Google Politics & Elections
Visualizing the 2012 Primaries
The Project: To share its rich search data with media and voters alike throughout the 2012 Primary Elections, Google teamed up with JESS3 to create beautiful and informative content based on Google data. The resulting graphics have appeared on cable news outlets, such as FOX News and MSNBC, and on popular news and tech sites, such as The Huffington Post and Mashable.com. They have also been shared widely on Google+.
Our Methodology: In line with Google’s core values, objectivity was key for all data collection and analysis. Rather than telling viewers what to think, JESS3 focused on providing information, from which viewers could draw their own conclusions and insights. The style for many of the graphics was tailored to broadcast — simplicity and readability being highest priority. As a conclusion to the 2012 Primary Season, Google and JESS3 created an in-depth infographic comparing Google search trends to polling data and even voting results.
For each of the primary and caucus events, Google and JESS3 partnered to make content with real-time data from Google, specifically:
IOWA: Google and JESS3 partnered with FOX News to provide five live and two pre-taped on-air segments from Iowa. Early search trends showed an enormous surge for candidate Rick Santorum long before polling data noted a shift. Santorum won the Caucus, beating out Mitt Romney by one tenth of a percentage.
NEW HAMPSHIRE: Partnering again with FOX News, Google and JESS3 produced on-air graphics, as well as blog posts, based on search data. Candidate Mitt Romney was the most searched candidate in New Hampshire the week leading up the primary, Google data showed; Romney won with nearly 40% of the vote.
SOUTH CAROLINA: Throughout the day of the Primary, Google and JESS3 shared content with various media outlets, as well posted to Google+ and other social channels. Google data showed a 743% increase in searches for Newt Gingrich in South Carolina in the week leading up to the Primary. Gingrich also won at the polls with a decisive 40.4% of the votes.
FLORIDA: In what many consider the last of the early primaries, Google and JESS3 finished the primary season strong. As we saw in Iowa and New Hampshire, Google search trends again lined up with the top three candidates at the polls in Florida: Romney, Gingrich and Santorum.
PRIMARY SUMMARY INFOGRAPHIC: To wrap up the Primary season, our teams collaborated on an in-depth infographic, “Search for the Nominee,” which compared Google search trends to polling data and actual results. The infographic shows that, in almost all cases, Google search trends were in line with the top three candidates in each of the states.
SUPER TUESDAY: For Super Tuesday, JESS3 executed a three part battle plan with the Google Politics & Elections team. 1) JESS3 produced an infographic graphic that Google released as people headed to the polls on Tuesday morning, to provide a glimpse into what candidate and issues people were searching on Google before the votes were cast. 2) Throughout the day, our team joined Google for a War Room in Google’s DC office. By monitoring and analyzing data from all 10 states in contention, our team produced compelling graphics for Google+ and the web. 3) After all the votes were counted, our team analyzed the final results in a concluding Super Tuesday infographic, which visualized states and delegates won, Google Search interest and percentage of votes achieved. In six of the 10 states, the candidate who received the most search interest prior to Super Tuesday also won the state in votes.
ONGOING: As we charge toward November, Google and JESS3 continue their partnership, sharing data, insights and content with media outlets, on Google+ and other social channels.
The Results: The use of Google data was evident throughout mainstream media’s 2012 Primaries coverage. More than 65 media outlets, whose unique monthly views total 174.2 million viewers, shared content produced by Google and JESS3 in the month of January alone. And nearly 40 high-profile Tweets directed as many as 4.2 million total followers to Google and JESS3’s content. US News and World Report even noted , “Proving that virtually owning the Internet isn’t big enough for Google, the dominant search engine is taking over the 2012 elections.” And Mashable asked , “Are Google Search Trends better election predictors than polls?”
Called “The Essential Guide to Facebook Emoticons,” The Next Web premiered JESS3’s graphic outlining how to create emoticons in Facebook messages, comments and chats. Displaying everything from Chris Putnam to a penguin, the emoticons and their keyboard shortcuts give users a wide breadth of fun options. As noted by The Next Web, JESS3’s graphic reveals the tricks of the keyboard shortcut trade to solve an “age-old problem” — expressing one’s excitement, or penguin obsession, through Facebook of course.
JESS3’s founder, Jesse Thomas, sat down with Marketing Land as one of 8 industry experts, including other designers and top level executives, to answer the questions “What makes an excellent infographic?” and “What should my expectations be for an infographic?” Jesse stressed in his answers that infographics need to be beautiful, but also meaningful and have the data to back them up, because “the primary purpose of an infographic is to spark informed conversation and action.” He also noted that “An infographic should be intelligent and tell the audience something they don’t already know, but say it with words and terms they do.”
Mashable highlighted JESS3’s lo-fi approach to self-marketing at SXSWi 2013: posters. The site reported that for a conference positioned around new trends and cutting-edge technology, posters remain an effective and popular means of marketing. Tech start-ups have to compete for top-of-mind exposure at the annual interactive festival, driving companies to lace-up their shoes and go “old school” with marketing visuals. Mashable quoted CEO and founder, Jesse Thomas, as a leader in this trend, and someone who knows the “fight for space” is worth the return via logo exposure and business inquiries.
Infographic and data visualization community Visual.ly featured The Workplace Zodiac, an infographic created by JESS3 for Mindjet, on its front page. Outlining the dynamics of different Work Personality Types, the infographic was the final piece of Mindjet’s Workology series, which examines every team member’s role for maximizing team success. Although the project’s original intention was to drive brand awareness, Mindjet incorporated the series into their sales team’s efforts as well. The infographic is now in the top 5% of Business content on Visual.ly.
Mashable featured JESS3’s Creepy Cupid series of digital valentines as part of their Valentine’s Day coverage, publicizing their humour and connection to the all-too-real online world of dating. Our graphics, called a “hilarious set,” use real quotes from online dating site OKCupid to encapsulate the boldness — and the trepidations — of online dating. Ranging from the silly to the outright absurd, the shareable cards were optimized for social media and capitalized on the hashtag #CreepyCupid. Mashable noted that regardless of whether love is blind, our playful graphics are “all the visualization you need.”
JESS3’s third version of the Geosocial Universe premiered in an exclusive on The Next Web, one of the world’s largest online tech publishers. The Geosocial Universe 3.0 illustrates the vastness of geosocial networking, highlighting the major social networks as planets orbitting the "sun" of nearly 6 billion global mobile devices — “depicting exactly where mobile stands in today’s ecosystem.” The Next Web noted how the Geosocial Universe 3.0 sheds light on growing mobile traffic, showing “just how big those numbers have become” in the ever-expanding geosocial-sphere.
The Huffington Post’s Los Angeles vertical spotlighted “Coachella by the Likes,” JESS3’s infographic examining Coachella’s roster by number of “Likes” each band has on Facebook. We matched the number of Facebook fans per musical act with their graphic presence on the annual Coachella lineup poster. Making use of the Facebook-liking, data-driven generation, the resulting visualization triggered insightful discoveries about the festival’s lineup. The Huffington Post used our findings to surmise whether “Coachella's iconic poster [does] justice to the most popular acts when it comes to prominence and font size.”
iMedia Connection named JESS3 to the iMedia 25 agency list, recognizing JESS3 as a key agency that has advanced interactive marketing through big ideas, brilliant creative, cutting-edge technology, and the passionate pursuit of excellence in the digital space. Citing our work with Samsung, ESPN, American Express, and recent partnership with the Google Politics and Elections team for the 2012 National Conventions, the article states, “JESS3 has a gift for turning numbers into stories and a passion for creating content strategies that resonate over the long haul.”