Obama.com & You: What the Election of America's First Digital President Means for the Future of Advertising

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

• Lessons from Obama • Why advertising must change in Latin America and Brazil. • A look at the digital future -- right in your backyard.

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 Paid Search • $7.2M on Google • $14M on Yahoo! Digital “Brand” Advertising • $3.8M on mainstream websites 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 clinton

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 10 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

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 LatAm is totally and completely immune?

I will make you a bet: Latin America and Brazil are going to explode. Digitally.

Share of Media Spend By Media Type

2001 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS AUS 40% CH IN 30% JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet

What this means for Brazil and Latin America…

Bad News • 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

Good News • 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

More Good News 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 what’s up with this? 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS AUS 40% CH IN 30% JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet

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. Big digital ideas will change the game.

The digital future is already happening… Check out Terra.com

Terra has digital DNA No “Old Media” baggage Social without boundaries Available everywhere, any time Experimental…and a little crazy

Beijing 2008 Site – The First Experiment • 22.8 million watched 40 million videos…1.5 million via mobile. 150,000 shared comments • More successful than NBC, the event’s main “conventional” broadcaster

Sonora – Music Everywhere • 1 million free songs, playlists, and social sharing • 90 minutes per session

The Mothership – Homepage Overhaul • 28 million visitors per month (Brazil) • VC Reporter is fully integrated, not “ghetto-ized” Before After

Terra TV • 6 million users • Growing at 45% per year

The Obamacom Checklist 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

So I made you a bet. I was serious…

Coming soon: Razorfish / Brazil

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

Obrigado Muchas gracias joe.crump@razorfish.com

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Obama.com & You: What the Election of America's First Digital President Means for the Future of Advertising

by David Deal

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