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TOP POLITICAL MARKETING LESSONS FROM TRUMP, CLINTON & SANDERS
MEDIA ARE IN CRISIS
THEY NEED USERS
THEY NEED SHOCKING HEADLINES TO ATTRACT USERS
T R U M P ’ S B L A C K H O L E
G H E R A R D O L I G U O R I
TRUMP IS THE BEST ONE AT GIVING SHOCKING NEWS
T R U M P ’ S B L A C K H O L E
G H E R A R D O L I G U O R I
BOUGHT MEDIA 29.2.2016
G H E R A R D O L I G U O R I
FREE MEDIA 29.2.2016
G H E R A R D O L I G U O R I
BOUGHT MEDIA 31.5.2016
19 MILLIONS 44 MILLIONS 58 MILLIONS
G H E R A R D O L I G U O R I
FREE MEDIA 31.5.2016
3,400 MILLIONS 1,400 MILLIONS 800 MILLIONS
G H E R A R D O L I G U O R I
G H E R A R D O L I G U O R I
W H Y M E D I A AT TA C K S O N T R U M P FA I L
T R U M P ’ S B L A C K H O L E
“The use of social media in politics may return power not to the people, but to the few that know how to manipulate it best.” Kelsey Clark, The Huffington Post
G H E R A R D O L I G U O R I
ON SOCIAL MEDIA, SHARES MATTERS THE MOST
T R U M P ’ S B L A C K H O L E
SHOCKING HEADLINES GENERATE SHARES
PEOPLE SHARES EMOTIONS, NOT FACTS
G H E R A R D O L I G U O R I
T R U M P ’ S B L A C K H O L E
S H O C K I N G T W E E T S !
G H E R A R D O L I G U O R I
G H E R A R D O L I G U O R I
G H E R A R D O L I G U O R I
E M O T I O N A L C A L L !
T H E R U L E O F 3
FA C T
AT TA C K
G H E R A R D O L I G U O R I
E M O T I O N A L C A L L !
FA C T
AT TA C K
G H E R A R D O L I G U O R I
G H E R A R D O L I G U O R I
“Knowing history - and not just recent history - can help a person avoid assuming that the way
it has been recently is the way it always is.” Neil Irwin, The New York Times
G H E R A R D O L I G U O R I
G H E R A R D O L I G U O R I
A N T I - E S TA B L I S H M E N T C A N D I D AT E
G H E R A R D O L I G U O R I
A N T I - E S TA B L I S H M E N T C A N D I D AT E
G H E R A R D O L I G U O R I
“Trump presents himself to voters as an anti-establishment candidate, an image
that supporters cite as being among their top reasons for backing him”.
Kendall Breitman, Bloomberg Politics
G H E R A R D O L I G U O R I
G H E R A R D O L I G U O R I
Simple answers for any problem. Because he is spontaneous he looks
sincere (but even actors do). Because he is a billionaire he says
he does not need lobbyists’ money.
A N T I - T R U M P A D S
“The reason we’re in the state we’re in it’s career politicians that don’t have my interests in mind and fight each other. The more I
see negative ads, the more it makes me mad.” - Republican voter
G H E R A R D O L I G U O R I
“Negative ads would not change my mind. It has nothing to do with us”. As she pointed to the Trump podium in front of her, she
added “This has everything to do with us.” - Republican voter
A N T I - T R U M P A D S
G H E R A R D O L I G U O R I
A N T I - T R U M P A D S
G H E R A R D O L I G U O R I
A N T I - T R U M P A D S H E L P T R U M P
G H E R A R D O L I G U O R I
P O P U L A R I T Y
T H E M O R E AT TA C K S H E R E C E I V E ST H E M O R E A N T I - E S TA B L I S H M E N T H E L O O K ST H E M O R E H E G A I N S
G H E R A R D O L I G U O R I
P O P U L A R I T Y
T H E M O R E AT TA C K S H E R E C E I V E ST H E M O R E A N T I - E S TA B L I S H M E N T H E L O O K ST H E M O R E H E G A I N S
G H E R A R D O L I G U O R I
T H E M O R ET H E M O R E P O P U L A R I T Y
I N F L U E N C E
G H E R A R D O L I G U O R I
B L A C K H O L E M E D I AS O C I A L M E D I A T H E R U L E O F 3
A N T I - E S TA B L I S H M E N T N E G AT I V E A D S E A S Y T O FA I L
P O P U L A R I T Y I N F L U E N C E
T R U M P S M E D I A
W H Y D O N A L D
G H E R A R D O L I G U O R I
W H Y N O T A I M AT
P E R F E C T I O N
G H E R A R D O L I G U O R I
P E R F E C T I O N
G H E R A R D O L I G U O R I
P E R F E C T I O N
G H E R A R D O L I G U O R I
I T D O E S N O T E N G A G E P E O P L E F O R E V E R
G H E R A R D O L I G U O R I
"This election is heating up, and you should be right in the thick of it.
During big moments of the campaign, it's our job to get on
Twitter and Facebook and make sure Hillary's message (and our support
for her!) is coming through loud and clear.” Clinton’s campaign team
G H E R A R D O L I G U O R I
I T D O E S N O T E N G A G E P E O P L E F O R E V E R
“The email is a tacit acknowledgment that Clinton's campaign is having
trouble matching the size of Bernie Sanders' online community,
particularly in tweeting about big moments in the election campaign”.
