The Marketing of the President: 2012

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A look at the marketing strategies of Obama and Romney from the perspective of a marketing consultant who supported the DNC's Hispanic outreach campaign.

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The Marketing of the President: 2012

  1. 1. The Marketing of the President: 2012 ONLINE. OFFLINE. SOCIAL BY DESIGN.©SocialxDesign. All rights reserved.
  2. 2. Where I’m from©SocialxDesign. All rights reserved. @giorodriguez2
  3. 3. Where I’ve been©SocialxDesign. All rights reserved. @giorodriguez3
  4. 4. Where I’ve been©SocialxDesign. All rights reserved. @giorodriguez4
  5. 5. Where I’ve been©SocialxDesign. All rights reserved. @giorodriguez5
  6. 6. My historical POV (it used to be about …)©SocialxDesign. All rights reserved. @giorodriguez6
  7. 7. My historical POV (now it’s about …)©SocialxDesign. All rights reserved. @giorodriguez7
  8. 8. Mnemonic©SocialxDesign. All rights reserved. @giorodriguez8
  9. 9. Mnemonic©SocialxDesign. All rights reserved. @giorodriguez9
  10. 10. Mnemonic Message Messenger Media Moment Money Metrics The “map”©SocialxDesign. All rights reserved. @giorodriguez 10
  11. 11. 1. Message©SocialxDesign. All rights reserved. @giorodriguez 11
  12. 12. 1. Message©SocialxDesign. All rights reserved. @giorodriguez 12
  13. 13. 1. Message: Referendum©SocialxDesign. All rights reserved. @giorodriguez 13
  14. 14. 1. Message©SocialxDesign. All rights reserved. @giorodriguez 14
  15. 15. 1. Message: Progress©SocialxDesign. All rights reserved. @giorodriguez 15
  16. 16. 1. Message©SocialxDesign. All rights reserved. @giorodriguez 16
  17. 17. 1. Message: Takeaways The past versus the future.©SocialxDesign. All rights reserved. @giorodriguez 17
  18. 18. 2. Messenger©SocialxDesign. All rights reserved. @giorodriguez 18
  19. 19. 2. Messenger©SocialxDesign. All rights reserved. @giorodriguez 19
  20. 20. 2. Messenger©SocialxDesign. All rights reserved. @giorodriguez 20
  21. 21. 2. Messenger©SocialxDesign. All rights reserved. @giorodriguez 21
  22. 22. 2. Messenger©SocialxDesign. All rights reserved. @giorodriguez 22
  23. 23. 2. Messenger©SocialxDesign. All rights reserved. @giorodriguez 23
  24. 24. 2. Messenger©SocialxDesign. All rights reserved. @giorodriguez 24
  25. 25. 2. Messenger©SocialxDesign. All rights reserved. @giorodriguez 25
  26. 26. Rogues Gallery©SocialxDesign. All rights reserved. @giorodriguez 26
  27. 27. Rogues Gallery©SocialxDesign. All rights reserved. @giorodriguez 27
  28. 28. Rogues Gallery©SocialxDesign. All rights reserved. @giorodriguez 28
  29. 29. 2. Messenger: TakeawayThe big tent and the longtail versus the “base.”©SocialxDesign. All rights reserved. @giorodriguez 29
  30. 30. 3. Media©SocialxDesign. All rights reserved. @giorodriguez 30
  31. 31. 3. Media (Social)©SocialxDesign. All rights reserved. @giorodriguez 31
  32. 32. 3. Media (Social): Followers Obama: 22.7mm Romney: 1.8 mm©SocialxDesign. All rights reserved. @giorodriguez 32
  33. 33. 3. Media (Social): Likes Obama: 32.2 mm Romney: 12.1 mm©SocialxDesign. All rights reserved. @giorodriguez 33
  34. 34. 3. Media (Social): Offline Obama: Field offices Doors knocked Registrations©SocialxDesign. All rights reserved. @giorodriguez 34
  35. 35. 3. Media (Social): Offline Obama: Field offices Doors knocked Registrations©SocialxDesign. All rights reserved. @giorodriguez 35 @giorodriguez
  36. 36. 3. Media (Social): Offline Obama: Field offices Doors knocked Registrations©SocialxDesign. All rights reserved. @giorodriguez 36 @giorodriguez
