This case study is built from extensive interviews Digital Strategy held with the Obama campaign team – for more information including detailed interviews and our analysis on the communication content and messaging strategy
Barack Obama ran an innovative and highly effective digital campaign that helped propel him to the presidency in 2008. His campaign made extensive use of social media platforms like Facebook and YouTube to engage supporters and spread his message. Obama had millions more online supporters and video views than his opponent John McCain. Obama also built sophisticated grassroots organizing tools on his website that allowed supporters to easily volunteer, plan events, donate, and mobilize their networks. This digital strategy was a major factor in Obama's success and transformed political campaigning.
Barack Obama was elected President in 2008 through an effective marketing campaign that utilized both online and offline channels. His campaign website, My.BarackObama.com, engaged supporters by allowing them to organize events, fundraise, write blogs, and volunteer. Obama had over 1 million Facebook fans and over 100,000 Twitter followers. His campaign spent millions on online advertising, search, social networks, and created an iPhone app. Through grassroots organizing, social media, and targeting key demographics like young voters, Obama was able to win the Democratic nomination and general election against John McCain, making history as the first African American President.
The document provides details on Barack Obama's highly successful 2008 presidential campaign, which made innovative use of online and social media strategies to energize young voters, spread messages of hope and change, and raise record amounts of campaign funds from small donations. Key tactics included the My.BarackObama.com platform for grassroots organizing, strong presences on Facebook, YouTube, and Twitter, targeted email and text messaging programs, and online advertising. These digital efforts helped Obama attract hundreds of millions more online video views and social media followers than his opponent John McCain.
Barack Hussein Obama: 44th & current President of the United States
Born: August 4, 1961; Honolulu, Hawaii
First African American to hold office
Education: Graduate of Columbia University and Harvard Law School
Worked as: Civil rights attorney
Junior United States Senator from Iiinois
2009 Nobel Peace Prize laureate
The document summarizes the marketing strategies and tactics used in Barack Obama's successful 2008 presidential campaign, which focused heavily on online engagement and grassroots organizing. Key elements included the campaign website My.BarackObama.com, which allowed supporters to self-organize; extensive use of social media platforms like Facebook, YouTube, and Twitter; and innovative digital advertising techniques. The campaign was also notable for raising large sums of money primarily from small donors online. These Internet-focused approaches helped Obama energize his base and ultimately win the election.
President Barack Obama Smart Branding, & Social Mediamhart007
The document summarizes the marketing campaign of Barack Obama during his successful 2008 US presidential run. It describes how Obama utilized new technologies and social media to engage supporters, raise funds, target voters, and ultimately help him win the election. Specifically, it highlights Obama's use of websites, social networks, online video, email, texting, and grassroots organizing to build enthusiasm, spread his message of change, and mobilize record numbers of new and younger voters.
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”. Download the presentation for the slide notes with Igor's 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!
The document summarizes Barack Obama's 2008 presidential campaign. It discusses his victories in early primaries over Hillary Clinton, his selection of Joe Biden as his running mate, and the party platform focused on the economy, leadership, and democracy. It also provides details on Obama's fundraising, focus on swing states in the general election debates against John McCain, and his ultimate electoral college victory over McCain in the 2008 presidential election.
Barack Obama ran an innovative and highly effective digital campaign that helped propel him to the presidency in 2008. His campaign made extensive use of social media platforms like Facebook and YouTube to engage supporters and spread his message. Obama had millions more online supporters and video views than his opponent John McCain. Obama also built sophisticated grassroots organizing tools on his website that allowed supporters to easily volunteer, plan events, donate, and mobilize their networks. This digital strategy was a major factor in Obama's success and transformed political campaigning.
Barack Obama was elected President in 2008 through an effective marketing campaign that utilized both online and offline channels. His campaign website, My.BarackObama.com, engaged supporters by allowing them to organize events, fundraise, write blogs, and volunteer. Obama had over 1 million Facebook fans and over 100,000 Twitter followers. His campaign spent millions on online advertising, search, social networks, and created an iPhone app. Through grassroots organizing, social media, and targeting key demographics like young voters, Obama was able to win the Democratic nomination and general election against John McCain, making history as the first African American President.
The document provides details on Barack Obama's highly successful 2008 presidential campaign, which made innovative use of online and social media strategies to energize young voters, spread messages of hope and change, and raise record amounts of campaign funds from small donations. Key tactics included the My.BarackObama.com platform for grassroots organizing, strong presences on Facebook, YouTube, and Twitter, targeted email and text messaging programs, and online advertising. These digital efforts helped Obama attract hundreds of millions more online video views and social media followers than his opponent John McCain.
Barack Hussein Obama: 44th & current President of the United States
Born: August 4, 1961; Honolulu, Hawaii
First African American to hold office
Education: Graduate of Columbia University and Harvard Law School
Worked as: Civil rights attorney
Junior United States Senator from Iiinois
2009 Nobel Peace Prize laureate
The document summarizes the marketing strategies and tactics used in Barack Obama's successful 2008 presidential campaign, which focused heavily on online engagement and grassroots organizing. Key elements included the campaign website My.BarackObama.com, which allowed supporters to self-organize; extensive use of social media platforms like Facebook, YouTube, and Twitter; and innovative digital advertising techniques. The campaign was also notable for raising large sums of money primarily from small donors online. These Internet-focused approaches helped Obama energize his base and ultimately win the election.
