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Posts Tagged ‘microtargeting’



Union IE Update: Micro-Targeting Voters is Key

Tuesday, April 13th, 2010

Below, you can read the story we posted Monday when it was announced that three influential union leaders will be chairing California Working Families 2010 — a pro-Jerry Brown/anti-Republican independent committee.

But after talking later to California Labor Federation ramrod Art Pulaski, it’s clear that how this IE will target voters is at least as important, if not more so, than who makes up the coalition.

According to Pulaski, California Working Families will be using micro-targeting technology developed by the Obama presidential campaign and expanded on by the Labor Federation’s Committee for Working Families. The technology makes it possible, Pulaski said, “to identify non-union voters who share our values” in ex-urban areas, places where there are few unions and weak Democratic parties.

Earlier versions of the technology allowed organizers to identify some 600 variables that distinguish voters and voter groups. Now, Pulaski said, the number of variables is virtually unlimited. Moreover, instead of just reaching people with a traditional communication sandwich — phone, mail, phone — now the Fed can use email, social networking, online advertising, local spot advertising (like signs on a bus stop bench), cable ads and more to place a message before sympathetic voters.

What message will that be? Will it be mostly a negative hit on the Republican (whom most people are assuming will be Meg Whitman)? Or a positive message in favor of Democrat Jerry Brown?

Said Pulaski: “Voters are only getting one perspective on Meg right now so this committee is going to give people another perspective on Meg.” In addition, the IE will be “reminding people about Jerry Brown and what he can do for the state.”

Calbuzz is betting that most of the effort will go into the former, not the latter.

Big Union Leaders to Chair and Fund Pro-Brown IE

SAN JOSE — Leaders of the second* major independent expenditure committee supporting Democrat Jerry Brown’s campaign for governor on Monday said their group will be chaired by representatives of the influential firefighters, construction trades and public employees unions.

The union leaders, operating as California Working Families 2010, were in San Jose Monday for a meeting of the California Labor Federation where they agreed on leadership and a strategic plan to coordinate research, polling, focus groups and a paid television and media campaign to drive the message “about why billionaire corporate CEOs with no government experience and other Republican candidates are bad for California’s future.”

“What distinguishes us,” said Larry Grisolano, chief strategist for the group, “is that these are folks coming to the table with the expectation of making serious commitments . . . An IE cannot replace a campaign or a candidate but we can give people important information for when they make their choice.”

Chairmen of the group, announced Monday, will be Lou Paulson of the California Professional Firefighters, Bob Balgenorth of the California State Building and Construction Trades and Bill Lloyd of Service Employees International Union.

Each of them told Calbuzz on Monday they will contribute at least $1 million to the effort which is modeled, as a coalition, after the drive that defeated Proposition 75 (“paycheck protection”) in 2005 with a $35 million unified campaign.

“Our number one goal has to be to elect Jerry Brown,” said Lloyd of SEIU. “The IE will compare and contrast” the Republican candidate with Jerry Brown, added Balgenorth. Paluson, too, said the goal would be to “improve the quality of California.”

But if past is prologue, the union-backed IE is likely to be mostly a vehicle for sharply attacking the Republican candidate — most likely Meg Whitman — especially for her Wall Street connections and her avowed desire to fire 40,000 state employees and cut spending on state services.

In addition to union support, the coalition expects to add environmental, women’s and other progressive groups and have been promised support from billionaire Democrat Ron Burkle, CEO of Yucaipa Companies, whose representative, Frank Quintero is serving as the IE’s treasurer.

Operatives who will run the IE have close ties to the Obama administration and former Gov. Gray Davis. Among them:

– Grisolano, a partner in the Chicago-based political firm AKPD, where Obama political strategist David Axelrod is a partner. Grisolano also ran Davis’s re-election campaign and has worked closely with SEIU.

– Roger Salazar, principal of Acosta|Salazar consulting and former press and communications meister for Davis, in whose operation Quintero and Jason Kruger of SK Impact also first cut their political teeth.

– David Binder, of David Binder Research, is doing polling and focus groups; Marjan Philhour of the California Group is doing fundraising and Link Strategies is doing research.

Another pro-Brown IE already is up and running – Level the Playing Field – with is own cluster of Democratic operatives and strategists and an active online and social media presence. While it has been a constant thorn in Whitman’s side through its online activities, LTPF has yet to put together the resources for a serious television ad campaign.

The California Chamber of Commerce, through its political arm, is likely to be part of an IE effort to counter the unions and oppose Brown. Its first effort in that regard however – an anti-Brown ad masquerading as an “issues ad” — was aborted last week because instead of being run through the Chamber’s political action committee, it was funded, crafted and placed by the non-partisan Chamber itself.

* There’s actually a third group operating independently if you count the California Accountability Project of the Democratic Governors Association.

Should the FPPC Regulate Tweeters, Facebookers?