  37. 37. 3. Media (social): takeawayDigital versus postdigital (online and offline).©SocialxDesign. All rights reserved. @giorodriguez 37
  38. 38. 4. Moment©SocialxDesign. All rights reserved. @giorodriguez 38
  39. 39. 4. Moment©SocialxDesign. All rights reserved. @giorodriguez 39
  40. 40. 4. Moment©SocialxDesign. All rights reserved. @giorodriguez 40
  41. 41. 4. Moment ©SocialxDesign. All rights reserved. @giorodriguez 41Day before the debate: early voting in Ohio.
  42. 42. 4. Moment©SocialxDesign. All rights reserved. @giorodriguez 42 One day before the debate: early voting in Ohio.
  43. 43. 4. Moment©SocialxDesign. All rights reserved. @giorodriguez 43 One day before the debate: early voting in Ohio.
  44. 44. 4. Moment©SocialxDesign. All rights reserved. @giorodriguez 44 One day before the debate: early voting in Ohio.
  45. 45. 4. Moment©SocialxDesign. All rights reserved. @giorodriguez 45 One day before the debate: early voting in Ohio.
  46. 46. 4. Moment (takeaway)In the postdigital world, “events” are even morechallenging.©SocialxDesign. All rights reserved. @giorodriguez 46
  47. 47. 4. Moment (takeaway)In the postdigital world, “events” are even morechallenging.©SocialxDesign. All rights reserved. @giorodriguez 47
  48. 48. 4. Moment (takeaway)Prime time versus real-time.©SocialxDesign. All rights reserved. @giorodriguez 48
  49. 49. 5. Money©SocialxDesign. All rights reserved. @giorodriguez 49
  50. 50. 5. Money (campaigns) $838.5 mm $998.2 mm©SocialxDesign. All rights reserved. @giorodriguez 50
  51. 51. 5. Money (super PACs) ~$700 mm ~$260 mm©SocialxDesign. All rights reserved. @giorodriguez 51
  52. 52. 5. Money: average donation $58©SocialxDesign. All rights reserved. @giorodriguez 52
  53. 53. 5. Money (takeaway) Patron-driven versus people-driven.©SocialxDesign. All rights reserved. @giorodriguez 53
  54. 54. 6. Metrics©SocialxDesign. All rights reserved. @giorodriguez 54
  55. 55. 6. Metrics©SocialxDesign. All rights reserved. @giorodriguez 55
  56. 56. 6. Metrics©SocialxDesign. All rights reserved. @giorodriguez 56
  57. 57. Romney’s Orca6. Metrics©SocialxDesign. All rights reserved. @giorodriguez 57
  58. 58. Romney’s Orca 6. Metrics“Early in the evening, one aide said that, as of4 p.m., Orca still projected a Romney victoryof somewhere between 290 and 300 electoralvotes.... “Somebody said Orca is lying on thebeach with aAllharpoon in it,” said the aide. “ – ©SocialxDesign. rights reserved. @giorodriguez 58
  59. 59. Obama’s Cave6. Metrics©SocialxDesign. All rights reserved. @giorodriguez 59
  60. 60. Obama’s Cave 6. Metrics“[Messina] hired an analytics department five times as large asthat of the 2008 operation, with an official “chief scientist” for theChicago headquarters named Rayid Ghani, who in a previous lifecrunched huge data sets to, among other things, maximize the @giorodriguez ©SocialxDesign. All rights reserved. 60efficiency of supermarket sales promotions.” --TIME
  61. 61. 6. Metrics (takeaway) Little data versus big data.©SocialxDesign. All rights reserved. @giorodriguez 61
  62. 62. 7. The “map”©SocialxDesign. All rights reserved. @giorodriguez 62
  63. 63. 7. The “map”©SocialxDesign. All rights reserved. @giorodriguez 63
  64. 64. 7. Map©SocialxDesign. All rights reserved. @giorodriguez 64
  65. 65. 7. The “map” (takeaway) Tribe versus metatribe.©SocialxDesign. All rights reserved. @giorodriguez 65
  66. 66. The Marketing of the President: 2012 ONLINE. OFFLINE. SOCIAL BY DESIGN.©SocialxDesign. All rights reserved.

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