The secrets of Barack Obama 's online strategy

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.

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.

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

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)

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

5 reasons to start a blog
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"

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

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The secrets of Barack Obama 's online strategy

by Eric Klaassen on Feb 25, 2009

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The secrets of Barack Obama ’s online strategy — Presentation Transcript