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10 Lessons for Marketers from Barack Obama

A presentation made at a Digital Marketing Conference in November 2008 on Obama's digital and email marketing strategy. Also appeared earlier as an article in Afaqs.com and Brand Reporter.

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10 lessons
      for marketers
      from Barack
         Obama

   Overview of Digital Strategy,
     Tactics, Tools & Results




Vijay Sankaran, Digital Strategy Director, URJA
This presentation was made at
                a Digital Marketing Conference
          held in Mumbai, India on Nov 26, 2008.

        A detailed guest article on the same theme
       also appeared here (http://twurl.nl/ng1fth)
in Afaqs.com* on Nov 7, 2008 as well as Brand Reporter
    India’s leading Advertising & Marketing magazine.


*Afaqs.com is the world’s most visited Advertising & Marketing website




                                                       Architecting Customer Value
Obama beat two established political brands, Clinton & McCain.
 He also beat global brands like Nike and Apple to be chosen
                Ad Age Marketer of the Year.

                                               Architecting Customer Value
The results: A game changer
• $ 640 million in funds, 3.1 million contributors

• Over 100 million page views of official and
  unofficial YouTube videos

• 5 million volunteers

• 2.2 million `fans’ on his Facebook page

• Over 1 million on his MySpace page and

• 3 million profiles on myBarackObama.org


                                       Architecting Customer Value
10 lessons
    for marketers

   1.Define your goal.
Build an integrated digital
   strategy around it.




                         Architecting Customer Value
Goal: “To build an online relationship with
 supporters who will not only give money
  but also knock on doors to help register
    voters, and help get the vote out.”




                                Architecting Customer Value
Ad

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10 Lessons for Marketers from Barack Obama

  • 1. 10 lessons for marketers from Barack Obama Overview of Digital Strategy, Tactics, Tools & Results Vijay Sankaran, Digital Strategy Director, URJA
  • 2. This presentation was made at a Digital Marketing Conference held in Mumbai, India on Nov 26, 2008. A detailed guest article on the same theme also appeared here (http://twurl.nl/ng1fth) in Afaqs.com* on Nov 7, 2008 as well as Brand Reporter India’s leading Advertising & Marketing magazine. *Afaqs.com is the world’s most visited Advertising & Marketing website Architecting Customer Value
  • 3. Obama beat two established political brands, Clinton & McCain. He also beat global brands like Nike and Apple to be chosen Ad Age Marketer of the Year. Architecting Customer Value
  • 4. The results: A game changer • $ 640 million in funds, 3.1 million contributors • Over 100 million page views of official and unofficial YouTube videos • 5 million volunteers • 2.2 million `fans’ on his Facebook page • Over 1 million on his MySpace page and • 3 million profiles on myBarackObama.org Architecting Customer Value
  • 5. 10 lessons for marketers 1.Define your goal. Build an integrated digital strategy around it. Architecting Customer Value
  • 6. Goal: “To build an online relationship with supporters who will not only give money but also knock on doors to help register voters, and help get the vote out.” Architecting Customer Value
  • 7. v/s Architecting Customer Value
  • 8. Integrated Hub & Spokes Model New media & Widgets Email Marketing Hub Online Search & Display Ads Social Media Architecting Customer Value
  • 9. Email id harvesting: Strategic objective in first phase Architecting Customer Value
  • 10. Email : The glue of Obama’s Digital Marketing • 1 billion emails • 13 million email ids • Granular segmentation • One-to-One • Personalized • Incentive • Relevance “Be the first to know “ the Vice-President nominee was one of the many ways Email created buzz and engagement, and helped increase registerations. Architecting Customer Value
  • 11. Did you see Michelle? Architecting Customer Value
  • 12. Answer the call Architecting Customer Value
  • 13. Dinner with Barack? Architecting Customer Value
  • 14. Get your official Obama-Biden yard sign Architecting Customer Value
  • 15. An emailer from Obama, the day he won Architecting Customer Value
  • 16. 2. Bring the best minds to the table. Empower them to execute. Architecting Customer Value
  • 19. 4. Leverage your customers’ passions.. Architecting Customer Value
  • 20. The Obama Girl series of videos got over 60 million views. Architecting Customer Value
  • 21. Yes, We Can by Will.i.am A 2008 video featuring 60 celebrities had over 11 million views. Architecting Customer Value
  • 22. Halloween: YesWeCarve.com Obama supporters put up a site during Halloween just a few week before the election. Here visitors were asked to express their support through photos of Obama theme pumpkins . Architecting Customer Value
  • 23. Chris Hughes, 24-year old co-founder of Facebook was the “online organizing guru” managing MyBO.com Customer-Centric: Walking the Talk. Architecting Customer Value
  • 24. 5. Relinquish control. Yes, you can. Architecting Customer Value
  • 26. 6. Segment and connect. Relevancy rules. Architecting Customer Value
  • 28. 7. Stay ahead of the curve. Or your customers will move on without you. Architecting Customer Value
  • 29. Iphone App 1,20,000 “followers’ on Twitter Architecting Customer Value
  • 30. 8. Run many small campaigns. Tactics matter as much as strategy. Architecting Customer Value
  • 34. 9. Make sure `online community’ translates to real world wins. Architecting Customer Value
  • 35. 10. Focus on the endgame. Close the sale. Architecting Customer Value
  • 36. It’s customer engagement that causes the queue. ….whether it’s at the checkout counter, or the polling booth. Architecting Customer Value
  • 37. “Kennedy was the first telegenic brand. Obama is the first cybergenic brand” -Paul Saffo, futurist. The questions you need to ask yourself are: How cybergenic is my brand? How digital is my marketing outlook and toolkit? Architecting Customer Value
  • 38. 10 lessons for marketers 1. Define your goal. Build an 6. Segment and connect. integrated digital strategy Relevancy rules. around it. 7. Stay ahead of the curve. 2. Bring the best minds to Or your customers will the table. Empower them move on without you. to execute. 8. Run many small 3. Change the rules of the campaigns. Tactics matter game where you can. as much as strategy. 4. Leverage your customers’ 9. Make sure online passion. community translates to real world wins. 5. Relinquish control. Yes, you can. (Or else…) 10. Focus on the endgame. Close the sale. Architecting Customer Value
  • 39. Connect with me • Twitter: @VijaySankaran • Linkedin: www.linkedin.com/in/esveejay • Linkedin Groups: Digital Marketing India Email Marketing India • Email: Vijay1to1@gmail.com • www.urja.com Architecting Customer Value