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.