Obama.Com E Você, por Joe Crump

What the election of America’s first Digital President means for advertising in Brazil.

• Lessons from Obama • Why advertising must change in Brazil. • A bet...

A Different Man… • Young • Charismatic • Intelligent • Black • Digital

And His Vision: “Change” • Short • Simple • Motivating • Viral

An Unprecedented Budget… With digital media at the core

Obama’s Campaign Budget Out of a total budget of $566M (USD) • 48% allocated to media • 6% spent on digital media

Digital Media Spend 1. Paid Search • $7.2M on Google • $14M on Yahoo! 2. Digital “Brand” Advertising • $3.8M on mainstream websites 3. Social Media • $980K on Facebook • $280K on MySpace

An Unprecedented Digital Effort… Seven Extraordinary Tactics

Tactic 1: Recruit a team of digital specialists A digital-savvy staff crafted the strategy 20 people fully dedicated to digital Plus world-class Super Geeks: • Chris Hughes, co-founder of Facebook • Eric Schmidt, CEO of Google

Tactic 2: Make Your Message Findable Content that’s visible in the right place at the right time

Findability If you want young voters…go where they are

Findability Intelligent targeting – 18 top games in 10 “swing states”

Findability Make all content exportable

Findability 5 times more blog mentions for Obama

Tactic 3: Be Relevant to Your Audiences 30 specific communities addressed in the “People” section

Relevance Overwhelming presence on all social media platforms, from massive to targeted

Tactic 4: Create Engagement Site log-in created a database of 13 million qualified leads

Tactic 5: Empower your fans Recruit Core Advocates among your closest target Obama “Core” 1. Black Community and its leaders 2. Democrats tired of the Clintons 3. First victims of the economic downturn Peers (Followers)

Empowerment Encourage the “Core” to activate their personal networks Obama “Core” Thousands of local “small Obamas” • Speaking to everyone • Listening to everyone • Raising funds • Organizing micro-meetings • Generating vast amounts of content besides the “official” content Peers (Followers)

Empowerment Create easy-to-use tools for “badging” and recruitment

Empowerment Encourage grassroots event creation

Empowerment Phoning tools

Empowerment Personal fundraising tools

Empowerment Fight the smears

Empowerment Dedicated iPhone app

Tactic 6: Reward the Faithful Give them inside information 3M personal text messages to announce Biden as VP, before the news hit TV screens

Reward Give them direct access His first thanks go to his supporters… by e-mails

Tactic 7: Be Transparent Leverage digital to report on what you’re doing • During the campaign

Transparency Leverage digital to report on what you’re doing • Once elected

Transparency Leverage digital to report on what you’re doing • Once elected Each non-urgent legislation will be published for 5 days to allow the public to review and comment on it, before the President signs it.

Transparency Leverage digital to report on what you’re doing • Once elected

All that and a Titanium Lion, too…

That’s great. But what does it mean for us?

Advertising in 2009 must be… 1. Built by people who truly understand digital 2. Findable anywhere and everywhere, all the time 3. Relevant to multiple audiences 4. Built for interactivity and engagement 5. Designed to create and empower “fans” 6. Provide rewards for the user 7. Socially conscious and transparent

But we’re in a crisis. Maybe we should stick to what works?

Hello TV people: It’s not working Percentage of U.S. homes watching network primetime TV

Maybe Brazil is totally and completely immune? Maybe Brazil will never change?

I will make you a bet: Brazil is going to explode. Digitally. Why?

You’re rushing online Wired household penetration is outpacing all the other major growth markets: You in 2009: 38%* RIC in 2009: 22%** *Averages Brazil, Mexico and Argentina **Averages Russia, India and China

You’re hyperdigital You have one of the most advanced digital populations on Earth. Highest reach in social networks: 60% Highest reach in digital communications: 82% webmail 73% in Messenger

So why aren’t your digital budgets bigger?

Share of Media Spend By Media Type

This is crazy, right?

Evolution of Internet Spend per Online Household

The Problem Latin America is stuck in an “old media” rut. Digitally, you’ve fallen behind, and the gap is widening: You: $21* Everyone else: $180** *Averages Brazil, Mexico and Argentina **Averages US, Canada, Italy, Spain, UK, Germany, France, Australia, India, Russia, China, South Korea, Japan

What I Believe: You are the biggest growth market on the planet for digital. The population wants it. Brands, creative agencies, and media companies are not keeping up. The revolution will start with you.

So I made you a bet. I was serious…

Coming Soon Razorfish / Latin America

Do you have digital DNA? We should talk… joe.crump@razorfish.com

Muito obrigado joe.crump@razorfish.com

http://idgnow.uol.com.br	247
http://experience.vignette.com.br	14
http://www.slideshare.net	11
http://midiasocialbrasil.blogspot.com	10
http://ideialab.com	8
http://www.midiawave.blog.br	7
http://flaviohortadigital.blogspot.com	6
http://midiawave.blogspot.com	2
http://www.midiawave.blogspot.com	1
http://www.blogger.com	1
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Obama.Com E Você, por Joe Crump

by Now! Digital Business on Aug 28, 2009

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Obama.Com E Você, por Joe Crump — Presentation Transcript