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
Google Confidential and Proprietary
Google Confidential and Proprietary
Organise the world's information and make it universally accessible and useful.
Google’s Mission
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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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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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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Stay Informed: Google Insights
Search Trends
Regional Trends
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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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Measure Results: Google Analytics
Conversion Tracking Google Analytics
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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
Google Confidential and Proprietary10
Citizens expect a digital election
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“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
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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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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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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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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Online Persuasion: Always On
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Online Persuasion: Frame the Issue
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Display: Contextual Targeting
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Always On: Micro-Targeting Key Audiences
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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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Online Persuasion: Promoted Videos
Google Confidential and Proprietary21http://www.youtube.com/user/webcameronuk
Online Persuasion: YouTube Masthead
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8:28 PM8:28 PM
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8:00 PM8:00 PM8:18 PM8:18 PM
Within the HourWithin the Hour
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The Next MorningThe Next Morning
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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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Think Local
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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
Google Confidential and Proprietary
Awareness: NAB Federal Budget Microsite
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Driving traffic through paid search…
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… and extending reach using contextual targeting
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The Network Blast: Mobilise Voters
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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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