thinkpolitics australia 2010
DESCRIPTION
Presentation on the latest developments in Google’s suite of campaign tools with renowned online campaigner and strategist Peter Greenberger, and our Australian based Google political team. Specifically, covered: - Online advertising strategies, including targeting strategies- Free Google tools for more efficient collaboration and communication and collecting campaign metrics- New strategies for empowering voters and supporters online, including Youtube etcTRANSCRIPT
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Google Confidential and Proprietary
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Google Confidential and Proprietary
Organise the world's information and make it universally accessible and useful.
Google’s Mission
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Google Confidential and Proprietary
Deliver value to every aspect of well-run campaigns, and make political
advertising more efficient and cost effective. This is good for campaigns, good for voters, and good for public
discourse.
Google’s Mission on the Campaign Trail
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Google Confidential and Proprietary4
1 Learn & Collaborate with Google Tools
2 Investing Online: 10% in ‘10
3 Online Persuasion: Always On & Rapid Response
4 Think Local
5 The Network Blast: Mobilisation & Awareness
Best Practices for 2010
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Google Confidential and Proprietary5
news.google.com.au
Get a world-wide perspective on current events
Personalize the news to get exactly the coverage you want
Monitor coverage of issues, people and your community.
Stay Informed: Google News
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Google Confidential and Proprietary6
Stay Informed: Google Insights
Search Trends
Regional Trends
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Google Confidential and Proprietary7
Build Awareness: Google Maps
maps.google.com Create customizable maps to inform your constituents Share and publish maps on your site.
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Google Confidential and Proprietary8
Measure Results: Google Analytics
Conversion Tracking Google Analytics
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Google Confidential and Proprietary9
1 Learn & Collaborate with Google Tools
2 Investing Online: 10% in ‘10
3 Online Persuasion: Always On & Rapid Response
4 Think Local
5 The Network Blast: Mobilisation & Awareness
Best Practices for 2010
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Google Confidential and Proprietary10
Citizens expect a digital election
10
“There is no disputing that the Internet has moved from the periphery to the center of national politics.”
- Aaron Smith & Lee Rainie, Pew Internet & American Lift Project, June 2008.
“There is no disputing that the Internet has moved from the periphery to the center of national politics.”
- Aaron Smith & Lee Rainie, Pew Internet & American Lift Project, June 2008.
Source: http://www.guardian.co.uk/politics/2010/jan/03/labour-tory-internet-campaigns; ttp://money.cnn.com/2008/02/29/technology/leonard_politics.fortune/ ; http://www.atelier-us.com/international/article/The-French-presidential-election-plays-out-on-the-Internet; http://news.bbc.co.uk/2/hi/south_asia/8020522.stm
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Google Confidential and Proprietary11Source: comScore, 2009
Australians and the Internet:Australians and the Internet:
Sources: Nielsen Internet & Technology Report 2009-2010; “Interacting with Government: Australian’ Use and Satisfaction with E-Government Services,” Dec 2009
• 84% of Australians use the internet
• Users spend 17.6 hours a week online vs. 13.4 hours watching TV
• 59% of Australians use the internet for news
• Two in five people (38%) use the internet to contact government
• 29% of Australians use their mobile to access the Internet
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Google Confidential and Proprietary12
But a Huge Opportunity Gap
Australians who go online regularly for news:
59%
Share of online political advertising spend in 2007:
?%
4%: Obama ‘08
7.5%: McDonnell ‘09
10%: Scott Brown ‘10
Winners:10% in ’10
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Google Confidential and Proprietary13 13
Integrate Your Media: TV Ads Drive Search
Source: iProspect Offline Channel Influence on Online Search Behavior Study, 2007
Television is the most influential in driving search behavior
36%
37%
30%
3%
9%
17%
20%
7%
0% 20% 40% 60% 80% 100%
Ad/company name on taxi/train/city bus
Ad/company name on company truck/van/car
Billboard, indoor sports venue sign
Radio ad
Company’s store/physical location
Magazine/newspaper ad
Word of mouth from friend/acquaintances
Television ad
Percentage of Online Search Users
Percent of online users who performed a search due to exposure to offline content
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Google Confidential and Proprietary14
1 Learn & Collaborate with Google Tools
2 Investing Online: 10% in ‘10
3 Online Persuasion: Always On & Rapid Response
4 Think Local
5 The Network Blast: Mobilisation & Awareness
Best Practices for 2010
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Google Confidential and Proprietary15
Online Persuasion: Always On
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Google Confidential and Proprietary16
Online Persuasion: Frame the Issue
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Google Confidential and Proprietary17
Display: Contextual Targeting
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Google Confidential and Proprietary18
Always On: Micro-Targeting Key Audiences
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Google Confidential and Proprietary19
of YouTube users
are 18+
of Australians consider YouTube a favorite site
of people enjoy watching video ads if they are related and entertaining
63%
73%
93%
Online Persuasion: Video
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Google Confidential and Proprietary20
Online Persuasion: Promoted Videos
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Google Confidential and Proprietary21http://www.youtube.com/user/webcameronuk
Online Persuasion: YouTube Masthead
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Google Confidential and Proprietary22
8:28 PM8:28 PM
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Google Confidential and Proprietary23
8:00 PM8:00 PM8:18 PM8:18 PM
Within the HourWithin the Hour
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Google Confidential and Proprietary24
The Next MorningThe Next Morning
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Google Confidential and Proprietary25
1 Learn & Collaborate with Google Tools
2 Investing Online: 10% in ‘10
3 Online Persuasion: Always On & Rapid Response
4 Think Local
5 The Network Blast: Mobilisation & Awareness
Best Practices for 2010
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Google Confidential and Proprietary26
Think Local
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Google Confidential and Proprietary27
1 Learn & Collaborate with Google Tools
2 Investing Online: 10% in ‘10
3 Online Persuasion: Always On & Rapid Response
4 Think Local
5 The Network Blast: Mobilisation & Awareness
Best Practices for 2010
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Google Confidential and Proprietary
Awareness: NAB Federal Budget Microsite
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Google Confidential and Proprietary
Driving traffic through paid search…
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Google Confidential and Proprietary
… and extending reach using contextual targeting
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Google Confidential and Proprietary
The Network Blast: Mobilise Voters
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Google Confidential and Proprietary
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Google Confidential and Proprietary
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Google Confidential and Proprietary
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Google Confidential and Proprietary
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Google Confidential and Proprietary36 36
FiveBest Practices
1 Launch text ads now with your candidate’s name, opponent’s names, party terms and campaign terms
2 “Always on” strategy for search advertising – voters are looking for information all the time
3 Respond immediately when events trigger online interest – issues are framed in hours, not days
4 Integrate offline and online persuasion because constituents you reach will go online to get more information
5 Budget for display ads and network blasts on key local and national websites within the Google Content Network
Think 10 in ’10
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Google Confidential and Proprietary