Archive for December 21st, 2012

A First Draft of History: ‘Inside the Cave’ Details Obama’s 2012 Digital Campaign

Inside the Cave

DC’s political class may be preoccupied with Boehner’s “Plan B” disaster, the fiscal cliff and the (now-overdue) Mayan Apocalypse, but some folks are focused on a longer game. Among them Patrick Ruffini and his crew at EngageDC, who’ve put together an excellent slideshow/overview of Obama’s 2012 digital campaign, including organization charts, metrics, tools, tactics and a look at staffing. It’s less of a narrative than a spotlighting of highlights, and like any document produced by people outside the campaign, we should imbibe its specifics with at least a few grains of salt as a chaser.

But it’s a great collection of resources and observations, and Patrick clearly hopes his Republican colleagues read it and begin to realize just how dramatically Romney was outclassed online. BTW, I’ll be mining it heavily for the expansion of “Learning from Obama,” which I hope will be out in the next two or three months. Download your own PDF copy of “Inside the Cave” here.

cpd

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Digital Persuasion Ads in 2012: Two Short Case Studies from Blueprint Interactive

Update: Now with working links to the case studies…d’oh!

Greetings from Texas! We’ve temporarily abandoned the e.politics bunker in favor of the distant hinterlands — though no baby armadillos so far this time, alas.

But what we DO have are a couple of case studies sent over by our friends at Blueprint Interactive, giving a little information about their online persuasion ad campaigns on behalf of Planned Parenthood and Congressional candidate Dr. Ami Bera this past cycle. Here’s a quote from the section on Bera:

We started working with the Bera campaign in early 2012, developing an online paid media strategy that was a key integrated component of the overall media plan. The primary goal of our online ads campaign was to extend the reach and frequency of the campaign’s television ads, particularly among young men and older women. To get ahead of the October crush of ads, and proactively define Bera to the new district, we launched a 3+ month pre-roll presence in August, which delivered over 2.5 million completed video views at a cost per of only $.03. In the final month, we also ran a search engine marketing campaign to capture late-deciding voters.

The Results: The polls were right, and the race finished extremely close – so close that the final result wasn’t known until 10 days after Election Day – but Bera came away with the win. There were numerous reports in the final two weeks of voters being “inundated” with Bera web ads and support for Bera amongst our target demographic is considered to be one of the determining factors in his narrow victory.

I’d love to know more details, of course, but the overview is at least a start. Also be sure to check out the section on Planned Parenthood (“across the roughly 2 month program, we delivered over 60MM impressions, generated over 2.6MM video views, and drove nearly 125,000 clicks to Planned Parenthood’s Women are Watching website”), and be sure to catch the Post’s recent article on PPFA’s overall (and VERY successful) strategy for the 2012 elections.

cpd

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Thanks to Evil Spammers, Epolitics.com Comments Temporarily Off

Howdy, Epolitics.com suffered a comment-spam attack today — so many bogus comments were coming in that the server threw a fit and I had to temporarily turn off the ability to comment on posts. Unfortunately, this also means that past, legitimate comments aren’t displaying, which is annoying because comments have really added to the value of a lot of articles on this site.

The hosting company’s switching me to a newer server and I’ll be upgrading the WordPress installation soon, so all of the wisdom you’ve added in the past should be returning. Mystifying all around — in this case, the spam comments were endlessly repetitive lists of links to what appeared to be Chinese-language e-commerce sites. The back-end spam filter caught all of them easily, and you have to wonder what possible value — SEO or otherwise — the sender would get from them. Regardless, they’re annoying, and they’ve forced us to disable the closest thing we have to a community discussion on this site. For now.

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