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Open Source Politics - Barack Obama's Multichannel Marketing Campaign

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David Erickson & Blois Olson of Tunheim Partners discussed Barack Obama's multichannel campaign for president at the University Of Minnesota Communicators Forum on March 17, 2009.

Open Source Politics - Barack Obama's Multichannel Marketing Campaign

  1. 1. Open Source Politics: Barack Obama’s Multichannel Marketing Campaign 03/17/09 Tunheim.com
  2. 2. Who We Are: About Tunheim Partners <ul><li>Well-regarded thinking and crisp execution – </li></ul><ul><li>these are the building blocks of Tunheim Partners. </li></ul><ul><li>Our clients turn to us to help them capitalize </li></ul><ul><li>on important communications opportunities. </li></ul><ul><li>We respond with insightful counsel and service </li></ul><ul><li>to help them achieve their objectives. </li></ul>
  3. 3. Open Source Politics – Barack Obama <ul><li>Perfect storm </li></ul><ul><li>Quality product </li></ul><ul><ul><li>Charismatic </li></ul></ul><ul><ul><li>Community organizer </li></ul></ul><ul><ul><li>Writer - Storyline </li></ul></ul><ul><ul><li>Historical moment </li></ul></ul><ul><ul><ul><li>1 st -person candidate </li></ul></ul></ul><ul><li>Multi-channel </li></ul><ul><ul><li>Right message for right channel </li></ul></ul><ul><ul><li>Direct marketing </li></ul></ul><ul><li>Consistent branding </li></ul><ul><li>Millennial brand fans </li></ul><ul><ul><li>Yes We Can, not I </li></ul></ul><ul><li>Right tone </li></ul><ul><ul><li>Conversational </li></ul></ul><ul><ul><li>Optimistic </li></ul></ul><ul><ul><li>First-name basis </li></ul></ul>
  4. 4. Social Networking <ul><li>Community Organizing </li></ul><ul><ul><li>Understood social networks </li></ul></ul><ul><ul><li>Motivating people to action </li></ul></ul><ul><li>Facebook & MySpace </li></ul><ul><ul><li>Black Planet </li></ul></ul><ul><ul><li>Eons </li></ul></ul><ul><ul><li>Faithbase </li></ul></ul><ul><li>Twitter updates </li></ul><ul><ul><li>Watch live </li></ul></ul><ul><li>My.BarackObama.com </li></ul><ul><ul><li>Social network </li></ul></ul><ul><ul><li>Self-directed street teams </li></ul></ul><ul><ul><li>Solo phone banks </li></ul></ul>
  5. 5. YouTube & Flickr <ul><li>Free hosting </li></ul><ul><li>Embeddable </li></ul><ul><li>Upload once, use anywhere </li></ul><ul><li>SEO </li></ul><ul><li>Free advertising </li></ul><ul><li>Training </li></ul><ul><li>Fundraising appeals </li></ul><ul><li>Campaign updates </li></ul><ul><li>Speeches & testimonials </li></ul><ul><li>Rapid Response </li></ul><ul><li>Storytelling </li></ul>
  6. 6. Traditional <ul><li>Television </li></ul><ul><ul><li>Rapid response </li></ul></ul><ul><ul><li>Half hour block </li></ul></ul><ul><ul><li>24 hour Obama </li></ul></ul><ul><li>Direct mail </li></ul><ul><li>Canvassing </li></ul><ul><ul><li>Microtargeting </li></ul></ul>
  7. 7. Online Ads <ul><li>$16+ million </li></ul><ul><li>Banner ads </li></ul><ul><ul><li>News sites </li></ul></ul><ul><ul><li>Large ads </li></ul></ul><ul><li>Search advertising </li></ul><ul><ul><li>$7.5 million </li></ul></ul><ul><li>McCain </li></ul><ul><ul><li>$3.6 million </li></ul></ul><ul><ul><li>More targeted </li></ul></ul>
  8. 8. Online Fundraising <ul><li>Splash page </li></ul><ul><li>Always asking </li></ul><ul><li>Multichannel appeals </li></ul><ul><ul><li>Email </li></ul></ul><ul><ul><ul><li>Single Purpose </li></ul></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Blog posts </li></ul></ul><ul><ul><li>Mobile </li></ul></ul><ul><li>Web site sales funnel </li></ul><ul><li>Peer to peer pressure </li></ul><ul><li>Form design </li></ul><ul><li>Microgiving </li></ul><ul><li>Recurring donations </li></ul>
  9. 9. Email Marketing <ul><li>Single use </li></ul><ul><li>First name basis </li></ul><ul><li>Campaign updates </li></ul><ul><li>Rapid response </li></ul><ul><li>Fundraising </li></ul>
  10. 10. Mobile Marketing <ul><li>Text messaging </li></ul><ul><ul><li>Three people </li></ul></ul><ul><ul><li>DNC – 80 thousand </li></ul></ul><ul><ul><li>Reply with zip </li></ul></ul><ul><li>BarackObama.mobi </li></ul><ul><ul><li>Updates </li></ul></ul><ul><ul><li>Ring tones – Music & voice </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Wallpaper </li></ul></ul><ul><ul><li>Ask a friend </li></ul></ul><ul><li>Obama iPhone organizing tool </li></ul><ul><ul><li>Call friends by battleground </li></ul></ul><ul><ul><li>Call stats leader board </li></ul></ul><ul><ul><li>Local events </li></ul></ul><ul><ul><li>Multimedia </li></ul></ul><ul><ul><li>News & updates </li></ul></ul>
  11. 11. Branding
  12. 12. Citizen Marketing
  13. 13. Contact <ul><li>Web </li></ul><ul><ul><li>Tunheim.com </li></ul></ul><ul><ul><li>e-Strategy.com </li></ul></ul><ul><ul><li>e-StrategyBlog.com </li></ul></ul><ul><ul><li>SlideShare.net/TunheimPartners </li></ul></ul><ul><li>Email </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Phone </li></ul><ul><ul><li>952-851-1600 </li></ul></ul>

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