Obama social media campaign

  • Published on
    23-Aug-2014

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  • What the election of Americas first Digital President means for the future of advertising.
  • Lessons from Obama Why advertising must change in Latin America and Brazil. A look at the digital future -- right in your backyard.
  • A Different Man Young Charismatic Intelligent Black Digital
  • And His Vision: Change Short Simple Motivating Viral
  • An Unprecedented Budget With digital media at the core
  • Obamas Campaign Budget Out of a total budget of $566M (USD) 48% allocated to media 6% spent on digital media
  • Digital Media Spend Paid Search $7.2M on Google $14M on Yahoo! Digital Brand Advertising $3.8M on mainstream websites Social Media $980K on Facebook $280K on MySpace
  • An Unprecedented Digital Effort Seven Extraordinary Tactics
  • Tactic 1: Recruit a team of digital specialists A digital-savvy staff crafted the strategy 20 people fully dedicated to digital Plus world-class Super Geeks: Chris Hughes, co-founder of Facebook Eric Schmidt, CEO of Google
  • Tactic 2: Make Your Message Findable Content thats visible in the right place at the right time clinton
  • Findability If you want young votersgo where they are
  • Findability Intelligent targeting 18 top games in 10 swing states
  • Findability Make all content exportable
  • Findability 5 times more blog mentions for Obama
  • Tactic 3: Be Relevant to Your Audiences 30 specific communities addressed in the People section
  • Relevance Overwhelming presence on all social media platforms, from massive to targeted
  • Tactic 4: Create Engagement Site log-in created a database of 10 million qualified leads
  • Tactic 5: Empower your fans Recruit Core Advocates among your closest target Obama Core 1. Black Community and its leaders 2. Democrats tired of the Clintons 3. First victims of the economic downturn Peers (Followers)
  • Empowerment Encourage the Core to activate their personal networks Obama Core Thousands of local small Obamas Speaking to everyone Listening to everyone Raising funds Organizing micro-meetings Generating vast amounts of content besides the official content Peers (Followers)
  • Empowerment Create easy-to-use tools for badging and recruitment
  • Empowerment Encourage grassroots event creation
  • Empowerment Phoning tools
  • Empowerment Personal fundraising tools
  • Empowerment Fight the smears
  • Empowerment Dedicated iPhone app
  • Tactic 6: Reward the Faithful Give them inside information 3M personal text messages to announce Biden as VP, before the news hit TV screens
  • Reward Give them direct access His first thanks go to his supporters by e-mails
  • Tactic 7: Be Transparent Leverage digital to report on what youre doing During the campaign
  • Transparency Leverage digital to report on what youre doing Once elected
  • Transparency Leverage digital to report on what youre doing Once elected Each non-urgent legislation will be published for 5 days to allow the public to review and comment on it, before the President signs it.
  • Transparency Leverage digital to report on what youre doing Once elected
  • Thats great. But what does it mean for us?
  • Advertising in 2009 must be 1. Built by people who truly understand digital 2. Findable anywhere and everywhere, all the time 3. Relevant to multiple audiences 4. Built for interactivity and engagement 5. Designed to create and empower fans 6. Provide rewards for the user 7. Socially conscious and transparent
  • But were in a crisis. Maybe we should stick to what works?
  • Hello TV people: Its not working Percentage of U.S. homes watching network primetime TV
  • Maybe LatAm is totally and completely immune?
  • I will make you a bet: Latin America and Brazil are going to explode. Digitally.
  • Share of Media Spend By Media Type
  • 2001 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
  • 2002 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
  • 2003 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
  • 2004 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
  • 2005 70% CAN FR 60% GER IT Share as a % of Total Spend 50% SP RUS 40% AUS CH 30% IN JA SK 20% US UK 10% ARG BR 0% MEX Print TV Radio Out-of-Home Internet
  • 2006 70% CAN FR 60% GER...