obama by moises
TRANSCRIPT
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How did Obamamake it toPresidency
By MoisesCielak,key researcher
CASE STUDY OF EFFECTIVENESS THE BARACK OBAMA CAMPAIGN
BRAND Barack Obama CAMPAIGN US Presidential 2008LAUNCH January 2007CATEGORY Politics
RESEARCH Moises Cielak et al, Paul van Veenendaal, SMM Wizard & Author ViralBlog.com STORY Igor Beuker, Founder Grupo LaComunidad & Author ViralBlog.com
CREDITS All credits go to Barack Obama and his campaign team DATE 29 January 2009
TODAY’S PROGRAM IT’S A NEW DAY
OBAMA New School Marketer ARCHITECTURE Brand Interaction LACOMUNIDAD Why We Love Obama CAMPAIGN Insights & DetailsFUNDRAISING Show me the money, Moises Cielak et al. UGC Examples Q&A Peer Learnings
advertising neverstarted a movement
Barack Obama The New School Marketer
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HowcanIbecomeoneofthem?
“The Trialogue”
Consumers
Marketer
InteractandListen?YesIcan!
powered by the web,not advertised on it.
Identity Brands
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Brand Interaction Brand Interaction
Brand Interaction Branding
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Brand Interaction Brand Interaction
Brand Interaction
Brand Interaction Triple Play Proposition
LaComunidad creative brand interaction agency
ViralTracker video tracking power technology
SocialMedia8 social media marketing agency
Grupo LaComunidad is part of WPP’s global network per March 2008
About Grupo LaComunidad
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BrandInteractionStrategies
SocialCommunities
SeedingFeeding
Weblog Forum Quiz
Participation, engagement and advocacy: peers and friends will spread the brand’s message
LegendFree viral
dynamicsPost registration
viral dinamics
newfuturebrandofferings
Niche Community connected
to campaign liking
RatingVideo
Contest Signup
ViewVideo
CustomVideo
WebiSodes
Post
Micro Site / iHub Tune-inOpt-in
ViralVideoTracking
SocialMediaMarketingPrograms
Influencer IdentificationResearch & Outreach
Brand Teams &Fan Programs
Conversational &Buzz Tracking
Natural Seeding & Social Media Optimization
Strategic Social Media Planning & Buying
Community Building &Product Peer Groups
Social Channels &Viral Widgets
Paid Seeding & SocialMedia Advertising
TriplePlayProposition
VIRALVIDEO
SOCIALMEDIA
PLANNING
NATURALSEEDING
REALLYVIRAL? REPORT
PAIDSEEDING
NO
YES
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Road to Democratic Nomination (1)
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 Michigan’s 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• January 30: John Edwards drops out
Road to Democratic Nomination (2)
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.• Clinton’s 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.• Obama wins Guam, North Carolina, Oregon & Montana & Edwards’ delegates & Superdelegates• June 5, 2008, Obama wins Democratic nomination 2229.5 vs 1896.5 delegates
Democratic Polls: Obama vs Clinton Democratic & Republican Candidates & Web 2.0
Comparing Candidates: Engagement and ParticipationNumber of Opportunities to Engage and Participate on Web sites
June 2007
Blogs on Candidate Web sites
Grassroots activity by Candidate
Presidential Candidates on MySpace
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THE OBAMA STRATEGY
Presidential Marketing Campaigns
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), direct mail
TV, radio, print (including candidate’s books), direct mail
Online marketing channels
E-mail, display, organic and paid search, in-game advertising, mobile, social media
E-mail, display, organic and paid search, social media
Budget $150 million in Sept 2008 alone $ 84 million (public funds)
Marketing strategies Energize young voters; spread optimism and hope; emphasize McCain’s similarities to Bush
Energize the right wing; attack Obama’s weaknesses; emphasize experience and military service
ThePresidentialElection‘08
• 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
Obama’s50StateStrategy(1)
• 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, NorthCarolina, North Dakota, Ohio, Pennsylvania, Wisconsin,Virginia
• Stick with issue spots vs McCain’s attack spotsInstall confidence within the peopleUse attack spots only in states with very small margins
• Focus on small donations
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Obama’s50StateStrategy(2)
50%
30%
10%
10%
Swing States
Leaning States
Other States
Other Campaigning
Campaign Expenditures Expenditures in Target States (in millions)
0
5
10
15
20
25
30
35
40
BarackObama.com
Main body of text is like a blog
My.BarackObama.com = Do-It-Yourself Citizenship My.BarackObama.com deconstructed
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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!
