Rocking the VoteUsing Electronic Media

Jennifer WaggonerPresident, League of Women Voters of California

GoalAudience

ActionTHEN consider

formatBuild relationships

Goal

• Active, informed participation in democracy

CA SOS Registration Report

Who does not vote?30% are habitual voters

35% are periodic voters – register but don’t always vote

35% are not registered – mostly 18-30 year olds

Goal & Audience

Increase participation of non-voters:•Registration

•Turnout

Goal & Audience

Increase participation of non-voters:•Registration

•Turnout

Why don’t people vote?

Stimulating Political Environment

Stimulation Online

Stimulation Online - CA

• Internet use widespread• Demographic differences are striking• Differences between Latino subgroups• Younger, more educated, and more affluent

adults are more likely to access the Internet with a cell phone

Will you?

What will get them to vote?

More information?

“What information consumes is rather obvious: it consumes the

attention of its recipients. Hence a wealth of information creates a

poverty of attention.”

Herbert Simon, the late Nobel laureate economist

Audience Trends

ImmediacyWant info now

InteractivityExpect to be included

Attention Span Overwhelmed. Responding by moving quickly between topics and sources

Audience Trends

Easy to skim

Obvious purpose or goal

Speaks to them (they are clearly the intended audience) and has meaning for their life

Influential Ask?

Influential Electronic Ask?

Influential Electronic Ask?

Using Data

•Where is the audience you care about online?•Who are they?•What are they interested in?•Who influences them?

The Medium

Using DataFacebook Example

Using DataFacebook Example

Pinterest

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