Social Media, Mobile, Analytics, Cloud in Presidential Campaigns

Elisabeth Bitsch-Christensen @echristensen42 - www.echristensen42.com

Big Data from Social Media

Disruption

Engagement

SMAC (social, mobile, analytics and cloud) is the concept that four technologies are currently driving business innovation.

SMAC is really an evolutionary development of what is commonly known as CRM

The convergence of these 4 technologies is proving to be a disruptive force that is creating entirely new business models for service providers.

http://searchcio.techtarget.com/definition/SMAC-social-mobile-analytics-and-cloud

Big Data and Social Media

Turning Big Data and Data from Social Media into Insights

Winning election campaigns with Big Data and Social Media

Involvement Through Empowerment

Sincere Open Collaborative Interested Authentic Likeable

S O C I A L

Twitter for updates and voting reminders

Facebook for events and campaign highlights

Myspace (!)

SMS

PUSH

2008

2012

”Unprecedented inclusivity”

The strategy went from focusing on the campaigning efforts to focusing on the voters

From using social media to empower the believers to using social media to engage the ”persuadable audience”

BIG DATA – mix & match

◦ Identify a subset of persuadable in households that watched < 2 hrs TV a day and schedule ads when these voters would actually be watching.

matched lists of voters to TV operator data about subscribers — and then match that information to the anonymous ID numbers that the telcomms provider uses to track the usage patterns of television set-top boxes.

Dr. Pamela RutledgeDirector, Media Psychology Research Center

1. Social media creates a new political dialogue.It takes the power of political messaging away from the mass media model and places it firmly into peer-to-peer, public discourse.

2. Young people who are politically active online are twice as likely to vote than those who are not.

Statistics are dead – long live statistics

Predictions are useless without factoring in disruption

Big Data just means the same amount of data – but now collated from all the different sources and placed in context.

Obama 2012 had 53% of the total social media shares of nearly 7 mio

Obama 2012 had the most Facebook shares at 51% and Twitter shares at 86%

Obama 2012 had 69% of shares on blogs

On YouTube, Obama 2012 had 43% of the most comments on video but had more views than all the other candidates combined (62%)

Maslow (1943)

Listen => Engage

Personalize => Engage

Include => Engage

Big Data – applied◦ A robust real time analytics tool that uses predictive

analysis and modelling

Make it available – make it ubiquitous◦ KISS – keep it simple, stupid

Make The Data Speak◦ Don’t get hung up on numbers – look for context

Social Media – Mobility – Analytics - Cloud

Elisabeth Bitsch-Christensen @echristensen42 - www.echristensen42.com

http://www.computerworld.com/article/2475696/it-transformation/smac-and-the-evolution-of-it.html

http://www.slideshare.net/lovegod1/smac-and-transforming-innovation

http://www.dragonflyeffect.com/blog/dragonfly-in-action/case-studies/the-obama-campaign/

http://mprcenter.org/blog/2013/01/how-obama-won-the-social-media-battle-in-the-2012-presidential-campaign/

http://www.salesforce.com/customers/stories/obama.jsp