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Change will not come if we wait for some other person or someother time. WE are the ones weve been waiting for.
WE are the change that we seek.
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Maria B C (61) Amrita Marwah (62) Jai Patel()
Saurabh Pundir () Smitha V (97) Upasana D (112)
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Organised effort which seeks to influence the decisionmaking process within a specific group.Message is what ideas the candidate wants to sharewith the voters and are repeated frequently to create alasting impression.Pre-campaign: Finance, Organisation (Team)Techniques: Ads, Media, Rallies, Modern Technology,Direct Mail, Endorsements, MerchandisingPost-campaign: Evaluation, Feedback, Constantconnection with the masses
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Black Immigrant fatherCountry where racism isrampantHussein
MuslimPerceived as professorial
Lacked experienceCommand of policy?Unexamined pastStrong opponent
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CharismaPortrayed candidacy as amovementAgent of ChangeChanged his style to
inspirationalGifted Orator
Strong teamNatural LeaderSkilled NetworkerAmbitious5-minute video: Man on the
Street
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Brought in Christopher Hughes, creator of Facebook onto his campaignBuilt 70 mn-strong network of bloggers, fundraisers,
volunteers through online channelsIntensive market researchDevelopment of logo, slogan, brochures, message
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Voter registration
Builddatabase to
engagevoters
Attractvolunteers
Develop agrass roots
network
HighTouch, High
Tech(Kotlersmantra)
EnhanceBrand
Hope &Change
Driveguaranteed
returns
number of leads,timing
Increasedonation
Be cost-
effective
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Hybrid segmentationDemographic
Age, Race, Gender, Ethnicity, Religion, Marital Status,Urban vs Rural, Level of Income, ProfessionalsGeographic
State-wise
BehavioralVoters vs Non-voters First timers, Apathetic,Supporters, Opposition, Undecided
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>13 mn e-mail addressesInfo cards at rallies
Website registration byusers7,000 different messagesfor specific targeting
Sent 1 bn e-mails attracted donations
Varying technologicalchannels based upondemographicsRecruited volunteersthrough data so collectedCookie tracking to send
personalised political ads
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Micro
targeting Multiple
touchpoints
Reachedout to all
communities
Offline Perfectly
choreographedspectacles
Retailoutlets
Online Organise
locally Talk to
voters Find events Raise funds Social
networkingsites
MobilePhone
VideoGames
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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
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Black voters through the web:Community Connect
BlackPlanet members inspecific locales
Ads get people to take action
Asians, Jewish community, Gaycommunity
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Customised online ad
for residents of
differentstates
Tailoredmessageson news
sites
Register to Vote
Use of localmedia:Centro,
Cox
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3.0 million contributors6.5 million online donations93% less than $100$80 Average online donation$500 million raised online
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Small donors are likely torepeatedly give over longperiod@ Events: targeted youngsupporters who texted insmall donationsAppealed to impulse andlowered donor barrierConspicuous calls fordonation through website,email, social networking sites,widgets
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Built online support base by forming communityGarnered support from industry pharma,entertainment, health care, internet
Merchandising
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Barack Obama John McCain
Marketing messages Hope, Change we can believe in Country first, The original maverick
Offline marketing channels TV, radio, print (including candidates books),direct mail TV, radio, print (including candidates books),direct mail
Online marketing channels E-mail, display, organic and paid search, in-gameadvertising, mobile, social media
E-mail, display, organic and paid search, socialmedia
Budget $150 million in Sept 2008 alone $ 84 million (public funds)
Marketing strategies Energize young voters; spread optimism andhope; emphasize McCains similarities to Bush
Energize the right wing; attack Obamasweaknesses; emphasize experience and military
service
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InfluencerIdentificationResearch &Outreach
Brand Teams&
FanPrograms
Conversational &
Buzz Tracking
Natural Seeding &Social MediaOptimization
Strategic Social MediaPlanning & Buying
CommunityBuilding &
Product PeerGroups
Social Channels&
Viral Widgets
Paid Seeding & SocialMedia Advertising
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Allows users to join groups, connect with other users, planevents, raise money, write own blogs and volunteer. Basic tools
for grassroots organizing at your fingertips!
DIY Citizenship
Event Finder Phone Banking Tool
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Search The Obamacampaign spent $3.5million on Googlesearch in October2008 alone.
Yahoo collected$673,000 during thesame month.
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A million people signed up for Obama's text-messaging programme
On the night Obama accepted the Democraticnomination at Invesco Field in Denver, more than
30,000 phones among the crowd of 75,000 wereused to text in to join the program Supporters on average received 5 to 20 text
messages per month, depending on where theylived -- the program was divided by states, regions,
zip codes and colleges and what kind of messagesthey had opted to receive. On Election Day, every voter who'd signed up for
alerts in battleground states got at least 3 textmessages
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For weeks Obama ran in-game ads in 18 games such as Burnout Paradise forthe Xbox 360 across 10 battleground states. The Obama campaign paid Massive
Incorporated $44,465.78 for online advertising in early October.
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Above all, I will never forget who thisvictory truly belongs to it belongs to
YOU !
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1. Simplicity2. Consistency
3. Relevance4. Integration5. Advertising never started a
movement
6. Powered by the web, notadvertised on it
FightTheSmears.comNegative Campaigning
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We are
the web
Be new, Beold
Catch,dont copy
Spottrends of
tomorrow,
today
Knoweverything
about
everybody
Out of sight is out
of mind
Acquire,Engage,Involve
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one off activities
community building and ongoing eCRM (optional)ongoing activities (i.e. 4 to 6 reports per year)
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Define your goal
Bring the bestminds to thetable
Change the rules
(whenever youcan)
Leverage your customers
passions
Relinquishcontrol
Segment andconnect
Stay ahead of thecurve
Run many smallcampaigns
Onlinecommunity musttranslate into real
world wins
Focus on the endgame
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The road ahead will be long. Our climb will be steep. We may not getthere in one year or even one term, but America I have never been morehopeful than I am tonight that we will get there. I promise you we as a
people will get there.
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