1. 1. @DMScott #INBOUND16 TRUMP, BUSH, CLINTON, & SANDERS How Inbound Marketing and Inbound Sales Decided the 2016 U.S. Presidential Election David Meerman Scott
2. 2. @DMScott #INBOUND16 The best sales and marketing case study!
3. 3. @DMScott #INBOUND16 4:28 am
4. 4. @DMScott #INBOUND16 Monday evening
5. 5. @DMScott #INBOUND16 David Meerman Scott photo
6. 6. @DMScott #INBOUND16 David Meerman Scott photo
7. 7. @DMScott #INBOUND16 David Meerman Scott photo
8. 8. @DMScott #INBOUND16 David Meerman Scott photo
9. 9. @DMScott #INBOUND16 David Meerman Scott photo David Meerman Scott photo
10. 10. @DMScott #INBOUND16 David Meerman Scott photo
11. 11. @DMScott #INBOUND16 IMPORTANT NOTE: This is a sales and marketing presentation Not a political discussion (!!)
12. 12. @DMScott #INBOUND16 August 4, 2015
13. 13. @DMScott #INBOUND16 March 2, 2015
14. 14. @DMScott #INBOUND16 1 THE PRIMARIES
15. 15. @DMScott #INBOUND16 Offline and Online Integrate Online and offline (or not)
16. 16. @DMScott #INBOUND16 Image: David Meerman Scott
17. 17. @DMScott #INBOUND16 Image: rawconservative.com
18. 18. @DMScott #INBOUND16 Image: David Meerman Scott
19. 19. @DMScott #INBOUND16 #FAIL
20. 20. @DMScott #INBOUND16 1. #Hashtag for the event I was attending 2. My social content shared by the campaigns 3. Content created by the campaigns ready to be shared by supporters on social networks 4. Follow-up after the event with images, quotes, etc. Missed Opportunities
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38. 38. @DMScott #INBOUND16 What most people do
39. 39. @DMScott #INBOUND16 What you should do!
40. 40. @DMScott #INBOUND16 You ARE What you publish
41. 41. @DMScott #INBOUND16 BERNIE SANDERS A 75-year-old socialist from Vermont, built a movement with millions of passionate supporters. Image: BernieSanders.com
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43. 43. @DMScott #INBOUND16 Sanders campaign raised an average of $27 each from nearly 7 million people.
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45. 45. @DMScott #INBOUND16 1. He failed to harness his supporters online passion for the good of his campaign 2. Worse, he failed to reign in dark online forces who trolled supporters of other candidates 3. His campaign invested way too much in traditional advertising. But Sanders marketing was out of alignment
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49. 49. @DMScott #INBOUND16 Where Voters Live and Interact Real-Time Social Networking
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51. 51. @DMScott #INBOUND16 Selfies!
52. 52. @DMScott #INBOUND16 JOHN KASICH Selfie #FAIL David Meerman Scott photo
53. 53. @DMScott #INBOUND16 HILLARY CLINTON Selfie NINJA David Meerman Scott photo
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56. 56. @DMScott #INBOUND16 Hillary Clinton photo (!!!!)
57. 57. @DMScott #INBOUND16 David Meerman Scott photo
58. 58. @DMScott #INBOUND16 500 selfies at once! Photo: Barbara Kinney, Hillary for America
59. 59. @DMScott #INBOUND16 The Time IS NOW!
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61. 61. @DMScott #INBOUND16 DONALD TRUMP Real-Time Marketing Genius Photo: @realdonaldtrump
62. 62. @DMScott #INBOUND16 Simple and Memorable message repeated often ?
63. 63. @DMScott #INBOUND16 Simple and Memorable message repeated often #MAGA
64. 64. @DMScott #INBOUND16 Trump = Real-Time
65. 65. @DMScott #INBOUND16 Trump = Real-Time
66. 66. @DMScott #INBOUND16 Trump = Real-Time
67. 67. @DMScott #INBOUND16 Donald Trump generated $5 billion in free media mediaQuant
68. 68. @DMScott #INBOUND16 2015 Primary season Bought vs Earned Media mediaQuant + New York Times
69. 69. @DMScott #INBOUND16 mediaQuant
70. 70. @DMScott #INBOUND16 mediaQuant
71. 71. @DMScott #INBOUND16 Dollars per Primary Delegate #1 - Donald Trump $49,891 per delegate $77 million spent 1,543 delegates @realDonaldTrumpThe Atlantic
72. 72. @DMScott #INBOUND16 #2 - Hillary Clinton $105,566 per delegate $297 million spent 2,814 delegates @HillaryClinton Dollars per Primary Delegate The Atlantic
73. 73. @DMScott #INBOUND16 #3 - Bernie Sanders $117,731 per delegate $223 million spent 1,893 delegates @SenSanders Dollars per Primary Delegate The Atlantic
74. 74. @DMScott #INBOUND16 #11 - Jeb Bush $34 million per delegate $139 million spent 4 delegates @JebBush Dollars per Primary Delegate The Atlantic
75. 75. @DMScott #INBOUND16 JEB BUSH The initial front runner used an outdated playbook Photo: facebook.com/jebbush
76. 76. @DMScott #INBOUND16 Social Media are Tools Real-Time is a Mindset
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78. 78. @DMScott #INBOUND16 Real- Time !!
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81. 81. @DMScott #INBOUND16 2 THE GENERAL
82. 82. @DMScott #INBOUND16 Newsjacking is your secret weapon!
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96. 96. @DMScott #INBOUND16 If Hillary Clinton were a man, I dont think shed get five percent of the vote. The only thing shes got going is the womans card.
97. 97. @DMScott #INBOUND16 Mr. Trump accused me of playing the woman card. If fighting for womens health care and paid family leave and equal pay is playing the woman card, then deal me in!
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99. 99. @DMScott #INBOUND16 Real Time is Essential
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105. 105. @DMScott #INBOUND16 Monthly 2016 free media >> tied