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How  did  Obama  make  to  Presidency  

By  Moises  Cielak,  key  researcher  

CASE STUDY OF EFFECTIVENESS THE BARACK OBAMA CAMPAIGN BRAND Barack Obama CAMPAIGN US Presidential 2008 LAUNCH January 2007 CATEGORY 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 & Details FUNDRAISING Show me the money, Moises Cielak et al. UGC Examples Q&A Peer Learnings

advertising never started a movement

Barack Obama The New School Marketer

How  can  I  become  one  of  them?    

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“The Trialogue”

Consumers  

Marketer  

Interact  and  Listen?  Yes  I  can!      

powered by the web, not advertised on it.

Identity Brands

Brand Interaction Brand Interaction Brand Interaction

Branding Brand Interaction Brand Interaction

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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 Brand  Interac<on  Strategies    

Social    Communi<es  

Seeding

Feeding

Weblog     Forum     Quiz    

Participation, engagement and advocacy: peers and friends will spread the brand’s message

Legend Free viral

dynamics

Post registration

viral dinamics

new  future  brand  offerings  

Niche Community connected

to campaign liking

Ra<ng  Video   Contest   Sign  

up  

View  Video  

Custom  Video  

Webi  Sodes  

Post  

Micro Site / iHub Tune-in

Opt-in

Viral  Video  Tracking         Social  Media  Marke<ng  Programs          

Influencer Identification Research & 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 & Social Media Advertising

Triple  Play  Proposi<on      

VIRAL  VIDEO  

SOCIAL  MEDIA  

PLANNING  

NATURAL  SEEDING  

REALLY VIRAL?

REPORT

PAID  SEEDING  

NO

YES

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

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Democratic & Republican Candidates & Web 2.0

Comparing Candidates: Engagement and Participation Number of Opportunities to Engage and Participate on Web sites

June 2007

Blogs on Candidate Web sites

Grassroots activity by Candidate

Presidential Candidates on MySpace

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

The  Presiden<al  Elec<on  ‘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’s  50  State  Strategy  (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, North Carolina, North Dakota, Ohio, Pennsylvania, Wisconsin, Virginia

•  Stick with issue spots vs McCain’s attack spots Install confidence within the people Use attack spots only in states with very small margins

•  Focus on small donations

Obama’s  50  State  Strategy  (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

Color

ado

Florid

a

India

na

Missou

ri

Nevad

a

New M

exico

North

Caroli

na

Ohio

Wes

t Virg

inia

Lean

ing States

Other

States

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  –  Ac<vity  index   My.  BarackObama.com  –  Personal  Fundraising  

My.  BarackObama.com  –  Event  finder   My.  BarackObama.com  –  Neighbor  to  Neighbor   My.  BarackObama.com  –  Voter  Script  

My.  BarackObama.com  –  Phone  Banking  tool  

Geared  toward  geFng  out  the  vote  

Innova<ons  –  Widgets   Innova<ons  –  Fight  The  Smears  

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Innova<ons  –  In-­‐game  adver<sing  

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 online

communities, including BlackPlanet, a MySpace for African Americans, 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 the following spring.

•  And Facebook users did vote: On Facebook's Election 2008 page, which listed an 800 number to call for voting problems, 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

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’s  missteps:  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 media are all about. See www.womma.org for Word Of Mouth Marketing Code of Conduct!

Hope. Change. Action Obama YouTube Channel McCain YouTube Channel

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YouTube

Obama McCain Videos 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 1000 1500 2000

# of Videos

# of Videos

Presidential Race Online Video Summary

•  Barack Obama attracted more female viewers than 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 more clip views than McCain

Facebook 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

*      Unofficial  group  ‘One  Million  for  McCain/Palin’  has  200,251  members            Unofficial  group  ‘One  Million  Strong  for  Barack’  has  986,470  members      **  Beyond  basics  like  Posted  Items,  Events,  Discussion,  Wall  posts    Data  from  February  4,  2009  

LinkedIn

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

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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.

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 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

E-mail

•  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 gave less 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 Brand Obama - Segmentation

Brand Obama - Segmentation

DEBATES OBAMA vs McCAIN

Obama  vs  McCain  –  1st  debate  

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Obama  vs  McCain  –  2nd  debate   Obama  vs  McCain  –  3rd  debate  

DID OBAMA’S STRATEGY WORK?

Yes! Obama makes History!

AFTER THE ELECTION

Change.gov

YouTube Weekly Address by President-Elect

Also available on AOL, Yahoo, and MSN.

Whitehouse.gov Obama Mania: IKEA

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Obama Mania: Quaker

FUNDRAISING

How Obama Reinvented Campaign Finance

3.0 million contributors 6.5 million online donations 93% less than $100 $80 Average online donation $500 million raised online

Fundraising over Time: Obama vs McCain Fundraising Barack Obama

Average Spent per Vote

Raised $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 Vote

Raised $379,006,485 Spent $346,666,422 59,925,610 = $5.78 per vote (source: Wikipedia)

(source: OpenSecrets.org)

Media Breakdown Obama vs McCain

VOTER GENERATED CONTENT

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Hillary 1984

Vote Different http://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

Tina Fey

Sarah Palin aka Tina Fey on SNL http://www.youtube.com/watch?v=Jukzu_dMuPk

Paris Hilton For President

Paris Hilton Responds to McCain Ad http://tinyurl.com/parishiltonadvert

Will.i.am - Yes We Can

Yes We Can - Barack Obama Music Video http://www.youtube.com/watch?v=jjXyqcx-mYY

Wassup 2008

Wassup 2008 http://www.youtube.com/watch?v=Qq8Uc5BFogE

Obama vs McCain Dance Off

Obama and McCain - Dance Off! http://www.youtube.com/watch?v=wzyT9-9lUyE

YouBama.com Obamacon Me

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•  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? 10 Reasons Obama is The Man!

•  He  looks  cool  on  T-­‐shirts  

•  He  inhaled  and  we  quote  “That  was  the  point”  

•  Opposed  invading  Iraq  before  it  became  fashionable    •  He  can  BALL  

•  What’s  the  alterna`ve?  McCain?  I  love  my  Grandpa  too,  but  seriously,  President  Grandpa?  

•  Michelle  Obama  is  smarter  than  the  last  President  &  VP  combined  (and  cuter)    Princeton  University,  Harvard  Law  School,  Assistant  to  the  Mayor  in  Chicago,  VP  of  U  of  Chicago  Hospitals  

•  He  can  spell  D-­‐I-­‐P-­‐L-­‐O-­‐M-­‐A-­‐C-­‐Y  (that’s  a  start)  

•  His  campaign  is  financed  by  THE  PEOPLE  –  3,000,000  individuals  contributed  and  that  ain’t  bad  (most  ever)  

•  He  can  remember  the  difference  between  Shiites  and  Sunnis  

•  CHANGE  –  it’s  been  a  long  `me  coming      

Brands That Have Embraced The Obama Way

Starbucks     A  Social  Media  Marke`ng  Program    

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.  Outreach  to    Social  Influencers    

(invite  them  to  par`cipate  in  online  community)    

3. Turn Influencers into

Brand Advocates (build online community and engage influencers)

Grey = one off activity Green = 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)

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

Product  launch  1   Product  launch  2   Product  launch  3   Product  launch  4  

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 paul@socialmedia8.com CONNECT Moises Cielak moises@academiadeinfluenciadigital.com