Crump Digital Age Final

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An argument for why advertising in Brazil must change, using the principles of the Obama campaign.

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Crump Digital Age Final

  1. 1. What the election of America’s first Digital President means for advertising in Brazil.
  2. 4. <ul><li>Lessons from Obama </li></ul><ul><li>Why advertising must change in Brazil. </li></ul><ul><li>A bet... </li></ul>
  3. 5. A Different Man… <ul><li>Young </li></ul><ul><li>Charismatic </li></ul><ul><li>Intelligent </li></ul><ul><li>Black </li></ul><ul><li>Digital </li></ul>
  4. 6. And His Vision: “Change” <ul><li>• Short </li></ul><ul><li>Simple </li></ul><ul><li>Motivating </li></ul><ul><li>Viral </li></ul>
  5. 7. An Unprecedented Budget… With digital media at the core
  6. 8. Obama’s Campaign Budget <ul><li>Out of a total budget of $566M (USD) </li></ul><ul><li>48% allocated to media </li></ul><ul><li>6% spent on digital media </li></ul>
  7. 9. 1. Paid Search • $ 7.2M on Google • $ 14M on Yahoo! 2. Digital “Brand” Advertising • $ 3.8M on mainstream websites 3. Social Media • $ 980K on Facebook • $ 280K on MySpace Digital Media Spend
  8. 10. An Unprecedented Digital Effort… Seven Extraordinary Tactics
  9. 11. Tactic 1: Recruit a team of digital specialists A digital-savvy staff crafted the strategy 20 people fully dedicated to digital <ul><li>Plus world-class Super Geeks: </li></ul><ul><li>Chris Hughes, co-founder of Facebook </li></ul><ul><li>Eric Schmidt, CEO of Google </li></ul>
  10. 12. Tactic 2: Make Your Message Findable Content that’s visible in the right place at the right time
  11. 13. Findability If you want young voters…go where they are
  12. 14. Findability Intelligent targeting – 18 top games in 10 “swing states”
  13. 15. Findability Make all content exportable
  14. 16. Findability 5 times more blog mentions for Obama
  15. 17. Tactic 3: Be Relevant to Your Audiences 30 specific communities addressed in the “People” section
  16. 18. Relevance Overwhelming presence on all social media platforms, from massive to targeted
  17. 19. Tactic 4: Create Engagement Site log-in created a database of 13 million qualified leads
  18. 20. Tactic 5: Empower your fans Recruit Core Advocates among your closest target Obama “Core ” 1. Black Community and its leaders 2. Democrats tired of the Clintons 3. First victims of the economic downturn Peers (Followers)
  19. 21. <ul><li>Thousands of local “small Obamas” </li></ul><ul><li>Speaking to everyone </li></ul><ul><li>Listening to everyone </li></ul><ul><li>Raising funds </li></ul><ul><li>Organizing micro-meetings </li></ul><ul><li>Generating vast amounts of content besides the “official” content </li></ul>Empowerment Encourage the “Core” to activate their personal networks Obama “Core” Peers (Followers)
  20. 23. Empowerment Create easy-to-use tools for “badging” and recruitment
  21. 24. Empowerment Encourage grassroots event creation
  22. 25. Empowerment Phoning tools
  23. 26. Empowerment Personal fundraising tools
  24. 27. Empowerment Fight the smears
  25. 28. Empowerment Dedicated iPhone app
  26. 29. 3M personal text messages to announce Biden as VP, before the news hit TV screens Tactic 6: Reward the Faithful Give them inside information
  27. 30. His first thanks go to his supporters … by e-mails Reward Give them direct access
  28. 31. Tactic 7: Be Transparent Leverage digital to report on what you’re doing • During the campaign
  29. 32. Transparency Leverage digital to report on what you’re doing • Once elected
  30. 33. Each non-urgent legislation will be published for 5 days to allow the public to review and comment on it, before the President signs it. Transparency Leverage digital to report on what you’re doing • Once elected
  31. 34. Transparency Leverage digital to report on what you’re doing • Once elected
  32. 35. All that and a Titanium Lion, too…
  33. 36. That’s great. But what does it mean for us?
  34. 37. Advertising in 2009 must be… <ul><li>Built by people who truly understand digital </li></ul><ul><li>Findable anywhere and everywhere, all the time </li></ul><ul><li>Relevant to multiple audiences </li></ul><ul><li>Built for interactivity and engagement </li></ul><ul><li>Designed to create and empower “fans” </li></ul><ul><li>Provide rewards for the user </li></ul><ul><li>Socially conscious and transparent </li></ul>
  35. 38. But we’re in a crisis. Maybe we should stick to what works?
  36. 39. Hello TV people: It’s not working Percentage of U.S. homes watching network primetime TV
  37. 40. Maybe Brazil is totally and completely immune? Maybe Brazil will never change?
  38. 41. I will make you a bet: Brazil is going to explode. Digitally. Why?
  39. 42. You’re rushing online Wired household penetration is outpacing all the other major growth markets: You in 2009: 38%* RIC in 2009: 22%** *Averages Brazil, Mexico and Argentina **Averages Russia, India and China
  40. 43. You’re hyperdigital You have one of the most advanced digital populations on Earth. Highest reach in social networks: 60% Highest reach in digital communications: 82% webmail 73% in Messenger
  41. 44. So why aren’t your digital budgets bigger?
  42. 45. Share of Media Spend By Media Type
  43. 46. 2001
  44. 47. 2002
  45. 48. 2003
  46. 49. 2004
  47. 50. 2005
  48. 51. 2006
  49. 52. 2007
  50. 53. 2008
  51. 54. 2009
  52. 55. This is crazy, right?
  53. 56. Evolution of Internet Spend per Online Household
  54. 57. 2001
  55. 58. 2002
  56. 59. 2003
  57. 60. 2004
  58. 61. 2005
  59. 62. 2006
  60. 63. 2007
  61. 64. 2008
  62. 65. 2009
  63. 66. <ul><li>The Problem </li></ul><ul><ul><li>Latin America is stuck in an “old media” rut. </li></ul></ul><ul><ul><li>Digitally, you’ve fallen behind, and the gap is widening: </li></ul></ul>*Averages Brazil, Mexico and Argentina **Averages US, Canada, Italy, Spain, UK, Germany, France, Australia, India, Russia, China, South Korea, Japan You: $21* Everyone else: $180**
  64. 67. <ul><li>What I Believe: </li></ul><ul><ul><li>You are the biggest growth market on the planet for digital. The population wants it. </li></ul></ul><ul><ul><li>Brands, creative agencies, and media companies are not keeping up. </li></ul></ul><ul><ul><li>The revolution will start with you. </li></ul></ul>
  65. 69. So I made you a bet. I was serious…
  66. 70. Coming Soon Razorfish / Latin America
  67. 71. Do you have digital DNA? We should talk… [email_address]
  68. 72. Muito obrigado [email_address]

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