obama campaign summary
Post on 17-Oct-2014
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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.TRANSCRIPT
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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
– Merchandise – Online assets & properties (buttons, banners & groups) – Offline assets (posters) – Host parties (debate & election night)
• Constant push for donations in every piece of communications • Elements included:
– Website with dynamic content & personalised area (blog) – Constant email communication from a range of supporters (wives, Al
Gore, campaign managers) – Social networks: Facebook, MySpace, BarakTV, blog, etc
• Focus on INVOLVEMENT & COLLABORATION
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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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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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Little change to the page one week later, except pushing the donatation/ merchandise
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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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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
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Supporting Campaigns
The Great Schlep Project Vote Smart
Twitter BBC Election Watch (the results)