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Obama social media campaign

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    Obama social media campaign Obama social media campaign Presentation Transcript

    • What the election of America’s first Digital President means for the future of advertising.
    • • Lessons from Obama • Why advertising must change in Latin America and Brazil. • A look at the digital future -- right in your backyard.
    • A Different Man… • Young • Charismatic • Intelligent • Black • Digital
    • And His Vision: “Change” • Short • Simple • Motivating • Viral
    • An Unprecedented Budget… With digital media at the core
    • Obama’s Campaign Budget Out of a total budget of $566M (USD) • 48% allocated to media • 6% spent on digital media
    • Digital Media Spend Paid Search • $7.2M on Google • $14M on Yahoo! Digital “Brand” Advertising • $3.8M on mainstream websites Social Media • $980K on Facebook • $280K on MySpace
    • An Unprecedented Digital Effort… Seven Extraordinary Tactics
    • Tactic 1: Recruit a team of digital specialists A digital-savvy staff crafted the strategy 20 people fully dedicated to digital Plus world-class Super Geeks: • Chris Hughes, co-founder of Facebook • Eric Schmidt, CEO of Google
    • Tactic 2: Make Your Message Findable Content that’s visible in the right place at the right time clinton
    • Findability If you want young voters…go where they are
    • Findability Intelligent targeting – 18 top games in 10 “swing states”
    • Findability Make all content exportable
    • Findability 5 times more blog mentions for Obama
    • Tactic 3: Be Relevant to Your Audiences 30 specific communities addressed in the “People” section
    • Relevance Overwhelming presence on all social media platforms, from massive to targeted
    • Tactic 4: Create Engagement Site log-in created a database of 10 million qualified leads
    • Tactic 5: Empower your fans Recruit Core Advocates among your closest target Obama “Core” 1. Black Community and its leaders 2. Democrats tired of the Clintons 3. First victims of the economic downturn Peers (Followers)
    • Empowerment Encourage the “Core” to activate their personal networks Obama “Core” Thousands of local “small Obamas” • Speaking to everyone • Listening to everyone • Raising funds • Organizing micro-meetings • Generating vast amounts of content besides the “official” content Peers (Followers)
    • Empowerment Create easy-to-use tools for “badging” and recruitment
    • Empowerment Encourage grassroots event creation
    • Empowerment Phoning tools
    • Empowerment Personal fundraising tools
    • Empowerment Fight the smears
    • Empowerment Dedicated iPhone app
    • Tactic 6: Reward the Faithful Give them inside information 3M personal text messages to announce Biden as VP, before the news hit TV screens
    • Reward Give them direct access His first thanks go to his supporters… by e-mails
    • Tactic 7: Be Transparent Leverage digital to report on what you’re doing • During the campaign
    • Transparency Leverage digital to report on what you’re doing • Once elected
    • Transparency Leverage digital to report on what you’re doing • Once elected Each non-urgent legislation will be published for 5 days to allow the public to review and comment on it, before the President signs it.
    • Transparency Leverage digital to report on what you’re doing • Once elected
    • That’s great. But what does it mean for us?
    • Advertising in 2009 must be… 1. Built by people who truly understand digital 2. Findable anywhere and everywhere, all the time 3. Relevant to multiple audiences 4. Built for interactivity and engagement 5. Designed to create and empower “fans” 6. Provide rewards for the user 7. Socially conscious and transparent
    • But we’re in a crisis. Maybe we should stick to what works?
    • Hello TV people: It’s not working Percentage of U.S. homes watching network primetime TV
    • Maybe LatAm is totally and completely immune?
    • I will make you a bet: Latin America and Brazil are going to explode. Digitally.
    • Share of Media Spend By Media Type
    • 2001 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
    • 2002 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
    • 2003 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
    • 2004 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
    • 2005 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
    • 2006 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
    • 2007 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
    • 2008 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
    • 2009 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
    • What this means for Brazil and Latin America…
    • Bad News • Latin America is stuck in an “old media” rut • Digitally, you’ve fallen behind… and the gap is widening: You: $21* Everyone else: $180** *Averages Brazil, Mexico and Argentina **Averages US, Canada, Italy, Spain, UK, Germany, France, Australia, India, Russia, China, South Korea, Japan
    • Good News • Wired household penetration is outpacing all the other major growth markets: You in 2009: 38%* RIC in 2009: 22%** *Averages Brazil, Mexico and Argentina **Averages Russia, India and China
    • More Good News You have one of the most advanced digital populations on Earth. • Highest reach in social networks: 60% • Highest reach in digital communications: 82% webmail 73% in Messenger
    • So what’s up with this? 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
    • What I Believe: You are the biggest growth market on the planet for digital. The population wants it. Brands, creative agencies, and media companies are not keeping up. Big digital ideas will change the game.
    • The digital future is already happening… Check out Terra.com
    • Terra has digital DNA No “Old Media” baggage Social without boundaries Available everywhere, any time Experimental…and a little crazy
    • Beijing 2008 Site – The First Experiment • 22.8 million watched 40 million videos…1.5 million via mobile. 150,000 shared comments • More successful than NBC, the event’s main “conventional” broadcaster
    • Sonora – Music Everywhere • 1 million free songs, playlists, and social sharing • 90 minutes per session
    • The Mothership – Homepage Overhaul • 28 million visitors per month (Brazil) • VC Reporter is fully integrated, not “ghetto-ized” Before After
    • Terra TV • 6 million users • Growing at 45% per year
    • The Obamacom Checklist 1. Built by people who truly understand digital 2. Findable anywhere and everywhere, all the time 3. Relevant to multiple audiences 4. Built for interactivity and engagement 5. Designed to create and empower “fans” 6. Provide rewards for the user 7. Socially conscious and transparent
    • So I made you a bet. I was serious…
    • Coming soon: Razorfish / Brazil
    • Do you have digital DNA? We should talk… joe.crump@razorfish.com
    • Obrigado Muchas gracias joe.crump@razorfish.com