What the election of America’s first Digital President
       means for the future of advertising.
• Lessons from Obama
• Why advertising must change in Latin America and Brazil.
• A look at the digital future -- right in...
A Different Man…
• Young
• Charismatic
• Intelligent
• Black
• Digital
And His Vision: “Change”
• Short
• Simple
• Motivating
• Viral
An Unprecedented Budget…
With digital media
at the core
Obama’s Campaign Budget
Out of a total budget of $566M (USD)
• 48% allocated to media
• 6% spent on digital media
Digital Media Spend
Paid Search
• $7.2M on Google
• $14M on Yahoo!
Digital “Brand” Advertising
• $3.8M on mainstream websi...
An Unprecedented Digital Effort…
Seven Extraordinary Tactics
Tactic 1:
Recruit a team of digital specialists
A digital-savvy staff crafted the strategy


 20 people fully
 dedicated t...
Tactic 2:
Make Your Message Findable
Content that’s visible in the right place at the right time
         clinton
Findability
If you want young voters…go where they are
Findability
Intelligent targeting – 18 top games in 10 “swing states”
Findability
Make all content exportable
Findability
5 times more blog mentions for Obama
Tactic 3:
Be Relevant to Your Audiences
30 specific communities addressed in the “People” section
Relevance
Overwhelming presence on all social media platforms,
from massive to targeted
Tactic 4:
Create Engagement
Site log-in created a database of 10 million qualified leads
Tactic 5:
Empower your fans
Recruit Core Advocates among your closest target


Obama “Core”
1. Black Community and its
  l...
Empowerment
Encourage the “Core” to activate their personal networks


Obama “Core”
Thousands of local “small Obamas”

• S...
Empowerment
Create easy-to-use tools for “badging” and recruitment
Empowerment
Encourage grassroots event creation
Empowerment
Phoning tools
Empowerment
Personal fundraising tools
Empowerment
Fight the smears
Empowerment
Dedicated iPhone app
Tactic 6:
Reward the Faithful
Give them inside information




3M personal text messages to
announce Biden as VP, before
t...
Reward
Give them direct access




His first thanks go to his supporters… by e-mails
Tactic 7:
Be Transparent
Leverage digital to report on what you’re doing
• During the campaign
Transparency
Leverage digital to report on what you’re doing
• Once elected
Transparency
Leverage digital to report on what you’re doing
• Once elected
                      Each non-urgent
        ...
Transparency
Leverage digital to report on what you’re doing
• Once elected
That’s great.
But what does it mean
for us?
Advertising in 2009 must be…
1. Built by people who truly understand digital
2. Findable anywhere and everywhere, all the ...
But we’re in a crisis.
Maybe we should stick to
what works?
Hello TV people: It’s not working
Percentage of U.S. homes watching network primetime TV
Maybe LatAm is totally and
completely immune?
I will make you a bet:
Latin America and Brazil are
going to explode. Digitally.
Share of Media Spend
By Media Type
2001
                              70%
                                                                                  C...
2002
                              70%
                                                                                  C...
2003
                              70%
                                                                                  C...
2004
                              70%
                                                                                  C...
2005
                              70%
                                                                                  C...
2006
                              70%
                                                                                  C...
2007
                              70%
                                                                                  C...
2008
                              70%
                                                                                  C...
2009
                              70%
                                                                                  C...
What this means for Brazil
and Latin America…
Bad News
• Latin America is stuck in an “old media” rut
• Digitally, you’ve fallen behind…
  and the gap is widening:



Y...
Good News
• Wired household penetration
  is outpacing all the other major
  growth markets:


    You in 2009: 38%*
    R...
More Good News
You have one of the most
advanced digital populations
on Earth.


• Highest reach in
social networks: 60%

...
So what’s up with this?
                              70%
                                                                ...
What I Believe:
You are the biggest growth market on the
planet for digital. The population wants it.

Brands, creative ag...
The digital future is already
happening…

Check out Terra.com
Terra has digital DNA
No “Old Media” baggage

Social without boundaries

Available everywhere, any time

Experimental…and ...
Beijing 2008 Site – The First Experiment
• 22.8 million watched 40 million videos…1.5 million via mobile. 150,000 shared c...
Sonora – Music Everywhere
• 1 million free songs, playlists, and social sharing
• 90 minutes per session
The Mothership – Homepage Overhaul
• 28 million visitors per month (Brazil)
• VC Reporter is fully integrated, not “ghetto...
Terra TV
• 6 million users
• Growing at 45% per year
The Obamacom Checklist
1. Built by people who truly understand digital
2. Findable anywhere and everywhere, all the time
3...
So I made you a bet.
I was serious…
Coming soon:
Razorfish / Brazil
Do you have digital DNA?
We should talk…
joe.crump@razorfish.com
Obrigado
Muchas gracias
joe.crump@razorfish.com
Obama social media campaign
Obama social media campaign
Upcoming SlideShare
Loading in …5
×

