This presentation explores the various ways that Barack Obama and John McCain are marketing themselves online — with a particular focus on social media strategies.

1. Presidential Politics: Marketing a Candidate Online Oct. 31, 2008 By Marianne Madden and Holly Matson

2. Presidential campaigns = marketing campaigns Presentation Title | Geary Interactive | <#> Presidential Politics| Geary Interactive | Obama McCain Marketing messages “ hope”, “change we can believe in” “ country first”, “the original maverick” Offline marketing channels TV, radio, print (including candidate’s books), direct mail TV, radio, print (including candidate’s book), direct mail Online marketing channels Email, display, organic and paid search, organic media, social media Email, display, organic and paid search, organic media, social media Budget $150 million in Sept alone $84 million (public funds) Marketing strategies Energize young voters; spread optimism and hope; emphasize McCain’s similarities to Bush Energize the right wing; attack Obama’s weaknesses; emphasize experience and military service

3. Search

4. Organic Search Presentation Title | Geary Interactive | <#> Presidential Poliitics| Geary Interactive |

7. Candidates’ Official Websites

9. Johnmccain.com Presentation Title | Geary Interactive | <#> Presidential Politics| Geary Interactive |

11. Obama: innovations Presentation Title | Geary Interactive | <#> Presidential Politics| Geary Interactive |

12. Obama: widgets Presentation Title | Geary Interactive | <#> Presidential Politics| Geary Interactive | Geared toward getting out the vote

16. YouTube

17. YouTube channels: McCain Presentation Title | Geary Interactive | <#> Presidential Politics| Geary Interactive |

18. YouTube channel: Obama Presentation Title | Geary Interactive | <#> Presidential Politics| Geary Interactive |

19. YouTube channels: head-to-head Presentation Title | Geary Interactive | <#> Presidential Politics| Geary Interactive | Obama McCain Videos 1,738 323 Friends 25,248 n/a Subscribers 110,790 27,570 Special features of YouTube page Contribute to campaign via Google Checkout; link to YouTube page on barackobama.com Find events; host events

21. Facebook

22. Facebook wars Presentation Title | Geary Interactive | <#> Presidential Politics| Geary Interactive | * Unofficial group (One Million for McCain/Palin has more members (204,296) ** Beyond basics like Posted Items, Events, Discussion, Wall posts Obama McCain Members/Supporters in largest group 2,322,727 75,164* Special features of profile page** Videos, find out where to vote, register to vote none

23. Twitter

27. Fan Sites: Crafting Unofficial Narratives

28. MILF McCain 08 Presentation Title | Geary Interactive | <#> Presidential Politics| Geary Interactive |

29. Yes we can (hold babies) Presentation Title | Geary Interactive | <#> Presidential Politics| Geary Interactive |

30. The New Pundits

31. Fivethirtyeight.com Presentation Title | Geary Interactive | <#> Presidential Politics| Geary Interactive |

34. User-Generated Wackiness

40. Dream Big…and vote! Lal2a | Geary Interactive |