1. CASE STUDY OF EFFECTIVENESS THE BARACK OBAMA CAMPAIGN BRAND Barack Obama CAMPAIGN US Presidential 2008 LAUNCH January 2007 CATEGORY Politics RESEARCH Paul van Veenendaal, SMM Wizard & Author ViralBlog.com STORY Igor Beuker, Founder Grupo LaComunidad & Author ViralBlog.com CREDITS All credits go to Barack Obama and his campaign team DATE 29 January 2009
2. TODAY’S PROGRAM IT’S A NEW DAY OBAMA New School Marketer ARCHITECTURE Brand Interaction LACOMUNIDAD Why We Love Obama CAMPAIGN Insights & Details FUNDRAISING Show me the money UGC Examples Q&A Peer Learnings
26. Brand Interaction Triple Play Proposition LaComunidad creative brand interaction agency ViralTracker video tracking power technology SocialMedia8 social media marketing agency Grupo LaComunidad is part of WPP’s global network per March 2008 About Grupo LaComunidad
27. Brand Interaction Strategies Social Communities Seeding Feeding Weblog Forum Quiz Participation, engagement and advocacy: peers and friends will spread the brand’s message Legend Free viral dynamics Post registration viral dinamics new future brand offerings Niche Community connected to campaign liking Rating Video Contest Sign up View Video Custom Video Webi Sodes Post Micro Site / iHub Tune-in Opt-in
29. Social Media Marketing Programs Influencer Identification Research & Outreach Brand Teams & Fan Programs Conversational & Buzz Tracking Natural Seeding & Social Media Optimization Strategic Social Media Planning & Buying Community Building & Product Peer Groups Social Channels & Viral Widgets Paid Seeding & Social Media Advertising
32. Duncan Hunter , Mike Huckabee, Jim Gilmore, Mitt Romney, Sam Brownback, Ron Paul, Tom Tancredo, Tommy Thompson, Rudy Giuliani, John McCain Not in picture: Alan Keyes, Fred Thompson The Republican Candidates
33. Mike Gravel, Barack Obama, Chris Dodd, John Edwards, Dennis Kucinich, Joe Biden, Bill Richardson, Hillary Clinton The Democratic Candidates
37. Democratic & Republican Candidates & Web 2.0 Comparing Candidates: Engagement and Participation Number of Opportunities to Engage and Participate on Web sites June 2007 Blogs on Candidate Web sites Grassroots activity by Candidate Presidential Candidates on MySpace
40. Presidential Marketing Campaigns Barack Obama John 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 books), direct mail Online marketing channels E-mail, display, organic and paid search, in-game advertising, mobile, social media E-mail, display, organic and paid search, social media Budget $150 million in Sept 2008 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
43. Obama’s 50 State Strategy (2) Campaign Expenditures Expenditures in Target States (in millions)
47. My.barackobama.com allows users to join groups, connect with other users, plan events, raise money, write own blogs and volunteer. Basic tools for grassroots organizing at your fingertips! My. BarackObama.com – Dashboard
56. Innovations – In-game advertising For weeks Obama ran in-game ads in 18 games such as Burnout Paradise for the Xbox 360 across 10 battleground states. The Obama campaign paid Massive Incorporated $44,465.78 for online advertising in early October.
61. McCain’s missteps: astroturfing Asking supporters to cut and paste talking points into blog comment threads in exchange for prizes? Its bribing, not authentic and undermines what social media are all about . See www.womma.org for Word Of Mouth Marketing Code of Conduct!
65. YouTube Obama McCain Videos 1,827 330 Views 120,479,084 25,995,773 Subscribers 149,258 28,343 Special features of YouTube page Contribute to campaign via Google Checkout; link to YouTube page on barackobama.com Find events; host events
69. Facebook Statistics * Unofficial group ‘One Million for McCain/Palin’ has 200,251 members Unofficial group ‘One Million Strong for Barack’ has 986,470 members ** Beyond basics like Posted Items, Events, Discussion, Wall posts Data from February 4, 2009 Official Obama McCain Members/Supporters in largest group 5,066,446* 583.518* Number of Wall posts 572,383 none Special features of profile page** Videos, find out where to vote, register to vote none
116. A Social Media Marketing Program Grey = one off activity Green = community building and ongoing eCRM (optional) Orange = ongoing activity (i.e. 4 to 6 reports per year) 0. Brand Assessment within the Social Space (track conversations about brand, products, services, competitor) 1. Identification of Social Influencers (identify right people on the right topics) 2. Outreach to Social Influencers (invite them to participate in online community) 3. Turn Influencers into Brand Advocates (build online community and engage influencers) 4. Full Year Conversational Tracking Program (track conversations, sentiment, insights on brands, products, services in target markets)
117. Campaigns And Program Product launch 1 Product launch 2 Product launch 3 Product launch 4 social media marketing campaign supports: product launch 1 social media marketing program supports: brand revitalization process social media marketing campaign supports: product launch 2 smm campaign supports: product launch 3 smm campaign supports: product launch 4 Time
121. THANK YOU FOR YOUR ATTENTION LET’S DRINK, LISTEN AND SHARE CONNECT Paul van Veenendaal [email_address] CONNECT Igor Beuker firstname.lastname@example.org
The is the extended case study of the Barack Obama campaign. This presentation was done by Igor Beuker , to 150 marketers at the SRM Guru meeting 2009 in Amsterdam. The session lasted 2 hours and the audience was excited and inspired by Obama’s great “brand interaction strategy”. Please see the foot notes for the story. All research was done by Paul van Veenendaal , who used over 250 different sources to create this huge slide deck. If you are inspired by this story, you will probably also like our blog: http://www.ViralBlog.com All credits go to Barack Obama and his campaign team. Barack Obama, marketer of the year!
To get the audience in the mood again, Igor started his story with the song It’s a New Day by Will.i.am Igor explained the program and storyline. With the song It’s a New Day, he invited all marketers to forget all that they had learned the last 10 years and to look with a new and fresh look at Barack Obama’s strategy: It’s a New Day people, let’s start with a fresh look today!
