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Case Study of Effectiveness: The Barack Obama Campaign
Case Study of Effectiveness: The Barack Obama Campaign
Barack Obama US Presidential 2008 January 2007 Politics Paul van Veenendaal, SMM Wizard & Author ViralBlog.com Igor Beuker, Founder Grupo LaComunidad & Author ViralBlog.com All credits go to Barack Obama and his campaign team 29 January 2009
TODAYS PROGRAM
ITS A NEW DAY
New School Marketer Brand Interaction Why We Love Obama Insights & Details Show me the money Examples Peer Learnings
The Trialogue
Consumers
Chris Hughes (24) a co-founder of Facebook, left the company to develop Senator Barack Obamas online & social media marketing architecture
Identity Brands
Brand Interaction
Brand Interaction
Brand Interaction
Branding
Brand Interaction
Brand Interaction
Brand Interaction
Brand Interaction
Triple Play Proposition
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Duncan Hunter , Mike Huckabee, Jim Gilmore, Mitt Romney, Sam Brownback, Ron Paul, Tom Tancredo, Tommy Thompson, Rudy Giuliani, John McCain Not in picture: Alan Keyes, Fred Thompson
Mike Gravel, Barack Obama, Chris Dodd, John Edwards, Dennis Kucinich, Joe Biden, Bill Richardson, Hillary Clinton
To become the Democratic nominee for president, a candidate needs to capture 2,026 delegate votes. In the fall of 2007, the DNC said it would not count Florida and Michigans pledged delegates because the states violated party rules by scheduling their primaries prior to February 5 The Democrats had 26 debates, nearly all more than one hour long, and all but one of them with both Hillary Clinton and Barack Obama. December 2007, Oprah endorses Barack Obama January 3, 2008: Iowa caucus Obama wins Biden & Dodd drops out on January 3, 2008: get less than 1% January 8: New Hampshire Primary Clinton cries & wins Richardson drops out on January 10, 2008 after lackluster showings in the first primary and caucus contests January 15 & 19: Clinton wins Michigan Primary & Nevada Caucus Kucinich drops out on Thursday, January 24, 2008 January 26: South Carolina Obama wins
To become the Democratic nominee for president, a candidate needs to capture 2,026 delegate votes. Obama receives endorsement of Caroline Kennedy and Ted Kennedy Wil.i.am releases Yes We Can Song on February 2, 2008; viewed 50+ million times to date! Super Tuesday, February 5, 2008. Obama wins 13 of 22 states: Alabama, Alaska, Colorado, Connecticut, Delaware, Georgia, Idaho, Illinois, Kansas, Minnesota, Missouri, North Dakota, and Utah. Obama wins 11 states in a row! Louisiana, Nebraska, Washington State, Virgin Islands, Maine, District of Columbia, Maryland, Virginia, Wisconsin, Hawaii & Vermont. Clintons 3 AM commercial backfires girl in ad is Obama supporter March 2008, Mike Gravel drops out Clintons wins Texas, Ohio and Rhode Island; Obama wins Wyoming and Mississippi Obama disavows Reverend Wright A More Perfect Union in Philadelphia (viewed 7M on YouTube) CBS Broadcasting caught Hillary lying about her trip to Tuzla, Bosnia, in 1996.
John McCain
Country first, The original maverick
E-mail, display, organic and paid search, in-game advertising, mobile, social media
Budget
Marketing strategies
Energize young voters; spread optimism and hope; emphasize McCains similarities to Bush
Energize the right wing; attack Obamas weaknesses; emphasize experience and military service
The most expensive in US history! More voters than ever before Largest age gap between Democratic and Republican candidate ever Strewn with controversy Internet and video become major factors
A fifty state strategy is a political strategy which aims for progress in all states of the United States of America, rather than conceding certain states as "unwinnable". Obtain 270 Electoral votes Soldify wins in Nevada, Colorado, New Mexico and Florida Keep every state won by Kerry in the 2004 election Top priorities in battleground states Voter Registration Helping elect Democrats down the ballot Build grassroots organization in every state
Going up in television early in Alaska, Colorado, Georgia, Indiana, Michigan, Iowa, Missouri, Montana, Florida, Nevada, New Hampshire, New Mexico, North Carolina, North Dakota, Ohio, Pennsylvania, Wisconsin, Virginia Stick with issue spots vs McCains attack spots Install confidence within the people Use attack spots only in states with very small margins Focus on small donations
Campaign Expenditures
BarackObama.com
My.BarackObama.com deconstructed
My.barackobama.com 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!
Innovations Widgets
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.
Obama Everywhere
Obama has gained 5 million supporters in other social networks. Obama maintained a profile in more than 15 online communities, including BlackPlanet, a MySpace for African Americans, and Eons, a Facebook for baby boomers. On Facebook, where about 3.2 million (during the campaign) signed up as his supporters, a group called Students for Barack Obama was created in July 2007. It was so effective at energizing college-age voters that senior aides made it an official part of the campaign the following spring. And Facebook users did vote: On Facebook's Election 2008 page, which listed an 800 number to call for voting problems, more than 5.4 million users clicked on an "I Voted" button to let their Facebook friends know that they made it to the polls.
