Interview with: Jim Messina, WhiteHouse Deputy Chief of Staff forOperations, 2012 CampaignManager for President ObamaPresi...
The Marketing Network –marcus evans Summits groupdelivers peer-to-peer informationon strategic matters, professionalt r e ...
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Interview with: Jim Messina, White House Deputy Chief of Staff for Operations, 2012 Campaign Manager for President Obama

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Interview with: Jim Messina, White House Deputy Chief of Staff for Operations, 2012 Campaign Manager for President Obama

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Interview with: Jim Messina, White House Deputy Chief of Staff for Operations, 2012 Campaign Manager for President Obama

  1. 1. Interview with: Jim Messina, WhiteHouse Deputy Chief of Staff forOperations, 2012 CampaignManager for President ObamaPresident Obama’s re-election campaignhas valuable lessons for ChiefMarketing Officers (CMOs) ofconsumer-facing companies, says JimMessina, White House Deputy Chief ofStaff for Operations, 2012 CampaignManager for President Obama.Obama’s 2012 political campaign wasunprecedented on many different levels,as it revolutionised the way technologywas used. Its two-pronged focus ondata and digital marketing madesuccess possible, Messina adds.Messina is a speaker at the marcusevans CMO Summit 2013 in the GoldCoast, Queensland, Australia, 12 - 14August.How did you approach digitalmarketing in President Obama’s re-election campaign? Why and howwas the campaign a success?When we started the campaign, wedecided to completely revolutionise theway technology had previously beenused in a political campaign. In the fouryears since his first campaign, Facebookhad expanded, Twitter had become apredominant form of communicationand the effectiveness of TV ads hadsignificantly diminished.We wanted technology to do a verysimple, yet almost impossible thing - todevelop a personal connection withevery voter. We married digitalmarketing with an unprecedented focuson data to target individual voters, andit was very successful. We brokesupport and voter turnout records.How did you merge politics andtechnology? What advice or lessonscould you share with CMOs?One thing we learned is that thevalidation of people’s friends and familyis very important, so one of ourambitious goals was to use PresidentObama’s supporters as ambassadors totheir family, friends and neighbours.The digital world allowed us to do that.We built an innovative programmewhere supporters’ Facebook contactswere matched with our data. We sharedinformation on which of their contactswere supporting the President and withone click they were able to reach out totheir friends. In the last 96 hours of thecampaign, 6.6 million people reachedout to their friends, and 70-80 per centof those ended up supporting thePresident.These technologies have consumerapplications too. Companies want moreinformation on their target audience andhow best to reach out to them.What changes should CMOsembrace?Young consumers are changing theirhabits almost yearly. Five years ago itwas Facebook, then Twitter and nowInstagram. They communicate via textmore than by email. Many more peopleown smart phones today, so eventhough it is harder to programmecontent for them, marketers must meetpeople where they are.Companies have to figure out thebehaviour patterns of their targetaudience, and how to have relevantdiscussions with people. They should beplatform neutral, talking to folks onmultiple social media sites. We haddepartments dealing with each websiteindividually.What about the actual message thatis communicated? What iseffective?Messages have to be very targeted andeasy to understand, but the single mostimportant thing is genuineness. Typicalpolitical spin does not work. People cansniff them out. Everyone is also busiertoday, so will see a lot less of thesemessages. Marketers must narrowcastdirectly to customers.Any final words of advice?Do not confuse tactics with the overallstrategy. Use data to find your marketand use the tools you have in front ofyou more efficiently. Understand yourmessage and have people understand itin a very clear and definable way.People have so many other choicestoday.We marrieddigitalmarketingwith anunprecedentedfocus on dataMarketing Lessons fromObama’s Re-Election Campaign
  2. 2. The Marketing Network –marcus evans Summits groupdelivers peer-to-peer informationon strategic matters, professionalt r e n d s a n d b r e a k t h r o u g hinnovations.Please note that the Summit is aclosed business event and thenumber of participants strictlylimited.About the CMO Summit 2013This unique forum will take place at the RACV Royal Pines Resort, Gold Coast,Queensland, Australia, 12 - 14 August 2013. Offering much more than anyconference, exhibition or trade show, this exclusive meeting will bring togetheresteemed marketing professionals and solution providers to a highly focused andinteractive networking event. The Summit includes presentations on mastering theart of communication, inspecting data and usage patterns, navigating social mediachannels, and scouting for top talent.www.cmoanzsummit.comContactSarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, SummitsDivisionTel: + 357 22 849 313Email: press@marcusevanscy.comFor more information please send an email to info@marcusevanscy.comAll rights reserved. The above content may be republished or reproduced. Kindlyinform us by sending an email to press@marcusevanscy.comAbout marcus evans Summitsmarcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discussstrategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity toindividually tailor their schedules of keynote presentations, case studies, roundtables and one-to-one business meetings.For more information, please visit: www.marcusevans.comUpcoming EventsCMO Asia Summit - www.cmoasiasummit.comCMO Japan Summit - www.cmojapansummit.comTo view the web version of this interview, please click here: www.cmoanzsummit.com/JimMessina

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