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Learning Session: What Is A Campaign?


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Learning Session: What Is A Campaign?

  1. 1. Learning Session: What is a campaign? 4 th February 2009
  2. 2. <ul><li>Cam.paign | kam’pan | </li></ul><ul><li>Noun </li></ul><ul><li>an organized course of action to achieve a particular goal </li></ul>
  3. 3. <ul><li>Why do we need campaigns? </li></ul>
  4. 4. <ul><li>Current Day </li></ul><ul><li>Communication </li></ul>
  5. 5. What we would like to achieve <ul><li>Current Day Communication </li></ul>
  6. 6. <ul><li>How do you change this? </li></ul>
  7. 7. <ul><li>Interactive Brand Experiences </li></ul><ul><li>Ie. </li></ul><ul><li>INTERACTIVE CAMPAIGNS </li></ul>
  8. 8. <ul><li>Tell me, </li></ul><ul><li>I forget </li></ul>
  9. 9. <ul><li>Show me, </li></ul><ul><li>I remember </li></ul>
  10. 10. <ul><li>Involve me, </li></ul><ul><li>I understand </li></ul>
  11. 11. <ul><li>Remember? </li></ul>
  12. 12. <ul><li>Tell me, I forget </li></ul><ul><li>Show me, I remember </li></ul><ul><li>Involve me, I understand </li></ul>
  13. 13. <ul><li>THE campaign of 2008 </li></ul>
  14. 15. Background <ul><li>Election two phase race </li></ul><ul><ul><li>Primaries (Democrat vs Democrat) </li></ul></ul><ul><ul><li>General Election (Democrat vs Republican) </li></ul></ul><ul><li>Democrat sentiment low: Al Gore, John Kerry etc. </li></ul><ul><li>Apathetic youth </li></ul><ul><li>Low voter turnout </li></ul><ul><li>Limited campaign budget </li></ul><ul><li>A young man with limited experience </li></ul><ul><li>A black man </li></ul>
  15. 16. Campaign Tools <ul><li> </li></ul>
  16. 17. Campaign Tools
  17. 18. Campaign Tools
  18. 19. Campaign Tools
  19. 20. Campaign Tools
  20. 21. Campaign Tools
  21. 22. Campaign Tools
  22. 23. Campaign Tools
  23. 24. Campaign Tools <ul><li>Barack Blog </li></ul>
  24. 25. Campaign Tools
  25. 26. Campaign Tools
  26. 27. Campaign Tools <ul><li>Social Networking </li></ul>
  27. 28. Campaign Tools
  28. 29. Campaign Tools <ul><li>Even the Wassssssuppp guys were there….. </li></ul>
  29. 30. Campaign Tools
  30. 31. Campaign Tools <ul><li>Personal Social Networking - </li></ul>
  31. 32. Campaign Tools <ul><li>Offered integration with Facebook, allowed users link-up with my.barackobama profile, then inviting existing Facebook friends to their Obama profile. </li></ul><ul><li>Users could create blogs & groups that they used to campaign for Obama’s cause. </li></ul><ul><li>Activity tracker gave users marks out of ten, depending on how active they were in campaigning online and offline. </li></ul><ul><li>Received points for organising events, raising funds, recruiting to groups, joining groups, & writing blogs. </li></ul>
  32. 33. Campaign Tools <ul><li>A Neighbour-to-Neighbour tool allowed users to find undecided registered voters living near them to canvass. </li></ul><ul><li>Functionality such as finding friends, finding events and hosting your own events that campaign for Obama. </li></ul>
  33. 34. Campaign Tools
  34. 35. Campaign Tools
  35. 36. Campaign Tools <ul><li>Mobile Marketing - Obama Mobile </li></ul>
  36. 37. Campaign Tools
