Obama's Campaign

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A presentation on the different strategies used by Barrack Obama to garner votes.

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Obama's Campaign

  1. 1. “Change will not come if we wait for some other person or some other time. WE are the ones we‟ve been waiting for. WE are the change that we seek.”
  2. 2. Maria B C (61) Amrita Marwah (62) Jai Patel() Saurabh Pundir () Smitha V (97) Upasana D (112)
  3. 3.  Organised effort which seeks to influence the decision making process within a specific group.  “Message” is what ideas the candidate wants to share with the voters and are repeated frequently to create a lasting impression.  Pre-campaign: Finance, Organisation (Team)  Techniques: Ads, Media, Rallies, Modern Technology, Direct Mail, Endorsements, Merchandising  Post-campaign: Evaluation, Feedback, Constant connection with the masses
  4. 4. Black Lacked experience Immigrant father Command of policy? Country where racism is Unexamined past rampant Strong opponent “Hussein” Muslim Perceived as “professorial”
  5. 5. Charisma Strong team Portrayed candidacy as a Natural Leader movement Skilled Networker “Agent of Change” Ambitious Changed his style to 5-minute video: “Man on the inspirational Street” Gifted Orator
  6. 6.  Brought in Christopher Hughes, creator of Facebook on to his campaign  Built 70 mn-strong network of bloggers, fundraisers, volunteers through online channels  Intensive market research  Development of logo, slogan, brochures, message
  7. 7. Voter registration Attract volunteers Build Develop a database to grass roots engage network voters Enhance Brand – Increase “Hope” & donation “Change” Drive „High guaranteed Touch, High returns – Be cost- Tech‟ number of effective (Kotler‟s leads, mantra) timing
  8. 8.  Hybrid segmentation  Demographic  Age, Race, Gender, Ethnicity, Religion, Marital Status, Urban vs Rural, Level of Income, Professionals  Geographic  State-wise  Behavioral  Voters vs Non-voters – First timers, Apathetic, Supporters, Opposition, Undecided
  9. 9.  >13 mn e-mail addresses  Varying technological  Info cards at rallies channels based upon  Website – registration by demographics users  Recruited volunteers  7,000 different messages through data so collected for specific targeting  Cookie tracking to send  Sent 1 bn e-mails – personalised political ads attracted donations
  10. 10. Micro Offline Online targeting • Perfectly • Organise • Multiple choreograp locally touch hed • Talk to Mobile Video points spectacles voters Phone Games • Reached • Retail • Find events out to all outlets • Raise funds communitie • Social s networking sites
  11. 11. Moderate or liberal Message: student loans Media • Commercial time on VH1, MTV • Mobile ads – “Vote Early”, ChaCha • Facebook, MySpace, Twitter • Virtual billboards in 9 different video games
  12. 12. Black voters through the web: „Community Connect‟ BlackPlanet members in specific locales Ads “get people to take action” Asians, Jewish community, Gay community
  13. 13. Customise d online ad Tailored Use of local for messages “Register media: residents of on news to Vote” Centro, different sites Cox states
  14. 14.  Inexperience  Realist,  Assuage of guilt about racism promise of “Change”, fresh  Unique style of oratory thinking aroused enthusiasm  Relate to minorities: “One of  Unlike McCain who: Us”  Changed his stance regularly  Moderate and liberal  Brought in Sarah Palin  USP: “Change that we can  Missed the fundamental believe in” concern of the masses  Consistent message  mindshare, heartshare  Youth, Dramatic appeal, Charisma
  15. 15. 3.0 million contributors 6.5 million online donations 93% less than $100 $80 Average online donation $500 million raised online
  16. 16.  Small donors are likely to repeatedly give over long period  @ Events: targeted young supporters who texted in small donations  Appealed to impulse and lowered donor barrier  Conspicuous calls for donation through website, email, social networking sites, widgets
  17. 17.  Built online support base by forming community  Garnered support from industry – pharma, entertainment, health care, internet  Merchandising
  18. 18. 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), TV, radio, print (including candidate’s books), direct mail direct mail Online marketing channels E-mail, display, organic and paid search, in-game E-mail, display, organic and paid search, social advertising, mobile, social media media Budget $150 million in Sept 2008 alone $ 84 million (public funds) Marketing strategies Energize young voters; spread optimism and Energize the right wing; attack Obama’s hope; emphasize McCain’s similarities to Bush weaknesses; emphasize experience and military service
  19. 19. Influencer Brand Teams Community Conversationa Identification & Building & l& Research & Fan Product Peer Buzz Tracking Outreach Programs Groups Strategic Social Media Natural Seeding & Paid Seeding & Social Social Channels Planning & Buying Social Media Media Advertising & Optimization Viral Widgets
  20. 20. Phone Banking Tool Event Finder DIY Citizenship 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!
  21. 21. Search • The Obama campaign spent $3.5 million on Google search in October 2008 alone. • Yahoo collected $673,000 during the same month.
  22. 22. • A million people signed up for Obama's text- messaging programme • On the night Obama accepted the Democratic nomination at Invesco Field in Denver, more than 30,000 phones among the crowd of 75,000 were used to text in to join the program • Supporters on average received 5 to 20 text messages per month, depending on where they lived -- the program was divided by states, regions, zip codes and colleges– and what kind of messages they had opted to receive. • On Election Day, every voter who'd signed up for alerts in battleground states got at least 3 text messages
  23. 23. 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.
  24. 24. “Above all, I will never forget who this victory truly belongs to – it belongs to YOU!”
  25. 25. 1. Simplicity  FightTheSmears.com 2. Consistency  Negative Campaigning 3. Relevance 4. Integration 5. Advertising never started a movement 6. Powered by the web, not advertised on it
  26. 26. We are Spot trends of Know everything the web tomorrow, today about everybody Out of Acquire, Be new, Be old Catch, don’t copy sight is out of mind Engage, Involve
  27. 27. one off activities community building and ongoing eCRM (optional) ongoing activities (i.e. 4 to 6 reports per year)
  28. 28. Online Run many small community must Define your goal campaigns translate into real world wins Bring the best Stay ahead of the Focus on the end minds to the curve game table Change the rules Segment and (whenever you connect can) Leverage your Relinquish customers‟ control passions
  29. 29. “The road ahead will be long. Our climb will be steep. We may not get there in one year or even one term, but America – I have never been more hopeful than I am tonight that we will get there. I promise you – we as a people will get there.”

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