President Barack Obama Smart Branding, & Social Mediamhart007
The document summarizes the marketing campaign of Barack Obama during his successful 2008 US presidential run. It describes how Obama utilized new technologies and social media to engage supporters, raise funds, target voters, and ultimately help him win the election. Specifically, it highlights Obama's use of websites, social networks, online video, email, texting, and grassroots organizing to build enthusiasm, spread his message of change, and mobilize record numbers of new and younger voters.
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”. Download the presentation for the slide notes with Igor's 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!
The document summarizes Barack Obama's 2008 presidential campaign. It discusses his victories in early primaries over Hillary Clinton, his selection of Joe Biden as his running mate, and the party platform focused on the economy, leadership, and democracy. It also provides details on Obama's fundraising, focus on swing states in the general election debates against John McCain, and his ultimate electoral college victory over McCain in the 2008 presidential election.
David Plouffe's Presentation on the Barack Obama campaignwdqweq
This document summarizes polling data and fundraising numbers that show Barack Obama with strong leads over John McCain in key demographics and states. It notes Obama's support from women, Hispanics, and independents, as well as his leads in traditional swing states and some red states. It also highlights Obama's grassroots fundraising advantage over McCain in terms of donors, volunteers, and email subscribers.
The document discusses Barack Obama's highly effective 2008 presidential campaign branding and marketing strategy. It highlights how Obama's campaign utilized new technologies and social media to energize and organize supporters. This grassroots approach allowed the campaign to build a large community of engaged volunteers and small donors, which helped Obama win the Democratic nomination and ultimately the presidency.
Barack Obama ran one of the most sophisticated presidential campaigns in history by segmenting and targeting voters across multiple demographics and behaviors. He targeted youth through social media, mobile ads, and issues important to students. Obama targeted specific racial and ethnic groups by running ads in their languages and visiting communities important to them. Locally, the campaign customized ads and visited important areas and battleground states. Overall, Obama targeted voters across diverse channels and messages to build enthusiasm and support across broad demographic and regional groups.
The winning strategy of Barack Obama's political communication in 2008 | Camp...Gianni L'Abbate
YES WE CAN. The winning strategy of Barack Obama’s political communication in 2008.
La strategia di comunicazione vincente di Barack Obama per USA 2008.
Obama - Best Integrated Marketing Communications Campaign in 2008Lance Shields
This is a term paper written for a MBA marketing class. I wholeheartedly and without hesitation nominate the campaign of presidential candidate Barack Obama for best integrated marketing communications campaign in 2008. On first consideration for this paper, choosing a company or product for best IMC campaign made sense. But in 2008, an underdog brand, an African-American, a first-term Democratic senator, and a politician chosen as most liberal in Congress at a time when rightwing politics reigned, Obama ignited the country and won the election with what I believe was the best communications campaign of the year and possibly one of the best political campaigns in U.S. history. And like any powerful brand, this paper will attempt to show through the one-third principle approach how Obama’s campaign succeeded to win the minds and hearts of Americans.
The Influence of Design on Political Campaign SuccessJamie Foulston
A dissertation exploring the influence of design on the 2008 Obama political campaign. It looks to answer the question: 'Did the flawless design strategy of the campaign lead to Obama's victory?'
The document provides a case study on Barack Obama's successful 2008 presidential campaign, which made extensive use of digital marketing and social media. Key aspects included building communities of supporters on the campaign website My.BarackObama.com and 15 social media platforms. The campaign had over 15 million total followers across platforms and raised over $630 million. It focused on listening to supporters, empowering grassroots organizing and storytelling, rather than just relying on technology. This community-driven approach was crucial to Obama's victory over more traditional campaign methods.
Social media for political campaign in IndiaRavi Tondak
The document discusses the importance of social media in political campaigns. It notes that social media has become an essential tool for political parties and candidates to communicate with voters, especially youth voters. It provides statistics on user bases for platforms like Facebook, Twitter, and Google+ and examines how different political parties in India, like the BJP, Congress, and AAP, utilize these and other social media platforms in their campaigns.
This document discusses action learning and informed civic action. It provides examples of actions students can take to become more informed and engaged in the political process, such as organizing voter registration drives, holding debates on political issues, creating informational materials about candidates, and contacting elected officials. The document emphasizes that taking action based on knowledge and understanding of issues, rather than just having knowledge, is the most impactful form of learning. It also provides guidance on setting goals, developing action plans, and evaluating the outcomes of civic actions.
21st Century Learning Presentation November 2015Jonathan Milner
This document provides examples and templates for teachers to empower student learning through critical thinking, communication, collaboration, and creativity (4Cs). It includes infographics, data quests, and fishbowls that teachers can use to engage students. Infographics allow students to visually explore topics and questions. Data quests involve using data to predict outcomes and analyze demographics. Fishbowls have students autonomously research issues, share opinions, and take action. The templates are designed to develop the 4Cs in any subject area.
