“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.”