Barack Obama
Election Campaign 2008
A collection of marketing material
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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
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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
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Online Presence
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Regular updates to the website
including a count down
Constant requests for involvement
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Video was a huge part of both
candidates campaigns – on site
& off site
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The day before the election
there were 1,053,791 calls made
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Constant push to the polling booths
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Promotional elements on every page
Utilised all possible real estate
Majority were around:
- Smear
- Driving support
- Policies (although minor)
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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
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Thank you message as
soon as it happened
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Little change to the page
one week later, except
pushing the donatation/
merchandise
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The site heavily pushed
the merchandise, before
& after the vote
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Personalised Online Presence
My Obama
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Email Communications
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Social Networks
Facebook
MySpace
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The Facebook page was engaging.
There were constant updates:
content, videos, comments from
supporters
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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)
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Smear Campaign
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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
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Supporting Campaigns
The Great Schlep
Project Vote Smart
Twitter
BBC Election Watch (the results)
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