A summary of the online marketing collateral used throughout the Obama political campaign. Covers everything from John Biden to Obama's email communciations and supporting online properties.
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Barack Obama Election Campaign 2008 A collection of marketing material
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Jo Biden’s online presence • Leveraged social networks • Presence was a support to Obama • Elements included:
– Website with dynamic content based on location – Email communication – YouTube channel
• Focus on PUSH rather than collaboration
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Obama’s Presence • Leveraged social networks & communities • Rallied people to generate support
Regular updates to the website including a count down Constant requests for involvement
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Video was a huge part of both candidates campaigns – on site & off site
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The day before the election there were 1,053,791 calls made
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Constant push to the polling booths
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Promotional elements on every page Utilised all possible real estate Majority were around: - Smear - Driving support - Policies (although minor)
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The site was created properly & easily indexed in search engines Social networks were used to help push other traffic & are highly indexable in search engines
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Thank you message as soon as it happened
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Little change to the page one week later, except pushing the donatation/ merchandise
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The site heavily pushed the merchandise, before & after the vote
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Personalised Online Presence
My Obama
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Email Communications
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Social Networks
Facebook MySpace
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The Facebook page was engaging. There were constant updates: content, videos, comments from supporters
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The big Facebook groups were: - Students for Obama (193,000) - Joe Biden (171,000) - Michelle Obama (142,000) - Obama (120,000) - Women for Obama (62,000)
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Smear Campaign
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Learnings • Leverage communities & networks
– Friend get friend • Consistent presence
– Ongoing one-to-one communications • Lack of Obama involvement
– Ghost written rather than involvement • Candidates images are constantly used