Digital and Party Strategies

Ladies of the Resistance

www.ladiesoftheresistance.org

Photo by Tobias Dziuba from Pexels

Who We Are

A group of professional women from diverse backgrounds.

Most of us are first-time activists.

We meet at night and on weekends to fight for the democratic values and causes we feel are in jeopardy.

Facebook ads won the 2016 election - along with James Comey, of course.

Even after Barack Obama showed us the power of digital grassroots activism, Democrats particularly in House races have been behind the curve in adopting social media marketing as part of their media mix.

Our goals

More voters

Fewer Republicans

We are all first time activists who have been awakened to our capacity to effectively drive positive, progressive change in our country. We work in support of women, families, immigrants, LGBTQ, the environment, science, civil liberties, equality, and democracy.

More voters

We will increase voter engagement and enfranchisement through:

  • Empowerment of local community organizations to register and mobilize their members through the delivery of “voter registration kits” designed to demystify the process and ease the burden of logistics
  • Direct participation in voter registration efforts, particularly those aimed at traditional disenfranchised groups

We are all first time activists who have been awakened to our capacity to effectively drive positive, progressive change in our country. We work in support of women, families, immigrants, LGBTQ, the environment, science, civil liberties, equality, and democracy.

More voters

We will increase voter engagement and enfranchisement through:

  • Empowerment of local community organizations to register and mobilize their members through the delivery of “voter registration kits” designed to demystify the process and ease the burden of logistics
  • Direct participation in voter registration efforts, particularly those aimed at traditional disenfranchised groups

Fewer Republicans

We will shift control of the House of Representatives to Democrats with a focus on flipping CA District 10 through:

  • Direct political action including canvassing, phone banking, letter writing, and marching
  • Grassroots social media campaigns in which we provide a step-by-step guide for individuals to run their own campaigns on social media platforms
  • Fundraising on behalf of similarly oriented groups, including Indivisible and Swing Left

The Ad Team

Elaine-- entrepreneur who relies on social media advertising,

Sam as tech start-up marketers,

Anna-

Veronica- working on funding

Group advisors: Zach of The Social Media Coalition,, Meridith from Facebook

How comfortable are you with

digital marketing?

Facebook ads won the 2016 election - along with James Comey, of course.

Even after Barack Obama showed us the power of digital grassroots activism, Democrats particularly in House races have been behind the curve in adopting social media marketing as part of their media mix.

Social media matters.

Russian-backed Facebook posts reached
126 million Americans during the 2016 election

The most popular Russian ad got 1,334,544 views and cost $1,789

Facebook ads won the 2016 election - along with James Comey, of course.

Even after Barack Obama showed us the power of digital grassroots activism, Democrats particularly in House races have been behind the curve in adopting social media marketing as part of their media mix.

Gallery of ads

Leading up to the 2018 election, we funded, tested and scaled a variety of ads in CA-10.

Photo by Kat Jayne from Pexels

Jeff Denham keeps voting to cut health insurance for people in his district. As long as he is in office, health care is at risk - and so is your family.

Photo by Kat Jayne from Pexels

Jeff Denham has had eight years to fix immigration. Enough is enough.

Photo by Kat Jayne from Pexels

Jeff Denham keeps voting to end protections for pre-existing conditions. You need to know before election day whether you could be affected.
(Link to 50+ list of pre-existing conditions.)

Photo by Kat Jayne from Pexels

Republicans cut taxes for the super rich. Was that you? Make sure you thank Congressman Denham on election day.

Photo by Kat Jayne from Pexels

Target: Women 18-25, liberal, very liberal

Registration drive

Time to play!

Digital marketing FTW

Target: Women, liberal, very liberal, 18-35

Target: Women, liberal, very liberal, 18-35

Target: Women 18-55

Target: Women 18-55

51 cents versus 66 cents per engagement

Best ever performance

51 cents versus 66 cents per engagement

54%

mentioned immigration issues

44%

targeting voters over the age of 65

Ads sent to other groups to run

To do list calendar

Target: This one I would go younger as the target, maybe under 40

Register to vote now. The last day is October 22nd. This patriarchy is clearly not destroying itself.