Igor: I know all marketers in the room (as well as their agencies) are driven by advertising. But advertising has never started a movement. New school marketer Barack Obama has reinvented branding, marketing, communications, sales and turned eCRM into a never ending consumer connectivity program. Let’s take a deep dive and discover how “new school marketer” Obama went beyond advertising. Please be open minded, look at his DNA, try not to judge or compare. Remember people: It’s a New Day! Source: http://www.slideshare.net/saydowin/obama-social/20
Igor: Paul and I tried to get inside Obama’s mind and DNA. What can brands learn from his approach and strategy? Obama must have thought…..
Igor: Most brands shout through advertising. We are cool! We are the best. Buy us!!!
Igor: But modern consumers have so many options. So many choices. And brand marketers try to seduce, by shouting ads…
Igor: But modern consumers do not believe all these shouting ads any longer. Consumers are not led by ads. Consumers are influenced by their peers . They only buy a brands and their products/services if their peers have written a positive review about in online. So many brands have a big problem here. All their brands promises are killed by social consumers, if the brand promises do not live up to the delivered brand experience. Please don’t go home, there is a solution for each brand. Remember, It’s a New Day Obama has understood modern consumers like no other marketer on the globe…..
Igor: Obama’s approach revealed his true DNA. He really wanted to become part of consumers, in an authentic way. How can I become one of them, that must have been the key question that was on Obama’s mind….
Igor: Most marketers shout at consumers. Via one way mass communications. Marketers have learned to do this since the industrial revolution. It’s in their DNA. But remember; Today is a New Day!! Due to interactive media, consumers started to interact with brands. Consumers suddenly talked back! Marketers we’re freaked out and scared. They did not know what to do. For almost 100 years, marketers were the ones talking and shouting at consumers. Consumers just listened. But, It’s a New Day! And it even went further! Consumers started conversations about brands within blogs, forums and social networks. At YouTube consumers started to criticize brands, their ads, their products, their services. And the worst part of it all; brands were not even aware of these conversations amongst peers. Marketers did not even know what was being said about them… But Obama had seen the mistakes brands make. He tapped into online conversations with an extended conversational tracking program. Mapping where the conversations took place, who were the social influencers per topic/theme. By listening to peer conversations within the social space, Obama gained great insights about consumers behaviour and emotions. And he tapped into these conversations in a very smart way…
Igor: Obama and his campaign team made another great strategic choice. Most marketers used “the internet” for shouting banner campaigns. But Obama and his team must have seen that the key ingredients of the web were not shouting banner ads! The power of the web was: peer communications, sharing, interaction, building relationships, entertainment, sharing opinions and more. Source: http://www.slideshare.net/saydowin/obama-social/21
Igor: Obama gathered a smart campaign team around him. Not only traditional communicators…
Igor: It’s a New Day. Obama had the vision and guts to put the crucial “brand engagement architecture” in the hands of a 24 year old rookie. And honestly: no marketer in the world is willing to take that risk. 24 year old rookies are not even allowed “to speak out loud” at large brands. Marketers make sure to keep rookies humble for the next 10 years…. Not Obama. His open mind and DNA enabled him to make a crucial decision: we feel that the brand engagement architecture, developed by Chris Hughes, made the difference in the end. Chris Hughes: “ What we've learned from this campaign is that there's huge potential for people that haven't been involved in politics to discover that, yes, this is something that impacts me. Even before I joined the campaign, the fundamental premise was to help put the political process into people's own hands. That was the value from the start of the campaign, that was the value at the end of the campaign, and it's not going away.” Source: http://www.nytimes.com/2008/07/07/technology/07hughes.html?_r=1&oref=slogin Source: http://voices.washingtonpost.com/the-trail/2008/11/20/obama_raised_half_a_billion_on.html
Igor: The challenge was to get Obama from unknown brand to very trusted brand within 2 years. Obama needed to climb the stairway to heaven from hell. In a period that would takes 99% of all trusted brands 5-50 years. But how? Source: http://darmano.typepad.com/logic_emotion/2008/06/brand-stairway.html
Igor: How to move Obama from an unknown brand (I don’t know him/don’t know what the hell you are talking about) into the ultimate position: part of the badges of belonging or a so called: Core Identity Brand? Obama latterly was an unknown, not trusted “guy” that nobody knew. How do we get Obama past market leading brands like Coca Cola, Nokia, or Vodafone. Not in 50 years, not in 10, not in 5… but just in 2 years?!! Let’s say it’s challenge indeed… Visual we got from our friend Michael Moon (CEO Gistics Inc. and author of the bestselling book: Firebrands)
Igor: All brands and marketers have budgets. Not Obama. He needed to raise his own marketing budget himself first, to fund his own campaign. Obama knew he needed millions of micro donations to fund his campaign budget. His team knew active engagement was the most important step in the funnel to increase consumers’ purchase intent. Purchase intent in this case; people willing to donate money to Obama. Does this model explain the choice for Chris Hughes- the brand engagement architect?
Igor: Another model the Obama team must have embraced? When the level of consumer creativity goes up, the involvement increases significantly. Obama’s smart facilitating campaign evoked users to become co-creators. Remember all the user generated content about Obama? Obama built his brand faster than any other brand ever before. Obama embraced new models that many marketers are still denying for many reasons.
Igor: Many marketers use broadcasted media to reach people. Many marketers have not read the book: The Long Tail (Chris Anderson) yet! Many marketers use viral videos for short campaigns. Mostly a wrong approach! Obama embraced the long tail, and used content to build his brand in the long term. He simply listened to people that are experts: Barack, viral videos and social content are not suited for 6-8 week campaigns. You should use hem to fuel your brand in the long run: 6-24 months. What most marketers deny, was embraced by Obama. Again: It’s a New Day! Why marketers do not listen, too many reasons, I guess.
