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Obama's E-marketing Strategies and What They Can Do for the Arts

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Arts Engagement Exchange
Arts Engagement Exchange

The document discusses lessons learned from Barack Obama's successful use of new media in his 2008 and 2012 presidential campaigns. It outlines how Obama was able to raise over $550 million online through leveraging new media as "impulse candy" and a "greeter" to efficiently reach niche audiences. It also discusses how to streamline paths to action, leverage urgency and special moments, continuously test and improve, and share content to encourage grassroots participation.

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Obama New Media Lessons Learned AKPD MEDIA THE STRATEGY GROUP
BY THE NUMBERS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
THE INTERNET AD GUY’S LESSONS LEARNED ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Barack Obama raised over $550+ million online. But, did you ever see an Obama internet ad which asked for a donation? LEVERAGE NEW MEDIA AS “IMPULSE CANDY” AND “GREETER”
Voter Target NEW MEDIA IS HIGHLY EFFICIENT AT REACHING (NICHE) AUDIENCES
LEVERAGE URGENCY, ANGER, FEAR, AND SPECIAL MOMENTS
STREAMLINE PATHS TO ACTION
CONTEXTUAL RELEVANCE ∝ LEAD-GENERATION EFFICIENCY ,[object Object],[object Object],[object Object]
GRASSROOTS PARTIPATION REQUIRES SHARING CONTENT CONTROL
FRESH LEADS ∝ POWER TIME RESPONSE REATE GENERAL PATTERN OF EMAIL LIST RESPONSIVENESS AS LEADS AGE
CONTINUOUS IMPROVEMENT VIA CONTINUOUS TESTING ,[object Object],[object Object],[object Object]
TARGETING BEGINS WITH DATA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
TWO HOUSES, SAME DEMOGRAPHICS ,[object Object],[object Object],[object Object],[object Object],[object Object],Sa me Age, Income, Marital Status, Race, # of Children What makes them different? LEFT RIGHT
WHAT IF YOU ONLY HAVE LIMITED LIFESTYLE INFO? ,[object Object],[object Object]
MODELING INDENTIFIES YOUR TARGET ,[object Object],[object Object],10 9 8 7 6 5 4 3 2 1 Highest Scores, Best Responders
TWO HOUSES, SAME DEMOGRAPHICS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sa me Age, Income, Marital Status, Race, # of Children What makes them different? LEFT RIGHT
ARTS ORGANIZATIONS FACE THE SAME CHALLENGES AS POLITICAL CAMPAIGNS ,[object Object],[object Object]
ARTS ARE ADEPT AT USING OTHER ARTS ORGANIZATIONS TO GROW ,[object Object],[object Object]
DEMOGRAPHICS CREATE LIMITED PROFILES WITH LITTLE VARIATION
HOW MULTI-DIMENSIONAL MODELING GOES BEYOND AGE AND INCOME ,[object Object],[object Object]
HOW MULTI-DIMENSIONAL MODELING GOES BEYOND AGE AND INCOME ,[object Object],[object Object],[object Object],[object Object]
PROFILE FOCUSES ON MONEYMAKERS AND DISCARDS THE REST 10 9 8 7 6 5 4 3 2 1
THANK YOU Questions? AKPD MEDIA THE STRATEGY GROUP

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Editor's Notes

  1. Rove saw this break down in 2000 when he lost. They had believed in TV He ran a variety of experiments in 2001 – losing to Mark Warner Rolled them out in 2002 in Georgia and 2004 nationwide