How Obama Won Using Digital and Social Media


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  • Welcome to Election 2008.
  • How Obama Won Using Digital and Social Media

    1. 2. Welcome C HRIS K ATTERJOHN Publisher Indianapolis Business Journal
    2. 4. Who are we? James Burnes VP Development and Strategy Colin Vaughan Marketing Strategist, Obama Get Out The Vote Captain
    3. 7. the Obama Campaign Showed Us About the Power of Digital and Social Media 12 Business Lessons
    4. 8. How do you get people to invest in your products or services when they.. <ul><li>have never heard of you </li></ul><ul><li>don’t have any affinity to you </li></ul><ul><li>don’t live near you </li></ul><ul><li>have no reason to listen to you when you speak </li></ul><ul><li>have other, more familiar options offering similar goods or services? </li></ul>
    5. 9. How did this guy…
    6. 10. … become this guy
    7. 11. His aspirations exceeded his present path
    8. 12. You have to know your GOALS
    9. 13. And build the proper STRATEGY
    10. 14. You cannot afford to EXPERIMENT
    11. 15. If you want to OUTMANUEVER
    12. 16. If you want to OUTWIT
    13. 17. If you want to WIN
    14. 18. GOALS
    17. 22. ? What is your unique selling proposition?
    18. 23. Obama’s Campaign pictured this as their competition More of the same versus change
    19. 24. Not just talk change, be change
    20. 25. Goals > Strategy > Tactics
    21. 26. Integrate the Internet into everything we do; make the web the hub of our operations Strategy:
    22. 27. Be grassroots; think at the individual consumer’s level Strategy:
    23. 28. Create and maintain connections, big and small, to make consumers part of our mission   Strategy:
    24. 29. Who’s on your TEAM
    25. 30. Goals > Strategy > Tactics
    26. 31. A centralized customer database is the difference between marketing wisely and marketing poorly Lesson #1:
    27. 32. A centralized database of every voter
    28. 33. Social Networks leverage vast audiences quickly Lesson #2:
    29. 35. Only three are a ‘must’ right now
    30. 36. <ul><li>3.3 million friends </li></ul><ul><li>More than 500 groups </li></ul><ul><li>300 + applications </li></ul>
    31. 39. <ul><li>Facebook Obama: 2,379,102 supporters McCain: 620,359 supporters Obama has 380% more supporters than McCain </li></ul><ul><li>MySpace Obama: Friends: 833,161 McCain: Friends: 217,811 Obama has 380% more supporters than McCain </li></ul>Quick stats, amazing facts
    32. 40. Quick stats, amazing facts <ul><li>5 million supporters on social networking and multimedia sharing sites. </li></ul><ul><li>More than 15 different social networks actively participated in </li></ul>
    33. 41. YouTube is a powerful tool to spread your message Lesson #3:
    34. 43. Quick stats, amazing facts <ul><li>139,000 different Obama related clips uploaded, 1,800 ‘official’ clips. </li></ul><ul><li>More than 14.7 million hours of Obama related clips have been viewed </li></ul><ul><li>“ Yes We Can” Music Video viewed more than 14.2 million times </li></ul><ul><li>15 videos viewed more than 1 million times </li></ul>
    35. 44. Quick stats, amazing facts <ul><li>Obama: 1792 videos uploaded since Nov 2006, Subscribers: 114,559 (uploads about 4 a day), Channel Views: 18,413,110 </li></ul><ul><li>McCain: 329 videos uploaded since Feb 2007 (uploads about 2 a day), Subscribers: 28,419, Channel Views: 2,032,993 </li></ul><ul><li>Obama has 403% more subscribers than McCain </li></ul><ul><li>Obama has 905% more viewers than McCain </li></ul>
    36. 47. No sale is too small in generating a relationship with the consumer Lesson #4:
    37. 48. Quick stats, amazing facts <ul><li>3 million online donors. </li></ul><ul><li>6.5 million online donations adding up to more than $500 million. </li></ul><ul><li>Of the 6.5 million donations, 6 million were in amounts of $100 or less. </li></ul><ul><li>The average online donation was $80, and gave more than once. </li></ul>
    38. 50. Targeted email marketing can generate quick cash with the proper message Lesson #5:
    39. 51. Quick stats, amazing facts <ul><li>More than 1 billion e-mails sent </li></ul><ul><li>7,000 different messages, targeted to specific audiences </li></ul>
    40. 54. A self-managed social network can succeed if it fills a void Lesson #6:
    41. 55.
    42. 56.
    43. 57. Quick stats, amazing facts <ul><li>2 million+ profiles created on the  social network </li></ul><ul><li>200,000 offline events were planned on the site </li></ul><ul><li>Approx. 400,000 blog posts were written </li></ul><ul><li>More than 35,000 volunteer groups were created </li></ul><ul><li>70,000 people raised $30 million on their personal fundraising pages </li></ul>
    44. 58. Microsites on niche topics can generate audience exposure that you’d otherwise miss Lesson #7:
    45. 59.
    46. 61. SEM is critical and targeted online banner advertising can draw a huge response Lesson #8:
    47. 63. SEM Keyword Overlap
    48. 66. Mobile applications engage your audience anytime, anywhere Lesson #9:
    49. 68. Quick stats, amazing facts <ul><li>1 million+ people signed up for text message alerts </li></ul><ul><li>Supporters received 3 text messages on election day alone </li></ul><ul><li>On E-day Obama used texting to coordinate field organizers with HQ. </li></ul>
    50. 69. Twitter enables quick notification to audiences Lesson #10:
    51. 71. Quick stats, amazing facts <ul><li>Obama: @barackobama has 112,474 followers </li></ul><ul><li>McCain: @JohnMcCain has 4,603 followers </li></ul><ul><li>Obama has 240 times more followers in Twitter than McCain </li></ul>
    52. 72. Blogging creates an image of expertise when properly executed Lesson #11:
    53. 73. The Obama Blog
    54. 75. When transactions are expected, don’t give the consumer any excuse not to buy Lesson #12:
    55. 77. Quick stats, amazing facts <ul><li>Upwards of 13 million addresses were captured </li></ul><ul><li>Approximately 1 million mobile phone numbers collected </li></ul>
    56. 78. Outcomes: The most effective marketing campaign ever conducted
    57. 79. OUTCOMES <ul><li>200,000 supporter organized events </li></ul><ul><li>3 million phone calls in the final 4 days </li></ul><ul><li>3 million + donors </li></ul><ul><li>6.5 million donations </li></ul><ul><li>6 million which were $100 or less </li></ul><ul><li>$100 million online in September alone </li></ul><ul><li>$500 million were raised online </li></ul><ul><li>$639 million total </li></ul>
    58. 83. What will the future bring?