Igor: To become a core identity and profitable brand, Obama researched continuously: brand tracking and conversational tracking! But most marketers are only measuring online campaigns by: hits, views, clicks, and more web analytics. Paying Matrix Lab some money for proper brand tracking they deny as: too expensive. We know, we work for 25 global brands. These brands can never embed the learnings into their stakeholders. Obama is different. He admitted research, loyalty and retention were key ingredients to become a core identity brands. Most brands are still at the level: the “click through rate” at my banners was too low.. Visual we got from our friend Michael Moon (CEO Gistics Inc. and author of the bestselling book: Firebrands)
Igor: Remember the slide- powered by the web, not advertised on it? Who ever told you that the internet is only suited for direct marketing purposes? Can you do more than a SEA campaign in Google? Yes You Can! Who ever told you banners were the best way to use interactive media? Before you start, just look at traditional and online media again. Maybe, just maybe, the power of the web are brand interactions and building trusted relationships?!! Use the internet also to build opt-in databases! Get know consumer behavior! Create loyal consumers! If all marketers are convinced their core business is: influencing consumer behavior… why not start relationships through opt-in databases? This is the only way to get to know consumers areas of interest by analyzing their surf, clicking and buying behavior. Opt-in databases are the best way to start personalized, relevant, targeted, WANTED, measureable, cheap and effective follow-up communications! Interactive media can be used beyond search and banners. Obama knows. When will marketers learn and listen? Visual we got from our friend Michael Moon (CEO Gistics Inc. and author of the bestselling book: Firebrands)
Igor: Obama knew online is the place to facilitate consumers. To offer them entertainment, engagement, relevant topics, grassroots participations. This an example model that brands can use. Obama already understood the model. Obama knew this was the fastest way to create a huge opt-in database of engaged consumers. Obama outsmarted his competitors by this smart approach. Millions of people opted-in to become part of the movement! Visual we got from our friend Michael Moon (CEO Gistics Inc. and author of the bestselling book: Firebrands)
Igor: Listening, facilitating and engaging consumers online. Obama knew this model would help him to: drive awareness, increase engagement and peer advocacy. This is how Obama created the biggest brand ambassador program in the world. Brands like Nike are most likely to embrace this strategic programs: find sneaker freaks through conversational tracking- do influencer identification and outreach (find and invite sneaker freaks) to participate in the Nike online community. Nike does it because it sees the opportunities. My Starbucks Idea http://www.viralblog.com/social-media/starbuckss-power-social-media-marketing-tool/ and Dell IdeaStorm http://www.viralblog.com/community-marketing/dell-smart-brand-that-dominates-communties/ are smart programs too, but driven by a huge need to refresh their brands. Visual we got from our friend Michael Moon (CEO Gistics Inc. and author of the bestselling book: Firebrands)
Igor: Why Do We Feel Connected To Obama?
Igor: Because we feel we are running into that same wall over and over again- old skool marketing DMU’s. They always have 25 reasons or assumptions not to change their marketing and media behavior. If Obama is using social networks. If the Pope is launching a YouTube channel whilst The Vatican has understood that screenagers are no longer reached and engaged by newspapers and TV channels! Why do old skool marketers keep complaining: it’s so difficult to reach modern consumers??? It’s not so hard. Just look at Obama and the Pope! If they can do it, why can’t you? Change your DNA and fire your media agency, if you have to. Remember; It’s a New Day!
Igor: The gap between old skool marketers and new consumers is getting bigger and bigger. Each day hundreds of brands prove by their poor websites and lousy media-mixes that they really do not understand the needs of modern digital consumers. If we look at the same world again, we must understand that consumers simply think: in all you do you show me you really don’t understand me, so why would your products/services match my needs???
Igor: So we feel we have a mission. And our mission to break old patterns is supported the Obama’s approach. I know some of you will say: yeah, but Obama is different than my brand! Very true! But Obama proved it’s all about a new DNA. Being open. Being authentic. Shout AND listen!
Igor: We Love Obama’s Brand Interaction campaign. Why? Because our mission is to help brands launch smart brand interaction programs. We started with creative digital branding agency LaComunidad in 2003. In 2004 we launched ViralTracker and in 2007 we launched global social media marketing agency SocialMedia8. This triple play proposition was acquired by world leader in marketing communications WPP. Since March 2008, the partnership with WPP has enabled us to expand our services rapidly amongst global brands. But mission work is never finished, so we spread the word through the AdAge Power150 ranked blog: www.ViralBlog.com Here you’ll find many viral and social media marketing campaigns, programs and cases. If you want to join, tap in and let’s create a movement…
Igor: Brand Interaction Strategies, Interaction Platforms or Brand Engagement Architectures or Platform Communications? Honestly, I don’t know how you should label LaComunidad. If we create and seed virals, we can reach a lot of people at very low costs per contact. But should it stop there? No! That is only the beginning of the relationship. Why not invite people form your viral to your brand platform/community to create participation, engagement and peer advocacy? Why do we think reaching a lot of people is the holy grail? That’s traditional or linear thinking. Why not built a smart architecture and platform that also creates a valuable opt-in database that can be used to invite people again and again? Why not build a branded platform that grows organically over time? Why do we always think in product launches or campaigns? Why not understand like Obama: build a long term platform/program that fuels many campaigns?
Igor: In 2003 we thought- internet will transform into a platform for audio, video, music, gaming, commerce, entertainment and more. From plain text and photos into full motion. With ViralTracker we can prove the creative power of viral commercials, videos, games/movie trailers and widgets. It gains insights and knowledge about what content embrace and what they do not like. Using it, brands can improve their digital content strategies. Most viral videos (created by us or other creative agencies) have response rates from 3-9%! It shows reach of virals across millions of social sites and over 350 video portals already. It proofs the costs per contact of videos. It can proof what targets audiences if what target markets have seen the content or commercial. It offers the insights what new target markets like the commercial, product or brand. Brands can even pre-test commercials online. The most popular one and the one with the best post-click conversion rate (best call to action and sales power) can be used in a TV campaign. Or just build brands in the long tail. Since 2004 global brands, agencies and resellers have been using this tool to become smarter brands. It’s all about the DNA: are you eager enough to learn and implement learnings….
