Obama Digital Marketing Best Practices

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Obama's Digital Marketing Campaign,

Analysis by Rahul Nambiar- http://rahulnambiar.wordpress.com

Twitter: http://twitter.com/rahulnambiar

Obama Digital Marketing Best Practices

  1. 1. BEST PRACTICES FOR DIGITAL POLITICAL CAMPAIGNS Rahul Nambiar, 14 February 2009
  2. 2. Table of Contents <ul><li>Overview </li></ul><ul><li>Obama Campaign- A Perfect digital Communication Mix </li></ul><ul><li>Hub and Spoke approach </li></ul><ul><li>Website – The Hub for all activities </li></ul><ul><li>Customer Acquisition </li></ul><ul><li>Customer Engagement </li></ul><ul><li>Customer Analytics </li></ul>
  3. 3. Overview <ul><li>To conduct a best practice research of the Obama presidential campaign </li></ul><ul><li>To provide with the structure for the ideal digital campaign for polls </li></ul>
  4. 4. Obama Campaign: The perfect digital communication mix Online Search & Display Ads Social Media New media & Widgets Hub Twitter, Blackberry/mobile compatible site Linkedin, Facebook, Ning, You Tube, Slideshare Email Marketing
  5. 5. Campaign Website is the hub: Multi channel point of view Exceptional Customer Experience CampaignWebsite.com Customer Acquisition Customer Engagement Customer Analytics
  6. 6. Website is the Hub for all activities <ul><li>Neat and uncluttered User Interface </li></ul><ul><li>Positioning of “Call to Action” at the right places </li></ul><ul><li>Tightly connected up with all social media websites </li></ul><ul><li>Exceptional customer experience without use of jazzy flash videos </li></ul><ul><li>Search Engine Optimized, Analytics enabled to track behavior </li></ul><ul><li>Messaging on the website to bring the aspiration value in the candidate </li></ul>
  7. 7. BarackObama.com – Some Screenshots Straight and Clean Messaging to create Aspiration value – Knowing your target audience Is the key Tightly connected up with Social Media Lead Capture Call to Action Uncluttered UI
  8. 8. Customer Acquisition - Strategy <ul><li>Online Display Ads </li></ul><ul><ul><li>Planning where to put your Banners </li></ul></ul><ul><ul><li>Segmentation based on Age, Sex and Geography is the key of a great online media/display plan </li></ul></ul><ul><ul><li>Intelligent Ad Serving campaigns- Be there where the world is </li></ul></ul><ul><ul><li>An Example of intelligent Ad Serving- Obama – 92 Million Impressions a month, McCain – 7 Million Impressions a month </li></ul></ul><ul><ul><li>Best practice for online Ad serving- Keep tracking. Measuring and optimizing </li></ul></ul>
  9. 9. <ul><li>Search </li></ul><ul><ul><li>Location Based targeting and messaging </li></ul></ul><ul><ul><li>Conversion analysis </li></ul></ul><ul><ul><li>Using SEO to minimize PPC spends </li></ul></ul><ul><ul><li>Straight messaging in the PPC Ads </li></ul></ul><ul><li>Online Viral Videos </li></ul><ul><ul><li>Youtube channel for publishing all videos </li></ul></ul><ul><ul><li>Creation of standalone Music Videos to spread virally </li></ul></ul>Customer Acquisition - Strategy
  10. 10. Customer Acquisition Strategy Online Viral Videos
  11. 11. Customer Acquisition Strategy <ul><li>Digital Out of Home </li></ul><ul><ul><li>Adcentricity to push Digital Signage Ads </li></ul></ul><ul><ul><li>Publishing Text Messages in the Digital Signage Ads </li></ul></ul><ul><li>In-Game Advertising </li></ul><ul><ul><li>Targeted at the youth </li></ul></ul><ul><ul><li>Xbox- Obama Spent a Whopping $44.5k </li></ul></ul><ul><ul><li>Appearances in Second Life </li></ul></ul>
  12. 12. Screenshots In Game Ad’s In Xbox In Game Ad’s - Obama in Second Life In Game Ads - Obama in Xbox 360 OOH Ad in Times Square
  13. 13. Customer Engagement <ul><li>Email Marketing </li></ul><ul><ul><li>Best way to reach out to the marketers </li></ul></ul><ul><ul><li>Highly segmented campaigns can be run </li></ul></ul><ul><ul><li>Highlights from Obama Campaign </li></ul></ul><ul><ul><ul><li>13 Million People contacted through Emails </li></ul></ul></ul><ul><ul><ul><li>More than 1 Billion Emails sent </li></ul></ul></ul><ul><ul><ul><li>7000 Variations of the mails </li></ul></ul></ul><ul><ul><ul><li>McCain and Obama sent an average of 2 mails per day towards the last week of voting </li></ul></ul></ul>
