3. 01
With no prior na5onal Engaging the 22 dis5nct
profile, Obama needed to demographic segments in
sharpen electoral strategy the American electorate
to deliver results. with relevant and
differen5ated messages
was step one.
Mobilising the poli5cally Notoriously hard to reach
disaffected youth and or engage over fragmented
African American vote was media, deeply distrusVul of
going to be key. formal spin, and having no
electoral ritual were
challenges. And the
opportunity.
Do we define ‘where to play’ and ‘how to win’
on the same bases as our compe55on?
Do we iden5fy new ‘strategic segments’ as soon as they emerge?
And capitalise them with dis5nc5ve product brand offers?
‘Don’t just energise the base, EXPAND the base.’
5. 03
In an age of deep cynicism His message of ‘Hope & Change’ Obama touched
about poli5cians, is deeply rooted in a deep human truth.
Obama cut through the Obama’s life history
category cluIer by conveying a and iden:ty. It appealed to people
powerfully‐authen5c connec5on who want to believe again.
between the candidate's vision Everybody else’ message He gave them something
and the candidate himself. appeared bolted on for the to be inspired by.
campaign.
Pu^ng the ‘emo5on back’ into our brands
means consumers have the choice to overlook ra5onal comparisons
Ian Lesley, author of “To‐Be‐President”
6. 04
Obama was not
the first presiden:al
nominee to use the
internet in an elec:on
campaign, to raise funds
or to connect with the
electorate.
But he was the first
to structure and deploy
a focussed, inter‐linked e
Join thent
campaign to achieve key
movem
campaign goals.
DNC
Using technology‐ PartyBuilder
enabled social media.
he word
t
Spread
His team
focussed relentlessly e truth
earn th
on conver:ng online L
chaMer into face‐to‐face
s …
conversa:ons. Medium Talk to u
as a means to ac:ons.
THAT he believed in doing something different;
and followed through was impressive
All logos are registered trademarks of their respec7ve owners
Clearly, HOW he did it was key?
7. YouTube: 20 Mn page views since Sept 2006
Facebook: 3.1 Mn friends added (McCain 609,000)
High‐recall soundbytes, previous speeches,
Commentary, Photographs, Campaign details and links to
media briefing and events; and interac7ve viral tools
fund‐raising, volunteering and connec7ng with other ‘friends’
Online toolkits allow volunteers
to self‐organise and proliferate
the cause among peers.
No cold calls ever again!
All logos are registered trademarks of their respec7ve owners
8. Key volunteers were Interes:ngly, Obama ’08
handed out iPhones with a also creates calling lists in
bundled Obama’08 app. baMleground states from
the address book – and
The applica5on was free to assigns an icon for
download by others from numbers not yet called!
iTunes.
Obama ’08 aggregates It fuels a sense of
campaign news, views, compe::on ‐ by crea:ng a
blogs, policy talkpoints, personal score against
pictures and video. average calls made that
day. Widen reach and
frequency without the
McCain robocalls!
Remember: New Media as a means to Ac:ons
All logos are registered trademarks of their respec7ve owners
11. Merchandising Memoir
Illustrated Biography Policy Book
TV Commercials in
baYleground states
$230 Mn
Press across
demographic
reader segments
Radio
Syndicated Na7onal Talk Shows
Business As Usual is s5ll worth doing.
But with flawless execu5on.
13. 05
By the 5me Obama Obama needed a
entered the race, crea5ve way to raise
$659.7 Mn.
Hillary had already funds.
secured the party’s top
donors and fund‐raisers. He hired 24 year‐old Barack Obama
Facebook Cofounder
Chris Hughes as his
campaign’s online
organiser.
In a campaign And once you give
designed to leverage the money, however liMle,
power of the people, you are less likely to
many of whom made abandon the cause.
dona5ons under $100,
Obama broke Howard Even if you are unsure 2008
Dean’s 2004 record of about Obama, you elec:on
$27 Mn raised online. cannot reject the cause.
$249 Mn.
Hillary Clinton
$238 Mn.
$8.8 Mn.
John McCain
G.W. Bush
2004
2000 $6.7 Mn.
elec:on Al Gore elec:on
$32 Mn. $37 Mn.
$43.8 Mn.
John Kerry Howard Dean
G.W. Bush
Sources: FEC, The Campaign Finance Ins7tute
14. Total Raised Online: $ Half Billion
No. of donors registered: 3 Million
Raised Online in Sept alone: $ 135 Million
0
Fundraisers aMended
by Obama in Sept:
15. 06 Obama announced his
choice of VP Biden by
SMS to 3.1 Mn friends
and on TwiYer before
the na7onal media was
briefed.
All you needed was an Speech Analysis showed Obama volunteers
email address to receive a Obama spoke more about encouraged to blog ‘your
:cket to Obama’s electoral ‘you’ than ‘I’. It was your story’ for wan:ng change.
rallies. No dona5ons were movement, you should Not the cause.
required so more people shape it.
came to explore the Peer referrals and language
build instant trust and
phenomenon. The only other presiden7al
credibility.
nominee to use ‘you’ more: JFK
Carefully‐cramed engagement dynamics and language
ensure peer referrals are generated prolifically,
(and then disseminated effec5vely through tools provided)
Source: Center for Responsive Government, University of Washington
17. 08
change.gov
Change.Gov
launched hours a2er
Obama was confirmed as
the President‐elect.
Official website of the
Office of the President‐Elect
(s5ll on message)
It’s where he
communicates directly with
his army, where he makes
team announcements,
discusses evolving policy
thoughts and requests
feedback.
It is where he has just
launched a recruitment
drive for volunteers to
serve America as
community organisers.
There is no shukng the door on highly‐engaged consumers.
So what comes AFTER the big, splashy launch?
Can we chart its course NOW?
Source: Change.Gov
All logos are registered trademarks of their respec7ve owners
18. 08
BarackObama.com
With over 3.1 Mn registered users, and Detailed issue‐based survey to
many more across partner sites; the receive grass‐root feedback
Obama marke5ng machine is
s5ll driving change.
Dona7ons s7ll being invited
to help the DNC (read Hillary Clinton)
Under the new HOPE banner, Barack
pay its debts
Obama expects to keep engaging key
audiences well into his run and possible
re‐elec5on drive.
Obama victory merchandise has
created a mul7‐million $ industry
There is no shukng the door on highly‐engaged consumers.
So what comes AFTER the big, splashy launch?
Can we chart its course NOW?
Source: BarackObama.com
All logos are registered trademarks of their respec7ve owners
19. 04
02 03
01
Obama Everywhere
A simple message, Speak to the Heart
Knowing
well told
Where To Play
» New Media & Touchpoints » Try different RTM
» Simple, defined messages
» Iden7fying strategic
» Old Media used well » Conver7ng online chaYer
» Take the consumer POV
segments early
to human interac7on
» Know thy consumer » Make it their cause
05 06 07 08
Be Prepared To Win
No Small Change Building engagement Evolu:on of Message
PlaCorms
» Post‐Launch Build‐up
» Keeping the doors open » Keeping the doors open » Laddering of plaiorms
» Giving social networks the » Giving social networks the » Strategy sejng in good » Keeping up consumer
tools to self‐organise 7me engagement
tools to self‐organise
Thinking Business®
20. Thinking Business®
How he did it.
WINNING IN THE
NEW WORLD OF MARKETING
Ananda Roy
Global Business Strategy Director
G2 Limited
+44.793.222.3088
Ananda.Roy@G2.com