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Politics and Web Strategy: Metrics of Success Sponsored by Knight Digital Media Center April 24, 2008 Karen A.B. Jagoda President E-Voter Institute Key Issues How are candidates using the web? What are voters expecting candidates to do with the Internet?

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Politics and web strategy metrics of success l.jpg

Politics and Web Strategy:Metrics of Success

Sponsored by

Knight Digital Media Center

April 24, 2008

Karen A.B. Jagoda


E-Voter Institute

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Key Issues

  • How are candidates using the web?

  • What are voters expecting candidates to do with the Internet?

  • What elements go into a successful political campaign and what role does the Internet play?

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Web site

Fund raising


Online ads

Webcasts of events

Blogs and podcasts

Take polls and surveys

Communicate with press

Television ads on the official site

Campaign web video on other sites

Participate in social networking sites

Opposition research

Manage field operations

Text messaging

Candidates Use the Internet

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Voters Use the Internet

  • Find out about all candidates and issues

  • Contribute to candidates

  • Organize for and against candidates and issues

  • Tell their friends/family about political issues

  • Post their own opinions in blogs

  • Post video and audio related to candidates

  • Rate posted videos

  • Create their own sites

  • Use social network sites

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What Do Strategists Worry About?

  • Control of the candidate’s message

  • Rapid response challenges

  • Activists for & against their candidate

  • Finding likely voters

  • The competition

  • Raising enough money to keep going

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Dimensions of the Political Campaign Environment

  • One day sale and no second place

  • Real World

    • Dollars raised

    • Attendance at rallies

    • Volunteers walking the neighborhood

    • Turn out at the voting booth

  • Internet

    • Web traffic

    • Engagement

    • Quantity and quality of content

  • Reported by the News

    • Poll numbers

    • Viral video

    • Blogosphere

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In Search of Voters

  • Which campaign activities are most important?

  • Which online tools help build momentum and have a multiplier effect?

  • How to turn online activists into a actual voters?

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Metrics of Success for a Campaign

What role does the Internet play?

  • Dollars raised –total and per contributor

  • Move the numbers-favorability ratings and other polls

  • Intent to vote and turn out of voters or caucus attendees

  • Attendance at rallies

  • Name recognition

  • Level of passion

  • Increase registration of new voters

  • Effectiveness of field operations and mobilization of volunteers

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Online Metrics

What helps a candidate get elected?

  • Quality and quantity of voter generated content—how viral

  • Social media activity –buzz factor

  • Blog presence and tone of postings

  • Web site visitors

  • Online engagement

  • Persuasion by online ads

  • Click through rates on display ads & search terms

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Community Based Metrics

What matters most for building grassroots support?

  • Email addresses acquired for current and future campaigns

  • Email forwards to increase opt in list through recommendations

  • Collection of petition signatures

  • Popularity of search terms

  • Rapid response

  • Ability to define the opponent

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Internet Advantage

  • What is the return on investment of media dollars spent across all media for a campaign?

  • How is the Internet changing the way successful candidates are spending their time and money?

  • Internet is leveling the playing field and allowing a new kind of candidate to gain attention, funds, and votes. Who are these new candidates and what makes them successful?

  • The Internet is engaging voters in new ways. Is it most effective with Independents, cross-over voters, the undecided, or the loyal base?

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  • Why do top campaign people continue to resist changing their strategies to take more advantage of the Internet?

  • When will political strategists catch up with changes in the media landscape?

  • What other changes are ahead for the Internet and how will voters and candidates take advantage of them?

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Karen A.B. Jagoda


E-Voter Institute


Digital Politics--Weekly Internet Radio Show


[email protected]