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Obama Campaign Summary

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A summary of the online marketing collateral used throughout the Obama political campaign. Covers everything from John Biden to Obama's email communciations and supporting online properties.

A summary of the online marketing collateral used throughout the Obama political campaign. Covers everything from John Biden to Obama's email communciations and supporting online properties.

Published in: Technology, Business

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  • 1. Barack Obama Election Campaign 2008 A collection of marketing material http://dominiquehind.wordpress.com
  • 2. Jo Biden’s online presence •  Leveraged social networks •  Presence was a support to Obama •  Elements included: –  Website with dynamic content based on location –  Email communication –  YouTube channel •  Focus on PUSH rather than collaboration http://dominiquehind.wordpress.com
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  • 6. Obama’s Presence •  Leveraged social networks & communities •  Rallied people to generate support –  Merchandise –  Online assets & properties (buttons, banners & groups) –  Offline assets (posters) –  Host parties (debate & election night) •  Constant push for donations in every piece of communications •  Elements included: –  Website with dynamic content & personalised area (blog) –  Constant email communication from a range of supporters (wives, Al Gore, campaign managers) –  Social networks: Facebook, MySpace, BarakTV, blog, etc •  Focus on INVOLVEMENT & COLLABORATION http://dominiquehind.wordpress.com
  • 7. Online Presence http://dominiquehind.wordpress.com
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  • 9. Regular updates to the website including a count down Constant requests for involvement http://dominiquehind.wordpress.com
  • 10. Video was a huge part of both candidates campaigns – on site & off site http://dominiquehind.wordpress.com
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  • 12. The day before the election there were 1,053,791 calls made http://dominiquehind.wordpress.com
  • 13. Constant push to the polling booths http://dominiquehind.wordpress.com
  • 14. Promotional elements on every page Utilised all possible real estate Majority were around: - Smear - Driving support - Policies (although minor) http://dominiquehind.wordpress.com
  • 15. The site was created properly & easily indexed in search engines Social networks were used to help push other traffic & are highly indexable in search engines http://dominiquehind.wordpress.com
  • 16. Thank you message as soon as it happened http://dominiquehind.wordpress.com
  • 17. Little change to the page one week later, except pushing the donatation/ merchandise http://dominiquehind.wordpress.com
  • 18. The site heavily pushed the merchandise, before & after the vote http://dominiquehind.wordpress.com
  • 19. Personalised Online Presence My Obama http://dominiquehind.wordpress.com
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  • 24. Email Communications http://dominiquehind.wordpress.com
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  • 43. Social Networks Facebook MySpace http://dominiquehind.wordpress.com
  • 44. The Facebook page was engaging. There were constant updates: content, videos, comments from supporters http://dominiquehind.wordpress.com
  • 45. The big Facebook groups were: -  Students for Obama (193,000) -  Joe Biden (171,000) -  Michelle Obama (142,000) -  Obama (120,000) -  Women for Obama (62,000) http://dominiquehind.wordpress.com
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  • 51. Smear Campaign http://dominiquehind.wordpress.com
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  • 58. Learnings •  Leverage communities & networks –  Friend get friend •  Consistent presence –  Ongoing one-to-one communications •  Lack of Obama involvement –  Ghost written rather than involvement •  Candidates images are constantly used http://dominiquehind.wordpress.com
  • 59. Supporting Campaigns The Great Schlep Project Vote Smart Twitter BBC Election Watch (the results) http://dominiquehind.wordpress.com
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