Obama and CFA

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How can CFA take advantage of the strategies used in the US presidential election campaign to incresae levels of bushfire preparedness?

This presentation was produced and presented by Sputnik Agency managing director, Stephen O'Farrel, to spark discussion on how social media could be used by CFA and other emergency services to activate and engage behavioural change in their communities.

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  • Let’s be honest, the goal for this man in shifting from a rank outsider (the son of a mother from Witchita Kansas and a father from Kenya) – to President of the United States – is pretty ambitious. A different type of ambition perhaps to getting as many Australian’s as possible prepared for the upcoming fire season... But a hugely ambitous goal nonetheless. And while the ambitions of Barak Obama and the CFA are somewhat different, there are numerous lessons to be learned from this campaign that Barak Obama and his team of voluteers waged over the past
  • The campaign was not successful simply because it got a lot of people to vote. It was successful because it got a lot of people out getting others to votes – not only vote, but to actively participate in the campaign.Obama’s secret to winning the election was his success in transforming ordinary citizens into campaign evangelists. Obama’s campaign did more than just motivate people to vote, it inspired people to get peers to vote.Obama did not create a community, he enabled volunteers to create their own. This policy of openness and accessibiliity proved to be effective and extremely viral.
  • TREND: TRUST HAS SHIFTED FROM INSTITUATIONS TO INDIVIDUALS. Please don’t quote me on numbers but the vast majority of consumers place the greatest trust in recommendations and opinions from peers. Crucial to turn people into active rather than passive participants. I’ll talk a little later about how this manifested itself in terms of campaign strategy. But at the highest level, a core component of the campaign strategy – and indeed any sales strategy in the online environment – is to drive users up through the segmentation heirarchy to go from basic signup through to multiple donations or sales … and I’ll talk about how he actually managed to do this by leveraging social media to it’s fullest extent shortly.
  • Commercial Example – GE Money Tree (Pledges and Stories)Give people the tools to be part of the experience and create their own. That is, empower them by giving them the tools to take charge. Enable them to tell their stories.1,542 Flickr Groups At the end of the campaign, users could even generate a personalised copy of an Obama campaign book to which you could add your own photo and have it printed on demand at Amazon.com
  • Commercial Example – Who on earth cares? – the energy conservation initiative for CaliforniaWhen people realise that their friends and neighbours are actively taking part, standard socialogical crowd behaviour – there’s no doubt that being part of a social movement is a very empowering experience.
  • Commercial Example – Dell Idea Storm, My Starbucks Idea, Sputnik with Google about the Adidas project My.BarackObama.com offered a database of guidelines and how-to’s—how to plan a voter registration drive, how to host a debate party, how to knock on doors, how to make phone calls for Obama.Supporters were given access to databases of phone numbers and emails of other supporters, and local Obama events were posted on maps and searchable by ZIP code. These tools enabled everyday people to become community organizers in their own neighborhoods.”
  • Build ownership through personal connectionsObama for America was the first organization to make use of BSD’s innovative “Grassroots Match” technology, a gift-matching program that brings together new donors and their matching donors personally, so that they can meet, communicate, and reinforce one another’s commitment to their common cause. For the Obama campaign, “Grassroots Match” brought a significant and measurable lift in contributions compared to traditional anonymous-match programs, as well as concomitant media attention.
  • Via the mybarakobama website people could chose to download logos, taglines, member information, specific information relating to their particular information group, etc.
  • I don’t know if anyone managed to pick up the article in the age last Saturday’s A2 about DIY cuture – great piece in which they spoke about the increasing force of DIY creativity – more importantly that the YouTube broadcast yourself tagline is limited because now YouTube is the source for so many high quality videos these days – e.g., Seth McFarlane.
  • Obama’s email marketing efforts generated the lion’s share of campaign fund-raising. Staff relentlessly tested each element of every major email push, from subject line to creative to copy. Another important factor is something many marketers know about but often miss: having a very clear and distinct call to action in every email. Over 7,000 different messages were sent over the course of the campaign.
  • Distribute your opinion in places where people are talking – Obama did this with over 57 official myspace pages – one for each state, plus special key interest groups. You should know that there are about eight million people on social media in Australia last month (four million on Facebook alone)… Be immediate…Be live…Allow people to connect with you and rally support around you in the most convenient way possible. For retailers this might mean using Twitter to update loyal customers on price promotions or sale periods. For a bank this might mean keeping track of their brand and what customers are saying about them online. The main thing to know is that in this day and age you cannot afford to be living by the adage of ‘build it and they will come.’ You need to be leveraging social media in a way that connects in as interactive and unobtrusive a fashion as possible.
  • Ok, this is a slide that is for all you brand police out there – or people who still get $#@! for the need to abide. There . A hugely important way for people to drive relevance, give customers/consumers a sense of ownership… and most importantly to HAVE FUN. Is there any better way to feel a sense of ownership for something Commercial Example – Google Logo
  • Ok, this is a slide that is for all you brand police out there – or people who still get $#@! for the need to abide. There . A hugely important way for people to drive relevance, give customers/consumers a sense of ownership… and most importantly to HAVE FUN. Is there any better way to feel a sense of ownership for something Commercial Example – Google Logo
  • Obama and CFA