Igor: the programs delivered by SocialMedia8. Not only campaigns, also long lasting social media marketing programs, like the program of Obama that we love so much. We are a WOMMA member, so compliant to the WOMMA code of ethics. So no we are not going to cheat, lie or bribe bloggers. Feel free to damage your own brand, but don’t ask us to kill your or our own brand. http://womma.org/ethicscode/
Igor: Do you want to buy attention or earn attention? Strong virals need no paid seeding. Just wait what ViralTracker will tell you about the results. With a viral that is really viral, smart social media planning, strong seeding skills your viral will become a weapon of mass affection. But not always in a period of 6 weeks. We understand you have needs, and we understand your media agency wants guarantuees. But no PR agency or WOMMA agency can guarantee you a number of views. We can estimate them due to the many campaigns we run with ViralTracker. And with paid seeding we can give you guaranteed reach. But why not wait 3 weeks and see if your viral is really viral or not. We know it might feel as a strange advice: no we do not need a massive media budget from you now. Just wait what the viral incubation period (21 days) tells you. If your viral is not really viral, than we can tell you how much budget you need, but for now: keep the money in your pockets. Strange? Might be. But remember, It’s a New Day! Strange and change can be good!
Candidate Web sites have fully embraced politics as a two-way conversation with voters. Twelve sites also offer the opportunity for visitors to turn that dialogue into grassroots action (organizing their own events, fundraisers, etc). Add dialogue and action together and Democrats have the most interactive sites, led by Barack Obama, followed by Hillary Clinton, John Edwards and Bill Richardson. Source: http://www.journalism.org/node/6371 Blogs, a novelty in 2004, are now mainstream.
Igor: Yes here we go! It’s really amazing. I have been a IAB member for 11 years, of which 5 years as the chairman- I have never seen such a smart campaign strategy! Sit back, relax and enjoy the next story….
Igor: In the road to nomination, Obama had fundraised $ 150 Million in September 2008 alone. His fundraising strategy worked. But what would Obama have done if the campaign had failed? He would not have gathered his own marketing/media budget! What would Obama have done if the strategy had failed? Would he have asked a few corporations for urges the the money? Authentic as Obama is, I don’t think so. Most brands would act that way, but not Obama. He would have lost credibility immediately, I feel.. Can you imagine how incredibly smart the fundraising part was embedded in his engagement strategy?! Micro donations were a strategic very smart choice, but what if it had failed? He would have had no buying power and would have lost the elections! No guts, no glory? Source: http://www.slideshare.net/gearyinteractive/marketing-a-presidential-candidate-online-presentation/2
Igor: Obama knew he could win swing states. He dared to target and to make difficult but strategic choices. Source: http://www.slideshare.net/RahafHarfoush/yes-we-did-strategic-insights-from-the-campaign-that-redefined-modern-politics-presentation Source: http://www.slideshare.net/obamagirl17/obama-for-america-presentation
Igor: in the road to nomination Obama focused and swing states. He needed quick wins and allocated 50% of his budget (at that moment) to win the swing states. What can brands learn here: strategic choices will help you to win! Source: http://www.slideshare.net/patricklebedinski/obama-presentation-653261
Igor: Most brands focus at campaigns and spend their money on media. But their websites are awful and scare away leads immediately. Obama had noticed that the most important part of the marketing campaign was his website! Brands can learn from Obama: the website is marketing tool # 1. The website will determine the ROI of all your efforts and budgets. Spend less on campaigns and create a smart website. Source: http://www.slideshare.net/gearyinteractive/marketing-a-presidential-candidate-online-presentation/8
Igor: My.BarackObama.com is the epic center of the campaign. Here supporters can join local groups, create events, sign-up for updates and set-up personal fund-raising pages.
Igor: The secret behind the Obama web architecture exposed in detail. Great architecture and functional scope. Smart strategic choices. Obama learnings to brands: Invest in brand architects and functional scope before you built a very expensive website that does not deliver your brand, marketing, communications and sales goals. First great strategic minds, later technical, development and programming people. Your website is your greatest brand interaction asset, make it part of the your brand team and work with integrated teams. That’s what we call: having an internet strategy, so marketers should put internet within the right place! Source: http://www.slideshare.net/Edoardocolombo/obama-e-internet-intervento-alla-camera-dei-deputati-di-edoardo-colombo-presentation
Igor: Use your website to create engagement. Invite people to participate and create a movement of brand ambassadors. Poeple are smart and willing to help. Book tip: The Wisdom of Crowds by James Surowiecki Source: http://www.slideshare.net/RahafHarfoush/yes-we-did-strategic-insights-from-the-campaign-that-redefined-modern-politics-presentation
Igor: Facilitate consumers, share and help them to help you! Source: http://www.slideshare.net/RahafHarfoush/yes-we-did-strategic-insights-from-the-campaign-that-redefined-modern-politics-presentation
Igor: Facilitate consumers, share and help them to help you! If you enable the community, the community will help you reach your goals. Learning for brands: invest in community tools and create a dashboard for them. Look at Obama, look at Facebook! Tools, tools, tools, insights: its their platform too! Source: http://www.slideshare.net/RahafHarfoush/yes-we-did-strategic-insights-from-the-campaign-that-redefined-modern-politics-presentation
