10 lessons for marketers from barack obama
DESCRIPTION
A presentation made at a Digital Marketing Conference in November 2008 on Obama's digital and email marketing strategy. Also appeared earlier as an article in Afaqs.com and Brand Reporter.TRANSCRIPT
10 lessonsfor marketersfrom Barack
Obama
Vijay Sankaran, Digital Strategy Director, URJA
Overview of Digital Strategy,Tactics, Tools & Results
Architecting Customer Value
This presentation was made at
a Digital Marketing Conference
held in Mumbai, India on Nov 26, 2008.
A detailed guest article on the same theme
also appeared here (http://twurl.nl/ng1fth)
in Afaqs.com* on Nov 7, 2008 as well as Brand Reporter
India’s leading Advertising & Marketing magazine.
*Afaqs.com is the world’s most visited Advertising & Marketing website
Architecting Customer Value
Obama beat two established political brands, Clinton & McCain.
He also beat global brands like Nike and Apple to be chosen
Ad Age Marketer of the Year.
Architecting Customer Value
The results: A game changer• $ 640 million in funds, 3.1 million contributors
• Over 100 million page views of official and unofficial YouTube videos
• 5 million volunteers
• 2.2 million `fans’ on his Facebook page
• Over 1 million on his MySpace page and
• 3 million profiles on myBarackObama.org
Architecting Customer Value
1.Define your goal.
Build an integrated digital
strategy around it.
10 lessonsfor marketers
Architecting Customer Value
Goal: “To build an online relationship with
supporters who will not only give money
but also knock on doors to help register
voters, and help get the vote out.”
Architecting Customer Value
v/s
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Integrated Hub & Spokes Model
Online Search &Display Ads
Social Media
Email Marketing
New media & Widgets
Hub
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Email id harvesting: Strategic objective in first phase
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Email : The glue of Obama’s Digital Marketing
• 1 billion emails• 13 million email ids• Granular segmentation• One-to-One• Personalized• Incentive• Relevance
“Be the first to know “ the Vice-President nominee was one of the many ways Email created buzz and engagement, and helped increase registerations.
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Did you see Michelle?
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Answer the call
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Dinner with Barack?
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Get your official Obama-Biden yard sign
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An emailer from Obama, the day he won
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2. Bring the best minds to the table.
Empower them to execute.
Architecting Customer Value
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4. Leverage your customers’
passions..
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The Obama Girl series of videos got over 60 million views.
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Yes, We Can by Will.i.am
A 2008 video featuring 60 celebrities had over
11 million views.
Architecting Customer Value
Halloween: YesWeCarve.com
Obama supporters put up a site during Halloween just a few week before the election. Here visitors were asked to express
their support through photos of Obama theme pumpkins .
Architecting Customer Value
Chris Hughes, 24-year old co-founder of Facebook was the “online organizing guru”managing MyBO.com
Customer-Centric: Walking the Talk.
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5. Relinquish control. Yes, you can.
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6. Segment and connect.Relevancy rules.
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7. Stay ahead of the curve. Or your customers will move on
without you.
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1,20,000 “followers’ on Twitter
Iphone App
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8. Run many small campaigns. Tactics matter as much as strategy.
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9. Make sure `online community’translates to real world wins.
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10. Focus on the endgame. Close the sale.
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It’s customer engagementthat causes the queue.
….whether it’s at the checkout counter, or the polling booth.
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“Kennedy was the first telegenic brand.
The questions you need to ask yourself are:
How cybergenic is my brand? How digital is my marketing outlook and toolkit?
Obama is the first cybergenic brand”-Paul Saffo, futurist.
Architecting Customer Value
10 lessons for marketers
1. Define your goal. Build an integrated digital strategy around it.
2. Bring the best minds to the table. Empower them to execute.
3. Change the rules of the game where you can.
4. Leverage your customers’passion.
5. Relinquish control. Yes, you can. (Or else…)
6. Segment and connect. Relevancy rules.
7. Stay ahead of the curve. Or your customers will move on without you.
8. Run many small campaigns. Tactics matter as much as strategy.
9. Make sure online community translates to real world wins.
10. Focus on the endgame. Close the sale.
Architecting Customer Value
Connect with me
• Twitter: @VijaySankaran
• Linkedin: www.linkedin.com/in/esveejay
• Linkedin Groups:
Digital Marketing India
Email Marketing India
• Email: [email protected]
• www.urja.com