viral video

-Mobile Media

-Social Networking

-Games

-What happens as TiVo takes over and people stop watching ads - where is this money going to go?

 

Julie, film maker, political ads, viral video stuff

-You have to communicate to people where they are, on the pop culture stuff, where people spend their time and are going to be

-Shows an example of a video she made, of women talking vaguely about their "first time" - their first time voting. Women's Voices Women's Vote.

-Did demo data of these women, found out about them, how they live their life - so they can reach them

-This became a several week story, people talking about sex and voting, attacked by Rush Limbaugh. Turned this into media push

-Partnered with HuffPo b/c the WVWV site sucked and they needed a viable online outlet for this

-This is an example of capitalizing on the post 30-second ad paradigm

 

-Is it viral if there is a coordinated push to put it out through many different channels? Julie thinks that it's still viral because to the end user, that is how it looks. Pete adds that we need to be thinking in a coordinated way


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