A look at the rules 2016 presidential election, and what communication professionals can learn from them.

1. The Day After (the 2016 Election)
Giovanni Rodriguez | The Silicon Valley Story Lab
SF State
November 9, 2016
The Silicon Valley Story Lab

2. Why I’m here
@giorodriguez The Silicon Valley Story Lab
I advise organizations on cross-cultural
communication strategies, and I had a role in the
2012 election. During the 2016 election, I
participated mostly as a “student” of the campaigns.

3. Agenda for today
@giorodriguez The Silicon Valley Story Lab

4. Agenda for today
#wtf
@giorodriguez The Silicon Valley Story Lab

5. Agenda for today
#wth
@giorodriguez The Silicon Valley Story Lab

6. Agenda for today
#wth
(well, that happened!)
@giorodriguez The Silicon Valley Story Lab

7. Agenda for today
What can we learn from this election that will help
us both as professionals and human beings?
@giorodriguez The Silicon Valley Story Lab

8. The Silicon Valley Story Lab
things that changed
@giorodriguez

9. The Silicon Valley Story Lab@giorodriguez
i. Content
It used to be about paid and earned media. This
election was more about earned and owned
media.

10. The Silicon Valley Story Lab@giorodriguez
i. Content
It used to be about paid and earned media. This
election was more about earned and owned
media. We’ve entered the age of “big content.”

11. The Silicon Valley Story Lab@giorodriguez
i. Content
It used to be about paid and earned media. This
election was more about earned and owned
media. We’ve entered the age of big content.

12. The Silicon Valley Story Lab@giorodriguez
i. Content
It used to be about paid and earned media. This
election was more about earned and owned
media. We’ve entered the age of big content.

13. The Silicon Valley Story Lab@giorodriguez
i. Content
It used to be about paid and earned media. This
election was more about earned and owned
media. We’ve entered the age of big content.

14. The Silicon Valley Story Lab@giorodriguez
ii. Data
Big content today trumps big data, despite our
obsession/addiction to the latter. But not
everyone got the story wrong.

15. @giorodriguez The Silicon Valley Story Lab
Nate Silver
71.4%

16. @giorodriguez The Silicon Valley Story Lab
Nate Silver
71.4%
Nate Cohn
85%

17. @giorodriguez The Silicon Valley Story Lab
Nate Silver
71.4%
Nate Cohn
85%
Sam Wang
99.9%

18. @giorodriguez The Silicon Valley Story Lab
100% wrong

19. @giorodriguez The Silicon Valley Story Lab

20. The Silicon Valley Story Lab@giorodriguez
iii. Groundgame
Big data can help with the groundgame -- i.e.,
getting out the vote -- but the parties have caught
up with one another … with a partner strategy.

21. The Silicon Valley Story Lab@giorodriguez
iii. Groundgame
Big data can help with the groundgame -- i.e.,
getting out the vote -- but the parties have caught
up with one another.
2012: Obama’s Cave
The Silicon Valley Story Lab@giorodriguez

22. The Silicon Valley Story Lab@giorodriguez
iii. Groundgame
Big data can help with the groundgame -- i.e.,
getting out the vote -- but the parties have caught
up with one another.
2012: Romney’s ORCA
The Silicon Valley Story Lab@giorodriguez

23. The Silicon Valley Story Lab@giorodriguez
iii. Groundgame
Big data can help with the groundgame -- i.e.,
getting out the vote -- but the parties have caught
up with one another.
2012: Romney’s ORCA
2016: RNC lends a hand
The Silicon Valley Story Lab

24. The Silicon Valley Story Lab@giorodriguez
iv. Demographics
The long-term challenge for America is inclusion
(gender, race, ethnicity, creed, age). But with the
wane of the labor movement, a key constituency
of the Democratic Party may have been left
behind.

25. @giorodriguez The Silicon Valley Story Lab

26. The Silicon Valley Story Lab@giorodriguez
iv. Demographics
The long-term trend may be toward inclusion. But
with the wane of the labor movement, a key
constituency of the Democratic Party may have
been left behind. Ask: where do people live?
The Silicon Valley Story Lab@giorodriguez

27. The Silicon Valley Story Lab@giorodriguez
iv. Demographics
The long-term trend may be toward inclusion. But
with the wane of the labor movement, a key
constituency of the Democratic Party may have
been left behind. Ask: where do people live?
The Silicon Valley Story Lab

28. The Silicon Valley Story Lab@giorodriguez
iv. Demographics
The long-term trend may be toward inclusion. But
with the wane of the labor movement, a key
constituency of the Democratic Party may have
been left behind. Ask: where do people live?
The Silicon Valley Story Lab@giorodriguez The Silicon Valley Story Lab
The other “forgottens”?

29. The Silicon Valley Story Lab@giorodriguez
v. The early vote
More people than ever voted early in the election.
How did this play in the age of big content?

30. The Silicon Valley Story Lab@giorodriguez
v. The early vote
The long-term trend may be toward inclusion. But
with the wane of the labor movement, a key
constituency of the Democratic Party may have
been left behind.
The Silicon Valley Story LabThe Silicon Valley Story LabThe Silicon Valley Story Lab@giorodriguez

31. The Silicon Valley Story Lab@giorodriguez
v. The early vote
The long-term trend may be toward inclusion. But
with the wane of the labor movement, a key
constituency of the Democratic Party may have
been left behind.
The Silicon Valley Story LabThe Silicon Valley Story Lab@giorodriguez

32. The Silicon Valley Story Lab@giorodriguez
v. The early vote
The long-term trend may be toward inclusion. But
with the wane of the labor movement, a key
constituency of the Democratic Party may have
been left behind.
The Silicon Valley Story Lab@giorodriguez

33. The Silicon Valley Story Lab@giorodriguez
closing thoughts

34. The Silicon Valley Story Lab@giorodriguez
One
The need for Americans to go beyond the
reconciliation of gender, race, ethnicity, creed,
and age. The next reconciliation is around class.

35. The Silicon Valley Story Lab@giorodriguez
Two
The need to develop a common story. That, in
fact may be most uncommon: unique, exemplary,
exceptional at a time when class division is a
global challenge.

36. The Silicon Valley Story Lab@giorodriguez
Three
The need for communications professionals to
examine not just the efficacy of their tools, but
their ethical application as well.

37. The Day After (the 2016 Election)
Giovanni Rodriguez | The Silicon Valley Story Lab
SF State
November 9, 2016
The Silicon Valley Story Lab