A look back at some of the social media tools and techniques used by Barack Obama to highlight lessons learned and opportunities to build a stronger community online. Compiled after the November 2008 election.
This document provides guidance for political leaders on using social media and online presence strategically. It recommends first understanding how constituents receive information online and through their networks. It then advises analyzing who the influential voices are in different communities and regions. Finally, it suggests engaging audiences where they are online, leveraging one's network, and presenting endorsements to build credibility and favorable press. The overall message is for political leaders to thoughtfully consider their online brand and how to connect with constituents through social media.
Social networking sites can be beneficial for society in several ways according to the document. They allow people to connect with friends and strangers, share information and media, and develop profiles to showcase their backgrounds and interests. While all age groups use social networking sites, they particularly help students find educational resources and information to aid with school and career planning. Politicians have also leveraged social networking sites to engage younger voters, as data showed presidential candidate Barack Obama had significantly more Facebook and MySpace supporters than John McCain leading up to the 2008 US election. Overall, the document outlines several upsides to social networking sites for finding contacts, aiding education needs, and assisting politicians to reach younger demographics.
Social Media and Diversity: The ROI for Brands [SXSW 2015]Abe Cajudo
Slides from our South By Southwest 2015 panel - Social Media and Diversity: The ROI for Brands. With Nailah Blades, Andre Blackman, Abe Cajudo, and Pam Slim.
Listen on SoundCloud: https://soundcloud.com/officialsxsw/social-media-and-diversity-the-roi-for-brands-sxsw-interactive-2015
SXSW page: http://schedule.sxsw.com/2015/events/event_IAP37902
Resource page: http://socialmediadiversity.strikingly.com/
#diverseroi
Social networking and video sharing sites are changing how politics are discussed online. Younger voters are more likely than older voters to get information about candidates from social networking sites. Barack Obama had more friends on MySpace and more supporters on Facebook than Hillary Clinton and John McCain during the 2008 election. Some politicians have used sites like Facebook and YouTube effectively in campaigns, but videos online can also harm candidates by spreading embarrassing incidents widely. While these new online tools may influence some voters, especially younger ones, traditional media still plays a large role in politics.
Art of Winning Election | How to make successful Political CampaignShibam Sarbswa 🚀
The document outlines key steps for a successful political campaign:
1) Identify candidate strengths such as credibility, honesty, and vision.
2) Connect emotionally with voters by relating candidate qualities to key issues.
3) Develop a memorable campaign theme that influences decision making.
4) Engage with voters through social media and public meetings to understand issues.
5) Collect voter data to identify major concerns and increase voter support.
This document provides information and guidance for students in grades K-5 on participating in the 2012 US election. It defines key election terms, describes the roles of President and Governor and lists the candidates for those offices. It also outlines referendum questions on local issues for students to vote on related to city/county priorities and new school programs. The document encourages students to learn about the issues, candidates, form opinions and vote in the student election between October 22nd and November 6th.
Political Branding in India: Brand BJPSudheender S
The document discusses research conducted on political branding of the BJP party in India. It outlines the problem statement of determining factors that influence urban youth voters' inclination to vote for political parties. Exploratory research was conducted including focus groups, in-depth interviews, and projective techniques. This research identified key factors like leadership, ideology, and development orientation. Surveys were administered and factor analysis identified 4 key factors of party perception. Discriminant analysis found decisive leadership was important for BJP. Recommendations include focusing on non-Hindu voters, improving the non-corrupt image, and announcing pro-poor policies to increase inclusiveness.
The document summarizes the marketing strategies and tactics used in Barack Obama's successful 2008 presidential campaign. Key aspects included developing an inspiring brand focused on hope and change, extensive grassroots organizing through websites like My.BarackObama.com, effective use of social media and online video, and record-breaking small donor fundraising. These innovative digital approaches helped energize young voters and build enthusiasm that resulted in Obama becoming the first African American president.
Barack Obama ran a highly successful web-based campaign strategy in 2008. He recruited a team of top digital experts to run his online operations. His campaign maintained a strong online presence across 15+ social networks and websites to engage supporters and spread his message widely. Obama empowered supporters to create and share content, generating billions of views and millions in donations. In contrast, John McCain's campaign lacked an effective online strategy. As a result, Obama was able to mobilize more supporters and raise more money online, contributing to his victory in the 2008 presidential election.
David Plouffe's Presentation on the Barack Obama campaignwdqweq
This document summarizes polling data and fundraising numbers that show Barack Obama with strong leads over John McCain in key demographics and states. It notes Obama's support from women, Hispanics, and independents, as well as his leads in traditional swing states and some red states. It also highlights Obama's grassroots fundraising advantage over McCain in terms of donors, volunteers, and email subscribers.
