Creative Digital and Social Advertising Ideas For Politics and Advocacy [2023 Edition]

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Slides from Colin Delany's 2023 Netroots Nation presentation examining creative digital advertising options for political campaigns and nonprofit organizations. From fundraising to GOTV, this training covered important ways digital advertising is changing advocacy and politics. For in-depth trainings that go beyond the raw slides, check out the video collection at Epolitics.com: https://www.epolitics.com/2023/09/07/how-campaigns-advocacy-orgs-can-advertise-their-way-to-victory-digitally/

News & Politics

@epolitics
CREATIVE DIGITAL & SOCIAL
ADVERTISING FOR POLITICS &
ADVOCACY
July 14, 2023
Colin Delany
Epolitics.com
@epolitics

20+ Years in Digital Politics
Internet Strategy Consultant
Political Advocate
Founder/Editor of Epolitics.com
Ebook Author
Plays Bass in a Rock & Roll Band
@epolitics
Colin Delany

@epolitics
Colin Delany
Digital advertising strategy
Advertising placement
Organizational digital strategy
Digital program audits
Email strategy/list-building
Social media strategy
Digital project planning & execution

@epolitics
GOALS
Engagement
Persuasion
Mobilization
Click-throughs
Social sharing
List-building
Advocacy actions
Political pressure

@epolitics
EXAMPLE: HOMETOWN PROJECT
• Targeted content for each legislative district
• Voter-file targeted
• Facebook & programmatic video ads
• Some ads targeted more broadly, to catch
people the data models might miss
• 4.5 million impressions in 50-odd districts
• 1.4 cents per voter contact

@epolitics
FACEBOOK ADVERTISING
Almost any content can
become a promoted
post
Boost button
Ad Manager interface
Targeting & budget

@epolitics
TARGETING
• Geotargeting
• Interest targeting
• Demographic targeting
• Custom audience targeting
• Voter-file targeting
• Targeting based on behavior

@epolitics @salimzymet
RETARGETING (FACEBOOK PIXEL)

@epolitics
CUSTOM AUDIENCES
Targeting an email or mobile list, or a list of Facebook IDs,
with Facebook ads
EXAMPLE FROM 2014:
Two groups of campaign donors/supporters
Group A: email + [Facebook ad] + second email
Group B: email + [no ad] + second email
What do you think happened?

@epolitics
INFLUENCERS/MICROINFLUNCERS
• Organic – can go
super-local
• Paid recruiting
platforms
• Amplifying influencers
Thanks to:
• Amy Hines-Shaikh, Wild Cat
Consulting
• Micah Morris - Main Street
One

@epolitics
PROMOTED TWEETS
Target:
• People who follow a
particular feed
• People who use a
keyword or hashtag
• A list of specific users
• Geographic area (ex.
Capitol Hill zip codes)

@epolitics
PROMOTED TWEETS
Uses:
• Targeting decisionmakers
• Targeting employees/customers of a business
• Targeting legislative staff
• Targeting reporters
• Promoting content
• Hashtags

@epolitics
EXAMPLE: ILLUSION OF UBIQUITY

THANK YOU!
Colin Delany
Epolitics.com
cpd@epolitics.com
+1 202 422 4682
@epolitics

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Creative Digital and Social Advertising Ideas For Politics and Advocacy [2023 Edition]

1. @epolitics CREATIVE DIGITAL & SOCIAL ADVERTISING FOR POLITICS & ADVOCACY July 14, 2023 Colin Delany Epolitics.com @epolitics

2. 20+ Years in Digital Politics Internet Strategy Consultant Political Advocate Founder/Editor of Epolitics.com Ebook Author Plays Bass in a Rock & Roll Band @epolitics Colin Delany

3. @epolitics Colin Delany Digital advertising strategy Advertising placement Organizational digital strategy Digital program audits Email strategy/list-building Social media strategy Digital project planning & execution

4. @epolitics POLITICS IN TEXAS…

5. @epolitics WHY ADVERTISE ONLINE?

6. @epolitics WHY ADVERTISE ONLINE?

7. @epolitics GOALS Engagement Persuasion Mobilization Click-throughs Social sharing List-building Advocacy actions Political pressure

8. @epolitics GOALS

9. @epolitics EXAMPLE: HOMETOWN PROJECT

10. @epolitics EXAMPLE: HOMETOWN PROJECT • Targeted content for each legislative district • Voter-file targeted • Facebook & programmatic video ads • Some ads targeted more broadly, to catch people the data models might miss • 4.5 million impressions in 50-odd districts • 1.4 cents per voter contact

11. @epolitics PROGRAMMATIC ADVERTISING

12. @epolitics STREAMING aka CTV/OTT

13. @epolitics FACEBOOK ADVERTISING Almost any content can become a promoted post Boost button Ad Manager interface Targeting & budget

14. @epolitics TARGETING • Geotargeting • Interest targeting • Demographic targeting • Custom audience targeting • Voter-file targeting • Targeting based on behavior

15. @epolitics @salimzymet RETARGETING (FACEBOOK PIXEL)

16. @epolitics TESTING

17. @epolitics TESTING

18. @epolitics LARGE-SCALE MICROTARGETING

19. @epolitics CUSTOM AUDIENCES Targeting an email or mobile list, or a list of Facebook IDs, with Facebook ads EXAMPLE FROM 2014: Two groups of campaign donors/supporters Group A: email + [Facebook ad] + second email Group B: email + [no ad] + second email What do you think happened?

20. @epolitics SUPPORTING FIELD ORGANIZERS

21. @epolitics LOOKALIKE TARGETING

22. @epolitics LIST-BUILDING

23. @epolitics LEAD-GENERATION ADS

24. @epolitics RECRUITING ADS = BEACHHEAD

25. @epolitics RAPID RESPONSE

26. @epolitics GRASSTOPS RECRUITING

27. @epolitics LINKEDIN TARGETING

28. @epolitics INFLUENCERS/MICROINFLUNCERS • Organic – can go super-local • Paid recruiting platforms • Amplifying influencers Thanks to: • Amy Hines-Shaikh, Wild Cat Consulting • Micah Morris - Main Street One

29. @epolitics AMPLIFY LOCAL INFLUENCERS

30. @epolitics PROMOTED TWEETS Target: • People who follow a particular feed • People who use a keyword or hashtag • A list of specific users • Geographic area (ex. Capitol Hill zip codes)

31. @epolitics PROMOTED TWEETS Uses: • Targeting decisionmakers • Targeting employees/customers of a business • Targeting legislative staff • Targeting reporters • Promoting content • Hashtags

32. @epolitics BANNER/VIDEO ADS

33. @epolitics BANNER/VIDEO ADS AI?

34. @epolitics MEDIA TAKEOVERS

35. @epolitics EXAMPLE: ILLUSION OF UBIQUITY

36. @epolitics EXAMPLE: ILLUSION OF UBIQUITY

37. @epolitics LONG-TERM PERSUASION

38.

39. THANK YOU! Colin Delany Epolitics.com cpd@epolitics.com +1 202 422 4682 @epolitics

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