Follow the money: Innovativ bruk av sosiale medier i den amerikanske valgkampen

FOLLOW THE MONEY: INNOVATIV BRUK AV SOSIALE MEDIER I

DEN AMERIKANSKE VALGKAMPEN

Bente Kalsnes, PhD, IMK, UIO@benteka

Foto: <rs> snaps, Flickr, CC BY-ND 2.0

”The real story of the presidential campaign isn't in the daily news and chatter on cable shows, but might be found elsewhere, in the hard metrics of voter attitudes and turnout.”

Micah Sifry, Techpresident.com

MICROTARGETING

MEN FØRST, TALLENE

FACEBOOK

TWITTER

YOUTUBE

INSTAGRAM

GOOGLE+

HVA SNAKKER KANDIDATENE OM I SOSIALE MEDIER?

Kilde: Pew(data 2 uker i juni 2012)

INGEN TVIL, OBAMA KNUSER ROMNEY I SOSIALE MEDIER (KVANTITATIVT)

“I think [digital in the political sphere] is no longer in its infancy, and it’s no longer even a toddler — it’s a real, live adolescent”

Stu Trevelyan, CEO of NGP VAN, 2012 (online advertising, mobile communications

and social media strategy - Obama)

ROI for sosiale medier i politikken (computational management)

• Måling av suksess for nettannonser, eposter, FB-poster, bilder, videoer, etc.

• Få folk til å melde seg på

epost-listen• Få folk til å donere penger• Få folk til å registrere seg til

å stemme• Få folk til å melde seg som

frivillig medarbeider• Få folk til å stemme på deg

Foto: Mitt Romney/Instagram

Arsenalet av kampanje-verktøy

• Velgerdatabase (+ data fra div kommersielle databaser og sosiale medier)

• Epost• Sosial media-plattformer • Sms• Brev• Annonser (tv, radio, print, nett, mobil)• Nettsider• Søkemotoroptimalisering• etc

PENGENE

2008 – DEN DYRESTE VALGKAMPEN (SÅ LANGT)

Source: OpenSecrets

Total kostnad: $2,4 milliarder

NYE REKORDER I 2012…

Source: Washington Post

Source: Washington PostKilde: Washington Post

HIGH TECH + DAGLIGDAGSE VERKTØY

DEN STORE DIGITAL-TENDENSEN I VALGKAMPEN:

Big Data

og

MICROTARGETING

”Underneath nearly all the new media work lay a sophisticated data back-end and analytics practices that furthered staffers’ goal to create ”a customized, highly productive individual relationship with every person in the country”

Gray Brooks, Obama campaign-08”Taking our country back”

”The campaigns have planted software known as cookies on voters’

computers to see if they frequent evangelical or erotic Web sites for clues to their moral perspectives.”

Source: Campaigns Mine Personal Lives to Get Out Vote, NYTimes

”Both Obama and Romney's sites allow, if not encourage, visitors to login to their campaign websites with a Facebook account, thereby unveiling a wealth of information: email address, friend list, birthday, gender, and user ID.”

Voter databases:• Republicans: VoterVaults• Democrats: VoterBuilder

Source: The creepiness factor. The Atlantic

• Campagins ”now fully engaged on the latest technological frontier in advertising: aiming specific ads at potential supporters based on where they live, the Web sites they visit and their voting records.

• ”As a result, microtargeting allows campaigns to put specific messages in front of specific voters — something that has increased in sophistication with the large buckets of data available to political consultants. ”

Source: ” Online Data Helping Campaigns Customize AdsNew York Times

Mobil pengeinnsamling

Begge kampanjene bruker Square

Politiske app’er

Dashboard for grasrota

NÅR KAMPANJENE VET FOR MYE

http://www.youtube.com/watch?v=IE-utC68l2I&feature=youtu.be

Heldigvis har det vært mye humor i sosiale medier denne valgkampen…

Kilde: http://bindersfullofwomen.tumblr.com/

Noe jeg er nysgjerrig på:Vil vi få se noe lignende i Norge i

#VALG2013?

TAKK FOR MEG! @BENTEKA