My.BarackObama.com Statistics
On MyBarackObama.com, Obama's own social network, 2 million profiles were created In addition, 200,000 offline events were planned About 400,000 blog posts were written And more than 35,000 volunteer groups were created - at least 1,000 of them on Feb. 10, 2007, the day Obama announced his candidacy
Engagement and Participation During the primary-election examination, the Obama Web site focused heavilymore than that of any other candidate from either partyon engaging supporters and motivating them to turn their enthusiasm into on-the-ground, grassroots activities Both campaign websites offer two ways of facilitating user engagementallowing people to communicate with the campaign, personalize their own pages, and sign up to receive information updates For most of the summer, however, many of these features on the McCain site were not yet operational. They are now up and running. The McCain website offers customization tools through McCainSpace, a feature advertised as early as 2007 but not fully functioning until August of 2008. As late as August 1, the only option was to create a personal pageand even that was still not really working. That page displayed only a generic note that the page was under construction and they would notify us when it went live. As that page went live, McCainSpace also launched additional customization features. Users can now post McCain videos, pictures and blogs to their home pages, and with a few clicks send any of
Asking supporters to cut and paste talking points into blog comment threads in exchange for prizes? Its bribing, not authentic and undermines what social media are all about. See www.womma.org for Word Of Mouth Marketing Code of
YouTube
Obama
Videos Views Subscribers Special features of YouTube page 1,827 120,479,084 149,258 Contribute to campaign via Google Checkout; link to YouTube page on barackobama.com
McCain
330 25,995,773 28,343 Find events; host events
Politicians on YouTube
YouTube Politicians Top 10: 4,496 videos generate 189,011,052 clip views!
Facebook Statistics
Official Members/Supporters in largest group Number of Wall posts Special features of profile page**
Obama 5,066,446* 572,383 Videos, find out where to vote, register to vote
* Unofficial group One Million for McCain/Palin has 200,251 members Unofficial group One Million Strong for Barack has 986,470 members ** Beyond basics like Posted Items, Events, Discussion, Wall posts Data from February 4, 2009
Flickr
MySpace
With 109,892 followers, Obama is the #1 Twitterholic McCain with 4,402 followers doesnt break the top 100
Search The Obama campaign spent $3.5 million on Google search in October 2008 alone. Yahoo collected $673,000 during the same month. Social Networks The campaign spent $467,000 on Facebook in 2008, including $370,000 in September 2008. $61,000 went to Black Planet. Only $11,000 went to MySpace spending in 2008. Media $138,000 went to BET.com Time Warner spending totaled $337,000 before October. Politico, $145,000 WashingtonPost, $100,0000. NBA.com, $21,000 in September 2008 Weather Channel, $108,000 all year. Through ad network Centro, the campaign spent $630,000 on local TV and newspaper Web sites before October. Another $100,000 went through Cox. Ad networks: The campaign spent $600,000 in 2008 on Advertising.com, Collective Media, Undertone Networks, Burst Media, Quigo, DrivePM, Pulse360, Specific Media, and online video networks Broadband Enterprises and Tremor Media.
30 minute TV Commercial
A million people signed up for Obama's text-messaging program 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
Obama's opt-in e-mail database contains upwards of 13 million addresses Over the course of the campaign, aides sent more than 7,000 different messages, many of them targeted to specific donation levels (people who gave less than $200, for example, or those who gave more than $1,000). In total, more than 1 billion e-mails landed in inboxes. Four years ago, Sen. John F. Kerry had 3 million e-addresses on his list; former Vermont governor Howard Dean had 600,000.)
iPhone Application
Change.gov
Whitehouse.gov
FUNDRAISING
3.0 million contributors 6.5 million online donations 93% less than $100 $80 Average online donation $500 million raised online
(source: OpenSecrets.org)
Average Spent per Vote Raised $532,946,511 Spent $513,557,218 69,447,084 = $7.39 per vote
(source: Wikipedia)
(source: OpenSecrets.org)
Average Spent per Vote Raised $379,006,485 Spent $346,666,422 59,925,610 = $5.78 per vote
(source: Wikipedia)
Hillary 1984
Obama Girl
Tina Fey
Wassup 2008
YouBama.com
Obamacon Me
Have a clear goal, organise and plan ahead Be positive and optimistic Project success before youve made it Be proud of where youve come from Embrace new technology, go to where people are and on their terms Be inclusive & unifying and create a sense of shared involvement Create advocates & empower them to spread the word Dont be afraid to ask for commitment Obsess about the detail & use it to have an honest dialogue Be relevant and local Speak your mind and assert what you believe and keep it simple (Yes We Can vs Just Do It)
He looks cool on T-shirts He inhaled and we quote That was the point Opposed invading Iraq before it became fashionable He can BALL Whats the alternative? McCain? I love my Grandpa too, but seriously, President Grandpa? Michelle Obama is smarter than the last President & VP combined (and cuter)
Princeton University, Harvard Law School, Assistant to the Mayor in Chicago, VP of U of Chicago Hospitals
He can spell D-I-P-L-O-M-A-C-Y (thats a start) His campaign is financed by THE PEOPLE 3,000,000 individuals contributed and that aint bad (most ever) He can remember the difference between Shiites and Sunnis CHANGE its been a long time coming
Starbucks
0. Brand Assessment within the Social Space (track conversations about brand, products, services, competitor)
3. Turn Influencers into Brand Advocates (build online community and engage influencers)
4. Full Year Conversational Tracking Program (track conversations, sentiment, insights on brands, products, services in target markets)
Grey = one off activity Green = community building and ongoing eCRM (optional) Orange= ongoing activity (i.e. 4 to 6 reports per year)
Product launch 1
Product launch 2
smm campaign supports: product launch 4 smm campaign supports: launch 3 social media marketing campaign supports: product launch 2 social media marketing campaign supports: product launch 1 social media marketing program supports: revitalization process Time
product
brand
You Can!
CONNECT CONNECT
paul@socialmedia8.com igor@lacomunidad.nl