    1. 1. Lessons learned from the most famous digital marketing campaign in history.<br />
    2. 2. Stephen O’Farrell <br />MD of<br />
    3. 3. SPUTNIK AGENCY SERVICES<br />Sputnik Agency connects clients brands and target markets, in an ROI positive manner, through the use of online and mobile video solutions.<br />Marketing - Fully Integrated Online Marketing Services<br />Content - Strategy, Distribution and Advertising<br />Technology - Online and Mobile Video Solutions<br />
    4. 4.
    5. 5. SO HOW DID HE SHIFT FROM MAN TO PRESIDENT?<br />
    6. 6. HE TAPPED INTO THE POWER OF PEOPLE<br />
    7. 7. THE OBAMA CAMPAIGN<br />SOCIAL NET.<br />MICRO BLOGING<br />SEARCH<br />MONEY <br />ATL<br />EVENTS<br />VOTES<br />My B.O.<br />PEOPLE <br />ACTION <br />BLOGS<br />PR<br />BY STATE AND DISTRICT<br />VIDEO SITES<br />MOBILE<br />eMAIL<br />SOURCE: Eldeman<br />
    8. 8. THE RESULTS<br />Over 1B emails sent to over 13M email addresses<br />Over 1M SMS subscribers<br />2M profiles were created on My B.O <br />Over 200,000 offline events planned via the web<br />400,000 blog posts were written<br />My B.O organised 35,000 volunteer groups<br />14.5M hours of YouTube content viewed<br />The campaign raised $770 million<br />
    9. 9. SO WHAT GUIDING PRINCIPLES CAN THE CFA GARNER FROM THIS CAMPAIGN?<br /> Create ownership to build advocacy<br /> Build a strong brand and give up control <br /> Be relevant to drive engagement<br /> Be authentic to build trust <br />
    10. 10. 1. Create ownership to build advocacy <br />
    11. 11. TURN INDIVIDUALS INTO FIRE READY ADVOCATES<br />Regional<br />Multiple or recurring state wide efforts<br />Group Leaders<br />Group leaders organising community events<br />Surrogacy / Outreach<br />Reaching out to people in and around the community<br />Low-level action<br />Take action in and around their own properties<br />Basic Signup<br />Inactive; don’t read email<br />
    12. 12. ALLOW INDIVIDUALS TO SHARE THEIR STORIES<br />ALREADY ENABLING PEOPLE TO DO THIS VIA FACEBOOK & CFA CONNECT<br />
    13. 13. LET THEM SEE THE POWER OF MANY<br />WHAT ARETHE BENEFITS OF LARGE SCALE COMMUNITY PREPAREDNESS FOR FIRE?<br />
    14. 14. NEIGHBOUR TO NEIGHBOUR ADVOCACY<br />HOW MUCH DO WE ENCOURAGE NEIGHBOUR ADVOCACY FOR FIRE PREPAREDNESS?<br />
    15. 15. CONNECT LIKE MINDED PEOPLE<br />Traditional Match<br />One Wealthy Donor<br />Existing Donor + Non-Donor<br />Grassroots Match<br />Existing Donor<br />Non-Donor<br />
    16. 16. 2. Build a strong brand and give up control<br />
    17. 17. THE CAMPAIGNING EQUATION<br />strong brand <br />Strong brand that people want to engage with! <br />Consistent Visual Language<br />Clear Strategic Messaging<br />Strong Rally Cry<br />
    18. 18. THE CAMPAIGNING EQUATION<br />strong brand <br />Strong brand that people want to engage with! <br />Consistent Visual Language<br />Clear Strategic Messaging<br />Strong Rally Cry<br />QUESTION: WHAT IS THE CAMPAIGNING EQUATION FOR CFA<br />