  37. 38. Campaign Tools
  38. 39. Campaign Tools <ul><li>SEO </li></ul>
  39. 40. Campaign Tools <ul><li>“ Barack” & “Obama” = 1st in four main search engines </li></ul><ul><li>Each page has different title tag </li></ul><ul><li>Alt tag descriptions for all images </li></ul>
  40. 41. Campaign Tools <ul><li>SEM / PPC </li></ul>
  41. 42. Campaign Tools <ul><li>Most keywords related to presidential campaign captured </li></ul>
  42. 43. The Stats <ul><li>Facebook: 5,000,000 supporters </li></ul><ul><li>Water cooler app: 25,000 monthly active users </li></ul><ul><li>MySpace: 1,180,676 friends </li></ul><ul><li>You Tube: 174 000 video results </li></ul><ul><li>You Tube: 20,000,000 channel views </li></ul><ul><li>Twitter: 230,000 followers </li></ul>
  43. 44. The Stats <ul><li>US$ 600 million raised </li></ul><ul><li>3,000,000 donors </li></ul><ul><li>US$ 55 million raised in Feb 2008 (US$ 45 million online) </li></ul><ul><li>Nearly US$ 2 mllion per day </li></ul>
  44. 45. The Stats <ul><li>44th New President = Barack Obama </li></ul>
  45. 46. Keeping promises <ul><li> - Transition Website </li></ul><ul><li> </li></ul><ul><li>Blog channel </li></ul><ul><li>Register for updates </li></ul><ul><li>YouTube Channel </li></ul><ul><li>Airforce 1 Twitter Feed </li></ul>
  46. 47. <ul><li>Dear Mr President - Beyond the Election </li></ul>
  47. 51. <ul><li>Mr President & Beyond </li></ul>
  48. 53. <ul><li>Why do we want to do campaigns? </li></ul>
  49. 54. WHY? <ul><li>We’re a DIGITAL MARKETING AGENCY! </li></ul><ul><li>We’re surrounded by talented THINKERS </li></ul><ul><li>Our CLIENTS WANT this </li></ul><ul><li>Advertising agencies are TERRIFIED of this! </li></ul>
  50. 55. HOW? <ul><li>Strategy First </li></ul><ul><li>An IDEA ( a way of doing or executing) </li></ul><ul><li>Strong CREATIVE, underpinned by sound TECHNOLOGY </li></ul><ul><li>METRICS! How well have we done? </li></ul><ul><li>Full 360 offering (STRATEGY to ONLINE MEDIA) </li></ul>
  51. 56. WHAT? <ul><li>A campaign is not a tick box </li></ul><ul><li>Email only </li></ul><ul><li>Difficult to do in isolation </li></ul><ul><li>As long as it achieves an objective </li></ul>
  52. 57. ABOVE THE WEB BELOW THE WEB Digital Marketing Pillars WEBSITE METRICS & ANALYTICS OPTIMISATION & NEXT PHASES BEYOND THE WEB ‘ CLOSING THE LOOP’ WEB2.0 ATTRACT USERS TO WEBSITE CRM & LOYALTY SALES LEADS & CONVERSIONS <ul><li>Generating return visits </li></ul><ul><li>Driving registration into customer databases </li></ul><ul><li>Developing CRM touchpoints </li></ul><ul><li>Ongoing d/base communication </li></ul><ul><li>Online Media </li></ul><ul><li>Mobile Media </li></ul><ul><li>Email Marketing </li></ul><ul><li>SEM </li></ul><ul><li>SEO </li></ul><ul><li>Social Media Marketing </li></ul><ul><li>Electronic Retail Marketing </li></ul>
  53. 58. Agency collaboration CLIENT Universal Strategy Team IMPLEMENTATION & OUTPUTS Idea Hub Measurement & Analytics Recollect & Refine Traditional Interactive Mobile PR Interactive Through the line Brief in problem / challenge How we like to work TIME
  54. 59. <ul><li>Cam.paign | kam’pan | </li></ul>
  55. 60. <ul><li>An organized course of action to achieve a particular goal </li></ul>