Obama social media campaign

1,801 views

Published on

Published in: News & Politics

Obama social media campaign

  1. 1. What the election of America’s first Digital President means for the future of advertising.
  2. 2. • Lessons from Obama • Why advertising must change in Latin America and Brazil. • A look at the digital future -- right in your backyard.
  3. 3. A Different Man… • Young • Charismatic • Intelligent • Black • Digital
  4. 4. And His Vision: “Change” • Short • Simple • Motivating • Viral
  5. 5. An Unprecedented Budget… With digital media at the core
  6. 6. Obama’s Campaign Budget Out of a total budget of $566M (USD) • 48% allocated to media • 6% spent on digital media
  7. 7. Digital Media Spend Paid Search • $7.2M on Google • $14M on Yahoo! Digital “Brand” Advertising • $3.8M on mainstream websites Social Media • $980K on Facebook • $280K on MySpace
  8. 8. An Unprecedented Digital Effort… Seven Extraordinary Tactics
  9. 9. Tactic 1: Recruit a team of digital specialists A digital-savvy staff crafted the strategy 20 people fully dedicated to digital Plus world-class Super Geeks: • Chris Hughes, co-founder of Facebook • Eric Schmidt, CEO of Google
  10. 10. Tactic 2: Make Your Message Findable Content that’s visible in the right place at the right time clinton
  11. 11. Findability If you want young voters…go where they are
  12. 12. Findability Intelligent targeting – 18 top games in 10 “swing states”
  13. 13. Findability Make all content exportable
  14. 14. Findability 5 times more blog mentions for Obama
  15. 15. Tactic 3: Be Relevant to Your Audiences 30 specific communities addressed in the “People” section
  16. 16. Relevance Overwhelming presence on all social media platforms, from massive to targeted
  17. 17. Tactic 4: Create Engagement Site log-in created a database of 10 million qualified leads
  18. 18. 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. 19. Empowerment Encourage the “Core” to activate their personal networks Obama “Core” Thousands of local “small Obamas” • Speaking to everyone • Listening to everyone • Raising funds • Organizing micro-meetings • Generating vast amounts of content besides the “official” content Peers (Followers)
  20. 20. Empowerment Create easy-to-use tools for “badging” and recruitment
  21. 21. Empowerment Encourage grassroots event creation
  22. 22. Empowerment Phoning tools
  23. 23. Empowerment Personal fundraising tools
  24. 24. Empowerment Fight the smears
  25. 25. Empowerment Dedicated iPhone app
  26. 26. Tactic 6: Reward the Faithful Give them inside information 3M personal text messages to announce Biden as VP, before the news hit TV screens
  27. 27. Reward Give them direct access His first thanks go to his supporters… by e-mails
  28. 28. Tactic 7: Be Transparent Leverage digital to report on what you’re doing • During the campaign
  29. 29. Transparency Leverage digital to report on what you’re doing • Once elected
  30. 30. Transparency Leverage digital to report on what you’re doing • Once elected 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.
  31. 31. Transparency Leverage digital to report on what you’re doing • Once elected
  32. 32. That’s great. But what does it mean for us?
  33. 33. Advertising in 2009 must be… 1. Built by people who truly understand digital 2. Findable anywhere and everywhere, all the time 3. Relevant to multiple audiences 4. Built for interactivity and engagement 5. Designed to create and empower “fans” 6. Provide rewards for the user 7. Socially conscious and transparent
  34. 34. But we’re in a crisis. Maybe we should stick to what works?
  35. 35. Hello TV people: It’s not working Percentage of U.S. homes watching network primetime TV
  36. 36. Maybe LatAm is totally and completely immune?
  37. 37. I will make you a bet: Latin America and Brazil are going to explode. Digitally.
  38. 38. Share of Media Spend By Media Type
  39. 39. 2001 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
  40. 40. 2002 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
  41. 41. 2003 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
  42. 42. 2004 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
  43. 43. 2005 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
  44. 44. 2006 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
  45. 45. 2007 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
  46. 46. 2008 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
  47. 47. 2009 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
  48. 48. What this means for Brazil and Latin America…
  49. 49. Bad News • Latin America is stuck in an “old media” rut • Digitally, you’ve fallen behind… and the gap is widening: You: $21* Everyone else: $180** *Averages Brazil, Mexico and Argentina **Averages US, Canada, Italy, Spain, UK, Germany, France, Australia, India, Russia, China, South Korea, Japan
  50. 50. Good News • 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
  51. 51. More Good News 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
  52. 52. So what’s up with this? 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
  53. 53. What I Believe: You are the biggest growth market on the planet for digital. The population wants it. Brands, creative agencies, and media companies are not keeping up. Big digital ideas will change the game.
  54. 54. The digital future is already happening… Check out Terra.com
  55. 55. Terra has digital DNA No “Old Media” baggage Social without boundaries Available everywhere, any time Experimental…and a little crazy
  56. 56. Beijing 2008 Site – The First Experiment • 22.8 million watched 40 million videos…1.5 million via mobile. 150,000 shared comments • More successful than NBC, the event’s main “conventional” broadcaster
  57. 57. Sonora – Music Everywhere • 1 million free songs, playlists, and social sharing • 90 minutes per session
  58. 58. The Mothership – Homepage Overhaul • 28 million visitors per month (Brazil) • VC Reporter is fully integrated, not “ghetto-ized” Before After
  59. 59. Terra TV • 6 million users • Growing at 45% per year
  60. 60. The Obamacom Checklist 1. Built by people who truly understand digital 2. Findable anywhere and everywhere, all the time 3. Relevant to multiple audiences 4. Built for interactivity and engagement 5. Designed to create and empower “fans” 6. Provide rewards for the user 7. Socially conscious and transparent
  61. 61. So I made you a bet. I was serious…
  62. 62. Coming soon: Razorfish / Brazil
  63. 63. Do you have digital DNA? We should talk… joe.crump@razorfish.com
  64. 64. Obrigado Muchas gracias joe.crump@razorfish.com

×