The document discusses Barack Obama's highly effective 2008 presidential campaign branding and marketing strategy. It highlights how Obama's campaign utilized new technologies and social media to energize and organize supporters. This grassroots approach allowed the campaign to build a large community of engaged volunteers and small donors, which helped Obama win the Democratic nomination and ultimately the presidency.
Barack Obama ran one of the most sophisticated presidential campaigns in history by segmenting and targeting voters across multiple demographics and behaviors. He targeted youth through social media, mobile ads, and issues important to students. Obama targeted specific racial and ethnic groups by running ads in their languages and visiting communities important to them. Locally, the campaign customized ads and visited important areas and battleground states. Overall, Obama targeted voters across diverse channels and messages to build enthusiasm and support across broad demographic and regional groups.
The winning strategy of Barack Obama's political communication in 2008 | Camp...Gianni L'Abbate
YES WE CAN. The winning strategy of Barack Obama’s political communication in 2008.
La strategia di comunicazione vincente di Barack Obama per USA 2008.
Obama - Best Integrated Marketing Communications Campaign in 2008Lance Shields
This is a term paper written for a MBA marketing class. I wholeheartedly and without hesitation nominate the campaign of presidential candidate Barack Obama for best integrated marketing communications campaign in 2008. On first consideration for this paper, choosing a company or product for best IMC campaign made sense. But in 2008, an underdog brand, an African-American, a first-term Democratic senator, and a politician chosen as most liberal in Congress at a time when rightwing politics reigned, Obama ignited the country and won the election with what I believe was the best communications campaign of the year and possibly one of the best political campaigns in U.S. history. And like any powerful brand, this paper will attempt to show through the one-third principle approach how Obama’s campaign succeeded to win the minds and hearts of Americans.
The Influence of Design on Political Campaign SuccessJamie Foulston
A dissertation exploring the influence of design on the 2008 Obama political campaign. It looks to answer the question: 'Did the flawless design strategy of the campaign lead to Obama's victory?'
The document provides a case study on Barack Obama's successful 2008 presidential campaign, which made extensive use of digital marketing and social media. Key aspects included building communities of supporters on the campaign website My.BarackObama.com and 15 social media platforms. The campaign had over 15 million total followers across platforms and raised over $630 million. It focused on listening to supporters, empowering grassroots organizing and storytelling, rather than just relying on technology. This community-driven approach was crucial to Obama's victory over more traditional campaign methods.
Social media for political campaign in IndiaRavi Tondak
The document discusses the importance of social media in political campaigns. It notes that social media has become an essential tool for political parties and candidates to communicate with voters, especially youth voters. It provides statistics on user bases for platforms like Facebook, Twitter, and Google+ and examines how different political parties in India, like the BJP, Congress, and AAP, utilize these and other social media platforms in their campaigns.
This document discusses action learning and informed civic action. It provides examples of actions students can take to become more informed and engaged in the political process, such as organizing voter registration drives, holding debates on political issues, creating informational materials about candidates, and contacting elected officials. The document emphasizes that taking action based on knowledge and understanding of issues, rather than just having knowledge, is the most impactful form of learning. It also provides guidance on setting goals, developing action plans, and evaluating the outcomes of civic actions.
21st Century Learning Presentation November 2015Jonathan Milner
This document provides examples and templates for teachers to empower student learning through critical thinking, communication, collaboration, and creativity (4Cs). It includes infographics, data quests, and fishbowls that teachers can use to engage students. Infographics allow students to visually explore topics and questions. Data quests involve using data to predict outcomes and analyze demographics. Fishbowls have students autonomously research issues, share opinions, and take action. The templates are designed to develop the 4Cs in any subject area.
A look back at some of the social media tools and techniques used by Barack Obama to highlight lessons learned and opportunities to build a stronger community online. Compiled after the November 2008 election.
This document provides guidance for political leaders on using social media and online presence strategically. It recommends first understanding how constituents receive information online and through their networks. It then advises analyzing who the influential voices are in different communities and regions. Finally, it suggests engaging audiences where they are online, leveraging one's network, and presenting endorsements to build credibility and favorable press. The overall message is for political leaders to thoughtfully consider their online brand and how to connect with constituents through social media.
Social networking sites can be beneficial for society in several ways according to the document. They allow people to connect with friends and strangers, share information and media, and develop profiles to showcase their backgrounds and interests. While all age groups use social networking sites, they particularly help students find educational resources and information to aid with school and career planning. Politicians have also leveraged social networking sites to engage younger voters, as data showed presidential candidate Barack Obama had significantly more Facebook and MySpace supporters than John McCain leading up to the 2008 US election. Overall, the document outlines several upsides to social networking sites for finding contacts, aiding education needs, and assisting politicians to reach younger demographics.
Social Media and Diversity: The ROI for Brands [SXSW 2015]Abe Cajudo
Slides from our South By Southwest 2015 panel - Social Media and Diversity: The ROI for Brands. With Nailah Blades, Andre Blackman, Abe Cajudo, and Pam Slim.