  14. 14. Email Marketing- Obama Campaign Screenshots Campaigns to Raise Donations and Cross Sell Merchandise Email Persona, Putting a Personal touch to the emails Feedback Mailers
  15. 15. Email Marketing- Adding the personal touch
  16. 16. Customer Engagement <ul><li>SMS/Text/Mobile </li></ul><ul><ul><li>Powerful way to reach the Younger Voters </li></ul></ul><ul><ul><li>Obama Campaign used a text message to announce Vice-Presidential Candidate </li></ul></ul><ul><ul><li>Campaign Specific application on iPhone </li></ul></ul><ul><ul><li>Obama Campaign saw 5- 20 targeted messages each month </li></ul></ul>
  17. 17. SMS/Text/Mobile - Screenshots Take the run-up to the elections. Here’s what short code 62262 had to say in a text message at 2:53 p.m. EDT on Oct. 30 “ Less than a week until Election Day on Nov. 4th! Barack needs your help. REPLY to this msg with your 5 digit ZIP CODE for local Obama news and voting info.” Four days later, this writer received another text message at 3:15 p.m. EST on Nov. 3 from short code 46708: “ Put your country first and vote on Tuesday! To find your polling location visit Gop.com/ElectionDay. Forward to your friends.” That message didn’t even mention the Republican presidential candidate John McCain by name. Where was the emotional appeal? Why wasn’t there a stronger call-to-action? Exactly 24 hours later, another text message pops into the box, this time from short code 62262 on Nov. 4 at 3:28 p.m. EST: “ People who love their country can change it! Make sure everyone you know votes for Barack today. For voting info call 877-874-6226 or VoteForChange.com.” Obama Mobile
  18. 18. Customer Engagement <ul><li>Blogs/Micro Blogging </li></ul><ul><ul><li>Creation of Obama widget to drive traffic to the website </li></ul></ul><ul><ul><li>Tracking Blogs </li></ul></ul><ul><ul><li>Following Conversation on Twitter </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>Profiles in leading Social Media Websites LinkedIn, Facebook, MySpace </li></ul></ul>
  19. 19. Blogs/Social Media - Screenshots Obama on Facebook Obama on Linkedin Obama LinkedIn Group- Support Campaign through the Badge
  20. 20. Twitter- Screenshots Obama Profile Following conversations On Twitter.
  21. 21. Obama Blogroll <ul><li>Washington Post's Barack Obama Page </li></ul><ul><li>Visit my MySpace Site </li></ul><ul><li>Vermonters for Obama </li></ul><ul><li>The Great Zaganza </li></ul><ul><li>The Dog </li></ul><ul><li>The Baracktivator -- Netroots Tool for Obama Supporters </li></ul><ul><li>The Barack Obama Report </li></ul><ul><li>Students for Barack Obama </li></ul><ul><li>Reflecting Obama </li></ul><ul><li>Red Hog Diary </li></ul><ul><li>Peruse my new book at amazon.com! </li></ul><ul><li>Official Barack Obama Presidential Campaign Website </li></ul><ul><li>Obama's Leadership PAC </li></ul><ul><li>Barack Oblogger </li></ul><ul><li>Barack Obama's Official Senate Website </li></ul><ul><li>Barack Obama's MySpace Page </li></ul><ul><li>Barack Obama's Flickr Page </li></ul><ul><li>Barack Obama Wiki </li></ul><ul><li>Barack Obama on YouTube </li></ul><ul><li>Barack Obama on Wikipedia </li></ul><ul><li>Barack Obama on the Issues </li></ul><ul><li>Barack Obama on LinkedIn </li></ul><ul><li>Barack Obama on Facebook </li></ul><ul><li>Barack Obama News -- MSNBC.com </li></ul><ul><li>Barack Obama Events </li></ul><ul><li>Barack Obama - NY Times blog </li></ul><ul><li>African Americans for Obama </li></ul><ul><li>Adele Nicols' Blog: Barack Obama </li></ul><ul><li>More.. </li></ul>
  22. 22. Customer Analytics <ul><li>Tracking Success of each and every campaign is the key </li></ul><ul><li>Usage of Analytic reports </li></ul><ul><li>Constant segmentation and targeting of the message based on </li></ul><ul><ul><li>Age, Sex , Geography </li></ul></ul><ul><ul><li>Previous behavior </li></ul></ul><ul><li>Personalization of messages based on Behavior </li></ul><ul><li>Online Monitoring </li></ul>
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