My.BarackObama.com– Dashboard My.BarackObama.com– Activityindex
My.BarackObama.com– PersonalFundraising My.BarackObama.com– Eventfinder
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My.BarackObama.com– NeighbortoNeighbor My.BarackObama.com– VoterScript
My.BarackObama.com– PhoneBankingtool
Gearedtowardgettingoutthevote
Innovations–Widgets
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Innovations– FightTheSmears Innovations– In-gameadvertising
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 onlinecommunities, including BlackPlanet, a MySpace for AfricanAmericans, 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 thefollowing spring.
• And Facebook users did vote: On Facebook's Election 2008 page, which listed an 800 number to call for votingproblems, 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
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McCain vs Obama on the web (1)
Engagement and Participation• During the primary-election examination, the Obama Web site focused heavily—more than that of
any other candidate from either party—on engaging supporters and motivating them to turn their enthusiasm into on-the-ground, grassroots activities
• Both campaign websites offer two ways of facilitating user engagement—allowing 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 page—and 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 that material out to users of 25 different social networking sites.
McCain vs Obama on the web (2)
Engagement and Participation• Both candidate websites offer targeted information to people of different demographic groups.
Both websites offer RSS feeds and let users sign up to e-mail updates. Since the primary season, Obama has added mobile phone text updates to his list of delivery options. Neither candidate offers podcasts of campaign information, something only a few candidates offered during the primary season.
McCain’smissteps:astroturfing
Asking supporters to cut and paste talking points into blog comment threads in exchange for prizes? Its bribing, not authentic and undermines what social mediaare all about. See www.womma.org for Word Of Mouth Marketing Code of Conduct!
Hope. Change. Action
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Obama YouTube Channel McCain YouTube Channel
YouTube
Obama McCainVideos 1,827 330
Views 120,479,084 25,995,773
Subscribers 149,258 28,343
Special features of YouTube page
Contribute to campaign via Google Checkout; link to YouTube page on barackobama.com
Find events; host events
Politicians on YouTube
YouTube Politicians Top 10: 4,496 videos generate 189,011,052 clip views!
YouTube Views
Barack Obama
John McCain
Ron Paul
Mike Huckabee
Mitt Romney
John Edwards
Barack Obama
Ron Paul
Mitt Romney
Dennis Kucinich
Rudy Giuliani
0 500 100015002000
# of Videos
# of Videos
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Presidential Race Online Video Summary
• Barack Obama attracted more female viewersthan John McCain
• Barack Obama is pulling in more younger viewers while McCain is pulling in a slightly older bunch which is to be expected.
• Barack Obama has over 300 Millions moreclip views than McCain
Facebook Statistics
Official Obama McCain
Members/Supporters in largest group
5,066,446* 583.518*
Number of Wall posts 572,383 none
Special features of profile page**
Videos, find out where to vote, register to vote
none
*Unofficialgroup‘OneMillionforMcCain/Palin’ has200,251members
Unofficialgroup‘OneMillionStrongforBarack’ has986,470members
**BeyondbasicslikePostedItems,Events,Discussion,Wallposts
DatafromFebruary4,2009
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Flickr MySpace
Obama has more MySpace friends: nearly 6-to-1
Twitter <3 Obama
• With 109,892 followers, Obama is the #1 Twitterholic• McCain with 4,402 followers doesn’t break the top 100
Online Advertising Obama
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.
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30 minute TV Commercial Text Messaging & Mobile
• A million people signed up for Obama's text-messaging program
• On the night Obama accepted the Democratic nominationat Invesco Field in Denver, more than 30,000 phonesamong the crowd of 75,000 were used to text in to jointhe program
• Supporters on average received 5 to 20 text messages per month, depending on where they lived -- the programwas 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 inbattleground 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 gaveless 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
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Brand Obama - Segmentation Brand Obama - Segmentation
DEBATES OBAMA vs McCAIN
ObamavsMcCain– 1st debate
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ObamavsMcCain– 2nd debate ObamavsMcCain– 3rd debate
DID OBAMA’S STRATEGY WORK?