Listen on SoundCloud: https://soundcloud.com/officialsxsw/social-media-and-diversity-the-roi-for-brands-sxsw-interactive-2015
SXSW page: http://schedule.sxsw.com/2015/events/event_IAP37902
Resource page: http://socialmediadiversity.strikingly.com/
#diverseroi
Social networking and video sharing sites are changing how politics are discussed online. Younger voters are more likely than older voters to get information about candidates from social networking sites. Barack Obama had more friends on MySpace and more supporters on Facebook than Hillary Clinton and John McCain during the 2008 election. Some politicians have used sites like Facebook and YouTube effectively in campaigns, but videos online can also harm candidates by spreading embarrassing incidents widely. While these new online tools may influence some voters, especially younger ones, traditional media still plays a large role in politics.
Art of Winning Election | How to make successful Political CampaignShibam Sarbswa 🚀
The document outlines key steps for a successful political campaign:
1) Identify candidate strengths such as credibility, honesty, and vision.
2) Connect emotionally with voters by relating candidate qualities to key issues.
3) Develop a memorable campaign theme that influences decision making.
4) Engage with voters through social media and public meetings to understand issues.
5) Collect voter data to identify major concerns and increase voter support.
This document provides information and guidance for students in grades K-5 on participating in the 2012 US election. It defines key election terms, describes the roles of President and Governor and lists the candidates for those offices. It also outlines referendum questions on local issues for students to vote on related to city/county priorities and new school programs. The document encourages students to learn about the issues, candidates, form opinions and vote in the student election between October 22nd and November 6th.
Political Branding in India: Brand BJPSudheender S
The document discusses research conducted on political branding of the BJP party in India. It outlines the problem statement of determining factors that influence urban youth voters' inclination to vote for political parties. Exploratory research was conducted including focus groups, in-depth interviews, and projective techniques. This research identified key factors like leadership, ideology, and development orientation. Surveys were administered and factor analysis identified 4 key factors of party perception. Discriminant analysis found decisive leadership was important for BJP. Recommendations include focusing on non-Hindu voters, improving the non-corrupt image, and announcing pro-poor policies to increase inclusiveness.
The document summarizes the marketing strategies and tactics used in Barack Obama's successful 2008 presidential campaign. Key aspects included developing an inspiring brand focused on hope and change, extensive grassroots organizing through websites like My.BarackObama.com, effective use of social media and online video, and record-breaking small donor fundraising. These innovative digital approaches helped energize young voters and build enthusiasm that resulted in Obama becoming the first African American president.
Barack Obama ran a highly successful web-based campaign strategy in 2008. He recruited a team of top digital experts to run his online operations. His campaign maintained a strong online presence across 15+ social networks and websites to engage supporters and spread his message widely. Obama empowered supporters to create and share content, generating billions of views and millions in donations. In contrast, John McCain's campaign lacked an effective online strategy. As a result, Obama was able to mobilize more supporters and raise more money online, contributing to his victory in the 2008 presidential election.
Political blogging began in the 1990s and grew after 9/11 as people sought information and to express opinions. By 2004, 9% of Americans visited political blogs. Barack Obama's 2008 presidential campaign pioneered social media use, creating over 5 million supporters on sites like Facebook and Twitter. Obama had over 3 times as many social media supporters as John McCain and raised over twice as much money. Recently, internet users and websites protested internet regulation bills through social media organizing, convincing lawmakers to change positions quickly. Social media now allows regular people strong political voices and impacts policy debates.
This document summarizes campaign financing trends in the 2012 US presidential election. It notes that the 2008 election set fundraising records at $6 billion total. President Obama raised over $6.5 million for his 2008 campaign, with $6 million coming from donations less than $100. The document attributes Obama's fundraising success to his innovative use of social media and the internet to engage supporters and micro-donors. However, it also notes that the rise of Super PACs in 2012 likely reset campaign financing, with more money coming from large donations to outside groups rather than small donors.
The document discusses how social media has become an important tool for political campaigns. It examines platforms like Twitter, Facebook, YouTube, and social polling apps that allow politicians to communicate with voters in real-time, fundraise, advertise, and gauge public sentiment in an inexpensive way. Barack Obama's 2008 and 2012 presidential campaigns masterfully used these new methods to cultivate grassroots support and increase voter engagement. Looking ahead, the future of political social media involves new trends like using Twitter to influence national policy debates and the rise of platforms that give voters more direct control over nominating candidates.
The document discusses how social media, particularly Twitter, was used during several political campaigns and elections, including:
- The 2010 Australian federal election, where over 400,000 tweets focused more on political leaders than issues.
- Barack Obama's highly successful 2008 US presidential campaign, which leveraged Facebook, Twitter, and YouTube to engage voters and promote his message and brand.
- The contrast between Obama and McCain's social media strategies and results in the 2008 US election.
- The continued growth of Obama's social media support compared to Mitt Romney's in the 2012 US election.
The conclusion advocates that modern political campaigns should leverage social media to communicate their messages to target audiences while maintaining traditional campaign techniques
The document discusses how social media and new technologies were used in Barack Obama's successful 2008 presidential campaign. It profiles some key people behind the campaign's social media strategy, including Thomas Gensemer who created the campaign website BlueStateDigital.com, Meredith Segal who started the Students for Obama Facebook group, and Chris Hughes who helped launch BarackObama.com and BarackOmaha.com. The campaign harnessed new technologies like their iPhone app and social networks to engage supporters and raise funds.
