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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
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
advertising never started a movement Barack Obama The New School Marketer
 
 
 
 
How can I become one of them?
“ The Trialogue” Consumers Marketer Interact and Listen? Yes I can!
powered by the web, not advertised on it.
Obama’s Campaign Team
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
Obama’s Stairway To Brand Heaven
Identity Brands
Brand Interaction
Brand Interaction
Brand Interaction
Branding
Brand Interaction
Brand Interaction
Brand Interaction
Why Do We Feel Connected To Obama
The Decision Makers
The Target Audience
Grupo LaComunidad On A Mission
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
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
Viral Video Tracking
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
Triple Play Proposition  VIRAL VIDEO SOCIAL MEDIA PLANNING NATURAL SEEDING REALLY VIRAL? REPORT PAID SEEDING NO YES
Road To Democratic Nomination
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
Mike Gravel, Barack Obama, Chris Dodd, John Edwards, Dennis Kucinich, Joe Biden, Bill Richardson, Hillary Clinton The Democratic Candidates
Road to Democratic Nomination (1) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Road to Democratic Nomination (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Democratic Polls: Obama vs Clinton
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
THE OBAMA STRATEGY
 
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
The Presidential Election ‘08 ,[object Object],[object Object],[object Object],[object Object],[object Object]
Obama’s 50 State Strategy (1) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Obama’s 50 State Strategy (2) Campaign Expenditures Expenditures in Target States (in millions)
BarackObama.com Main body of text is like a blog
My.BarackObama.com = Do-It-Yourself Citizenship
My.BarackObama.com deconstructed
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
My. BarackObama.com – Activity index
My. BarackObama.com – Personal Fundraising
My. BarackObama.com – Event finder
My. BarackObama.com – Neighbor to Neighbor
My. BarackObama.com – Voter Script
My. BarackObama.com – Phone Banking tool
Geared toward getting out the vote Innovations – Widgets
Innovations – Fight The Smears
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.
Obama Everywhere ,[object Object],[object Object],[object Object],[object Object],[object Object]
My.BarackObama.com Statistics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
McCain vs Obama on the web (1) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
McCain vs Obama on the web (2) ,[object Object],[object Object],[object Object],[object Object]
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!
Hope. Change. Action
Obama YouTube Channel
McCain YouTube Channel
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
Politicians on YouTube  YouTube Politicians Top 10: 4,496 videos generate 189,011,052 clip views!
Presidential Race Online Video Summary ,[object Object],[object Object],[object Object],[object Object],[object Object]
Facebook
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
LinkedIn
Flickr
MySpace Obama has more MySpace friends: nearly 6-to-1
Twitter <3 Obama ,[object Object],[object Object]
Online Advertising Obama ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
30 minute TV Commercial
Text Messaging & Mobile ,[object Object],[object Object],[object Object],[object Object]
E-mail ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
iPhone Application
Brand Obama - Segmentation
Brand Obama - Segmentation
DEBATES OBAMA vs McCAIN
Obama vs McCain – 1 st  debate
Obama vs McCain – 2 nd  debate
Obama vs McCain – 3 rd  debate
DID OBAMA’S STRATEGY WORK?
Yes! Obama makes History!
AFTER THE ELECTION
Change.gov
YouTube Weekly Address by President-Elect Also available on AOL, Yahoo, and MSN.
Whitehouse.gov
Obama Mania: IKEA
Obama Mania: Quaker
FUNDRAISING
How Obama Reinvented Campaign Finance
3.0 million contributors 6.5 million online donations 93%  less than  $100 $80 Average online donation $500 million raised online
Fundraising over Time: Obama vs McCain
Fundraising Barack Obama Average Spent per Vote Raised $532,946,511  Spent  $513,557,218  69,447,084 =  $7.39 per vote (source: Wikipedia) (source: OpenSecrets.org)
Fundraising John McCain Average Spent per Vote Raised $379,006,485  Spent $346,666,422  59,925,610 =  $5.78 per vote (source: Wikipedia) (source: OpenSecrets.org)
Media Breakdown Obama vs McCain
VOTER GENERATED CONTENT
Hillary 1984 Vote Different http://www.youtube.com/watch?v=6h3G-lMZxjo
Obama Girl &quot;I Got a Crush...On Obama&quot; By Obama Girl  http://www.youtube.com/watch?v=wKsoXHYICqU
Tina Fey Sarah Palin aka Tina Fey on SNL http://www.youtube.com/watch?v=Jukzu_dMuPk
Paris Hilton For President Paris Hilton Responds to McCain Ad http://tinyurl.com/parishiltonadvert
Will.i.am - Yes We Can Yes We Can - Barack Obama Music Video http://www.youtube.com/watch?v=jjXyqcx-mYY
Wassup 2008 Wassup 2008 http://www.youtube.com/watch?v=Qq8Uc5BFogE
Obama vs McCain Dance Off Obama and McCain - Dance Off! http://www.youtube.com/watch?v=wzyT9-9lUyE
YouBama.com
1,542 Obama Flickr Groups!
Hope Poster by Shepard Fairey
Obamacon Me
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What can Brands learn from Obama?
10 Reasons Obama is The Man! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brands That Have Embraced The Obama Way
Starbucks
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)
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
The Impact Of SMM Programs
Change? If Obama Can…
You Can!
THANK YOU FOR YOUR ATTENTION  LET’S DRINK, LISTEN AND SHARE  CONNECT  Paul van Veenendaal [email_address] CONNECT Igor Beuker  igor@lacomunidad.nl

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Case Study: The Barack Obama Strategy

Editor's Notes

  1. 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!