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Obama Digital Marketing Best Practices


Published on

Obama's Digital Marketing Campaign,

Analysis by Rahul Nambiar-


Obama Digital Marketing Best Practices

  2. 2. Table of Contents <ul><li>Overview </li></ul><ul><li>Obama Campaign- A Perfect digital Communication Mix </li></ul><ul><li>Hub and Spoke approach </li></ul><ul><li>Website – The Hub for all activities </li></ul><ul><li>Customer Acquisition </li></ul><ul><li>Customer Engagement </li></ul><ul><li>Customer Analytics </li></ul>
  3. 3. Overview <ul><li>To conduct a best practice research of the Obama presidential campaign </li></ul><ul><li>To provide with the structure for the ideal digital campaign for polls </li></ul>
  4. 4. Obama Campaign: The perfect digital communication mix Online Search & Display Ads Social Media New media & Widgets Hub Twitter, Blackberry/mobile compatible site Linkedin, Facebook, Ning, You Tube, Slideshare Email Marketing
  5. 5. Campaign Website is the hub: Multi channel point of view Exceptional Customer Experience Customer Acquisition Customer Engagement Customer Analytics
  6. 6. Website is the Hub for all activities <ul><li>Neat and uncluttered User Interface </li></ul><ul><li>Positioning of “Call to Action” at the right places </li></ul><ul><li>Tightly connected up with all social media websites </li></ul><ul><li>Exceptional customer experience without use of jazzy flash videos </li></ul><ul><li>Search Engine Optimized, Analytics enabled to track behavior </li></ul><ul><li>Messaging on the website to bring the aspiration value in the candidate </li></ul>
  7. 7. – Some Screenshots Straight and Clean Messaging to create Aspiration value – Knowing your target audience Is the key Tightly connected up with Social Media Lead Capture Call to Action Uncluttered UI
  8. 8. Customer Acquisition - Strategy <ul><li>Online Display Ads </li></ul><ul><ul><li>Planning where to put your Banners </li></ul></ul><ul><ul><li>Segmentation based on Age, Sex and Geography is the key of a great online media/display plan </li></ul></ul><ul><ul><li>Intelligent Ad Serving campaigns- Be there where the world is </li></ul></ul><ul><ul><li>An Example of intelligent Ad Serving- Obama – 92 Million Impressions a month, McCain – 7 Million Impressions a month </li></ul></ul><ul><ul><li>Best practice for online Ad serving- Keep tracking. Measuring and optimizing </li></ul></ul>
  9. 9. <ul><li>Search </li></ul><ul><ul><li>Location Based targeting and messaging </li></ul></ul><ul><ul><li>Conversion analysis </li></ul></ul><ul><ul><li>Using SEO to minimize PPC spends </li></ul></ul><ul><ul><li>Straight messaging in the PPC Ads </li></ul></ul><ul><li>Online Viral Videos </li></ul><ul><ul><li>Youtube channel for publishing all videos </li></ul></ul><ul><ul><li>Creation of standalone Music Videos to spread virally </li></ul></ul>Customer Acquisition - Strategy
  10. 10. Customer Acquisition Strategy Online Viral Videos
  11. 11. Customer Acquisition Strategy <ul><li>Digital Out of Home </li></ul><ul><ul><li>Adcentricity to push Digital Signage Ads </li></ul></ul><ul><ul><li>Publishing Text Messages in the Digital Signage Ads </li></ul></ul><ul><li>In-Game Advertising </li></ul><ul><ul><li>Targeted at the youth </li></ul></ul><ul><ul><li>Xbox- Obama Spent a Whopping $44.5k </li></ul></ul><ul><ul><li>Appearances in Second Life </li></ul></ul>
  12. 12. Screenshots In Game Ad’s In Xbox In Game Ad’s - Obama in Second Life In Game Ads - Obama in Xbox 360 OOH Ad in Times Square
  13. 13. Customer Engagement <ul><li>Email Marketing </li></ul><ul><ul><li>Best way to reach out to the marketers </li></ul></ul><ul><ul><li>Highly segmented campaigns can be run </li></ul></ul><ul><ul><li>Highlights from Obama Campaign </li></ul></ul><ul><ul><ul><li>13 Million People contacted through Emails </li></ul></ul></ul><ul><ul><ul><li>More than 1 Billion Emails sent </li></ul></ul></ul><ul><ul><ul><li>7000 Variations of the mails </li></ul></ul></ul><ul><ul><ul><li>McCain and Obama sent an average of 2 mails per day towards the last week of voting </li></ul></ul></ul>
