10 lessons for marketers from barack obama

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

Architecting Customer Value

Integrated Hub & Spokes Model

Online Search &Display Ads

Social Media

Email Marketing

New media & Widgets

Hub

Architecting Customer Value

Email id harvesting: Strategic objective in first phase

Architecting Customer Value

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.

Architecting Customer Value

Did you see Michelle?

Architecting Customer Value

Answer the call

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Dinner with Barack?

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Get your official Obama-Biden yard sign

Architecting Customer Value

An emailer from Obama, the day he won

Architecting Customer Value

2. Bring the best minds to the table.

Empower them to execute.

Architecting Customer Value

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4. Leverage your customers’

passions..

Architecting Customer Value

The Obama Girl series of videos got over 60 million views.

Architecting Customer Value

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.

Architecting Customer Value

5. Relinquish control. Yes, you can.

Architecting Customer Value

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6. Segment and connect.Relevancy rules.

Architecting Customer Value

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7. Stay ahead of the curve. Or your customers will move on

without you.

Architecting Customer Value

1,20,000 “followers’ on Twitter

Iphone App

Architecting Customer Value

8. Run many small campaigns. Tactics matter as much as strategy.

Architecting Customer Value

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Architecting Customer Value

9. Make sure `online community’translates to real world wins.

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10. Focus on the endgame. Close the sale.

Architecting Customer Value

It’s customer engagementthat causes the queue.

….whether it’s at the checkout counter, or the polling booth.

Architecting Customer Value

“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: Vijay1to1@gmail.com

• www.urja.com