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.

1. Barack Obama’s usage of SOCIAL
MEDIA
Made by: Kanika Agarwal
MAJM Sem II

2. According to
Digitalbuzz Blog,
 Facebook has grown to
more than 800 million
active users, adding
more than 200 million
in a single year.
 Twitter now has 100
million active users
 LinkedIn has over 64
million users in North
America alone.

3.  Democracy strives through Voluntary
civic engagement.
 From voting, contributing to the
campaign, or volunteering for a political
campaign.
 America’s non compulsory voting
system-a problem.
 Important for political candidates to
enthuse people to come out and vote.

4.  Consumer marketing was used
to target individuals with customized
information to their predicted
interests.
 Political communication to viewers
was based on data collected about
them.
 Records of consumption habits
helped the campaign make
predictions about people based on
statistical models. People received
messages tailored close to their
beliefs .Marketing based on
consumer data also enabled effective
grassroots organizing through the
website(www.barackobama.com)

5.  Data gathered from the
website indicated who the
most dedicated constituents
were.
 The website tracked how often
person visited and when.
 The campaign team then
targeted and encouraged
activists in contested,
winnable areas, such as
through the website program
Neighbor-to-neighbor.
 All of his policies were made
available online, and updates
were sent to the subscribers
of his political party.

6.  Money makes all the difference.
 Most expensive race yet-$6
Billion in costs(Including two
campaigns and money spent by
other groups)
 Political Advertisements and
Public Relation activities-
expensive.
 From the $1.08 billion that the
Obama campaign raised, only
$95.1 million was spent on paying
professionals. Romney’s team
raised $1.13 billion and spent a
mere $48.0 million on payroll.

7. The first presidential
candidate to appear
on Reddit, the massive
popular social
networking site.
Vote till the polls are
closed in one state
after the other.
Be in line, even if the
polling stations are
closed.

8.  Announced candidacy for Re Election on 4th April,2011.
 Announcement made through an online video “It
begins with us.”
 Campaign began accepting donations on the day of
announcing his candidacy.
 In the first 24 hours, 23,000 donations of $200 or less
were made.

9.  Developed new online tools for 2012, including a program called
Dashboard(Virtual Office)
 Software have given the Obama a tiny edge.
Apps include sophisticated analytics programs like Dreamcatcher, a tool
developed to"microtarget" voters based on sentiments within text.
.
 The Neighbor-to-Neighbor tool on (My.BarackObama.com), allowing the Obama
Supporters reach a large number of people in a short time in their own community,
which in turn led to campaign rallying for more Obama support.
 Online communication led to Obama supporters engaging in social activities such
as signmaking and door-to-door petitioning for Obama support, as well as simply
discussing their opinions about policies and issues they supported along with
Obama.
 As described by campaign adviser Steve Spinner, the campaign grew "from zero to
700 employees in a year and raised $200 million. That’s a super-high-growth, fast-
charging operation."

10. The Posts and the Pictures
updated at the time of US
Presidential Elections.

11.  On 7th Nov,tweet came at
8:20am GMT,had 507,745
Retweets, among favorites
173,028 times.
 The most popular tweet ever,
topping a message from
singer Justin Beiber.
 The most tweeted about event,
with some 31 million poll
related posts.
 Social Networks have
emerged as key tools

12. Let’s keep these two in the White House.
Here’s how you can
help: http://ofa.bo/fxRQRF

14. Playing with words can never help you to win
an election .Do something to spread the
word.

16.  On Nov,7TH 2012,Obama thanked the
supporters and voters.
 Electoral College Vote 332-206
 Built on the foundation of 813 field offices.
And 10000 neighbourhood teams
 2.2 million volunteers,1,793,881 voters
registered.
 150 million calls made and doors knocked
on .
 4,454,270 Donors who made 15,133,184
donations.