How Obama Won Using Digital and Social Media

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

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:

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

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:

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:

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

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:

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:

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:

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?

How Obama Won Using Digital and Social Media

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