Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Barack Obama’s Interactive Campaign: Political Social Media Best Practices - March 9, 2009

737 views

Published on

Presented to the Association of Women in Communications, Detroit Chapter - March 9, 2009

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Barack Obama’s Interactive Campaign: Political Social Media Best Practices - March 9, 2009

  1. 1. Barack Obama’s Interactive Campaign Shiba C.E. Palmer Web Information Specialist University of Detroit Mercy Marketing & Public Affairs Department March 9, 2009
  2. 2. The “Obama Brand” • Across print, web, mobile, merchandising and all other interactive media, the Obama campaign used grass-roots and for-profit marketing strategies to communicate campaign (marketing) messages, capture and mobilize potential/current voters and volunteers – Social Networking – Email – Mobile Devices – Electronic Placement • These channels were used to direct targeted audience to the http://www.barackobama.com website, that provided a comprehensive interactive campaign for the election and is still being used as a tool during the administration. • Within the Obama web site, the campaign created http://my.barackobama.com (social networking site) to further engage users
  3. 3. Obama’s Social Networking Campaigns “Obama Everywhere” • Fully-functional web profiles on all relevant social networking site (general and demographically based) used to communicate marketing messages and lead users to http://www.barackobama.com and – Register as a supporter – Donate money & volunteer – Purchase merchandise • All profiles follow the “Obama Brand”, with similar navigation, graphic, CSS (color, typesetting) and writing style design
  4. 4. “Obama Everywhere”: YouTube Channel http://www.youtube.com/user/BarackObamadotcom • Registered as a “campaign” to received formatting and link benefits • Links on channel homepage direct users to YouTube specific URLs: www.barackobama.com/YoutubeGoTV/ • Recorded/uploaded 1,836 videos as of 3/3/09, each with links to issue-specific URLs within www.barackobama.com • 166,719 subscribers as of 3/3/09 who upload their own videos, embedded and link videos in other sites, & (most importantly) spread marketing messages from the campaign & cabinet • The cabinet now records/uploads Obama’s weekly (previously radio) address & all his appearances proactively, then onto http://www.whitehouse.gov/
  5. 5. “Obama Everywhere”: MySpace Profile(s) http://www.myspace.com/barackobama • Registered as an “IMPACT” profile to take advantage of formatting, search & promotion options • Created multiple profiles, representing all key constituents: • Links on profile homepage direct users to MySpace specific URLs • Offered code & links to users to embed images &RSS feeds, register to my.barackobama.com (MyBO) & “Obama Mobile” • Provides links to all the campaign profiles on other social networking sites, videos, blogs and interaction opportunities.
  6. 6. “Obama Everywhere” con’t
  7. 7. Obama’s Email Campaign • Email Campaign – Email subjects were formatted to be from a variety of Obama representatives (Michelle Obama, Joe Biden, campaign reps, etc.) – The mailing list is currently being used by the administration and stakeholder to work to inform and mobilize constituents for the budget, stimulus package, etc.
  8. 8. “Obama Mobile” Cell/Mobile Devices Cell Phone/Mobile Device SMS Text Campaign “Obama Mobile” – All modes previously discussed lead to the registration page that enables users to receive messages via SMS Text on mobile devices (with coordinating registration numbers) – Messages are sent on a regular basis (up to daily, based on the campaign activities) for a variety of marketing messages and announcements of interest to the campaign and presidency
  9. 9. Obama’s Electronic Placement • Targeted marketing on a variety of web- based and desktop utilities – Flash banners on relevant websites – Commercials on video streaming site; www.comedycentral.com, www.hulu.com, etc. – Pseudo” product placement • Pandora Music • Xbox 360 • Guitar Hero • Madden 09
  10. 10. www.barackobama.com
  11. 11. www.barackobama.com/downloads
  12. 12. my.barackobama.com • The Obama campaign created a pseudo social networking site within the website – Profile creation – Blogs / communication with other supporters – Create/attend events – Donate / volunteer – View content – Buy branded merchandise – Suggest interactive campaign activities

×