Your SlideShare is downloading. ×
0
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Learning Session: What Is A Campaign?
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Learning Session: What Is A Campaign?

5,593

Published on

Published in: Education
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
5,593
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
88
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Learning Session: What is a campaign? 4 th February 2009
  • 2.
    • Cam.paign | kam’pan |
    • Noun
    • an organized course of action to achieve a particular goal
  • 3.
    • Why do we need campaigns?
  • 4.
    • Current Day
    • Communication
  • 5. What we would like to achieve
    • Current Day Communication
  • 6.
    • How do you change this?
  • 7.
    • Interactive Brand Experiences
    • Ie.
    • INTERACTIVE CAMPAIGNS
  • 8.
    • Tell me,
    • I forget
  • 9.
    • Show me,
    • I remember
  • 10.
    • Involve me,
    • I understand
  • 11.
    • Remember?
  • 12.
    • Tell me, I forget
    • Show me, I remember
    • Involve me, I understand
  • 13.
    • THE campaign of 2008
  • 14.  
  • 15. Background
    • Election two phase race
      • Primaries (Democrat vs Democrat)
      • General Election (Democrat vs Republican)
    • Democrat sentiment low: Al Gore, John Kerry etc.
    • Apathetic youth
    • Low voter turnout
    • Limited campaign budget
    • A young man with limited experience
    • A black man
  • 16. Campaign Tools
    • Barackobama.com
  • 17. Campaign Tools
  • 18. Campaign Tools
  • 19. Campaign Tools
  • 20. Campaign Tools
  • 21. Campaign Tools
  • 22. Campaign Tools
  • 23. Campaign Tools
  • 24. Campaign Tools
    • Barack Blog
  • 25. Campaign Tools
  • 26. Campaign Tools
  • 27. Campaign Tools
    • Social Networking
  • 28. Campaign Tools
  • 29. Campaign Tools
    • Even the Wassssssuppp guys were there…..
  • 30. Campaign Tools
  • 31. Campaign Tools
    • Personal Social Networking - MyBarackobama.com
  • 32. Campaign Tools
    • Offered integration with Facebook, allowed users link-up with my.barackobama profile, then inviting existing Facebook friends to their Obama profile.
    • Users could create blogs & groups that they used to campaign for Obama’s cause.
    • Activity tracker gave users marks out of ten, depending on how active they were in campaigning online and offline.
    • Received points for organising events, raising funds, recruiting to groups, joining groups, & writing blogs.
  • 33. Campaign Tools
    • A Neighbour-to-Neighbour tool allowed users to find undecided registered voters living near them to canvass.
    • Functionality such as finding friends, finding events and hosting your own events that campaign for Obama.
  • 34. Campaign Tools
  • 35. Campaign Tools
  • 36. Campaign Tools
    • Mobile Marketing - Obama Mobile
  • 37. Campaign Tools
  • 38. Campaign Tools
  • 39. Campaign Tools
    • SEO
  • 40. Campaign Tools
    • “ Barack” & “Obama” = 1st in four main search engines
    • Each page has different title tag
    • Alt tag descriptions for all images
  • 41. Campaign Tools
    • SEM / PPC
  • 42. Campaign Tools
    • Most keywords related to presidential campaign captured
  • 43. The Stats
    • Facebook: 5,000,000 supporters
    • Water cooler app: 25,000 monthly active users
    • MySpace: 1,180,676 friends
    • You Tube: 174 000 video results
    • You Tube: 20,000,000 channel views
    • Twitter: 230,000 followers
  • 44. The Stats
    • US$ 600 million raised
    • 3,000,000 donors
    • US$ 55 million raised in Feb 2008 (US$ 45 million online)
    • Nearly US$ 2 mllion per day
  • 45. The Stats
    • 44th New President = Barack Obama
  • 46. Keeping promises
    • Change.gov - Transition Website
    • Whitehouse.gov
    • Blog channel
    • Register for updates
    • YouTube Channel
    • Airforce 1 Twitter Feed
  • 47.
    • Dear Mr President - Beyond the Election
  • 48.  
  • 49.  
  • 50.  
  • 51.
    • Mr President & Beyond
  • 52.  
  • 53.
    • Why do we want to do campaigns?
  • 54. WHY?
    • We’re a DIGITAL MARKETING AGENCY!
    • We’re surrounded by talented THINKERS
    • Our CLIENTS WANT this
    • Advertising agencies are TERRIFIED of this!
  • 55. HOW?
    • Strategy First
    • An IDEA ( a way of doing or executing)
    • Strong CREATIVE, underpinned by sound TECHNOLOGY
    • METRICS! How well have we done?
    • Full 360 offering (STRATEGY to ONLINE MEDIA)
  • 56. WHAT?
    • A campaign is not a tick box
    • Email only
    • Difficult to do in isolation
    • As long as it achieves an objective
  • 57. ABOVE THE WEB BELOW THE WEB Digital Marketing Pillars WEBSITE METRICS & ANALYTICS OPTIMISATION & NEXT PHASES BEYOND THE WEB ‘ CLOSING THE LOOP’ WEB2.0 ATTRACT USERS TO WEBSITE CRM & LOYALTY SALES LEADS & CONVERSIONS
    • Generating return visits
    • Driving registration into customer databases
    • Developing CRM touchpoints
    • Ongoing d/base communication
    • Online Media
    • Mobile Media
    • Email Marketing
    • SEM
    • SEO
    • Social Media Marketing
    • Electronic Retail Marketing
  • 58. Agency collaboration CLIENT Universal Strategy Team IMPLEMENTATION & OUTPUTS Idea Hub Measurement & Analytics Recollect & Refine Traditional Interactive Mobile PR Interactive Through the line Brief in problem / challenge How we like to work TIME
  • 59.
    • Cam.paign | kam’pan |
  • 60.
    • An organized course of action to achieve a particular goal

×