Analyzing Obama's success The secrets of Barack Obama's online strategy Eric Silva VODW Marketing The Netherlands

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

Nobody searched for him... Source: Google Trends 2004-2008

3 important online trends From centralized to distributed Instead of solely focusing on own corporate site or content portals, make content easily available through external sites, social networks and intensive partnering. From authority to authenticity Consumers have fainting believe in marketers and have growing trust in each other. People trust marketers when it is about facts (e.g. product specifications) but not when it is about opinions (e.g. product quality). From budget excess to budget cut Marketers are forced to be accountable whilst spending traditional and internet budgets.

From centralized to distributed Instead of solely focusing on own corporate site or content portals, make content easily available through external sites, social networks and intensive partnering.

From authority to authenticity Consumers have fainting believe in marketers and have growing trust in each other. People trust marketers when it is about facts (e.g. product specifications) but not when it is about opinions (e.g. product quality).

From budget excess to budget cut Marketers are forced to be accountable whilst spending traditional and internet budgets.

Obama put people first in his campaign

Main trends at foundation of Obama's success 10. Database building 1. Blogs 2. Twitter 3. Crowdsourcing Obama every-where 8. Social networks 5. LBS 7. Communities 4. Mobile 9. Widgets 6. Online video

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

Blogs have growing influence 184 million people have started a blog worldwide. Bloggers in the Netherlands: almost 1 million. Every 24 hours 900.000 blog posts. 77% of all internet users reads blogs. Influentials (10% of trendsetters) are very active on blogs. Source: Universal McCann (March 2008), MdWeekly (2008, Technorati (2008), TNS NIPO (2008)

184 million people have started a blog worldwide.

Bloggers in the Netherlands: almost 1 million.

Every 24 hours 900.000 blog posts.

77% of all internet users reads blogs.

Influentials (10% of trendsetters) are very active on blogs.

Are blogs of relevancy for companies? Source: Technorati 2008 Question to bloggers: do you talk about brands or products on your blog? 82% posts reviews on brands or products 89% writes about favorite brands 64% writes about companies (facts and gossip) 79% writes about customer contact experiences

82% posts reviews on brands or products

89% writes about favorite brands

64% writes about companies (facts and gossip)

79% writes about customer contact experiences

High number of professional and company blogs Source: Technorati 2008 PERSONAL BLOG (79%) PROFESSIO-NAL BLOG (46%) COMPANY BLOG (12%)

5 reasons to blog Start conversation with consumers Transparency Strengthen online presence Collect insights Strengthen mutual relationship with customers

Start conversation with consumers

Transparency

Strengthen online presence

Collect insights

Strengthen mutual relationship with customers

5 reasons not to blog Vulnerability Costs: both time and money Lack of skills or passion Blogging is so yesterday (?) Monitoring is more effective than participating

Vulnerability

Costs: both time and money

Lack of skills or passion

Blogging is so yesterday (?)

Monitoring is more effective than participating

Main trends at foundation of Obama's success 10. Database building 1. Blogs 2. Twitter 3. Crowdsourcing Obama every-where 8. Social networks 5. LBS 7. Communities 4. Mobile 9. Widgets 6. Online video

Obama has over 144,000 followers on Twitter 6 million Twitter accounts. Over 200% growth per year. Twitter users are opinion leaders and innovators.

6 million Twitter accounts.

Over 200% growth per year.

Twitter users are opinion leaders and innovators.

Examples of companies on Twitter

Dell earns $1 million additional earnings through Twitter Offers through Twitter targeting various target groups. Dell communities, blogs and news active on Twitter. Set-up time of professional Twitter account: less than 1 day.

Offers through Twitter targeting various target groups.

Dell communities, blogs and news active on Twitter.

Set-up time of professional Twitter account: less than 1 day.

DNA of Obama’s success (1) Built where consumers are Do not solely attract them to your store

DNA of Obama’s success (2) Add's = shouting Social media = create movement

DNA of Obama’s success (3) The brand ‘Obama’ as connector and facilitator

Want to know more about Obama's online success? Please contact Eric Silva from VODW Marketing [email_address] of +31 33 432 6408 ...would you like to see the other 8 online media? ...would you like to know how your business could profit from the use of social media? ...or do you have an other question concerning your online marketing strategy? VODW Marketing develops online strategies for large companies worldwide. www.vodw.com Bought media External media Own media Shared media