obama's campaign
DESCRIPTION
A presentation on the different strategies used by Barrack Obama to garner votes.TRANSCRIPT
“Change will not come if we wait for some other person or some
other time. WE are the ones we‟ve been waiting for.
WE are the change that we seek.”
Maria B C (61) Amrita Marwah (62) Jai Patel()
Saurabh Pundir () Smitha V (97) Upasana D (112)
Organised effort which seeks to influence the decision
making process within a specific group.
“Message” is what ideas the candidate wants to share
with the voters and are repeated frequently to create a
lasting impression.
Pre-campaign: Finance, Organisation (Team)
Techniques: Ads, Media, Rallies, Modern Technology,
Direct Mail, Endorsements, Merchandising
Post-campaign: Evaluation, Feedback, Constant
connection with the masses
Black
Immigrant father
Country where racism is
rampant
“Hussein”
Muslim
Perceived as “professorial”
Lacked experience
Command of policy?
Unexamined past
Strong opponent
Charisma
Portrayed candidacy as a
movement
“Agent of Change”
Changed his style to
inspirational
Gifted Orator
Strong team
Natural Leader
Skilled Networker
Ambitious
5-minute video: “Man on the
Street”
Brought in Christopher Hughes, creator of Facebook on
to his campaign
Built 70 mn-strong network of bloggers, fundraisers,
volunteers through online channels
Intensive market research
Development of logo, slogan, brochures, message
Voter registration
Build database to
engage voters
Attract volunteers
Develop a grass roots
network
„High Touch, High
Tech‟ (Kotler‟smantra)
Enhance Brand –
“Hope” & “Change”
Drive guaranteed returns –
number of leads, timing
Increase donation
Be cost-effective
Hybrid segmentation
Demographic
Age, Race, Gender, Ethnicity, Religion, Marital Status,
Urban vs Rural, Level of Income, Professionals
Geographic
State-wise
Behavioral
Voters vs Non-voters – First timers, Apathetic,
Supporters, Opposition, Undecided
>13 mn e-mail addresses
Info cards at rallies
Website – registration by
users
7,000 different messages
for specific targeting
Sent 1 bn e-mails –
attracted donations
Varying technological
channels based upon
demographics
Recruited volunteers
through data so collected
Cookie tracking to send
personalised political ads
Micro targeting
• Multiple touch points
• Reached out to all communities
Offline
• Perfectly choreographed spectacles
• Retail outlets
Online
• Organise locally
• Talk to voters
• Find events
• Raise funds
• Social networking sites
Mobile Phone
Video Games
Moderate or liberal
Message: student loans
Media
• Commercial time on VH1, MTV
• Mobile ads – “Vote Early”, ChaCha
• Facebook, MySpace, Twitter
• Virtual billboards in 9 different video games
Black voters through the web:„Community Connect‟
BlackPlanet members in specific locales
Ads “get people to take action”
Asians, Jewish community, Gay community
Customised online ad
for residents of
different states
Tailoredmessages on news
sites
“Register to Vote”
Use of local media: Centro,
Cox
Inexperience Realist,
promise of “Change”, fresh
thinking
Relate to minorities: “One of
Us”
Moderate and liberal
USP: “Change that we can
believe in”
Consistent message
mindshare, heartshare
Youth, Dramatic appeal,
Charisma
Assuage of guilt about racism
Unique style of oratory
aroused enthusiasm
Unlike McCain who:
Changed his stance regularly
Brought in Sarah Palin
Missed the fundamental
concern of the masses
3.0 million contributors
6.5 million online donations
93% less than $100
$80 Average online donation
$500 million raised online
Small donors are likely to
repeatedly give over long
period
@ Events: targeted young
supporters who texted in
small donations
Appealed to impulse and
lowered donor barrier
Conspicuous calls for
donation through website,
email, social networking sites,
widgets
Built online support base by forming community
Garnered support from industry – pharma,
entertainment, health care, internet
Merchandising
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
Influencer
Identification
Research &
Outreach
Brand Teams
&
Fan
Programs
Conversationa
l &
Buzz Tracking
Natural Seeding &
Social Media
Optimization
Strategic Social Media
Planning & Buying
Community
Building &
Product Peer
Groups
Social Channels
&
Viral Widgets
Paid Seeding & Social
Media Advertising
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!
DIY Citizenship
Event FinderPhone Banking Tool
Search
• The Obama campaign spent $3.5 million on Google search in October 2008 alone.
• Yahoo collected $673,000 during the same month.
• A million people signed up for Obama's text-
messaging programme
• On the night Obama accepted the Democratic
nomination at Invesco Field in Denver, more than
30,000 phones among the crowd of 75,000 were
used to text in to join the program
• Supporters on average received 5 to 20 text
messages per month, depending on where they
lived -- the program was 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 in battleground states got at least 3 text
messages
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.
“Above all, I will never forget who this
victory truly belongs to – it belongs to
YOU!”
1. Simplicity
2. Consistency
3. Relevance
4. Integration
5. Advertising never started a
movement
6. Powered by the web, not
advertised on it
FightTheSmears.com
Negative Campaigning
We are the web
Be new, Be old
Catch, don’t copy
Spot trends of
tomorrow, today
Know everything
about everybody
Out of sight is out
of mind
Acquire, Engage, Involve
one off activities
community building and ongoing eCRM (optional)
ongoing activities (i.e. 4 to 6 reports per year)
Define your goal
Bring the best minds to the
table
Change the rules (whenever you
can)
Leverage your customers‟
passions
Relinquish control
Segment and connect
Stay ahead of the curve
Run many small campaigns
Online community must translate into real
world wins
Focus on the end game
“The road ahead will be long. Our climb will be steep. We may not get
there in one year or even one term, but America – I have never been more
hopeful than I am tonight that we will get there. I promise you – we as a
people will get there.”