Open Source Politics: Barack Obama’s Multichannel Marketing Campaign 03/17/09 Tunheim.com

Who We Are: About Tunheim Partners Well-regarded thinking and crisp execution – these are the building blocks of Tunheim Partners. Our clients turn to us to help them capitalize on important communications opportunities. We respond with insightful counsel and service to help them achieve their objectives.

Well-regarded thinking and crisp execution –

these are the building blocks of Tunheim Partners.

Our clients turn to us to help them capitalize

on important communications opportunities.

We respond with insightful counsel and service

to help them achieve their objectives.

Open Source Politics – Barack Obama Perfect storm Quality product Charismatic Community organizer Writer - Storyline Historical moment 1 st -person candidate Multi-channel Right message for right channel Direct marketing Consistent branding Millennial brand fans Yes We Can, not I Right tone Conversational Optimistic First-name basis

Perfect storm

Quality product

Charismatic

Community organizer

Writer - Storyline

Historical moment

1 st -person candidate

Multi-channel

Right message for right channel

Direct marketing

Consistent branding

Millennial brand fans

Yes We Can, not I

Right tone

Conversational

Optimistic

First-name basis

Social Networking Community Organizing Understood social networks Motivating people to action Facebook & MySpace Black Planet Eons Faithbase Twitter updates Watch live My.BarackObama.com Social network Self-directed street teams Solo phone banks

Community Organizing

Understood social networks

Motivating people to action

Facebook & MySpace

Black Planet

Eons

Faithbase

Twitter updates

Watch live

My.BarackObama.com

Social network

Self-directed street teams

Solo phone banks

YouTube & Flickr Free hosting Embeddable Upload once, use anywhere SEO Free advertising Training Fundraising appeals Campaign updates Speeches & testimonials Rapid Response Storytelling

Free hosting

Embeddable

Upload once, use anywhere

SEO

Free advertising

Training

Fundraising appeals

Campaign updates

Speeches & testimonials

Rapid Response

Storytelling

Traditional Television Rapid response Half hour block 24 hour Obama Direct mail Canvassing Microtargeting

Television

Rapid response

Half hour block

24 hour Obama

Direct mail

Canvassing

Microtargeting

Online Ads $16+ million Banner ads News sites Large ads Search advertising $7.5 million McCain $3.6 million More targeted

$16+ million

Banner ads

News sites

Large ads

Search advertising

$7.5 million

McCain

$3.6 million

More targeted

Online Fundraising Splash page Always asking Multichannel appeals Email Single Purpose Video Blog posts Mobile Web site sales funnel Peer to peer pressure Form design Microgiving Recurring donations

Splash page

Always asking

Multichannel appeals

Email

Single Purpose

Video

Blog posts

Mobile

Web site sales funnel

Peer to peer pressure

Form design

Microgiving

Recurring donations

Email Marketing Single use First name basis Campaign updates Rapid response Fundraising

Single use

First name basis

Campaign updates

Rapid response

Fundraising

Mobile Marketing Text messaging Three people DNC – 80 thousand Reply with zip BarackObama.mobi Updates Ring tones – Music & voice Video Wallpaper Ask a friend Obama iPhone organizing tool Call friends by battleground Call stats leader board Local events Multimedia News & updates

Text messaging

Three people

DNC – 80 thousand

Reply with zip

BarackObama.mobi

Updates

Ring tones – Music & voice

Video

Wallpaper

Ask a friend

Obama iPhone organizing tool

Call friends by battleground

Call stats leader board

Local events

Multimedia

News & updates

Branding

Citizen Marketing

Contact Web Tunheim.com e-Strategy.com e-StrategyBlog.com SlideShare.net/TunheimPartners Email [email_address] [email_address] Phone 952-851-1600

Web

Tunheim.com

e-Strategy.com

e-StrategyBlog.com

SlideShare.net/TunheimPartners

Email

[email_address]

[email_address]

Phone

952-851-1600