Yes! Obama makes History!
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AFTER THE ELECTION
Change.gov
YouTube Weekly Address by President-Elect
Also available on AOL, Yahoo, and MSN.
Whitehouse.gov
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Obama Mania: IKEA Obama Mania: Quaker
FUNDRAISING
How Obama Reinvented Campaign Finance
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3.0 million contributors6.5 million online donations93% less than $100$80 Average online donation$500 million raised online
Fundraising over Time: Obama vs McCain
Fundraising Barack Obama
Average Spent per VoteRaised $532,946,511 Spent $513,557,218 69,447,084 = $7.39 per vote
(source: Wikipedia)
(source: OpenSecrets.org)
Fundraising John McCain
Average Spent per VoteRaised $379,006,485 Spent $346,666,422 59,925,610 = $5.78 per vote
(source: Wikipedia)
(source: OpenSecrets.org)
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Media Breakdown Obama vs McCain
VOTER GENERATED CONTENT
Hillary 1984
Vote Differenthttp://www.youtube.com/watch?v=6h3G-lMZxjo
Obama Girl
"I Got a Crush...On Obama" By Obama Girl http://www.youtube.com/watch?v=wKsoXHYICqU
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Tina Fey
Sarah Palin aka Tina Fey on SNLhttp://www.youtube.com/watch?v=Jukzu_dMuPk
Paris Hilton For President
Paris Hilton Responds to McCain Adhttp://tinyurl.com/parishiltonadvert
Will.i.am - Yes We Can
Yes We Can - Barack Obama Music Videohttp://www.youtube.com/watch?v=jjXyqcx-mYY
Wassup 2008
Wassup 2008http://www.youtube.com/watch?v=Qq8Uc5BFogE
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Obama vs McCain Dance Off
Obama and McCain - Dance Off!http://www.youtube.com/watch?v=wzyT9-9lUyE
YouBama.com
Obamacon Me
• Have a clear goal, organise and plan ahead • Be positive and optimistic• Project success before you’ve made it• Be proud of where you’ve 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• Don’t 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”)
What can Brands learn from Obama?
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10 Reasons Obama is The Man!
• HelookscoolonT-shirts
• Heinhaledandwequote“Thatwasthepoint”
• OpposedinvadingIraqbeforeitbecamefashionable
• HecanBALL
• What’sthealternative?McCain?IlovemyGrandpatoo,butseriously,PresidentGrandpa?
• MichelleObamaissmarterthanthelastPresident&VPcombined(andcuter)PrincetonUniversity,HarvardLawSchool,AssistanttotheMayorinChicago,VPofUofChicagoHospitals
• HecanspellD-I-P-L-O-M-A-C-Y(that’sastart)
• HiscampaignisfinancedbyTHEPEOPLE– 3,000,000individualscontributedandthatain’tbad(mostever)
• HecanrememberthedifferencebetweenShiitesandSunnis
Brands That Have Embraced The Obama Way
Starbucks ASocialMediaMarketingProgram
0. Brand Assessment within the Social Space(track conversations about brand, products, services, competitor)
1. Identification of Social Influencers
(identify right people on the right topics)
2.OutreachtoSocialInfluencers
(invitethemtoparticipateinonlinecommunity)
3. Turn Influencers into Brand Advocates
(build online community and engage influencers)
Grey = one off activityGreen = community building and ongoing eCRM (optional)Orange= ongoing activity (i.e. 4 to 6 reports per year)
4. Full Year Conversational Tracking Program(track conversations, sentiment, insights on brands, products, services in target markets)
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Campaigns And Program
social media marketing campaign supports: product launch 1
social media marketing program supports: brand revitalization process
social media marketing campaign supports: product launch 2
smm campaign supports: product launch 3
smm campaign supports: product launch 4
Time
Productlaunch1 Productlaunch2 Productlaunch3 Productlaunch4
The Impact Of SMM Programs
Change? If Obama Can… You Can!
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THANK YOU FOR YOUR ATTENTION LET’S DRINK, LISTEN AND SHARE
CONNECT Paul van Veenendaal [email protected] Moises Cielak [email protected]