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How Obama Won Using Digital and Social Media
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How Obama Won Using Digital and Social Media

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  • Welcome to Election 2008.

How Obama Won Using Digital and Social Media How Obama Won Using Digital and Social Media Presentation Transcript

  •  
  • Welcome C HRIS K ATTERJOHN Publisher Indianapolis Business Journal IBJ.com
  •  
  • Who are we? James Burnes VP Development and Strategy Colin Vaughan Marketing Strategist, Obama Get Out The Vote Captain
  •  
  •  
  • the Obama Campaign Showed Us About the Power of Digital and Social Media 12 Business Lessons
  • How do you get people to invest in your products or services when they..
    • have never heard of you
    • don’t have any affinity to you
    • don’t live near you
    • have no reason to listen to you when you speak
    • have other, more familiar options offering similar goods or services?
  • How did this guy…
  • … become this guy
  • His aspirations exceeded his present path
  • You have to know your GOALS
  • And build the proper STRATEGY
  • You cannot afford to EXPERIMENT
  • If you want to OUTMANUEVER
  • If you want to OUTWIT
  • If you want to WIN
  • GOALS
  •  
  • THIS IS NOT ABOUT YOU
  • IT’S ABOUT YOUR CONSUMER
  • ? What is your unique selling proposition?
  • Obama’s Campaign pictured this as their competition More of the same versus change
  • Not just talk change, be change
  • Goals > Strategy > Tactics
  • Integrate the Internet into everything we do; make the web the hub of our operations Strategy:
  • Be grassroots; think at the individual consumer’s level Strategy:
  • Create and maintain connections, big and small, to make consumers part of our mission   Strategy:
  • Who’s on your TEAM
  • Goals > Strategy > Tactics
  • A centralized customer database is the difference between marketing wisely and marketing poorly Lesson #1:
  • A centralized database of every voter
  • Social Networks leverage vast audiences quickly Lesson #2:
  •  
  • Only three are a ‘must’ right now
    • 3.3 million friends
    • More than 500 groups
    • 300 + applications
  •  
  •  
    • Facebook Obama: 2,379,102 supporters McCain: 620,359 supporters Obama has 380% more supporters than McCain
    • MySpace Obama: Friends: 833,161 McCain: Friends: 217,811 Obama has 380% more supporters than McCain
    Quick stats, amazing facts
  • Quick stats, amazing facts
    • 5 million supporters on social networking and multimedia sharing sites.
    • More than 15 different social networks actively participated in
  • YouTube is a powerful tool to spread your message Lesson #3:
  •  
  • Quick stats, amazing facts
    • 139,000 different Obama related clips uploaded, 1,800 ‘official’ clips.
    • More than 14.7 million hours of Obama related clips have been viewed
    • “ Yes We Can” Music Video viewed more than 14.2 million times
    • 15 videos viewed more than 1 million times
  • Quick stats, amazing facts
    • Obama: 1792 videos uploaded since Nov 2006, Subscribers: 114,559 (uploads about 4 a day), Channel Views: 18,413,110
    • McCain: 329 videos uploaded since Feb 2007 (uploads about 2 a day), Subscribers: 28,419, Channel Views: 2,032,993
    • Obama has 403% more subscribers than McCain
    • Obama has 905% more viewers than McCain
  •  
  •  
  • No sale is too small in generating a relationship with the consumer Lesson #4:
  • Quick stats, amazing facts
    • 3 million online donors.
    • 6.5 million online donations adding up to more than $500 million.
    • Of the 6.5 million donations, 6 million were in amounts of $100 or less.
    • The average online donation was $80, and gave more than once.
  •  
  • Targeted email marketing can generate quick cash with the proper message Lesson #5:
  • Quick stats, amazing facts
    • More than 1 billion e-mails sent
    • 7,000 different messages, targeted to specific audiences
  •  
  •  
  • A self-managed social network can succeed if it fills a void Lesson #6:
  • my.barackobama.com
  • my.barackobama.com
  • Quick stats, amazing facts
    • 2 million+ profiles created on the  MyBarackObama.com  social network
    • 200,000 offline events were planned on the site
    • Approx. 400,000 blog posts were written
    • More than 35,000 volunteer groups were created
    • 70,000 people raised $30 million on their personal fundraising pages
  • Microsites on niche topics can generate audience exposure that you’d otherwise miss Lesson #7:
  • VoteForChange.com
  •  
  • SEM is critical and targeted online banner advertising can draw a huge response Lesson #8:
  •  
  • SEM Keyword Overlap
  •  
  •  
  • Mobile applications engage your audience anytime, anywhere Lesson #9:
  •  
  • Quick stats, amazing facts
    • 1 million+ people signed up for text message alerts
    • Supporters received 3 text messages on election day alone
    • On E-day Obama used texting to coordinate field organizers with HQ.
  • Twitter enables quick notification to audiences Lesson #10:
  •  
  • Quick stats, amazing facts
    • Obama: @barackobama has 112,474 followers
    • McCain: @JohnMcCain has 4,603 followers
    • Obama has 240 times more followers in Twitter than McCain
  • Blogging creates an image of expertise when properly executed Lesson #11:
  • The Obama Blog
  •  
  • When transactions are expected, don’t give the consumer any excuse not to buy Lesson #12:
  •  
  • Quick stats, amazing facts
    • Upwards of 13 million addresses were captured
    • Approximately 1 million mobile phone numbers collected
  • Outcomes: The most effective marketing campaign ever conducted
  • OUTCOMES
    • 200,000 supporter organized events
    • 3 million phone calls in the final 4 days
    • 3 million + donors
    • 6.5 million donations
    • 6 million which were $100 or less
    • $100 million online in September alone
    • $500 million were raised online
    • $639 million total
  •  
  •  
  •  
  • What will the future bring?
  •