CASE STUDY OF EFFECTIVENESS THE BARACK OBAMA CAMPAIGN BRAND Barack Obama CAMPAIGN US Presidential 2008 LAUNCH January 2007 CATEGORY Politics RESEARCH Paul van Veenendaal, SMM Wizard & Author ViralBlog.com STORY Igor Beuker, Founder Grupo LaComunidad & Author ViralBlog.com CREDITS All credits go to Barack Obama and his campaign team DATE 29 January 2009
TODAY’S PROGRAM IT’S A NEW DAY OBAMA New School Marketer ARCHITECTURE Brand Interaction LACOMUNIDAD Why We Love Obama CAMPAIGN Insights & Details FUNDRAISING Show me the money UGC Examples Q&A Peer Learnings
advertising never started a movement Barack Obama The New School Marketer
Brand Interaction Triple Play Proposition LaComunidad creative brand interaction agency ViralTracker video tracking power technology SocialMedia8 social media marketing agency Grupo LaComunidad is part of WPP’s global network per March 2008 About Grupo LaComunidad
Brand Interaction Strategies Social Communities Seeding Feeding Weblog Forum Quiz Participation, engagement and advocacy: peers and friends will spread the brand’s message Legend Free viral dynamics Post registration viral dinamics new future brand offerings Niche Community connected to campaign liking Rating Video Contest Sign up View Video Custom Video Webi Sodes Post Micro Site / iHub Tune-in Opt-in
Social Media Marketing Programs Influencer Identification Research & Outreach Brand Teams & Fan Programs Conversational & Buzz Tracking Natural Seeding & Social Media Optimization Strategic Social Media Planning & Buying Community Building & Product Peer Groups Social Channels & Viral Widgets Paid Seeding & Social Media Advertising
Triple Play Proposition VIRAL VIDEO SOCIAL MEDIA PLANNING NATURAL SEEDING REALLY VIRAL? REPORT PAID SEEDING NO YES
Duncan Hunter , Mike Huckabee, Jim Gilmore, Mitt Romney, Sam Brownback, Ron Paul, Tom Tancredo, Tommy Thompson, Rudy Giuliani, John McCain Not in picture: Alan Keyes, Fred Thompson The Republican Candidates
Mike Gravel, Barack Obama, Chris Dodd, John Edwards, Dennis Kucinich, Joe Biden, Bill Richardson, Hillary Clinton The Democratic Candidates
Democratic & Republican Candidates & Web 2.0 Comparing Candidates: Engagement and Participation Number of Opportunities to Engage and Participate on Web sites June 2007 Blogs on Candidate Web sites Grassroots activity by Candidate Presidential Candidates on MySpace
Presidential Marketing Campaigns Barack Obama John McCain Marketing messages “ Hope”, “Change we can believe in” “ Country first”, “The original maverick” Offline marketing channels TV, radio, print (including candidate’s books), direct mail TV, radio, print (including candidate’s books), direct mail Online marketing channels E-mail, display, organic and paid search, in-game advertising, mobile, social media E-mail, display, organic and paid search, social media Budget $150 million in Sept 2008 alone $ 84 million (public funds) Marketing strategies Energize young voters; spread optimism and hope; emphasize McCain’s similarities to Bush Energize the right wing; attack Obama’s weaknesses; emphasize experience and military service
A fifty state strategy is a political strategy which aims for progress in all states of the United States of America, rather than conceding certain states as "unwinnable".
Obtain 270 Electoral votes
Soldify wins in Nevada, Colorado, New Mexico and Florida
Keep every state won by Kerry in the 2004 election
Top priorities in battleground states
Helping elect Democrats down the ballot
Build grassroots organization in every state
Going up in television early in Alaska, Colorado, Georgia, Indiana, Michigan, Iowa, Missouri, Montana, Florida, Nevada, New Hampshire, New Mexico, North Carolina, North Dakota, Ohio, Pennsylvania, Wisconsin, Virginia
Stick with issue spots vs McCain’s attack spots Install confidence within the people Use attack spots only in states with very small margins
Focus on small donations
Obama’s 50 State Strategy (2) Campaign Expenditures Expenditures in Target States (in millions)
BarackObama.com Main body of text is like a blog
My.barackobama.com allows users to join groups, connect with other users, plan events, raise money, write own blogs and volunteer. Basic tools for grassroots organizing at your fingertips! My. BarackObama.com – Dashboard
Innovations – In-game advertising For weeks Obama ran in-game ads in 18 games such as Burnout Paradise for the Xbox 360 across 10 battleground states. The Obama campaign paid Massive Incorporated $44,465.78 for online advertising in early October.
Obama has gained 5 million supporters in other social networks.
Obama maintained a profile in more than 15 online communities , including BlackPlanet, a MySpace for African Americans, and Eons, a Facebook for baby boomers.
