The Marketing of the President: 2012

The Marketing of the President: 2012
The Marketing of the President: 2012 ONLINE. OFFLINE. SOCIAL BY DESIGN. ©SocialxDesign. All rights reserved.
Where I’m from ©SocialxDesign. All rights reserved. @giorodriguez2
Where I’ve been ©SocialxDesign. All rights reserved. @giorodriguez3
My historical POV (it used to be about …) ©SocialxDesign. All rights reserved. @giorodriguez6
My historical POV (now it’s about …) ©SocialxDesign. All rights reserved. @giorodriguez7
Mnemonic ©SocialxDesign. All rights reserved. @giorodriguez8
Mnemonic ©SocialxDesign. All rights reserved. @giorodriguez9
Mnemonic Message Messenger Media Moment Money Metrics The “map” ©SocialxDesign. All rights reserved. @giorodriguez 10
1. Message ©SocialxDesign. All rights reserved. @giorodriguez 11
1. Message: Referendum ©SocialxDesign. All rights reserved. @giorodriguez 13
1. Message: Progress ©SocialxDesign. All rights reserved. @giorodriguez 15
1. Message: Takeaways The past versus the future. ©SocialxDesign. All rights reserved. @giorodriguez 17
2. Messenger ©SocialxDesign. All rights reserved. @giorodriguez 18
Rogues Gallery ©SocialxDesign. All rights reserved. @giorodriguez 26
2. Messenger: Takeaway The big tent and the longtail versus the “base.” ©SocialxDesign. All rights reserved. @giorodriguez 29
3. Media ©SocialxDesign. All rights reserved. @giorodriguez 30
3. Media (Social) ©SocialxDesign. All rights reserved. @giorodriguez 31
3. Media (Social): Followers Obama: 22.7mm Romney: 1.8 mm ©SocialxDesign. All rights reserved. @giorodriguez 32
3. Media (Social): Likes Obama: 32.2 mm Romney: 12.1 mm ©SocialxDesign. All rights reserved. @giorodriguez 33
3. Media (Social): Offline Obama: Field offices Doors knocked Registrations ©SocialxDesign. All rights reserved. @giorodriguez 34
3. Media (Social): Offline Obama: Field offices Doors knocked Registrations ©SocialxDesign. All rights reserved. @giorodriguez 35 @giorodriguez
3. Media (Social): Offline Obama: Field offices Doors knocked Registrations ©SocialxDesign. All rights reserved. @giorodriguez 36 @giorodriguez
3. Media (social): takeaway Digital versus postdigital (online and offline). ©SocialxDesign. All rights reserved. @giorodriguez 37
4. Moment ©SocialxDesign. All rights reserved. @giorodriguez 38
4. Moment ©SocialxDesign. All rights reserved. @giorodriguez 41 Day before the debate: early voting in Ohio.
4. Moment ©SocialxDesign. All rights reserved. @giorodriguez 42 One day before the debate: early voting in Ohio.
4. Moment (takeaway) In the postdigital world, “events” are even more challenging. ©SocialxDesign. All rights reserved. @giorodriguez 46
4. Moment (takeaway) In the postdigital world, “events” are even more challenging. ©SocialxDesign. All rights reserved. @giorodriguez 47
4. Moment (takeaway) Prime time versus real-time. ©SocialxDesign. All rights reserved. @giorodriguez 48
5. Money ©SocialxDesign. All rights reserved. @giorodriguez 49
5. Money (campaigns) $838.5 mm $998.2 mm ©SocialxDesign. All rights reserved. @giorodriguez 50
5. Money (super PACs) ~$700 mm ~$260 mm ©SocialxDesign. All rights reserved. @giorodriguez 51
5. Money: average donation $58 ©SocialxDesign. All rights reserved. @giorodriguez 52
5. Money (takeaway) Patron-driven versus people-driven. ©SocialxDesign. All rights reserved. @giorodriguez 53
6. Metrics ©SocialxDesign. All rights reserved. @giorodriguez 54
Romney’s Orca 6. Metrics ©SocialxDesign. All rights reserved. @giorodriguez 57
Romney’s Orca 6. Metrics “Early in the evening, one aide said that, as of 4 p.m., Orca still projected a Romney victory of somewhere between 290 and 300 electoral votes.... “Somebody said Orca is lying on the beach with aAllharpoon in it,” said the aide. “ – ©SocialxDesign. rights reserved. @giorodriguez 58
Obama’s Cave 6. Metrics ©SocialxDesign. All rights reserved. @giorodriguez 59
Obama’s Cave 6. Metrics “[Messina] hired an analytics department five times as large as that of the 2008 operation, with an official “chief scientist” for the Chicago headquarters named Rayid Ghani, who in a previous life crunched huge data sets to, among other things, maximize the @giorodriguez ©SocialxDesign. All rights reserved. 60 efficiency of supermarket sales promotions.” --TIME
6. Metrics (takeaway) Little data versus big data. ©SocialxDesign. All rights reserved. @giorodriguez 61
7. The “map” ©SocialxDesign. All rights reserved. @giorodriguez 62
7. The “map” ©SocialxDesign. All rights reserved. @giorodriguez 63
7. Map ©SocialxDesign. All rights reserved. @giorodriguez 64
7. The “map” (takeaway) Tribe versus metatribe. ©SocialxDesign. All rights reserved. @giorodriguez 65
The Marketing of the President: 2012 ONLINE. OFFLINE. SOCIAL BY DESIGN. ©SocialxDesign. All rights reserved.

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