Obama's E-marketing Strategies and What They Can Do for the Arts

Obama New Media Lessons Learned AKPD MEDIA THE STRATEGY GROUP

BY THE NUMBERS
$550+ million dollars raised online
3 million+ donors
13 million+ email list
2 million+ My.BO profiles
35,000+ online volunteer groups
200,000+ offline events organized
3 million+ calls made in the final four days of the campaign using the virtual phone banking platform

THE INTERNET AD GUY’S LESSONS LEARNED
Use New Media as Impulse Candy and Greeter
New Media is Highly Efficient at Reaching (Niche) Audiences
Leverage Urgency and “Special Moments”
Streamline Paths to Action
Contextual Relevance ∝ Lead Generation Efficiency
Grassroots Participation Requires Sharing Content Control
Fresh Leads ∝ Power
Continuously Improve via Continuous Testing

Barack Obama raised over $550+ million online. But, did you ever see an Obama internet ad which asked for a donation? LEVERAGE NEW MEDIA AS “IMPULSE CANDY” AND “GREETER”

Voter Target NEW MEDIA IS HIGHLY EFFICIENT AT REACHING (NICHE) AUDIENCES

LEVERAGE URGENCY, ANGER, FEAR, AND SPECIAL MOMENTS

STREAMLINE PATHS TO ACTION

CONTEXTUAL RELEVANCE ∝ LEAD-GENERATION EFFICIENCY
Measure ROI of list-acquisition initiatives based on Acquisition Cost versus projected “Lifetime Value”
Contextual Relevance is inversely proportional to Acquisition Cost
Contextual Relevance is proportional to Lifetime Value

GRASSROOTS PARTIPATION REQUIRES SHARING CONTENT CONTROL

FRESH LEADS ∝ POWER TIME RESPONSE REATE GENERAL PATTERN OF EMAIL LIST RESPONSIVENESS AS LEADS AGE

CONTINUOUS IMPROVEMENT VIA CONTINUOUS TESTING
Test. Test. Test. Repeat.
Micro failure is constructive
Treat the internet as a direct-response medium

TARGETING BEGINS WITH DATA
Voter File- the universal base file
Demographics – Age, Race, Gender, Marital Status, Income
Geography
Vote History- Vote in primaries, generals
Voter ID/Party ID
Enhancements – Ethnic surnames, Phone match
Lifestyle (Psychographics)- Hunter/fisher, veteran, churchgoer, union member

TWO HOUSES, SAME DEMOGRAPHICS
Votes Democratic
Union Member
Votes Republican
Weekly Churchgoer
Hunting License
Sa me Age, Income, Marital Status, Race, # of Children What makes them different? LEFT RIGHT

WHAT IF YOU ONLY HAVE LIMITED LIFESTYLE INFO?
Build a statistical model that compares your list of supporters with the entire voter universe.
Create an algorithm that scores every voters 1-100 with their likelihood to look and act like your supporters.

MODELING INDENTIFIES YOUR TARGET
Sort scores from high to low – divide into 10 equal buckets
Models clearly identify responsive prospects
10 9 8 7 6 5 4 3 2 1 Highest Scores, Best Responders

TWO HOUSES, SAME DEMOGRAPHICS
Votes Democratic
Union Member
Model Score = 63
Votes Republican
Weekly Churchgoer
Hunting License
Model Score = 38
Sa me Age, Income, Marital Status, Race, # of Children What makes them different? LEFT RIGHT

ARTS ORGANIZATIONS FACE THE SAME CHALLENGES AS POLITICAL CAMPAIGNS
When targeting both voters (their audience) and donors, political campaigns improve their results by modeling discreet data, which is used to identify segments that respond to persuasion mail and calls to action such as making a donation to a political campaign or organization.
Arts organizations can use the same script as political campaigns, making current marketing efforts more efficient and creating new audience and donor pools.

ARTS ARE ADEPT AT USING OTHER ARTS ORGANIZATIONS TO GROW
For years arts groups have traded lists with sister organizations to cross-pollinate with other pools of known arts patrons.
This use of list sharing is growing the arts horizontally and the use of data resources like SmArt and other list exchanges is growing in all segments of the arts world.

DEMOGRAPHICS CREATE LIMITED PROFILES WITH LITTLE VARIATION

HOW MULTI-DIMENSIONAL MODELING GOES BEYOND AGE AND INCOME
Your existing database is a rich source of individual level data that can be matched across hundreds of variables to locate people who look just like your audience and donors.
Using statistical modeling, we find those patterns that differentiate donors from non-donors or YOUR potential audience members from those who choose other forms of entertainment.

HOW MULTI-DIMENSIONAL MODELING GOES BEYOND AGE AND INCOME
The models generate scores that can be used to
remove low performing names from your existing prospecting lists
find likely donors in other databases including voter files, commercial lists and political donor universes.
This approach has successfully helped Republicans find their niche voters and now Democrats are catching up, including using modeling to find donors as well as voters.

PROFILE FOCUSES ON MONEYMAKERS AND DISCARDS THE REST 10 9 8 7 6 5 4 3 2 1

THANK YOU Questions? AKPD MEDIA THE STRATEGY GROUP

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Obama's E-marketing Strategies and What They Can Do for the Arts

by Arts Engagement Exchange on Sep 18, 2009

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Obama’s E-marketing Strategies and What They Can Do for the Arts — Presentation Transcript