Social Media, Mobile, Analytics, Cloud in Presidential Campaigns
Elisabeth Bitsch-Christensen @echristensen42 - www.echristensen42.com
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
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.
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%)
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
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