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How Obama Won Using Digital and Social Media

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  • Welcome to Election 2008.
  • Transcript

    • 1.  
    • 2. Welcome C HRIS K ATTERJOHN Publisher Indianapolis Business Journal IBJ.com
    • 3.  
    • 4. Who are we? James Burnes VP Development and Strategy Colin Vaughan Marketing Strategist, Obama Get Out The Vote Captain
    • 5.  
    • 6.  
    • 7. the Obama Campaign Showed Us About the Power of Digital and Social Media 12 Business Lessons
    • 8. 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?
    • 9. How did this guy…
    • 10. … become this guy
    • 11. His aspirations exceeded his present path
    • 12. You have to know your GOALS
    • 13. And build the proper STRATEGY
    • 14. You cannot afford to EXPERIMENT
    • 15. If you want to OUTMANUEVER
    • 16. If you want to OUTWIT
    • 17. If you want to WIN
    • 18. GOALS
    • 19.  
    • 20. THIS IS NOT ABOUT YOU
    • 21. IT’S ABOUT YOUR CONSUMER
    • 22. ? What is your unique selling proposition?
    • 23. Obama’s Campaign pictured this as their competition More of the same versus change
    • 24. Not just talk change, be change
    • 25. Goals > Strategy > Tactics
    • 26. Integrate the Internet into everything we do; make the web the hub of our operations Strategy:
    • 27. Be grassroots; think at the individual consumer’s level Strategy:
    • 28. Create and maintain connections, big and small, to make consumers part of our mission   Strategy:
    • 29. Who’s on your TEAM
    • 30. Goals > Strategy > Tactics
    • 31. A centralized customer database is the difference between marketing wisely and marketing poorly Lesson #1:
    • 32. A centralized database of every voter
    • 33. Social Networks leverage vast audiences quickly Lesson #2:
    • 34.  
    • 35. Only three are a ‘must’ right now
    • 36.
      • 3.3 million friends
      • More than 500 groups
      • 300 + applications
    • 37.  
    • 38.  
    • 39.
      • 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
    • 40. Quick stats, amazing facts
      • 5 million supporters on social networking and multimedia sharing sites.
      • More than 15 different social networks actively participated in
    • 41. YouTube is a powerful tool to spread your message Lesson #3:
    • 42.  
    • 43. 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
    • 44. 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
    • 45.  
    • 46.  
    • 47. No sale is too small in generating a relationship with the consumer Lesson #4:
    • 48. 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.
    • 49.  
    • 50. Targeted email marketing can generate quick cash with the proper message Lesson #5:
    • 51. Quick stats, amazing facts
      • More than 1 billion e-mails sent
      • 7,000 different messages, targeted to specific audiences
    • 52.  
    • 53.  
    • 54. A self-managed social network can succeed if it fills a void Lesson #6:
    • 55. my.barackobama.com
    • 56. my.barackobama.com
    • 57. 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
    • 58. Microsites on niche topics can generate audience exposure that you’d otherwise miss Lesson #7:
    • 59. VoteForChange.com
    • 60.  
    • 61. SEM is critical and targeted online banner advertising can draw a huge response Lesson #8:
    • 62.  
    • 63. SEM Keyword Overlap
    • 64.  
    • 65.  
    • 66. Mobile applications engage your audience anytime, anywhere Lesson #9:
    • 67.  
    • 68. 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.
    • 69. Twitter enables quick notification to audiences Lesson #10:
    • 70.  
    • 71. 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
    • 72. Blogging creates an image of expertise when properly executed Lesson #11:
    • 73. The Obama Blog
    • 74.  
    • 75. When transactions are expected, don’t give the consumer any excuse not to buy Lesson #12:
    • 76.  
    • 77. Quick stats, amazing facts
      • Upwards of 13 million addresses were captured
      • Approximately 1 million mobile phone numbers collected
    • 78. Outcomes: The most effective marketing campaign ever conducted
    • 79. 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
    • 80.  
    • 81.  
    • 82.  
    • 83. What will the future bring?
    • 84.  

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