Igor: Obama used the power of the web to mobilize people towards offline events. Learnings: It’s a New Day! How can the power of the web drive store traffic for your brand? How can you use the power of the web to activate your events or sponsorships? How can you implement web2.0 tools to drive brand interaction? How can you extend your offline event experience by using photos and videos? How can online sampling ignite your new product awareness and sales? How can e-vouchers be redeemed in your stores? How can a member-gets-member program increase your valuable opt-in database? How can the power of the web increase e-learning programs or e-health programs? How can Obama’s approach help you drive your branding, marketing or sales goals? How can disruptive and innovative strategies make you the new company? Look at social trading network Zecco- onine trading Facebook alike! http://www.viralblog.com/community-marketing/zecco-smart-social-trading-community/ Will a smart social travel matching engine disrupt the travel sites we know today? Will social search be the next thing- a smart search engine that does not throw a bucket of links at you, but will show you sites that your peers have rated as: very cool. What key learnings from Obama will you implement? Source: http://www.slideshare.net/RahafHarfoush/yes-we-did-strategic-insights-from-the-campaign-that-redefined-modern-politics-presentation
Igor: Obama created the largest peer-2-peer call center in history. Using smart web tools, volunteers called to convince peers to vote for Obama or to donate to Obama. Source: http://www.slideshare.net/RahafHarfoush/yes-we-did-strategic-insights-from-the-campaign-that-redefined-modern-politics-presentation
Igor: With smart and very easy voter scripts callers were guided. V olunteers were facilitated to call people in swing states to convince them to vote for Obama. What can your brand learn from Obama’s smart usage he power of the web to create satisfied and loyal customers? Source: http://www.slideshare.net/RahafHarfoush/yes-we-did-strategic-insights-from-the-campaign-that-redefined-modern-politics-presentation
Igo r: A dynamic web-based phone banking tool, allowed users to make phone calls from their homes to undecided voters in key swing states using campaign-generated scripts. The scripts even change and adapt as the call progresses, depending on how voters respond to questions. The web page then allows volunteers to record and save the responses into the Obama database. What can brands like WWF learn from Obama’s fundraising? Source: http://www.slideshare.net/RahafHarfoush/yes-we-did-strategic-insights-from-the-campaign-that-redefined-modern-politics-presentation Source: http://www.journalism.org/node/12773
Igor: Obama used widgets very smart within social networks. How can Obama use widgets, while I hear at too many brands: we are not ready for that yet! Strange, for a second I thought that marketing was: scoping consumer trends and tap into these trends?!! Is it relevant that if your brand or marketing team is not ready for using social networks? Who cares if you are not ready for it yet? If social networks are the new and trendy restaurants were people spend 20-40 hours per month, can you afford to neglect this trend? If Google is a great sales machine, why shouldn’t Facebook be a great branding machine? Have you tried? Obama has….. http://www.viralblog.com/social-media/cafeteria-google-vs-new-restaurant-facebook/ http://www.viralblog.com/widgets-apps/widgeridoo-why-widgets-work-for-branding/ If your target audience spends hours per week on YouTube and video is the online trend, why should you not open a YouTube channel? If Obama and the Pope can change, you certainly can! Source: http://www.slideshare.net/gearyinteractive/marketing-a-presidential-candidate-online-presentation/12
Igor: In brand programming Obama strategically anticipated on negative PR. What can brands learn from Obama? Use the power of the web to facilitate ruthless executed PR. Source: http://www.slideshare.net/gearyinteractive/marketing-a-presidential-candidate-online-presentation/11
Igor: I’m not a huge fan of advertising in everything. But what can brands learn from Obama? With In-game advertising Obama surprised Millions of Xbox users! And immediately these gamers shouted online to other Xbox users (through Xbox Live, in game communities, blogs and forums): wow have you seen how Obama tapped into our Burnout Paradise game?? The guy must really understand my likes and passion. Obama has clearly shown that In-game advertising could create free PR and Buzz. But also how brand innovation can drive brand preference and likeability. The question is not: do you like games/ do you believe in games. The right question would be: how would your target audience perceive your brand within a game. And if you don’t reach all consumers, would brand innovation create your brand free PR? Note: Massive has previously said that it also approached Republican presidential candidate John McCain about advertising in games, but the senator from Arizona passed on the offer. Source: http://www.politico.com/static/PPM106_obamascreenshots.html Source: http://www.gamespot.com/news/6200232.html
Igor: I hate the word cross media campaign. It feel it’s overhyped. Mostly people even mean to say: multi media and not cross media. But if you look at Obama’s campaign, I do not know what to call it… Is it 360 degrees of integrated? I feel it seems like surround sound marketing . Everywhere you go you feel like you are in the epic center of his movement. Source: http://www.slideshare.net/gearyinteractive/marketing-a-presidential-candidate-online-presentation/11 Source: http://voices.washingtonpost.com/the-trail/2008/11/20/obama_raised_half_a_billion_on.html
Igor: What can brands learn from Obama? Obama had a very smart website. McCain had a website that was not fully ready and functioning at the end of the campaign?!!! If you want 50% of your sales to be realized through your website (if you are a bricks and mortar company and not Dell off course) what can you learn from Obama? Some brands start campaigns with a website as epic center that really kills all purchase intent. Most consumers contact your brand online, through your website. If you want it or not, it’s true. Do you scare away consumers online or do you coin that contact moment by having the best interactive website ever? If you would ask Obama….. Source: http://www.journalism.org/node/12773
Igor: Watch and learn. What can you learn from Obama’s engagement tools on his website? Match Obama’s engagement suite with your website(s) and make a SWOT on your website. The only thing Obama could have done better was to offer podcasts and vodcasts. Why? Because most influencer bloggers would have loved it. And they would have posted another item about it. What can brands learn from Obama? Offer features and tools. Your consumers will decide if they will use it or not. If you as marketer are not into RSS feeds, iPhone or PSP, who cares? Make content available as broad as you can, facilitate niche groups as well. Let them decide if they want it or not. That’s not up to you! It’s their brand as well as yours! What can brands learn from Obama? Has your brand implemented Skype alerady so users can phone your helpdesk through Skype? Or are you not ready for that? Source: http://www.journalism.org/node/12773
