1. & #noiOnDemand If you are experiencing technical difficulties, please visit www.CandidateProject.org/help www.CandidateProject.org/help to read frequently asked webinar tech questions. Welcome! We will be starting the training session shortly. noi12.co/OnyC98

2. & #noiOnDemand Trainer: Asher Huey, AFT Facilitated By: Hope Wood, NOI ONLINE ADVERTISING

3. & #noiOnDemand INTRODUCTIONS NOI On Demand Me & You Norms

4. & #noiOnDemand FOLLOWING THE LAW ELECTIONS.NEWORGANIZING.COM

5. & #noiOnDemand FOLLOWING THE LAW WWW.AFJ.ORG

6. & #noiOnDemand AGENDA 6 1.Case Study 2.Basic Intro 3.Strategic Ads Campaign 4.Elements Of A Good Ad 5.Examples

7. & #noiOnDemand YOUR TRAINER Asher Huey - @asherhuey 7

8. & #noiOnDemand CASE STUDY

9. & #noiOnDemand CASE STUDY Dump Trump Where: Facebook Who: Pepsi Employees 5,000 on Facebook Why: Pressure Upper Management To Take Action 9

10. & #noiOnDemand DUMP TRUMP – CASE STUDY 10

11. & #noiOnDemand DUMP TRUMP – CASE STUDY Dump Trump Metrics Impressions: 125,627 CPM: $0.27 Total Spent: $33.56 11

12. & #noiOnDemand BASIC ADS

13. & #noiOnDemand WHERE DO WE RUN ADS? Google Facebook Blogs Twitter Yahoo 13

14. & #noiOnDemand THINGS TO KNOW CPC – Cost per click, how much you pay per click CPM – Cost per thousand impressions, how much you pay per thousand impressions CTR – Click through rate, the rate at which people click your ad CPA- Cost per Acquisition Targeting - Selecting who sees your ad 14

15. & #noiOnDemand GOOGLE ADS - SEARCH 15

16. & #noiOnDemand GOOGLE ADS - DISPLAY 16

17. & #noiOnDemand GOOGLE – SEARCH V. DISPLAY 17

18. & #noiOnDemand GOOGLE ADS

19. & #noiOnDemand FACEBOOK 19 Targeting based on self identification External URL’s –90 Characters - 1 Image Pages –Sponsored Stories –Page Posts

20. & #noiOnDemand FACEBOOK 20

21. & #noiOnDemand STRATEGIC ADS CAMPAIGN

22. & #noiOnDemand STRATEGIC ADS CAMPAIGN Online Ads As An Organizing Tool Ads do not exist in a vacuum. They must work with the overarching narrative and further the goals of the campaign Ads should drive to pages that will allow you to capture your supporters 22

23. & #noiOnDemand STRATEGIC ADS CAMPAIGN Questions To Ask Before Running An Ad 23 Why Are We Running This? What Are Our Goals? Who Do We Want To Target? Where Do We Want To Run It? Is There Any Added Benefit To Running This Ad?

24. & #noiOnDemand STRATEGIC ADS CAMPAIGN 24 Coordinating The Campaign Can You Run Your Ad In Conjunction With A TV Ad? Can You Run Your Ad In Coordination With A Major Event or Endorsement?

25. & #noiOnDemand STRATEGIC ADS CAMPAIGN Know Your Campaign Schedule Make sure your ads run at the correct times Make sure you support event schedule Apply same to opposition 25

26. & #noiOnDemand WHY WOULD WE RUN ADS? – Grow Your Facebook Presence – Call People To Action Sign A Petition Attend An Event Contact A Politician – Build Your Organization’s Brand or Capacity – Generate Support for A Position or a Cause 26

27. & #noiOnDemand ELEMENTS OF A GOOD AD

28. & #noiOnDemand ELEMENTS OF A GOOD AD What Makes A Good Ad? Clear Message – Clear Defined Graphics (If Applicable) Defined Targeting Cost Effective Furthering Campaign Goals

29. & #noiOnDemand CONSIDERATIONS WHEN CREATING A CAMPAIGN Budget Don’t plan a campaign you can’t afford Be sure to space your budget to last the campaign

30. & #noiOnDemand CONSIDERATIONS WHEN CREATING A CAMPAIGN Targeting Too broad V. Too Narrow Finding the right audience

31. & #noiOnDemand EXAMPLES

32. & #noiOnDemand AD FAIL

33. & #noiOnDemand AD FAIL

34. & #noiOnDemand WIN!

35. & #noiOnDemand WIN OR FAIL?

36. & #noiOnDemand BE CREATIVE

37. & #noiOnDemand BE CREATIVE

38. & #noiOnDemand STAR TREK ADS

39. & #noiOnDemand HOW TO

40. & #noiOnDemand HOW TO MAKE AN AD Go to ads.facebook.com Go to ads.google.com Accounts are free and they walk you through creating it.

41. & #noiOnDemand & #noiOnDemand QUESTIONS?

42. & #noiOnDemand Evaluation

43. & #noiOnDemand WHAT’S NEXT: NEXT WEEK Voter Registration Week - August 27-31 Voter Registration Strategy and Legal Issues - Mon, Aug 27, 2012 at 1 PM EDT - Explain the need for voter registration - both from a nonpartisan civic engagement/emerging majority perspective, and a base-building/good data perspective - and outline some of the legal issues people should be aware of. Voter Registration Data - Tue, Aug 28, 2012 at 1 PM EDT - Review strategies how to capture and use data from voter registration drives. Voter Registration Planning and Recruitment - Wed, Aug 29, 2012 at 1 PM EDT - Discuss selecting the right voter registration sites, planning a staging location, recruiting constituents to be registered, communicating with the press, and recruiting volunteers. Voter Registration Message and Online Tools - Thu, Aug 30, 2012 at 1 PM EDT - Covers effective messaging for getting people to register, and online tools to help with registration. Social Media - Fri, Aug 31, 2012 at 1 PM EDT The basics of using social media (especially Facebook and Twitter) effectively to supplement existing campaign programs.

44. & #noiOnDemand & #noiOnDemand Interdependent Leadership (aka the Snowflake Model) Interdependent Leadership https://act.neworganizing.com/donate/NOD_Donate_08-2012/ HOW CAN I SUPPORT NOI ON DEMAND?

45. & #noiOnDemand WWW.NEWORGANIZING.COM/TOOLBOX