    19. 19. EMPOWER PEOPLE TO LIVE THE BRAND<br />QUESTION: HOW MUCH DOES THE CFA EMPOWER PEOPLE TO LIVE THE BRAND?<br />
    20. 20. GET PEOPLE TO PLAY AND BE CREATIVE WITH IT…<br />
    21. 21. 3. Be relevant to drive engagement<br />
    22. 22. TARGET YOUR MESSAGE TO YOUR CONSUMER <br />Database of 165,000,000 Americans<br />(included demographic parameters, credit ratings, magazine subscriptions, vehicle registrations and other syndicated data)<br />90 different segmentation profiles created. Each received tailor communications based on their potential issue concerns.<br />HOW TARGETED ARE CFA’S COMMUNICATION TO HOME OWNERS?<br />
    23. 23. TEST IT, MEASURE IT AND CHANGE IT TO BE RELEVANT<br />TESTED EMAILS<br />FINAL EMAIL<br />Over 1 billion emails sent generated the lion’s share of campaign <br />fundraising. Every element of each major email push was tested; subject lines, layout, creative and copy. <br />
    24. 24. TAKE YOUR MESSAGE TO THE CONVERSATION<br />TWITTER FOR REAL TIME INFORMATION; FLICKR FOR PHOTOS<br />
    25. 25. BE RELEVANT THROUGH PERSONALISED BRAND EXPERIENCES<br />
    26. 26. BE RELEVANT THROUGH PERSONALISED BRAND EXPERIENCES<br />
    27. 27. 4. Be authentic to build trust<br />
    28. 28. BE REAL NOT FAKE<br />
    29. 29. BE TRANSPARENT AND LIVE WITH INFORMATION<br />
    30. 30. So what do we do with these guiding principles?<br />
    31. 31. EXAMPLE FROM WHO ON EARTH CARES<br />
    32. 32.
    33. 33. RESULTS: 80% of users sent a letter; $1million free PR; 25K+ members<br />
    34. 34. FOR CFA: CONTINUE TO PUSH PEOPLE THROUGH THE SOCIAL MEDIA CYCLE<br />1. AQUISITION<br />4. ADVOCACY<br />2. ACTIVITY<br />3. ACTION<br />Connect with people and let them be part of your brand community.<br />Enable people to advocate the brand and share their story with peers. <br />Let them experience <br />the brand. Provide a value exchange that continues the conversation. <br />Lead them to make a behavioral change and take action.<br />
    35. 35. GOOGLE MAP BASED MICROSITE FOR CFA <br />
    36. 36. SIGN UP PAGE COMPLETE WITH FACEBOOK WIDGET & ALERTS<br />
    37. 37. REGIONAL OVERVIEW – HOW FIRE READY IS YOUR TOWN?<br />
    38. 38. REGIONAL OVERVIEW – HOW FIRE READY IS YOUR TOWN?<br />
    39. 39. THE WORKING PRINCIPLES OF CFA’S SOCIAL MEDIA STRATEGY<br />Acquire brand advocates to spread your message<br />Give them the tools to and information they need to take action<br />Themselves<br />With neighbours and their community<br />Be relevant and personal<br />Allow people to upload and share content<br />Help them see the power of many <br />Provide some kind of inherent and immediate reward – extend via the offline experience<br />Connect and engage on a regular basis<br />
    40. 40. stephen.ofarrell@sputnikagency.com<br />Ph. 0423063624<br />Thanks!<br />

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