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Obama Internet Campaign Presentation


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Obama Internet Campaign Presentation

  1. 1. Obama Presentation Group 2A1
  2. 2. Introduction <ul><li>“ Were it not for the Internet, Barack Obama would not be president. Were it not for the Internet, Barack Obama would not have been the nominee,” ( Arianna Huffington, editor-in-chief of The Huffington Post) </li></ul><ul><li>We are going to present a case in support of this statement. </li></ul>
  3. 3. Objectives of the Campaign <ul><li>Inform the public </li></ul><ul><li>Build relationships with potential voters </li></ul><ul><li>Encourage action </li></ul>
  4. 4. The Scope of the Internet <ul><li>Obama utilised the Internet to connect with a large geographically divided set of individuals but the Internet also provided a vital channel for dialogue, communication and measurement of success. </li></ul><ul><li>Specifically Obama was seeking to obtain the maximum amount of donations towards his campaign and win the election </li></ul><ul><li>The internet represented the best tool to penetrate U.S. households and this was particularly important since the campaign was reliant on public funding. </li></ul>
  5. 5. Integration Blogging Search engine optimisation Social networking sites Email marketing eCRM
  6. 6. The Landing Page
  7. 7. Entering the Site
  8. 8. Personalisation <ul><li> - allowed people to set up their own area on the website where they could set up groups or blog </li></ul><ul><li>The personal approach meant voters felt closer to the candidate. </li></ul><ul><li>Getting users registered on the site meant that the Obama team could contact subscribers instantly, frequently, cheaply and could personalise their messages. </li></ul><ul><li>It also allowed for data collection that is crucial for future customer profiling and maintaining and improving online activities. </li></ul>
  9. 9. eCRM <ul><li>Obama used hosted CRM software to facilitate feedback from citizens on the Citizen’s Briefing Book. The most popular ideas were then delivered to the President. </li></ul><ul><li>This encouraged a dialogue with voters. </li></ul><ul><li>Users of the site also encouraged to share their economic crisis story on the site. </li></ul>
  10. 10. E-Mail Marketing <ul><li>Combining with personalised email communications is the stepping stone for developing long term sustainable relationships with the target voters. </li></ul><ul><li>Communicating latest information </li></ul><ul><li>Personalisation of communication </li></ul>
  11. 11. E-Mail Marketing <ul><li>Select, Acquire, Retain and Extend </li></ul><ul><li>Triggers </li></ul>
  12. 12. Other Internet Marketing Tools <ul><li>Social Networking Sites </li></ul><ul><li>People registered online to receive text messages </li></ul><ul><li>YouTube </li></ul><ul><li>Viral Speeches </li></ul><ul><li>Blogs </li></ul><ul><li>SEO </li></ul>
  13. 13. The Scale and Reach of the Campaign <ul><li>“ No other presidential campaign ever utilised the Internet so innovatively” (Karen Tumulty, TIME magazine). </li></ul><ul><li>Raised a record of $750 million dollars almost entirely from individual donors using a modern, grass roots strategy powered mostly by email marketing. </li></ul><ul><li>“ ... 25 per cent of people who 'pulled the lever' for Obama on election day were already connected to him electronically&quot; (Temsamani, GM Google Australia and New Zealand). </li></ul>
  14. 14. <ul><li>The advantages of Internet fund raising are that it is quick, cheap and far less intimidating for political novices than writing a big cheque. </li></ul><ul><li>This was important for Obama’s campaign since his success rested upon mobilising the vote of many poor, young, ethnic minorities who had previously been politically apathetic. </li></ul><ul><li>The internet provided a new way in which these groups could interact with the campaign from the comfort of their homes and offices. </li></ul>
  15. 15. What can other Companies Learn? <ul><li>Capitalise on new technologies quickly </li></ul><ul><li>Strategic thinking </li></ul><ul><li>Integrate internet tools with other activities </li></ul><ul><li>The customer as an individual is key </li></ul>
  16. 16. What has Group 2A1 learned? <ul><li>Review the presentation on YouTube </li></ul><ul><li>Get the lecture slides at </li></ul><ul><li>Visit our fundraising page at </li></ul><ul><li>Join the debate on the Leeds MA Advertising and Marketing 2008-9 Facebook group </li></ul><ul><li>Check your emails for updates on the Group 2A1 campaign </li></ul>
  17. 17. <ul><li>THANK YOU </li></ul>