Social Media and the U.S. Election: Producing the CampaignJanelle Ward
slides from October 29, 2012, the second session of the course Social Media and the U.S. Election. The course is taught by Janelle Ward and hosted by the John Adams Institute in Amsterdam, the Netherlands.
The Obama 2008 presidential campaign utilized new media to build the Obama brand from low name recognition to the presidency over two years. [1] The campaign prioritized new media and staffed it equally with other divisions, gathering a database of 13 million supporters through compelling content on platforms like Facebook, YouTube, email and mobile. [2] Testing, measurement, and optimization were central to the data-driven new media strategy of fundraising, volunteer mobilization, and communicating a focused, consistent message of change. [3] Obama's grassroots, supporter-centered approach revolutionized political new media and helped him become the 2008 Marketer of the Year.
The document provides a timeline and overview of President Obama's 2012 reelection campaign. It describes how the campaign was launched in April 2011 and proceeded in phases to build its grassroots organization through volunteer recruitment and training. Key dates included national days of action, the Democratic National Convention, and getting out the vote efforts leading up to the November 2012 election. The campaign emphasized building a strong organization through voter registration, persuasion, and turnout programs in battleground states to secure 270 electoral votes needed for reelection.
This presentation explores big data and its growing importance in winning and predicting future elections. In addition to this, controversies surrounding the intense use and analysis of personal data and the transition from viewing voting blocks as groups made of of individuals to individuals who are, by default, part of a group.
When Jim Messina arrived as Obama's campaign manager in 2011, he mandated decisions be based on data. The campaign collected over 80 data points on voters and used analytics to build profiles. They tested strategies through computer simulations run daily. Based on analysis, they targeted fundraising, ads, volunteers and messages. This data-driven approach helped Obama identify and mobilize supporters, raising $1 billion and re-electing the president in 2012.
This presentation explains the reason behind the success of Obama in winning the second term.It talks about how social media can be fully utilized to promote a product or a service.
Barack Obama's 2008 presidential campaign set unprecedented standards for online campaigning and fundraising. With no established donor or voter base, the campaign used innovative digital tactics like social media marketing, online fundraising, email communications, and video to build grassroots support. This allowed Obama to raise $500 million with an average donation of over $200 from more than 3 million individual donors. Through the campaign website, Obama inspired and mobilized tens of millions of supporters to donate, volunteer, and turn out voters, leading to his historic election as the first African American president.
Trilogy Interactive is a digital agency that provides strategy, design, development and technology services for non-profits, political campaigns and public affairs organizations. It has worked with several prominent political figures and organizations. Online organizing through social media is an effective way to mobilize supporters due to the large number of social media users and the ease of sharing content. Clear calls to action are important to engage people. Trilogy provides examples of successful online petitions, Facebook applications and email programs it has run for clients.
This document summarizes the strategic shift undertaken by NARAL Pro-Choice America to advance a more proactive "Prevention First" agenda focused on reducing unintended pregnancies and abortion rates. After facing challenges following the 2004 election, NARAL identified key audiences, developed messaging emphasizing prevention over division, and pursued proactive policy proposals around expanding access to contraception. Research showed broad public support for this approach as an alternative to anti-choice rhetoric. The document outlines NARAL's implementation of this strategy through identifying stakeholders, connecting prevention values to the public, and championing policies like requiring insurance coverage for birth control.
This document discusses how politicians have used social media and the internet to change political campaigning. It provides examples of Sarah Palin using Facebook and Twitter to engage supporters, Howard Dean utilizing Meetup.com in his 2004 campaign, and Barack Obama's successful 2008 campaign which made strong use of social networks like Facebook, websites like My.BarackObama.com and videos like "Yes We Can" that spread organically online without direct campaign involvement. The document concludes that social media and the internet are powerful tools that can connect groups of people across distances to convey and hear political messages.
- The document summarizes research on President Obama and Speaker Boehner's social media usage during their terms from 2008-2012, analyzing which types of posts and topics were most engaging.
- On Facebook, Obama's image posts were most likely to be liked and shared while Boehner's text posts performed best. The most popular topics were pop culture for Obama and immigration for Boehner.
- On Twitter, Obama's tweets with hashtags were 49% more likely to be retweeted than those without. Boehner's hashtagged tweets saw a 17% boost in retweets. The research aims to provide guidance to 2016 presidential candidates on effective social media strategies.
Similar to CASE STUDY OF EFFECTIVENESS - THE BARACK OBAMA CAMPAIGN (20)
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
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Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
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Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
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Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
CASE STUDY OF EFFECTIVENESS - THE BARACK OBAMA CAMPAIGN
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
12. The Brand Engagement Architect
Chris Hughes (24) a co-founder of Facebook, left the company to develop
Senator Barack Obama’s online & social media marketing architecture
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
34. Road to Democratic Nomination (1)
To become the Democratic nominee for president, a candidate needs to capture 2,026 delegate votes.
