Just a few hours earlier, YouTube's Steve Grove took your questions on the new National Broadband Plan to Federal Communication Commission (FCC) Chairman Julius Genachowski. Chairman Genachowski took 17 questions in the interview, exclusively from user submissions on Moderator. Check out the video below and see all the questions on CitizenTube.
Editor's note: We're excited to welcome Google's Elections and Issue Advocacy Team to the Public Sector Blog. Since 2007, they've worked with political candidates, consultants and advocates to build online advertising campaigns and fully integrate digital media into political strategy. This post marks the beginning of what we hope will be a regular series from the team. Follow the Digital Playbook label for future posts.
"So many people are living their lives through technology—how can we expect their interaction with politics to be the one exception?" This question, posed by Obama campaign manager David Plouffe, is more relevant now than ever. Hundreds of elections will be conducted this year in Congress, and no campaign can afford to ignore the Web.
On Google's Elections and Issue Advocacy team, we work with political campaigns of all stripes to help them use Google's online advertising platforms to build momentum, capture voter interest, steer debate and mobilize supporters. We've worked alongside candidates and issue groups on some of the top issues of the day—from health care reform and the Republican victories in November, to Scott Brown's upset in Massachusetts.
Today's electorate is hungry for political news and is eager to voice opinions online. This requires campaigns to adopt thoughtful and integrated strategies. And so as campaigns gear up for the November midterm elections over the coming months, we'll be sharing our thoughts on how they can take advantage of opportunities to do so. Today we are highlighting our top five strategies for using digital media to win:
1. Use search advertising to build your email list and raise money. Everyone has seen the "Sponsored Links" on Google search results. These simple text ads, called AdWords, have been compared to direct mail because of their precise targeting and cost-effectiveness—you only pay when someone clicks on your ad. At the start of the campaign and throughout, running ads in your district on the names of your candidate and opponents, and on some of the key issues, can be a great way to capture voter interest. But rather than seeking a donation right away, put the email signup form front and center. It can help you build a bigger list, with greater potential for donations and engagement in the long run.
2. "Blast" the Google Network when you need to make a big splash. The Google Content Network is made up of over a million websites that run Google ads as a way to make money, through a program we call AdSense. These ads can be simple text links, or video and image ads ("display" ads in industry lingo), tailored to your campaign's personal brand. When you want to dramatically raise the buzz level or increase momentum for your campaign—such as when you announce, or before Election Day—you can use a technique called the Google Network blast to blanket the Internet in your district or state with ads. Just about every election since 2008 has seen one or more Google Network blasts, including in Virginia and Massachusetts, and it's a great way to grab attention at crucial moments.
3. Join social networks to further amass and interact with your list of supporters. Social networking sites like Twitter, Facebook and YouTube represent massive gatherings of audiences, so they can't be ignored. Social networks allow supporters to "subscribe" or "follow" your campaign, and they're great for sharing information about your candidate and seeing that information passed on. Keep your free YouTube politician channel fresh with short videos that call out your supporters and show your candidate's human side. And don't hesitate to ask your followers to take action when needed.
4. Use data to inform your campaign decisions. One of the most exciting aspects of campaigning online is access to real-time feedback, and many of the necessary tools are free. Google Insights for Search tracks searches for your candidate and the competition within your state. Google Analytics highlights what content on your website is catching fire—and what's not. Metrics like click-through rates in Google AdWords tell you which of your campaign messages is working best right now. For an even more data-driven campaign, use Google Website Optimizer to run controlled experiments on aspects of your site to see which variations help you, for example, gather the most donations.
5. Remember: Rapid response happens online, with or without you. Americans go online when political news breaks (see: Joe Wilson). The chance to be a part of the conversation, shift perceptions, enlist support, and raise funds begins within minutes, and the window usually lasts less than three days. Bob McDonnell’s campaign deftly used search advertising to answer questions raised by his controversial thesis. Within hours of the story breaking, Virginians searching for "mcdonnell thesis" saw ads directing them to the campaign's official response.
We'll be posting further insights and best practices throughout the 2010 cycle, so keep an eye on this blog and on the Digital Playbook label. And let us know what you think—we'll be using your comments to help determine what we write about next.