Igor: What can brands learn from McCain? If you pick the wrong agency, one that is not WOMMA complaint, they will probably act against the WOMMA code of ethics. And bloggers will damage your brand! You might get invited to court for spam as well. McCain made a very painful mistake here! What can brands learn from Obama? Be authentic. Never, never bribe bloggers . Don’t cheat or lie. Be transparent! If you want seeding, write consumer reviews (about your brand yourself) or invite social influencers: be open and honest about it! Hire a WOMMA complaint agency! Be aware that cheeky tricks will always backfire and damage your brand. Ask your agency for credentials, your brand is your biggest asset! Your traditional PR or media agency mostly do not even know what WOMMA or WOMMA complaint is. Check it out tomorrow, ask your agency and find out. Source: http://www.slideshare.net/gearyinteractive/marketing-a-presidential-candidate-online-presentation/15
Igor: Obama launched a very strong online campaign, in full synergy with his offline campaign. Look at the great call-to-action: get involved Source: http://www.slideshare.net/RahafHarfoush/yes-we-did-strategic-insights-from-the-campaign-that-redefined-modern-politics-presentation
Igor: Obama knows video is the big online trend, and he tapped into it. What can brands learn from Obama? It’s a New Day, so Just Do It! Don’t doubt, don’t point at your media agency, don’t point at others. YouTube has over 344 Million users! Video has the power of TV, and it’s pull. People spend many hours on video portals. How can you afford not to use it? Source: http://www.slideshare.net/gearyinteractive/marketing-a-presidential-candidate-online-presentation/18 Source: http://newteevee.com/2008/12/01/just-wow-youtube-had-344m-global-uniques-in-oct/
Igor: John McCain also used YouTube. But Obama did it much smarter and reached way more people here. What can brands learn here? Are you a new school marketer like Obama and do you embrace brand innovation and interaction? Or are you a traditional old school marketer that says: We are not sure about YouTube yet?! If you are not sure, it’s an extra reason to do it: try and learn! That’s Obama’s DNA. He is open and eager to learn. And if It’s a New Day today: Yes You Can Try too! Source: http://www.slideshare.net/gearyinteractive/marketing-a-presidential-candidate-online-presentation/17
Igor: What can brands learn from Obama? Look at the reach (clip views) of Obama vs. McCain. And look how Obama integrated online donations (contribute) very smart! Source: http://www.slideshare.net/gearyinteractive/marketing-a-presidential-candidate-online-presentation/19
Igor: Barack Obama 64% YouTube views! Don’t be shy, dominate several channels fully! Track what your competitors do and “wipe” them of the channel. Source: http://www.youtube.com/members?s=mv&t=a&g=8
Igor: There are many more video sharing portals than YouTube. Remember my slide about ViralTracker? Now you know why tracking, measurement and insights are so crucial to brands. Obama generated 513 Million clip views. The market price of a clip view (paid seeding) across the globe is $ 0,20. Do 512 Million times $ 0,20 and you know what your free exposure potential is. Free increase of Share of Voice (SoV). How will this impact your Share of Market (SoM)? Yes ladies and gents: free online GRP’s…. It’s a New Day ;-) Source: http://www.divinitymetrics.com/blog/2008/09/10/presidential-online-video-metrics-summary/ Source: http://www.marketingfacts.nl/berichten/20081028_online_op_weg_naar_het_witte_huis_1_alles_is_video/
Igor: Global brands like Obama should embrace global social platforms like MySpace, Facebook, YouTube, Flickr and more. How is your current brand presence within the social space? What’s your social media marketing strategy for 2009? Source: http://www.facebook.com/barackobama
Igor: Look at Obama vs. McCain- it’s almost 10 :1 for Obama. Remember slide # 8? How Can I become one of them? Facebook really contributed to the movement feeling Obama that created: people were never so close to Obama, you could almost touch him. That’s a smart approach of using Facebook, right? How many of you (or your media agencies) would rather launch a banner campaign in Facebook? Facebook is conversational platform: peer interaction. Use a channel or a widget that facilitates, don’t put interrupting and shouting banners in a social network! Do participate and share! How can your brand become one of them? Source: http://www.facebook.com/johnmccain Source: http://www.facebook.com/barackobama Source: http://www.facebook.com/group.php?gid=25652988786 Source: http://www.facebook.com/group.php?gid=2231653698
Igor: What can your brand do with LinkedIn? Look at Obama: he used his LinkedIn profile to reach out to professionals to discuss his view points on business, income tax and finance. Separate LinkedIn group, where followers can download badges and give their suggestions. Source: http://www.linkedin.com/in/barackobama
Igor: How to use social media and Flickr to create brand likeability? Remember slide #13? Stairway to brand heaven. Build a brand image faster than ever…. Barack Obama's campaign team posted a series of intimate pictures from election night on his Flickr page. Here Obama and his family can be seen, tensely watching television from a hotel room as the results gradually come in. Source: http://www.guardian.co.uk/world/deadlineusa/2008/nov/07/barackobama-uselections2008 Source: http://www.flickr.com/photos/barackobamadotcom
Igor: Obama has more MySpace friends: nearly 6-to-1 The fresh and open new school marketer just embraces technology and is not spoiled by an outdates marketing education, in a period in which internet did not even exist. McCain had his marketing in the old days: internet did not even exist, when he went to school. Can you blame him? Source: http://pewresearch.org/pubs/951/mccain-obama-websites Source: http://www.trendrr.com/timeseries/myspacecombarackobama_-_Myspace_friends_vs_httpwwwmyspacecomjohn__405423 Source: http://www.readwriteweb.com/archives/social_media_obama_mccain_comparison.php