  14. 14. Email Marketing- Obama Campaign Screenshots Campaigns to Raise Donations and Cross Sell Merchandise Email Persona, Putting a Personal touch to the emails Feedback Mailers
  15. 15. Email Marketing- Adding the personal touch
  16. 16. Customer Engagement <ul><li>SMS/Text/Mobile </li></ul><ul><ul><li>Powerful way to reach the Younger Voters </li></ul></ul><ul><ul><li>Obama Campaign used a text message to announce Vice-Presidential Candidate </li></ul></ul><ul><ul><li>Campaign Specific application on iPhone </li></ul></ul><ul><ul><li>Obama Campaign saw 5- 20 targeted messages each month </li></ul></ul>
  17. 17. SMS/Text/Mobile - Screenshots Take the run-up to the elections. Here’s what short code 62262 had to say in a text message at 2:53 p.m. EDT on Oct. 30 “ Less than a week until Election Day on Nov. 4th! Barack needs your help. REPLY to this msg with your 5 digit ZIP CODE for local Obama news and voting info.” Four days later, this writer received another text message at 3:15 p.m. EST on Nov. 3 from short code 46708: “ Put your country first and vote on Tuesday! To find your polling location visit Forward to your friends.” That message didn’t even mention the Republican presidential candidate John McCain by name. Where was the emotional appeal? Why wasn’t there a stronger call-to-action? Exactly 24 hours later, another text message pops into the box, this time from short code 62262 on Nov. 4 at 3:28 p.m. EST: “ People who love their country can change it! Make sure everyone you know votes for Barack today. For voting info call 877-874-6226 or” Obama Mobile
  18. 18. Customer Engagement <ul><li>Blogs/Micro Blogging </li></ul><ul><ul><li>Creation of Obama widget to drive traffic to the website </li></ul></ul><ul><ul><li>Tracking Blogs </li></ul></ul><ul><ul><li>Following Conversation on Twitter </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>Profiles in leading Social Media Websites LinkedIn, Facebook, MySpace </li></ul></ul>
  19. 19. Blogs/Social Media - Screenshots Obama on Facebook Obama on Linkedin Obama LinkedIn Group- Support Campaign through the Badge
  20. 20. Twitter- Screenshots Obama Profile Following conversations On Twitter.
  21. 21. Obama Blogroll <ul><li>Washington Post's Barack Obama Page </li></ul><ul><li>Visit my MySpace Site </li></ul><ul><li>Vermonters for Obama </li></ul><ul><li>The Great Zaganza </li></ul><ul><li>The Dog </li></ul><ul><li>The Baracktivator -- Netroots Tool for Obama Supporters </li></ul><ul><li>The Barack Obama Report </li></ul><ul><li>Students for Barack Obama </li></ul><ul><li>Reflecting Obama </li></ul><ul><li>Red Hog Diary </li></ul><ul><li>Peruse my new book at! </li></ul><ul><li>Official Barack Obama Presidential Campaign Website </li></ul><ul><li>Obama's Leadership PAC </li></ul><ul><li>Barack Oblogger </li></ul><ul><li>Barack Obama's Official Senate Website </li></ul><ul><li>Barack Obama's MySpace Page </li></ul><ul><li>Barack Obama's Flickr Page </li></ul><ul><li>Barack Obama Wiki </li></ul><ul><li>Barack Obama on YouTube </li></ul><ul><li>Barack Obama on Wikipedia </li></ul><ul><li>Barack Obama on the Issues </li></ul><ul><li>Barack Obama on LinkedIn </li></ul><ul><li>Barack Obama on Facebook </li></ul><ul><li>Barack Obama News -- </li></ul><ul><li>Barack Obama Events </li></ul><ul><li>Barack Obama - NY Times blog </li></ul><ul><li>African Americans for Obama </li></ul><ul><li>Adele Nicols' Blog: Barack Obama </li></ul><ul><li>More.. </li></ul>
  22. 22. Customer Analytics <ul><li>Tracking Success of each and every campaign is the key </li></ul><ul><li>Usage of Analytic reports </li></ul><ul><li>Constant segmentation and targeting of the message based on </li></ul><ul><ul><li>Age, Sex , Geography </li></ul></ul><ul><ul><li>Previous behavior </li></ul></ul><ul><li>Personalization of messages based on Behavior </li></ul><ul><li>Online Monitoring </li></ul>