Obama's E-marketing Strategies and What They Can Do for the Arts

1,672 views

Published on

Presentation by Michael Organ and Pete Giangreco

Published in: Business, News & Politics
  • Be the first to comment

Obama's E-marketing Strategies and What They Can Do for the Arts

  1. 1. Obama New Media Lessons Learned AKPD MEDIA THE STRATEGY GROUP
  2. 2. BY THE NUMBERS <ul><li>$550+ million dollars raised online </li></ul><ul><li>3 million+ donors </li></ul><ul><li>13 million+ email list </li></ul><ul><li>2 million+ My.BO profiles </li></ul><ul><li>35,000+ online volunteer groups </li></ul><ul><li>200,000+ offline events organized </li></ul><ul><li>3 million+ calls made in the final four days of the campaign using the virtual phone banking platform </li></ul>
  3. 3. THE INTERNET AD GUY’S LESSONS LEARNED <ul><li>Use New Media as Impulse Candy and Greeter </li></ul><ul><li>New Media is Highly Efficient at Reaching (Niche) Audiences </li></ul><ul><li>Leverage Urgency and “Special Moments” </li></ul><ul><li>Streamline Paths to Action </li></ul><ul><li>Contextual Relevance ∝ Lead Generation Efficiency </li></ul><ul><li>Grassroots Participation Requires Sharing Content Control </li></ul><ul><li>Fresh Leads ∝ Power </li></ul><ul><li>Continuously Improve via Continuous Testing </li></ul>
  4. 4. Barack Obama raised over $550+ million online. But, did you ever see an Obama internet ad which asked for a donation? LEVERAGE NEW MEDIA AS “IMPULSE CANDY” AND “GREETER”
  5. 5. Voter Target NEW MEDIA IS HIGHLY EFFICIENT AT REACHING (NICHE) AUDIENCES
  6. 6. LEVERAGE URGENCY, ANGER, FEAR, AND SPECIAL MOMENTS
  7. 7. STREAMLINE PATHS TO ACTION
  8. 8. CONTEXTUAL RELEVANCE ∝ LEAD-GENERATION EFFICIENCY <ul><li>Measure ROI of list-acquisition initiatives based on Acquisition Cost versus projected “Lifetime Value” </li></ul><ul><li>Contextual Relevance is inversely proportional to Acquisition Cost </li></ul><ul><li>Contextual Relevance is proportional to Lifetime Value </li></ul>
  9. 9. GRASSROOTS PARTIPATION REQUIRES SHARING CONTENT CONTROL
  10. 10. FRESH LEADS ∝ POWER TIME RESPONSE REATE GENERAL PATTERN OF EMAIL LIST RESPONSIVENESS AS LEADS AGE
  11. 11. CONTINUOUS IMPROVEMENT VIA CONTINUOUS TESTING <ul><li>Test. Test. Test. Repeat. </li></ul><ul><li>Micro failure is constructive </li></ul><ul><li>Treat the internet as a direct-response medium </li></ul>
  12. 12. TARGETING BEGINS WITH DATA <ul><li>Voter File- the universal base file </li></ul><ul><li>Demographics – Age, Race, Gender, Marital Status, Income </li></ul><ul><li>Geography </li></ul><ul><li>Vote History- Vote in primaries, generals </li></ul><ul><li>Voter ID/Party ID </li></ul><ul><li>Enhancements – Ethnic surnames, Phone match </li></ul><ul><li>Lifestyle (Psychographics)- Hunter/fisher, veteran, churchgoer, union member </li></ul>
  13. 13. TWO HOUSES, SAME DEMOGRAPHICS <ul><li>Votes Democratic </li></ul><ul><li>Union Member </li></ul><ul><li>Votes Republican </li></ul><ul><li>Weekly Churchgoer </li></ul><ul><li>Hunting License </li></ul>Sa me Age, Income, Marital Status, Race, # of Children What makes them different? LEFT RIGHT
  14. 14. WHAT IF YOU ONLY HAVE LIMITED LIFESTYLE INFO? <ul><li>Build a statistical model that compares your list of supporters with the entire voter universe. </li></ul><ul><li>Create an algorithm that scores every voters 1-100 with their likelihood to look and act like your supporters. </li></ul>
  15. 15. MODELING INDENTIFIES YOUR TARGET <ul><li>Sort scores from high to low – divide into 10 equal buckets </li></ul><ul><li>Models clearly identify responsive prospects </li></ul>10 9 8 7 6 5 4 3 2 1 Highest Scores, Best Responders
  16. 16. TWO HOUSES, SAME DEMOGRAPHICS <ul><li>Votes Democratic </li></ul><ul><li>Union Member </li></ul><ul><li>Model Score = 63 </li></ul><ul><li>Votes Republican </li></ul><ul><li>Weekly Churchgoer </li></ul><ul><li>Hunting License </li></ul><ul><li>Model Score = 38 </li></ul>Sa me Age, Income, Marital Status, Race, # of Children What makes them different? LEFT RIGHT
  17. 17. ARTS ORGANIZATIONS FACE THE SAME CHALLENGES AS POLITICAL CAMPAIGNS <ul><li>When targeting both voters (their audience) and donors, political campaigns improve their results by modeling discreet data, which is used to identify segments that respond to persuasion mail and calls to action such as making a donation to a political campaign or organization. </li></ul><ul><li>Arts organizations can use the same script as political campaigns, making current marketing efforts more efficient and creating new audience and donor pools. </li></ul>
  18. 18. ARTS ARE ADEPT AT USING OTHER ARTS ORGANIZATIONS TO GROW <ul><li>For years arts groups have traded lists with sister organizations to cross-pollinate with other pools of known arts patrons. </li></ul><ul><li>This use of list sharing is growing the arts horizontally and the use of data resources like SmArt and other list exchanges is growing in all segments of the arts world. </li></ul>
  19. 19. DEMOGRAPHICS CREATE LIMITED PROFILES WITH LITTLE VARIATION
  20. 20. HOW MULTI-DIMENSIONAL MODELING GOES BEYOND AGE AND INCOME <ul><li>Your existing database is a rich source of individual level data that can be matched across hundreds of variables to locate people who look just like your audience and donors. </li></ul><ul><li>Using statistical modeling, we find those patterns that differentiate donors from non-donors or YOUR potential audience members from those who choose other forms of entertainment. </li></ul>
  21. 21. HOW MULTI-DIMENSIONAL MODELING GOES BEYOND AGE AND INCOME <ul><li>The models generate scores that can be used to </li></ul><ul><ul><li>remove low performing names from your existing prospecting lists </li></ul></ul><ul><ul><li>find likely donors in other databases including voter files, commercial lists and political donor universes. </li></ul></ul><ul><li>This approach has successfully helped Republicans find their niche voters and now Democrats are catching up, including using modeling to find donors as well as voters. </li></ul>
  22. 22. PROFILE FOCUSES ON MONEYMAKERS AND DISCARDS THE REST 10 9 8 7 6 5 4 3 2 1
  23. 23. THANK YOU Questions? AKPD MEDIA THE STRATEGY GROUP

×