Igor: Twitter Loves Obama (do you see the heart in the header ;-) What can brands do with Twitter? Put banners on it? It’s a New Day: Think Again! Why not use Twitter as communications tool! With 109,892 followers, Obama is the #1 Twitterholic (November, 2008; February 4, 2009 = 230,498) McCain with 4,402 followers doesn’t break the top 100 (November, 2008; February 4, 2009 = 5,709) Source: http://www.slideshare.net/gearyinteractive/marketing-a-presidential-candidate-online-presentation/24 Source: http://twitter.com/johnmccain Source: http://twitter.com/barackobama
Igor: Do I believe in the power of TV commercials? Yes I do! Do some brands think they need 42 weeks on TV per year? Yes, many think they do. Also in a new world, where they could use online video? No brand knows yet. Barack Obama's spent $4 million on one 30 minute-long TV commercial entitled American Stories, American Solutions on Oct. 29 2008 on CBS, NBC and Spanish-language network Univision. But Obama almost offended millions of Superbowl fans (that had to wait half an hour). Was half an hour a bit to interruptive or too intrusive? I feel he could have capped it at 15/20 minutes max. But hey, the winner is always right ;-)
Igor: Many brands ask my how I feel about mobile advertising. Why do we want to push advertising in every channel? There’s more than advertising people! Why do brands not look at Obama or Airlines: make relevant, smart or social mobile apps on mobile phones. Send smart, personal, relevant text messages to people that have given you the YES (I Do) word. Create a 360 degrees approach and facilitate users with things they need to know: free text alerts, not text link and mobile banners! Think beyond advertising if you want to create satisfied and loyal consumers. Source: http://voices.washingtonpost.com/the-trail/2008/11/20/obama_raised_half_a_billion_on.html
Igor: Do you remember slide # 27? The Brand Interaction Architectures LaComunidad develops for brands? Create opt-in databases with e-mail, text and more. How many of the marketers here have built a huge opt-in database yet? What do you do with it? Why haven’t you started yet, what are you waiting for? Source: http://voices.washingtonpost.com/the-trail/2008/11/20/obama_raised_half_a_billion_on.html Source: http://www.slideshare.net/RahafHarfoush/yes-we-did-strategic-insights-from-the-campaign-that-redefined-modern-politics-presentation
Igo r: Obama keeps surprising you. Also on your iPhone. The power of the mobile web used. But not with advertising. How many brands in the room have a mobile website? Source: http://www.slideshare.net/RahafHarfoush/yes-we-did-strategic-insights-from-the-campaign-that-redefined-modern-politics-presentation
Igor: What can brands learn from Obama? Obama not only invested in mass communications. He also invested lots of time and money into segmentation. He addressed many “niche” groups personal and relevant! Source: http://rohitbhargava.typepad.com/weblog/2008/11/how-obamas-bran.html
Ig or: Users tapped into Obama’s segmentation approach and created buttons for niche groups, which could be bought online.. Take a good look Source: http://www.democraticstuff.com/SearchResults.asp
Igor: Also in approach, tone-of-voice, wording and copy Obama built his brand smart! Obama makes greater contribution tounique words in the debate. He is informal with McCain, using John extremely frequently. Source: http://mkweb.bcgsc.ca/debates/?debate=mccain-obama-01
Igor: The debate is relatively more populated with words spoken by both candidates. Obama changes stance from &quot;John&quot; to &quot;McCain&quot;. Source: http://mkweb.bcgsc.ca/debates/?debate=mccain-obama-02
Igor: Obama overwhelms McCain with his contribution of words to the debate. Obama never says &quot;nuclear&quot;, a word that McCain continues to repeat. Obama switched his tone-of-voice during his program. As an unknown brand he was personal and polite and created an un-American political campaign. Later he spoke more distinguished and firm, but never threw mud at opponents. It’s a New Day! Source: http://mkweb.bcgsc.ca/debates/?debate=mccain-obama-03
Igor: It’s in Obama’s DNA. He’s really into doing it with the people. Another buying satisfaction for his voters: that guy is for real! Less than 48 hours after winning the election, the Barack Obama transition team launched Change.Gov. Users were asked to submit ideas and rate or offer comments on the ideas of others. Over 125,000 users submitted over 44,000 ideas and cast over 1.4 million votes. Source: http://www.observer.com/mobile/article/81394 Source: http://www.flickr.com/photos/shannonpatrick17/3010944794/sizes/o/
Igor: Obama never stopped. After his program he keeps embracing video sites to share his message. Source: http://change.gov/newsroom/entry/your_weekly_address_from_the_president_elect/ Source: http://www.youtube.com/watch?v=qN1S1LdkUeg
Igor: How brands tapped into the Oba-mania? Look at Ikea ;-) Source: http://embracechange09.com/ Source: http://updateordie.com/files/2009/01/obamania.jpg
Igor: And Quaker tapped into Oba-mania fast as well. Source: http://embracechange09.com/ Source: http://updateordie.com/files/2009/01/obamania.jpg Source: http://www.facebook.com/Quaker
Igor: Many fundraisers like WWF must find Obama’s strategic fundraising program fantastic. But Wikipedia also raised $6,2 Million from users. One more time, really buy and read the book: The Wisdom of Crowds by James Surowiecki! Source: http://etc.territoriocreativo.es/wp-content/uploads/2008/10/xplaned_obama_fundraising_144.jpg
Igor: A few fundraising facts to give a sense of how successful he was at creating this social movement: 1.7M contributors thru april 2008 2.9M total contributions thru april 2008 93% total contributions under 100 in April 2008 according to Huffington Post While the campaign doesn’t report on % of contributions received online, anecdotally we know the smaller contributions tend to come online November 2008, 3.0M contributors 6.5M online donations 93% total contributions under 100 Average online donation $80 $500 million raised online Source: http://voices.washingtonpost.com/the-trail/2008/11/20/obama_raised_half_a_billion_on.html
Igor: Obama raised $532 Million campaign budget!!! I keep asking myself: what if the fundraising strategy would have failed? Obama was on time and on budget each and every time. He spent $7.39 per vote! Source: http://www.opensecrets.org/pres08/summary.php?id=N00009638&cycle2=2008&goButt2.x=12&goButt2.y=3&goButt2=Submit
