MARKET SHARE
In a three way race, Marco held a commanding lead in Facebook likes, Twitter followers, YouTube views and website visitors. Neither of his opponents, Charlie Crist nor Kendrick Meek, came within 30% of Marco’s total list in any of these four categories and nowhere was the gap more evident than with YouTube views in which Marco had 9 views for every 1 that Crist received.
GROWTH OVER TIME
Amongst the 75 candidates running in the 37 U.S. Senate races in 2010, Marco accounted for:
- 10.00% of all YouTube views
- 9.78% of all Facebook likes
- 8.54% of all website visitors
- 3.66% of all Twitter followers
BY THE NUMBERS
Email Marketing
In 2010, Marco sent out 199 emails (47,838 words) which were opened 1,395,144 total times (7,010 average opens/send). Over 1 in 5 emails were targeted down to a municipal level and 62.59% of the list contained political geography and could be targeted by state/CD/county/city/zip. In addition, the entire list contained 134,955 ID tags/affiliations that could be used for segmentation and 32.07% of the list ended the campaign with donor history in which the average online donor gave 1.49 times.
Facebook
Marco ended the 2010 campaign with the largest following on Facebook of any 2010 U.S. Senate candidate with 146,712 likes. In 2010 alone, there were 724 total posts that garnered 211,317 likes (291.63 likes per post) and 49,785 comments (68.76 comments per post). The campaign averaged 1.99 new posts on Facebook each day in 2010.
Video
Marco uploaded a total of 275 videos which garnered 1,389,204 views (2nd of 2010 U.S. Senate candidates) over a 591 day period between March 24th, 2009 and November 5th, 2010. The campaign averaged 5,052 views per video from the 50,360 seconds (839 minutes/13.99 hours) of video content that was produced at a rate of 1 new video for every 2.14 days.
Online Advertising
Marco had a total of 125 different ads (video, text and display) that ran on 4,617 unique sites and generated 312,364 clicks. The campaign invested heavily in rich media advertising (expandable, pre roll and in banner) that was targeted towards a mobilization and persuasion audience which was derived from the Audience Targeting Platform (ATP). As a result, 45.83% of the statewide 18+ internet population fell into either our mobilization or persuasion universe.
Below is an example of a video ad that combined both a messaging/persuasion component with a political call to action that allowed the user to look up their early vote location directly in the ad unit.