• In the fall of 2007, the DNC said it would not count Florida and Michigan’s pledged delegates
because the states violated party rules by scheduling their primaries prior to February 5
• The Democrats had 26 debates, nearly all more than one hour long, and all but one of them with
both Hillary Clinton and Barack Obama.
• December 2007, Oprah endorses Barack Obama
• January 3, 2008: Iowa caucus – Obama wins
• Biden & Dodd drops out on January 3, 2008: get less than 1%
• January 8: New Hampshire Primary – Clinton cries & wins
• Richardson drops out on January 10, 2008 after lackluster showings in the first primary and caucus
contests
• January 15 & 19: Clinton wins Michigan Primary & Nevada Caucus
• Kucinich drops out on Thursday, January 24, 2008
• January 26: South Carolina – Obama wins
• January 30: John Edwards drops out
35. Road to Democratic Nomination (2)
To become the Democratic nominee for president, a candidate needs to capture 2,026 delegate votes.
• Obama receives endorsement of Caroline Kennedy and Ted Kennedy
• Wil.i.am releases “Yes We Can Song” on February 2, 2008; viewed 50+ million times to date!
• Super Tuesday, February 5, 2008. Obama wins 13 of 22 states: Alabama, Alaska, Colorado,
Connecticut, Delaware, Georgia, Idaho, Illinois, Kansas, Minnesota, Missouri, North Dakota, and Utah.
• Obama wins 11 states in a row! Louisiana, Nebraska, Washington State, Virgin Islands, Maine, District
of Columbia, Maryland, Virginia, Wisconsin, Hawaii & Vermont.
• Clinton’s 3 AM commercial backfires – girl in ad is Obama supporter
• March 2008, Mike Gravel drops out
• Clintons wins Texas, Ohio and Rhode Island; Obama wins Wyoming and Mississippi
• Obama disavows Reverend Wright – “A More Perfect Union” in Philadelphia (viewed 7M on YouTube)
• CBS Broadcasting caught Hillary lying about her trip to Tuzla, Bosnia, in 1996.
• Obama wins Guam, North Carolina, Oregon & Montana & Edwards’ delegates & Superdelegates
• June 5, 2008, Obama wins Democratic nomination 2229.5 vs 1896.5 delegates
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
41. The Presidential Election ‘08
• The most expensive in US history!
• More voters than ever before
• Largest age gap between Democratic and Republican candidate ever
• Strewn with controversy
• Internet and video become major factors
42. Obama’s 50 State Strategy (1)
• A fifty state strategy is a political strategy which aims for progress in all states of the United States
of America, rather than conceding certain states as "unwinnable".
• Obtain 270 Electoral votes
• Soldify wins in Nevada, Colorado, New Mexico and Florida
• Keep every state won by Kerry in the 2004 election
• Top priorities in battleground states
- Voter Registration
- Helping elect Democrats down the ballot
- Build grassroots organization in every state
• Going up in television early in Alaska, Colorado,
Georgia, Indiana, Michigan, Iowa, Missouri, Montana,
Florida, Nevada, New Hampshire, New Mexico, North
Carolina, North Dakota, Ohio, Pennsylvania, Wisconsin,
Virginia
• Stick with issue spots vs McCain’s attack spots
Install confidence within the people
Use attack spots only in states with very small margins
• Focus on small donations
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.
57. Obama Everywhere
• Obama has gained 5 million supporters in other
social networks.
• Obama maintained a profile in more than 15 online
communities, including BlackPlanet, a MySpace for African
Americans, and Eons, a Facebook for baby boomers.
• On Facebook, where about 3.2 million (during the campaign)
signed up as his supporters, a group called Students for
Barack Obama was created in July 2007.
• It was so effective at energizing college-age voters that
senior aides made it an official part of the campaign the
following spring.
• And Facebook users did vote: On Facebook's Election
2008 page, which listed an 800 number to call for voting
problems, more than 5.4 million users clicked on an
"I Voted" button to let their Facebook friends know that
they made it to the polls.
58. My.BarackObama.com Statistics
• On MyBarackObama.com, Obama's own social network,
2 million profiles were created
• In addition, 200,000 offline events were planned
• About 400,000 blog posts were written
• And more than 35,000 volunteer groups were
created - at least 1,000 of them on Feb. 10, 2007,
the day Obama announced his candidacy
59. McCain vs Obama on the web (1)
Engagement and Participation
• During the primary-election examination, the Obama Web site focused heavily—more than that of
any other candidate from either party—on engaging supporters and motivating them to turn their
enthusiasm into on-the-ground, grassroots activities
• Both campaign websites offer two ways of facilitating user engagement—allowing people to
communicate with the campaign, personalize their own pages, and sign up to receive information
updates
• For most of the summer, however, many of these features on the McCain site were not yet
operational. They are now up and running.
