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How The San Francisco Tech Community Is Rallying To Pass Prop E

Anish Shah
Anish Shah

This document discusses how social media was used to rally support for Proposition E in San Francisco. It outlines a four part media plan involving influencers, YouTube ads, press coverage, and Twitter ads to spread a video about Proposition E. This collective online effort helped generate over 100,000 YouTube views and 30,000 site visitors and showed how the internet community can come together around a cause.

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Push Video Audience to a Greater Cause Retargeting vs Top-of-Funnel Ads Retargeting ads are activity-based: Top-of-funnel is demographic-based: BUILDING A MOVEMENT THROUGH SOCIAL MEDIA Hit The Streets Ron Conway, Mayor Ed Lee, and sf.citi getting out the vote How The San Francisco Tech Community Is Rallying To Pass Prop E www.sfciti.com www.bringruckus.com www.kidbombay.com MARKETING DESIGN
Proposition E Ed Lee For Mayor Bringing Down SOPA STOP SOPA Innovation Imagine A Smarter SF 2,400,000 87,000 115,000 1 TWEETS Get The Video Out There SITES PROTESTED STOP SOPA AVATARS BILL STOPPED Problem Ed Lee 2 Legit 2 Quit Four Part Media Plan 1. INFLUENCERS Collective Action 2. YOUTUBE ADS Our Video: Imagine a Smarter San Francisco Protest Peaks 3. PRESS NY Times TIME 4. TWITTER ADS = 100,000 YOUTUBE VIEWS Results & 30,000 SITE VISITORS The internet community came together and stopped SOPA.
Proposition E Ed Lee For Mayor Bringing Down SOPA STOP SOPA Innovation Imagine A Smarter SF 2,400,000 87,000 115,000 1 TWEETS Get The Video Out There SITES PROTESTED STOP SOPA AVATARS BILL STOPPED Problem Ed Lee 2 Legit 2 Quit Four Part Media Plan 1. INFLUENCERS Collective Action 2. YOUTUBE ADS Our Video: Imagine a Smarter San Francisco Protest Peaks 3. PRESS NY Times TIME 4. TWITTER ADS = 100,000 YOUTUBE VIEWS Results & 30,000 SITE VISITORS The internet community came together and stopped SOPA.
Push Video Audience to a Greater Cause Retargeting vs Top-of-Funnel Ads Retargeting ads are activity-based: Top-of-funnel is demographic-based: BUILDING A MOVEMENT THROUGH SOCIAL MEDIA Hit The Streets Ron Conway, Mayor Ed Lee, and sf.citi getting out the vote How The San Francisco Tech Community Is Rallying To Pass Prop E www.sfciti.com www.bringruckus.com www.kidbombay.com MARKETING DESIGN

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How The San Francisco Tech Community Is Rallying To Pass Prop E

  • 1. Push Video Audience to a Greater Cause Retargeting vs Top-of-Funnel Ads Retargeting ads are activity-based: Top-of-funnel is demographic-based: BUILDING A MOVEMENT THROUGH SOCIAL MEDIA Hit The Streets Ron Conway, Mayor Ed Lee, and sf.citi getting out the vote How The San Francisco Tech Community Is Rallying To Pass Prop E www.sfciti.com www.bringruckus.com www.kidbombay.com MARKETING DESIGN
  • 2. Proposition E Ed Lee For Mayor Bringing Down SOPA STOP SOPA Innovation Imagine A Smarter SF 2,400,000 87,000 115,000 1 TWEETS Get The Video Out There SITES PROTESTED STOP SOPA AVATARS BILL STOPPED Problem Ed Lee 2 Legit 2 Quit Four Part Media Plan 1. INFLUENCERS Collective Action 2. YOUTUBE ADS Our Video: Imagine a Smarter San Francisco Protest Peaks 3. PRESS NY Times TIME 4. TWITTER ADS = 100,000 YOUTUBE VIEWS Results & 30,000 SITE VISITORS The internet community came together and stopped SOPA.
  • 3. Proposition E Ed Lee For Mayor Bringing Down SOPA STOP SOPA Innovation Imagine A Smarter SF 2,400,000 87,000 115,000 1 TWEETS Get The Video Out There SITES PROTESTED STOP SOPA AVATARS BILL STOPPED Problem Ed Lee 2 Legit 2 Quit Four Part Media Plan 1. INFLUENCERS Collective Action 2. YOUTUBE ADS Our Video: Imagine a Smarter San Francisco Protest Peaks 3. PRESS NY Times TIME 4. TWITTER ADS = 100,000 YOUTUBE VIEWS Results & 30,000 SITE VISITORS The internet community came together and stopped SOPA.
  • 4. Push Video Audience to a Greater Cause Retargeting vs Top-of-Funnel Ads Retargeting ads are activity-based: Top-of-funnel is demographic-based: BUILDING A MOVEMENT THROUGH SOCIAL MEDIA Hit The Streets Ron Conway, Mayor Ed Lee, and sf.citi getting out the vote How The San Francisco Tech Community Is Rallying To Pass Prop E www.sfciti.com www.bringruckus.com www.kidbombay.com MARKETING DESIGN