ddb issues & advocacy alison byrne fields svp/managing director
TRANSCRIPT
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DDB Issues & AdvocacyAlison Byrne FieldsSVP/Managing Director
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Social Media and Politics
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2008 has seen record voter
turnout in the primaries.
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In some primary states, the youth vote has tripled
and even quadrupled.
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Voting among 18-29 year olds increased in 2004 and 2006.
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44 million 18-29 year olds will be eligible to vote in 2008.
1/5 of the voting population
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Catherine RampellWashington Post
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“Obama emphasizes that political engagement is about being part of something bigger than oneself, not rebelling against that something
bigger.”
“Where Rock the Vote has gone wrong, Barack Obama has gone very, very
right.”
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QuickTime™ and aTIFF (LZW) decompressor
are needed to see this picture.
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What Did I Say? Yes, we were trying to
eliminate barriers to voting and suggest that voting was a “subversive” activity.
But, we were also trying to get campaigns to invest in young voters.
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“We can’t dedicate a debate to every group that wants one.”
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“Left-handed flute players want their own debate."
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# of 18-24 year olds in 2000?
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26,539,250
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# of left-handed flute players in 2000?
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less
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How much did the youth vote cost?
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BIG BUCKS
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How likely were young people to vote?
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NOT VERY
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Bad ROI
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cycle of neglect =
young people don’t vote
because politicians ignore them/their
issues
politicians ignore young people
because they don’t vote
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2008
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the cycle of neglect is broken (for now)
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Young people are stepping up . . .
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. . . giving campaigns a reason to value the youth vote
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Relevant issues
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First election with no incumbent since 1928
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Politicians are investing
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2004 turnout
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Social media
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Reach
Engagement
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Micah SifryTechPresident
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the list
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the network
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Why do people get involved in a cause?
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Relevance
Believe they can have impact
Reflection of values
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Isaac GarciaCentral Desktop
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Barack Obama and the Long
Tail of Politics
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Long Tail?
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The Internet enables companies to capture and monetize the attention of thousands and millions of users, instead of monetizing the attention
of a few large users.
AKA, THE LONG TAIL
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Amazon/Barnes & Noble
Netflix/Blockbuster
Blogs/Newspapers
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everyone elseparty
loyalists
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Large donors/small donors
Candidate/voters
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"We are the ones we've been waiting for, we are the ones we seek."
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Giving “customers” the opportunity to own the message
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Giving “customers” the opportunity to own the message
QuickTime™ and aTIFF (LZW) decompressor
are needed to see this picture.
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Can we continue “the conversation”?
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http://del.icio.us/alisonbf/2008election
Resources