ThinkPolitics Australia 2010

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Google Confidential and Proprietary

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

Google’s Mission

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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

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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

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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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