CTA: Learn more

URL: https://votesaveamerica.com/

Ignore with Kava-nah

Target: as you described, under 50 women, liberal, very liberal, unregistered

It takes four minutes to register online. The last day to register is October 22nd. Voting is the only thing left.

CTA: Learn more

URL: https://votesaveamerica.com/

No more

No more ignoring women. No more rape culture. No more tolerating the people who are complicit.

The last day to register is October 22nd.

CTA: Learn more

URL: https://votesaveamerica.com/

“Trump spent 44% of his media budget on digital. Other campaigns are closer to 6-8%. Industry standard for corporations is 54%.
It starts there.”

Jessica Alter, co-founder of Tech for Campaigns

https://www.theguardian.com/us-news/2019/jul/02/way-ahead-of-the-field-inside-the-trump-campaigns-unprecedented-social-media-campaign

“I don’t think Trump’s campaign is incredibly sophisticated compared to corporations and how they use digital. It’s just that politics is way behind,”said Jessica Alter, co-founder of Tech for Campaigns, a volunteer organization that is connecting Silicon Valley tech talent with Democratic campaigns. “Trump spent 44% of his media budget on digital. Other campaigns are closer to 6-8%. Industry standard for corporations is 54%. It starts there.”

What you can do

  • Keep knocking.

2. Create ads, place ads, track ads, pick winners.

3. Ask us to run ads for you.

Photo by Kat Jayne from Pexels

  • Keep knocking.

There is no substitute for a face-to-face conversation.

Social media is a complement to traditional canvassing.

Social media reinforces conversations, it doesn’t replace them.

Human connection matters

2. FB Ad Authorization Process

FB Instructions:

https://www.facebook.com/business/help/208949576550051

The most time consuming part is waiting for the mail

  • Requirements:
    • Be a Page Admin
    • Have Two-Factor Authentication enabled on your account
  • Step 1: Confirm your identity with
    • A US driver’s license, US state ID card or US passport
    • A US-based residential mailing address
    • This step may 3-7 days, as a letter will be mailed to your Primary Location with an access code to complete the verification process.
    • Note: Your ID or document are deleted within 30 days of confirmation

2. FB Ad Authorization Process

  • Step 2: Link your Ad Accounts
    • Link the Ad accounts that will be used to fund your page’s ads.
    • Create disclaimers:
      • Each ad you create will have a “Paid for by” disclaimer
      • Disclaimers will be checked by FB for adherence to FB Advertising Policies

2. FB Ad Authorization Process

  • Step 3: Authorize your Instagram Account
    • This will be an option if you have an Instagram account linked to your FB page
    • This is a requirement if your Instagram account and FB page don’t have the same name.
    • There is a 24 hour review process

3. Create the ads.

We have instructions for you

4. Place the ads. Track the ads. Pick the winners.

Video “how to” available for you

We have a how to video for you

https://youtu.be/e76EYHRCMWc

4. Create the ads: What to do if your ad is rejected

  • Don’t give up!
  • Follow the prompts and read the reasons for rejection.
  • Make changes (ex- less font)
  • Always appeal by re-submitting and write a short but compelling reason

5. We can run them for you.

We started a SuperPac “People For People” to fund our activities.

You can donate on our website.

Include comments with your donation that tell us what type of ads or issues you want us to focus on.

You can also email your ideas ladiesoftheresistance@gmail.com

We can do this

Together

Questions or Comments?

We can do this

Together

Appendix

9-20-18

Women 18-55

Idea: https://www.pamandjosh.com/ - newly engaged women

Make it a girls date

3Q 2018 Spend

Women 18-25, liberal, very liberal, multicultural affinity

Get to know Josh campaign

Oct 30

Women 18-40 Liberal, Moderate

Republican Women 18-40 - conservative, moderate

How to Make a Facebook Ad - Google Slides