• The McCain website offers customization tools through “McCainSpace,” a feature advertised as
early as 2007 but not fully functioning until August of 2008. As late as August 1, the only option
was to create a personal page—and even that was still not really working. That page displayed
only a generic note that the page was “under construction” and they would notify us when it went
live.
• As that page went live, McCainSpace also launched additional customization features. Users can
now post McCain videos, pictures and blogs to their home pages, and with a few clicks send any of
that material out to users of 25 different social networking sites.
60. McCain vs Obama on the web (2)
Engagement and Participation
• Both candidate websites offer targeted information to people of different demographic groups.
Both websites offer RSS feeds and let users sign up to e-mail updates. Since the primary season,
Obama has added mobile phone text updates to his list of delivery options. Neither candidate
offers podcasts of campaign information, something only a few candidates offered during the
primary season.
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
67. Presidential Race Online Video Summary
• Barack Obama attracted more female
viewers
than John McCain
• Barack Obama is pulling in more younger
viewers while McCain is pulling in a slightly
older bunch which is to be expected.
• Barack Obama has over 300 Millions more
clip views than McCain
69. Facebook Statistics
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
* 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
73. Twitter <3 Obama
• With 109,892 followers, Obama is the #1 Twitterholic
• McCain with 4,402 followers doesn’t break the top 100
74. Online Advertising Obama
Search
• The Obama campaign spent $3.5 million on Google search in October 2008 alone.
• Yahoo collected $673,000 during the same month.
Social Networks
• The campaign spent $467,000 on Facebook in 2008, including $370,000 in September 2008.
• $61,000 went to Black Planet.
• Only $11,000 went to MySpace spending in 2008.
Media
• $138,000 went to BET.com
• Time Warner spending totaled $337,000 before October.
• Politico, $145,000
• WashingtonPost, $100,0000.
• NBA.com, $21,000 in September 2008
• Weather Channel, $108,000 all year.
• Through ad network Centro, the campaign spent $630,000 on local TV and newspaper Web sites
before October. Another $100,000 went through Cox.
Ad networks:
• The campaign spent $600,000 in 2008 on Advertising.com, Collective Media, Undertone Networks,
Burst Media, Quigo, DrivePM, Pulse360, Specific Media, and online video networks Broadband
Enterprises and Tremor Media.
76. Text Messaging & Mobile
• A million people signed up for Obama's text-messaging
program
• On the night Obama accepted the Democratic nomination
at Invesco Field in Denver, more than 30,000 phones
among the crowd of 75,000 were used to text in to join
the program
• Supporters on average received 5 to 20 text messages
per month, depending on where they lived -- the program
was divided by states, regions, zip codes and colleges –
and what kind of messages they had opted to receive.
• On Election Day, every voter who'd signed up for alerts in
battleground states got at least 3 text messages
77. E-mail
• Obama's opt-in e-mail database contains upwards of 13 million
addresses
• Over the course of the campaign, aides sent more
than 7,000 different messages, many of them
targeted to specific donation levels (people who gave
less than $200, for example, or those who gave more
than $1,000).
• In total, more than 1 billion e-mails landed in inboxes.
• Four years ago, Sen. John F. Kerry had 3 million
e-addresses on his list; former Vermont governor
Howard Dean had 600,000.)
112. • Have a clear goal, organise and plan ahead
• Be positive and optimistic
• Project success before you’ve made it
• Be proud of where you’ve come from
• Embrace new technology, go to where people are and on their terms
• Be inclusive & unifying and create a sense of shared involvement
• Create advocates & empower them to spread the word
• Don’t be afraid to ask for commitment
• Obsess about the detail & use it to have an honest dialogue
• Be relevant and local
• Speak your mind and assert what you believe
• …and keep it simple (“Yes We Can” vs “Just Do It”)
What can Brands learn from Obama?
113. 10 Reasons Obama is The Man!
• He looks cool on T-shirts
• He inhaled and we quote “That was the point”
• Opposed invading Iraq before it became fashionable
• He can BALL
• What’s the alternative? McCain? I love my Grandpa too, but seriously, President Grandpa?
• Michelle Obama is smarter than the last President & VP combined (and cuter)
Princeton University, Harvard Law School, Assistant to the Mayor in Chicago, VP of U of Chicago Hospitals
• He can spell D-I-P-L-O-M-A-C-Y (that’s a start)
• His campaign is financed by THE PEOPLE – 3,000,000 individuals contributed and that ain’t bad (most
ever)
• He can remember the difference between Shiites and Sunnis
• CHANGE – it’s been a long time coming
116. A Social Media Marketing Program
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)
Grey = one off activity
Green = community building and ongoing eCRM (optional)
Orange= ongoing activity (i.e. 4 to 6 reports per year)
4. Full Year Conversational Tracking Program
(track conversations, sentiment, insights on brands, products, services in target markets)
117. Campaigns And Program
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
Product launch 1 Product launch 2 Product launch 3 Product launch 4
121. THANK YOU FOR YOUR ATTENTION
LET’S DRINK, LISTEN AND SHARE
CONNECT Paul van Veenendaal paul@socialmedia8.com
CONNECT Igor Beuker igor@lacomunidad.nl