9. Obama’s Campaign Budget
Out of a total budget of $566M (USD)
• 48% allocated to media
• 6% spent on digital media
10. Digital Media Spend
1. Paid Search
• $7.2M on Google
• $14M on Yahoo!
2. Digital “Brand” Advertising
• $3.8M on mainstream websites
3. Social Media
• $980K on Facebook
• $280K on MySpace
12. Tactic 1:
Recruit a team of digital specialists
A digital-savvy staff crafted the strategy
20 people fully
dedicated to digital
Plus world-class Super Geeks:
• Chris Hughes, co-founder of Facebook
• Eric Schmidt, CEO of Google
13. Tactic 2:
Make Your Message Findable
Content that’s visible in the right place at the right time
21. Tactic 5:
Empower your fans
Recruit Core Advocates among your closest target
Obama “Core”
1. Black Community and its
leaders
2. Democrats tired of the Clintons
3. First victims of the economic
downturn
Peers (Followers)
22. Empowerment
Encourage the “Core” to activate their personal networks
Obama “Core”
Thousands of local “small Obamas”
• Speaking to everyone
• Listening to everyone
• Raising funds
• Organizing micro-meetings
• Generating vast amounts of
content besides the “official” content
Peers (Followers)
35. Transparency
Leverage digital to report on what you’re doing
• Once elected
Each non-urgent legislation
will be published for 5 days
to allow the public to review
and comment on it, before
the President signs it.
39. Advertising in 2009 must be…
1. Built by people who truly understand digital
2. Findable anywhere and everywhere, all the time
3. Relevant to multiple audiences
4. Built for interactivity and engagement
5. Designed to create and empower “fans”
6. Provide rewards for the user
7. Socially conscious and transparent
40. But we’re in a crisis.
Maybe we should stick to
what works?
41. Hello TV people: It’s not working
Percentage of U.S. homes watching network primetime TV
42. Maybe Brazil is totally and
completely immune?
Maybe Brazil will never change?
43. I will make you a bet:
Brazil is going to explode. Digitally.
Why?
44. You’re rushing online
Wired household penetration
is outpacing all the other major
growth markets:
You in 2009: 38%*
RIC in 2009: 22%**
*Averages Brazil, Mexico and Argentina
**Averages Russia, India and China
45. You’re hyperdigital
You have one of the most
advanced digital populations
on Earth.
Highest reach in
social networks:
60%
Highest reach in digital
communications:
82% webmail
73% in Messenger
68. The Problem
Latin America is stuck in an “old media” rut.
Digitally, you’ve fallen behind,
and the gap is widening:
You: $21*
Everyone else:
$180**
*Averages Brazil, Mexico and Argentina
**Averages US, Canada, Italy, Spain, UK, Germany, France,
Australia, India, Russia, China, South Korea, Japan
69. What I Believe:
You are the biggest growth market on the planet
for digital. The population wants it.
Brands, creative agencies, and media companies
are not keeping up.
The revolution will start with you.
