The secrets of Barack Obama 's online strategy


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Revealing the secrets of Barack Obama's online strategy based on online trends and developments. See how Obama used blogs, twitter, crowdsourcing, mobile, location based services (LBS), online video, Flickr, communities, socials networks, widgets and database building.

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The secrets of Barack Obama 's online strategy

  1. 1. Obama's success explained The secrets of Obama's internet strategy Eric Klaassen VODW Marketing
  2. 2. Obama's success was not most obvious tonight we gather to affirm the greatness of our nation. “ ” 27 July, 2004
  3. 3. Nobody was looking for Obama... Source: Google Trends 2004-2008
  4. 4. Obama's campaign: facts and figures <ul><li>6.5 million online donations  adding up to more than $500 million </li></ul><ul><li>13+ million addresses were captured </li></ul><ul><li>1+ billion e-mails  sent during the campaign </li></ul><ul><li>1 million mobile phone numbers collected </li></ul><ul><li>2 million profiles created on the MyBO community </li></ul><ul><li>5 million supporters on other social networking and multimedia sharing sites. </li></ul>
  5. 5. 3 important developments <ul><li>From authority to authenticity Consumers believe marketeers less often and each other more often. People believe marketeers when it comes to facts (product specifications) but not for opinions (product quality). </li></ul><ul><li>From centralised content to distributed content Focus shifts from supplying content on corporate website to making content more easily available in search engines, social networks and other external places. </li></ul><ul><li>From budget surplus to budget cuts Less money available for traditional and online marketing, so activities should be more accountable. </li></ul>
  6. 6. Obama’s online success explained
  7. 7. Consistent and positive message
  8. 8. Appropriate online media based on objectives © VODW Marketing <ul><li>Claiming (opinion) leadership </li></ul><ul><li>Mobilising the crowd </li></ul><ul><ul><li>for spreading the message </li></ul></ul><ul><ul><li>for raising funds </li></ul></ul><ul><li>Having strong local impact </li></ul><ul><li>Telling Obama's story in an attractive way </li></ul><ul><li>Weblogs </li></ul><ul><li>Communities & social networks </li></ul><ul><li>Mobile services </li></ul><ul><li>Multimedia content sharing (photo, video, audio) </li></ul>Bought media External media Own media Shared media
  9. 9. Obama used 4 types of online media 1. Weblogs 2. Communities & social networks 3. Mobile services 4. Multimedia content sharing
  10. 10. Obama’s presence in the blogosphere 1 2 3 Own weblog Community blogs Blogosphere
  11. 11. The increasing impact of weblogs <ul><li>184 million people started a blog. </li></ul><ul><li>In the Netherlands: almost 1 million blogs. </li></ul><ul><li>Every 24 hour 900.000 blogposts. </li></ul><ul><li>77% of internet users reads blogs. </li></ul><ul><li>Online influentals (10%) are highly active on blogs. </li></ul>Source: Universal McCann (March 2008), MdWeekly (2008), Technorati (2008), TNS NIPO (2008)
  12. 12. Large amount of business bloggers Source: Technorati 2008 PERSONAL BLOG (79%) PROFESSIONAL BLOG (46%) COMPANY BLOG (12%)
  13. 13. Are blogs relevant for your company? Source: Technorati 2008 Bloggers were asked... Do you talk about brands or products on your blog? <ul><li>82% reviews brands or products </li></ul><ul><li>89% writes about favourite brands </li></ul><ul><li>64% writes about companies (info and gossip) </li></ul><ul><li>79% writes about customer contact experiences </li></ul>
  14. 14. 5 reasons to start a blog <ul><li>Enter dialogue with consumer </li></ul><ul><li>Transparency </li></ul><ul><li>Strengthen online presence </li></ul><ul><li>Collect insights </li></ul><ul><li>Improve relationship with customers </li></ul>
  15. 15. 5 reasons not to blog <ul><li>Vulnerability </li></ul><ul><li>Costs : time and money </li></ul><ul><li>Lack of skills or passion </li></ul><ul><li>Monitoring is more effective than doing it yourself </li></ul><ul><li>Blogging is &quot;outdated&quot; </li></ul>
  16. 16. DNA of Obama’s success Build where consumers are instead of pulling them to your shop
  17. 17. DNA of Obama’s success Advertising = shouting Social media = starting a movement
  18. 18. DNA of Obama’s success The brand ‘Obama’ as connector and facilitator
  19. 19. Want to see the complete presentation? <ul><li>This is only a part of the complete presentation on Obama's online success. Feel free to contact me for the full presentation or questions on your internet strategy: </li></ul><ul><ul><li>Eric Klaassen </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>+31 (0)33 432 6335 </li></ul></ul>Bought media External media Own media Shared media