Obama's success explained The secrets of Obama's internet strategy Eric Klaassen VODW Marketing

Obama's success was not most obvious tonight we gather to affirm the greatness of our nation. “ ” 27 July, 2004

Nobody was looking for Obama... Source: Google Trends 2004-2008

Obama's campaign: facts and figures 6.5 million online donations adding up to more than $500 million 13+ million addresses were captured 1+ billion e-mails sent during the campaign 1 million mobile phone numbers collected 2 million profiles created on the MyBO community 5 million supporters on other social networking and multimedia sharing sites.

6.5 million online donations adding up to more than $500 million

13+ million addresses were captured

1+ billion e-mails sent during the campaign

1 million mobile phone numbers collected

2 million profiles created on the MyBO community

5 million supporters on other social networking and multimedia sharing sites.

3 important developments From authority to authenticity Consumers believe marketeers less often and each other more often. People believe marketeers when it comes to facts (product specifications) but not for opinions (product quality). From centralised content to distributed content Focus shifts from supplying content on corporate website to making content more easily available in search engines, social networks and other external places. From budget surplus to budget cuts Less money available for traditional and online marketing, so activities should be more accountable.

From authority to authenticity Consumers believe marketeers less often and each other more often. People believe marketeers when it comes to facts (product specifications) but not for opinions (product quality).

From centralised content to distributed content Focus shifts from supplying content on corporate website to making content more easily available in search engines, social networks and other external places.

From budget surplus to budget cuts Less money available for traditional and online marketing, so activities should be more accountable.

Obama’s online success explained

Consistent and positive message

Appropriate online media based on objectives © VODW Marketing Claiming (opinion) leadership Mobilising the crowd for spreading the message for raising funds Having strong local impact Telling Obama's story in an attractive way Weblogs Communities & social networks Mobile services Multimedia content sharing (photo, video, audio) Bought media External media Own media Shared media

Claiming (opinion) leadership

Mobilising the crowd

for spreading the message

for raising funds

Having strong local impact

Telling Obama's story in an attractive way

Weblogs

Communities & social networks

Mobile services

Multimedia content sharing (photo, video, audio)

Obama used 4 types of online media 1. Weblogs 2. Communities & social networks 3. Mobile services 4. Multimedia content sharing

Obama’s presence in the blogosphere 1 2 3 Own weblog Community blogs Blogosphere

The increasing impact of weblogs 184 million people started a blog. In the Netherlands: almost 1 million blogs. Every 24 hour 900.000 blogposts. 77% of internet users reads blogs. Online influentals (10%) are highly active on blogs. Source: Universal McCann (March 2008), MdWeekly (2008), Technorati (2008), TNS NIPO (2008)

184 million people started a blog.

In the Netherlands: almost 1 million blogs.

Every 24 hour 900.000 blogposts.

77% of internet users reads blogs.

Online influentals (10%) are highly active on blogs.

Large amount of business bloggers Source: Technorati 2008 PERSONAL BLOG (79%) PROFESSIONAL BLOG (46%) COMPANY BLOG (12%)

Are blogs relevant for your company? Source: Technorati 2008 Bloggers were asked... Do you talk about brands or products on your blog? 82% reviews brands or products 89% writes about favourite brands 64% writes about companies (info and gossip) 79% writes about customer contact experiences

82% reviews brands or products

89% writes about favourite brands

64% writes about companies (info and gossip)

79% writes about customer contact experiences

5 reasons to start a blog Enter dialogue with consumer Transparency Strengthen online presence Collect insights Improve relationship with customers

Enter dialogue with consumer

Transparency

Strengthen online presence

Collect insights

Improve relationship with customers

5 reasons not to blog Vulnerability Costs : time and money Lack of skills or passion Monitoring is more effective than doing it yourself Blogging is "outdated"

Vulnerability

Costs : time and money

Lack of skills or passion

Monitoring is more effective than doing it yourself

Blogging is "outdated"

DNA of Obama’s success Build where consumers are instead of pulling them to your shop

DNA of Obama’s success Advertising = shouting Social media = starting a movement

DNA of Obama’s success The brand ‘Obama’ as connector and facilitator

Want to see the complete presentation? This is only a part of the complete presentation on Obama's online success. Feel free to contact me for the full presentation or questions on your internet strategy: Eric Klaassen [email_address] +31 (0)33 432 6335 Bought media External media Own media Shared media

This is only a part of the complete presentation on Obama's online success. Feel free to contact me for the full presentation or questions on your internet strategy:

Eric Klaassen

[email_address]

+31 (0)33 432 6335