Update: If you're a campaign or candidate looking for help on getting started with advertising on Google, don't hesitate to give us a shout. You can get started on AdWords yourself, though—all it takes is a credit card and a few moments to create your first ad.
Posted by Chris Talbot, Elections and Issue Advocacy Team
Google Moderator makes it easy for organizations around the world to receive questions and input from audiences of any size. Two recent uses of Moderator show how this tool can be useful worldwide.
Across the pond in the UK, the Conservative Party is using Moderator to power their new Draft Manifesto site. They're asking citizens to post questions about their health care plans and vote on submissions from others. Party Leader David Cameron will then answer the top questions in a live webcast this Friday. With three days to go, over 1,300 people have cast more than 20,000 votes.
Moderator was also a key component of the CNN/YouTube Debate at the recent Copenhagen Climate Change Conference. Visitors worldwide submitted text and video questions for the debate through Moderator, and the top questions were answered by a panel of climate experts, including Kofi Annan, Thomas Friedman, Yves de Boer, Bjorn Lomberg and Daryl Hannah.
We believe technology can empower citizens to become involved in policy-making at all levels of government. We're excited to see this process take place around the world and across all political ideologies.
Have other examples of Google Moderator or other online tools improving the policy-making process? Let us know in the comments.
As many of us recall from our civics lessons in school, the United States is a common law country. That means when judges issue opinions in legal cases, they often establish precedents that will guide the rulings of other judges in similar cases and jurisdictions. Over time, these legal opinions build, refine and clarify the laws that govern our land. For average citizens, however, it can be difficult to find or even read these landmark opinions. We think that's a problem: Laws that you don't know about, you can't follow — or make effective arguments to change.
Starting today, we're enabling people everywhere to find and read full text legal opinions from U.S. federal and state district, appellate and supreme courts using Google Scholar. You can find these opinions by searching for cases (like Planned Parenthood v. Casey), or by topics (like desegregation) or other queries that you are interested in. For example, go to Google Scholar, click on the "Legal opinions and journals" radio button, and try the query separate but equal. Your search results will include links to cases familiar to many of us in the U.S. such as Plessy v. Ferguson and Brown v. Board of Education, which explore the acceptablity of "separate but equal" facilities for citizens at two different points in the history of the U.S. But your results will also include opinions from cases that you might be less familiar with, but which have played an important role.
We think this addition to Google Scholar will empower the average citizen by helping everyone learn more about the laws that govern us all. To understand how an opinion has influenced other decisions, you can explore citing and related cases using the Cited by and Related articles links on search result pages. As you read an opinion, you can follow citations to the opinions to which it refers. You can also see how individual cases have been quoted or discussed in other opinions and in articles from law journals. Browse these by clicking on the "How Cited" link next to the case title. See, for example, the frequent citations for Roe v. Wade, for Miranda v. Arizona (the source of the famous Miranda warning) or for Terry v. Ohio (a case which helped to establish acceptable grounds for an investigative stop by a police officer).
As we worked to build this feature, we were struck by how readable and accessible these opinions are. Court opinions don't just describe a decision but also present the reasons that support the decision. In doing so, they explain the intricacies of law in the context of real-life situations. And they often do it in language that is surprisingly straightforward, even for those of us outside the legal profession. In many cases, judges have gone quite a bit out of their way to make complex legal issues easy to follow. For example, in Korematsu v. United States, the Supreme Court justices present a fascinating and easy-to-follow debate on the legality of internment of natural born citizens based on their ancestry. And in United States v. Ramirez-Lopez, Justice Kozinski, in his dissent, illustrates the key issue of the case using an imagined good-news/bad-news dialogue between the defendant and his attorney.
We would like to take this opportunity to acknowledge the work of several pioneers, who have worked on making it possible for an average citizen to educate herself about the laws of the land: Tom Bruce (Cornell LII), Jerry Dupont (LLMC), Graham Greenleaf and Andrew Mowbray (AustLII), Carl Malamud (Public.Resource.Org), Daniel Poulin (LexUM), Tim Stanley (Justia), Joe Ury (BAILII), Tim Wu (AltLaw) and many others. It is an honor to follow in their footsteps. We would also like to acknowledge the judges who have built this cathedral of justice brick by brick and have tried to make it accessible to the rest of us. We hope Google Scholar will help all of us stand on the shoulders of these giants.