1. Strategy and Scale Advocating Effectively Across the Web
April 29, 2016

2. The shifting media landscape

3. 2011 TV TV RADIO NEWSPAPERS MAGAZINES DIGITAL OTHER 4:34 3:40 1:34 :39
:26
:18 TV TV
RADIO
NEWSPAPERS
MAGAZINES
DIGITAL
OTHER
Source: eMarketer 2015

4. 2011 2015 TV RADIO NEWSPAPERS MAGAZINES DIGITAL OTHER 5:38 4:34 4:15
3:40
1:34
1:27
:39
:26
:24
:18
:11
:10 TV
RADIO
NEWSPAPERS
MAGAZINES
DIGITAL
OTHER
Source: eMarketer 2015

5. 7X 2011 2015 M M D / L D / L O O TV RADIO NEWSPAPERS MAGAZINES DIGITAL
5:38
4:34
4:15 7X M
3:40 M
1:34 D / L D / L
1:27
:39
:26
:24
:18
:11
:10 O O TV
Imagine what is was like 30 years ago?
RADIO
NEWSPAPERS
MAGAZINES
DIGITAL
OTHER
Source: eMarketer 2015

6. Then... Few publishers Limited sources One-way convo Push messages out
OK, now that everyone has stepped back into the 2006 frame of mind, let’s think through what the media landscape was like with no iPhones or Android….

7. Then... Now... Few publishers Limited sources One-way convo
Push messages out
Everyone's a publisher
Infinite sources
Social dialogue
Pull people in
Today things look much different...people have unlimited choices for their media and content.
And as we all can attest, communicating in response to a crisis only magnifies the rules of engagement...

9. 10 7 sources consulted by citizens to learn more about issues
DC policy influentials when making decisions
Source: Think With Google, “Zero Moment of Truth”
Source: National Journal, “Washington in the Information Age,” 2015

11. Among those using the internet for more information...
57%
identify Search as their #1 tool
Source: Google Consumer Survey, December 2015, p: 200.

12. Search is the go-to source...

13. Search is the go-to source…”Merrick Garland”

15. 1B+
Searches every day
on Google.com

16. for energy related topics
40M+
monthly searches
for energy related topics
Source: Google Consumer Survey, December 2015, p: 200.

17. Top trending energy topics
solar energy pros and cons
+231%
oil and gas news
+201%
hydraulic fracking
+96%
natural gas news
+49%
renewable resource
+45%
natural gas vs propane
renewable energy sources
+42%
thermal energy
+39%
fossil fuel
+36%
is natural gas renewable
+33%
Source: Google Internal Data, Google.com Search US. Top growth energy queries, 2015 vs

18. Top trending energy topics
solar energy pros and cons
+231%
oil and gas news
+201%
hydraulic fracking
+96%
natural gas news
+49%
renewable resource
+45%
natural gas vs propane
renewable energy sources
+42%
thermal energy
+39%
fossil fuel
+36%
is natural gas renewable
+33%
Source: Google Internal Data, Google.com Search US. Top growth energy queries, 2015 vs

20. Sitelinks (nice job!)

22. Extend your reach against related content

23. Among those using the internet for more information...
29%
identify Online News Sites as their #1 tool
Source: Google Consumer Survey, December 2015, p: 200.

24. Contextual Display Targeting
Run against web content specific to your issue
Persuade audiences as they read about issues of importance to your organization
The Atlantic Coast Pipeline will provide reliable energy. Learn more today.

25. Reach the right audience for advocacy

26. Behavior-based targeting
Visits political blogs and websites
Watches debate highlights on YouTube
“Political Junkies”
Reads the Washington Post politics section
Downloaded Political News App on Play Store

27. Custom Audiences: Business Leaders
+7 additional urls

28. Reach existing supporters
“Customer Match” empowers you to reach current supporters across Google platforms

29. Extend reach with similar audiences
Similar web behaviors as
Supporters
Supporters
“Similar Audience Tool” builds an audience with similar web behaviors as current supporters

30. Tell your story through sight, sound and motion

32. Why online video?
110M
Hours of political- and issue- related videos viewed on YouTube since April 2015
Source: YouTube Elections Trend Report, March 2016

33. 35%
24%
14%
13%
13%
Age breakdown of likely voters who use online video to learn about candidates and issues

34. 35%
24%
1 in 4 are 45+ years old
14%
13%
13%
Age breakdown of likely voters who use online video to learn about candidates and issues

35. The energy conversation is happening on YouTube.
113% YOY Growth
460M
YouTube views on energy-related topics
Source: Google Internal Data. All time global views for Energy & Utilities category. Growth = 2015 vs
Engery sub-vertical overall: +8% YoY
Oil & Gas: +113% YoY
Electricity: +10% YoY
Renewable & Alternative Energy: +9% YoY
Nuclear Energy: -43% YoY
Waste Management: -2% YoY
So that leads us to YouTube -- which is of course not only a video platform, but a social media/sharing platform.

36. Fastest growing energy topics on YouTube
YoY growth
% Mobile
Climate change
37%
34%
oil
23%
22%
renewable
18%
Natural gas
13%
20%
Solar 4%
25%
+13% YoY
+37% YoY
+18% YoY
Natural Gas
Climate Change
Renewable Energy
Source: Google Internal Data - Arcata March 2016

38. Target site visitors and YouTube video watchers across the web
Display Remarketing
Target site visitors and YouTube video watchers across the web
Activate people who have engaged with your cause and content
Stand up for reliable energy. Show your support for the Atlantic Coast Pipeline today.

39. “ ” Reason leads to conclusion. Feeling leads to action.
Andrew Robertson, CEO, BBDO ”

41. What makes compelling content
A memorable character
The unexpected may be powerful
Take the time for your story
It doesn’t need to look like an ad
Populist angle work best

42. Measurement and Insights

43. Full transparency within AdWords and YouTube
Impressions
Clicks
Click-Through Rate
Cost-Per-Click
Conversions
Keyword Performance
Ad Performance
Conversion-Rate
Location
Device
Impressions
Clicks
Click-Through Rate
Cost-Per-Click
Conversions
URL Performance
Ad Performance
Conversion-Rate
Location
Device
Impressions
Views
View-Through Rate
Watch Time
Cost-Per-View
Engagements
Ad Performance
Location
Device

44. Measuring Sentiment Change: Brand Lift Survey
Awareness - Recall - Consideration - Favorability - Intent

45. Deliver feedback to the client like:
Age/Gender: Our campaign is driving the highest lift in recall among males 45-54
Frequency: People who saw the video four times had the highest lift in favorability
Viewers vs Skippers: Our campaign is increasing awareness, even among those who skip
Creative: The “jobs” video had higher recall than the “reliable energy” video
Targeting: Our campaign generated a higher impact on those who are avid investors
Geography: Virginia showed the strongest lift in brand awareness

46. Measuring Impact on Behavior: Search Lift Study
Measure lift in organic search activity

47. Audience insights based on engaged users