Igor: McCain raised $ 379 Million budget. McCain did relatively better with just $5.78 per vote (Obama $7.39 per vote). But let’s be fair: Obama got 10 Million votes more than McCain, that explaines his bit higher cost per vote! But Obama was an unknown brand, McCain already enjoyed a pretty high prompt awareness. Source: http://www.opensecrets.org/pres08/summary.php?id=N00006424
Igor: The media budget break down. Obama spent more on online advertising than McCain. Obama used the power of the web in a strategic smarter way. I feel Chris Hughes has done a fantastic job building the brand engagement architecture! Source: http://www.opensecrets.org/pres08/expend.php?id=N00006424&cycle2=2008&goButt2.x=6&goButt2.y=12&goButt2=Submit Source: http://www.opensecrets.org/pres08/expend.php?id=N00009638&cycle2=2008&goButt2.x=15&goButt2.y=11&goButt2=Submit
Hillary 1984 is the title of the viral video that combines the footage of the 2008 presidential campaign web announcement by Hillary Clinton with the 1984 Super Bowl commercial by Apple Inc. Source: http://en.wikipedia.org/wiki/Hillary_1984
Amber Lee Ettinger is an American actress, internet celebrity, and model best known as Obama Girl. Ettinger appeared in &quot;I Got a Crush... on Obama,&quot; which was posted by Barely Political to YouTube in June 2007 and the video caught on. Source: http://en.wikipedia.org/wiki/Obama_girl
Tina Fey is an American writer, comedian, actress, and producer. Fey is considered to bear a resemblance to Governor of Alaska and former Republican vice presidential candidate Sarah Palin. On the 34th SNL season premiere episode Fey appeared alongside Amy Poehler as Hillary Clinton to imitate Palin in a sketch. Source: http://en.wikipedia.org/wiki/Tina_fey
She’s blonde, she’s hot and she wants your vote: Paris Hilton for president? The American hotel heiress has thrown her bikini into the presidential campaign with a video in which she declares she's &quot;like, totally ready to lead.&quot; The video is a spoof of John McCain's 'celebrity' advertisement in which the Republican candidate compared Barack Obama's popularity with that of Ms Hilton and claimed the Democrat was no more than a celebrity candidate who was not ready to lead the nation. Source: http://www.timesonline.co.uk/tol/news/world/us_and_americas/article4468106.ece
The music video “Yes We Can Song” by Black Eyed Peas’ frontman will.i.am and director Jesse Dylan became an instant viral sensation upon its release in early February with over 50 million views on YouTube and Dipdive. Democratic presidential candidate Sen. Barack Obama even put the video on his website BarackObama.com. Source: http://www.viralblog.com/viral-friday/viral-friday-best-of-2008/
&quot;Wassup 2008&quot; is a comedic political video posted to YouTube by 60Frames. The video is a parody of the Budweiser advertising campaign which aired on television in the early 2000s. The video stars the same actors as the original Budweiser commercial, except in the present time they are dealing with house foreclosures, military service in Iraq, hurricanes, tumbling stocks and expensive healthcare, compared to their past antics of &quot;watching the game&quot; and &quot;drinking a Bud.&quot; “ It’s been eight long years since the boys said wassup to each other. Even with the effects of a down economy and imminent change in the White House, the boys are still able to come together and stay true to what really matters.” Source: http://www.wassup08.com/ Source: http://www.mahalo.com/Wassup_2008
The final battle between Obama and McCain took off! The two candidates fight their battle on the dance floor, because “The is only one place where the election should be decided … it’s on!”. The video was directed by David Morgasen and Yaroslav Kemnits (Director of Special Effects), written by David Morgasen and produced by Dmitry Lesnevsky (Exec. Producer), David Morgasen (Exec. Producer) and Elena Muravina. Source: http://www.viralblog.com/viral-friday/viral-friday-wassup-2008/#number02
Igor: On November 5, 2008, The Guardian started a photographic project, entitled A Message for Obama. The essence of the idea was to see if it was possible to capture the reaction to Barack Obama's presidential victory in a creative way. Result: 965 photos! http://flickr.com/groups/messageforobama Source: http://www.guardian.co.uk/help/insideguardian/2008/nov/26/barackobama
Igor: Well you all heard about Obama’s personal approach. The creator of this poster was contacted twice by Obama personally. Source: http://obeygiant.com/post/super-wednesday#more-563
Igor: User and creative agency people all loved Obama. Here’s another great Obama application created by users. Source: http://obamiconme.pastemagazine.com/top_rated.html
Igor: Starbucks turned from the most personal brand in the world (able to speak your first name within 1 minute twice!!!!!!) into a impersonal brand with a poor service. What was left of the popular Starbucks image? To expensive coffee! Starbucks launched a conversational tracking program and invited people to share ideas. Ideas are voted / rated by the community and Starbucks is implementing ideas. A clear example of brands that need to listen as well. We cannot fix everything with advertising?! http://www.viralblog.com/social-media/starbuckss-power-social-media-marketing-tool/
Igor: Example social media marketing program developed by SocialMedia8 to create Obama alike brand interaction programs. Many brands and advertising agencies focus at the last 30 seconds of the marketing value chain. At Grupo LaComunidad we feel there is more to explore. Our ideas are visualized in this demo: Advertising? The Lipstick on a Pig… http://www.lacomunidad.co.uk/lipstick_on_a_pig/ Do all brands like this vision statement? We certainly hope not ;-)
Igor: Obama’s social media marketing architecture / SMM program fuelled his brand and campaigns. It was the foundational layer underneath all his campaigns and “product launches”. How many brands here run campaigns frequently? Okay 100%, thought so ;-) How many brands here run long term brand programs like Obama? Okay about 5%.. Mmmm time for a New Day? ;-)
Igor: See how social media marketing can change people’s perceptions about brands! If you feel Obama is not applicable to your brand? Please take a look at: Starbucks, Dell, Jeep or Heineken. http://www.viralblog.com/social-media/starbuckss-power-social-media-marketing-tool/ http://www.viralblog.com/community-marketing/dell-smart-brand-that-dominates-communties/ http://www.viralblog.com/social-media/look-at-jeeps-smart-social-media-strategy/ http://www.viralblog.com/widgets-apps/heineken-launches-responsibility-campaign/