On Facebook, where about 3.2 million (during the campaign) signed up as his supporters, a group called Students for Barack Obama was created in July 2007.
It was so effective at energizing college-age voters that senior aides made it an official part of the campaign the following spring.
And Facebook users did vote: On Facebook's Election 2008 page, which listed an 800 number to call for voting problems, more than 5.4 million users clicked on an "I Voted" button to let their Facebook friends know that they made it to the polls.
During the primary-election examination, the Obama Web site focused heavily—more than that of
any other candidate from either party—on engaging supporters and motivating them to turn their
enthusiasm into on-the-ground, grassroots activities
Both campaign websites offer two ways of facilitating user engagement—allowing people to
communicate with the campaign, personalize their own pages, and sign up to receive information
For most of the summer, however, many of these features on the McCain site were not yet
operational. They are now up and running.
The McCain website offers customization tools through “McCainSpace,” a feature advertised as early as 2007 but not fully functioning until August of 2008 . As late as August 1, the only option was to create a personal page— and even that was still not really working . That page displayed only a generic note that the page was “under construction” and they would notify us when it went live.
As that page went live, McCainSpace also launched additional customization features. Users can
now post McCain videos, pictures and blogs to their home pages, and with a few clicks send any of
that material out to users of 25 different social networking sites.
Both candidate websites offer targeted information to people of different demographic groups.
Both websites offer RSS feeds and let users sign up to e-mail updates. Since the primary season,
Obama has added mobile phone text updates to his list of delivery options. Neither candidate offers podcasts of campaign information, something only a few candidates offered during the primary season.
McCain’s missteps: astroturfing Asking supporters to cut and paste talking points into blog comment threads in exchange for prizes? Its bribing, not authentic and undermines what social media are all about . See www.womma.org for Word Of Mouth Marketing Code of Conduct!
YouTube Obama McCain Videos 1,827 330 Views 120,479,084 25,995,773 Subscribers 149,258 28,343 Special features of YouTube page Contribute to campaign via Google Checkout; link to YouTube page on barackobama.com Find events; host events
Politicians on YouTube YouTube Politicians Top 10: 4,496 videos generate 189,011,052 clip views!
Facebook Statistics * Unofficial group ‘One Million for McCain/Palin’ has 200,251 members Unofficial group ‘One Million Strong for Barack’ has 986,470 members ** Beyond basics like Posted Items, Events, Discussion, Wall posts Data from February 4, 2009 Official Obama McCain Members/Supporters in largest group 5,066,446* 583.518* Number of Wall posts 572,383 none Special features of profile page** Videos, find out where to vote, register to vote none
The Obama campaign spent $3.5 million on Google search in October 2008 alone.
Yahoo collected $673,000 during the same month.
The campaign spent $467,000 on Facebook in 2008, including $370,000 in September 2008.
$61,000 went to Black Planet.
Only $11,000 went to MySpace spending in 2008.
$138,000 went to BET.com
Time Warner spending totaled $337,000 before October.
NBA.com, $21,000 in September 2008
Weather Channel, $108,000 all year.
Through ad network Centro, the campaign spent $630,000 on local TV and newspaper Web sites before October. Another $100,000 went through Cox.
The campaign spent $600,000 in 2008 on Advertising.com, Collective Media, Undertone Networks, Burst Media, Quigo, DrivePM, Pulse360, Specific Media, and online video networks Broadband Enterprises and Tremor Media.
A million people signed up for Obama's text-messaging program
On the night Obama accepted the Democratic nomination at Invesco Field in Denver, more than 30,000 phones among the crowd of 75,000 were used to text in to join the program
Supporters on average received 5 to 20 text messages per month, depending on where they lived -- the program was divided by states, regions, zip codes and colleges – and what kind of messages they had opted to receive.
On Election Day, every voter who'd signed up for alerts in battleground states got at least 3 text messages
A Social Media Marketing Program Grey = one off activity Green = community building and ongoing eCRM (optional) Orange = ongoing activity (i.e. 4 to 6 reports per year) 0. Brand Assessment within the Social Space (track conversations about brand, products, services, competitor) 1. Identification of Social Influencers (identify right people on the right topics) 2. Outreach to Social Influencers (invite them to participate in online community) 3. Turn Influencers into Brand Advocates (build online community and engage influencers) 4. Full Year Conversational Tracking Program (track conversations, sentiment, insights on brands, products, services in target markets)
Campaigns And Program Product launch 1 Product launch 2 Product launch 3 Product launch 4 social media marketing campaign supports: product launch 1 social media marketing program supports: brand revitalization process social media marketing campaign supports: product launch 2 smm campaign supports: product launch 3 smm campaign supports: product launch 4 Time