Think politics australia 2010

Google Confidential and Proprietary


Organise the world's information and make it universally accessible and useful.

Google’s Mission


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

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


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


Stay Informed: Google Insights

Search Trends

Regional Trends


Build Awareness: Google Maps

maps.google.com Create customizable maps to inform your constituents Share and publish maps on your site.


Measure Results: Google Analytics

Conversion Tracking Google Analytics





4 Think Local




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

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


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

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





4 Think Local




Online Persuasion: Always On


Online Persuasion: Frame the Issue


Display: Contextual Targeting


Always On: Micro-Targeting Key Audiences


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


Online Persuasion: Promoted Videos

Google Confidential and Proprietary21http://www.youtube.com/user/webcameronuk

Online Persuasion: YouTube Masthead


8:28 PM8:28 PM


8:00 PM8:00 PM8:18 PM8:18 PM

Within the HourWithin the Hour


The Next MorningThe Next Morning





4 Think Local




Think Local





4 Think Local




Awareness: NAB Federal Budget Microsite

28


Driving traffic through paid search…

29


… and extending reach using contextual targeting

30


The Network Blast: Mobilise Voters





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


Business

Think politics australia 2010