Tuesday, March 23rd, 2010

By Steve Maviglio
Special to Calbuzz

In the Age of the Internet, when campaigns, advocates, consultants and engaged citizens are using all forms of social media — Twitter, Facebook, YouTube, Gmail Buzz, etc. — to communicate about politics, the Fair Political Practices Commission is struggling to figure out what in all that constitutes political communication that ought to be regulated — like paid advertising — and what is purely a function of free speech.

It’s a fair question.

Last week, I testified (and Tweeted) before the FPPC’s Subcommittee examining electronic communication in political campaigns as part of a panel of political consultants (also at the table was Julia Rosen, the Courage Campaign’s Online Political Directorm and Bryan Merica from ID Media and Fox & Hounds Daily). We were followed by Kim Alexander of the California Voter Foundation, Derek Cressman of Common Cause, Tiffany Mok of the ACLU and Professor Barbara O’Connor, Sacramento State University.

The subcommittee wanted to hear from us if it should develop, in the words of Chairman Ross Johnson, “appropriate responses to new political realities.”

My advice was straightforward: do no harm. Don’t regulate independent bloggers. Don’t do anything that will stunt the growth of the Internet to attract and involve voters. But do provide clear guidelines for disclosure if there’s campaign money involved. And while you’re at it, provide clarity on the advice campaigns are getting from the commission, and conform to Federal Election Commission requirements.

Halfway through my testimony — where I was trying to detail the multiple changes on Facebook that would make it difficult for the FPPC to mandate where disclosure requirements might be posted — I looked up and saw all three commissioner’s with “what the hell are you talking about” faces. They were clearly baffled by technology they’d never dealt with personally (indeed, there was no wifi in the room, the hearing wasn’t webcast and the three commissioners admitted to never having used Twitter). That wasn’t encouraging.

But while three commissioners were dazed and confused by comments about pixels and Google Adwords, they seemed get what all the panelists were saying: proceed with caution. As  commissioner Tim Hodson told me afterward, the hearing “underscored both the perils of addressing such wide open and ever changing area and the need to ensure minimal disclosure.”

Hodson and his fellow commissioners are picking up on FPPC’s decade-long review of political campaign activity on the web. Back in the stone age of internet campaigning, Assemblyman Keith Olberg penned AB 2720, which created a Bipartisan Commission on Internet Political Practices. The Commission’s job was to determine if and how web-based communication could confirm to the mother of California’s campaign law, the oft-amended Political Reform Act, which was authored in 1974, well before Al Gore invented the Internet.

After toiling for a year, the Internet Commission reported “we do not think it would be wise or necessary to adopt new laws or a new administrative vehicle specifically aimed at  limiting or regulating the use of the Internet by political actor.”

The December 2003 report also presciently warned of regulating ever-changing web campaign technology:

When government attempts to regulate the use of technology, what we do not know can indeed hurt us. The speed of technological change and the ability of practitioners to adapt to new rules make regulatory efforts in these areas difficult. Swift changes can make old rules inoperable or inappropriate.

Technological changes that affect how hyperlinks are generated, how content from one Web site is framed by another, how online advertising is delivered to users, and how lists for unsolicited email campaigns are constructed, for example, could all change the meaning and the impact of regulations written prior to these innovations.

And things did change. Twitter, Facebook, viral YouTube videos, and Google email blasts all have become de rigueur elements of modern campaigning. First Democrats Howard Dean and then Barack Obama, set the pace for developing innovative electronic communications. In January, Scott Brown dumped more than 10 percent of his advertising budget in online advertising, and credited it, in part, for his win.

This may be just the tip of the iceberg, as campaigns get smarter about microtargeting on the  web. A recent study by Tulchin Research found that 57 percent of Californians access political news and information via Facebook, MySpace, and Twitter. Some 40 percent of social media users are following or supporting candidates for office via Facebook and Twitter. One in five voters use their smart phones to get political news and information.

FPPC Chairman Ross Johnson seems to be hinting that he’s not inclined to do anything to hamper this rapid growth electronic communication. And that’ s good.

“The Commission is not interested in requiring individuals to report as committees when they are merely exercising their First Amendment rights, but if this is paid political speech, then perhaps tighter regulation requiring greater disclosure and transparency is in order,” he said in a press release before the hearing

That’s the path I’d expect the FPPC to go: requiring greater disclosure, somewhere, somehow on all campaign-paid electronic communication. That’s not as easy as it sounds, though, and the commission has its work cut out for it to make that regulation work.

Later this year the subcommittee will present its findings to the full Commission for consideration of whether new rules are necessary to require the disclosure of who is behind electronic messages advocating for or against the election of California’s state and local candidates or ballot measures.

These changes could require the adoption of regulations by the Commission, or entirely new state laws, which must be adopted as a bill by the Legislature, or as a proposition by a vote of the people.

The Commission is right to investigate this new landscape as long as it first does no damage.

(The FPPC will hold another subcommittee hearing from 9 a.m. to 1 p.m. , March 24  at the University of Southern California Law School, Ackerman Courtroom, Room 107, located at 699 Exposition Boulevard, Los Angeles. Full information can be found here.)