Dan Merica, CNN
G H E R A R D O L I G U O R I
I T D O E S N O T E N G A G E P E O P L E F O R E V E R
P E R F E C T I O N
G H E R A R D O L I G U O R I
P E R F E C T I O N
G H E R A R D O L I G U O R I
P E R F E C T I O N
G H E R A R D O L I G U O R I
P E R F E C T I O N
G H E R A R D O L I G U O R I
P E R F E C T I O N
G H E R A R D O L I G U O R I
I T D I S TA N C E S T H E T E A M F R O M R E A L I T Y
G H E R A R D O L I G U O R I
I T D I S TA N C E S P E O P L E F R O M C L I N T O N
“The fact that she has to ask how my loans make me feel tells me she really doesn't understand
what's it's like at all.” American voter
G H E R A R D O L I G U O R I
G H E R A R D O L I G U O R I
A C T W I T H P E O P L E I N M I N D
A C T W I T H P E O P L E I N M I N D
G H E R A R D O L I G U O R I
G H E R A R D O L I G U O R I
A C T W I T H P E O P L E I N M I N D
G H E R A R D O L I G U O R I
A N D Y O U W I L L G E T R E S U LT S
G H E R A R D O L I G U O R I
“Storytelling helps make people
become part of the story, rather than be bystanders.” Julius van de Laar, Regional
GOTV Director, Obama 2012
A N D Y O U W I L L G E T R E S U LT S
W H I L E O T H E R S D O N ’ T
G H E R A R D O L I G U O R I
The story is going to be effective only if people
truly relate to it.
S T O RY T E L L I N G P O W E R
G H E R A R D O L I G U O R I
S T O RY T E L L I N G P O W E R
G H E R A R D O L I G U O R I
1983 incident in which Romney ferried the family dog Seamus in a kennel mounted atop his car
S T O RY T E L L I N G P O W E R
G H E R A R D O L I G U O R I
S T O RY T E L L I N G P O W E R
G H E R A R D O L I G U O R I
S T O RY T E L L I N G P O W E R
G H E R A R D O L I G U O R I
After knowing this episode many animal
rights activists decided to support Obama
T R O L L I N G
G H E R A R D O L I G U O R I
G H E R A R D O L I G U O R I
T R O L L I N G
G H E R A R D O L I G U O R I
W H Y N O T A I M AT
P E R F E C T I O N
N O T G O I N G T O L A S T L O N G
A C T I N G W I T H P E O P L E I N M I N D
E A S I LY D I S TA N C I N G P E O P L E
S T O RY T E L L I N GT R O L L I N G
H O W T O B E 7 4O N S O C I A L M E D I A
G H E R A R D O L I G U O R I
Y O U N G C A M PA I G N T E A M
G H E R A R D O L I G U O R I
G H E R A R D O L I G U O R I
I N S P I R I N G Y O U N G P E O P L E
G H E R A R D O L I G U O R I
“Sanders’ pop culture appeal and his ability to inspire people to create their own social media content around him (and
independent of him) is one of the most fascinating storylines of the election, and harkens back to Obama’s heady 2008 run.”
Ryan Holmes, CEO of Hootsuite
I N S P I R I N G Y O U N G P E O P L E
G H E R A R D O L I G U O R I
I N S P I R I N G T H E M O F F L I N E
G H E R A R D O L I G U O R I
G H E R A R D O L I G U O R I
I N S P I R I N G T H E M O N L I N E
G H E R A R D O L I G U O R I
I N S P I R I N G T H E M O N L I N E
I N S P I R I N G I N F L U E N C E R S
G H E R A R D O L I G U O R I
G H E R A R D O L I G U O R I
G H E R A R D O L I G U O R I
I N S P I R I N G M E D I A
G H E R A R D O L I G U O R I
I N S P I R I N G P E O P L E O N L I N E
G H E R A R D O L I G U O R I
I N S P I R I N G P E O P L E O N L I N E
G H E R A R D O L I G U O R I
I N S P I R I N G P E O P L E O N L I N E
G H E R A R D O L I G U O R I
I N S P I R I N G P E O P L E O N L I N E
G H E R A R D O L I G U O R I
“Being a dick alienates people who might otherwise be open to dialogue. Don’t forget the goal:
to convince people to vote for Bernie Sanders” Sanders’s supporter
I N S P I R I N G P E O P L E O N L I N E
G H E R A R D O L I G U O R I
G H E R A R D O L I G U O R I
G H E R A R D O L I G U O R I
W H Y S O C I A L M E D I A M AT T E R
G H E R A R D O L I G U O R I
T O P N E W S S O U R C E
T O P N E W S S O U R C E
G H E R A R D O L I G U O R I
G H E R A R D O L I G U O R I
T O P N E W S S O U R C E
G H E R A R D O L I G U O R I
T O P N E W S S O U R C E
He bought geofilters in New York to support
his get-out-the-vote-efforts.
Snapchat users can superimpose the filters over their own photos
and videos before sharing them with
friends.
G H E R A R D O L I G U O R I
T O P N E W S S O U R C E
G H E R A R D O L I G U O R I
T R U S T A M O N G F R I E N D S
G H E R A R D O L I G U O R I
G H E R A R D O L I G U O R I
Y O U N G C A M PA I G N T E A M A N D S U P P O RT E R S
S O C I A L M E D I A T O P N E W S S O U R C ET R U S T A M O N G F R I E N D S
I N S P I R I N G O N L I N EO F F L I N E M E D I A
I N F L U E N C E R S
H O W T O B E 7 4O N S O C I A L M E D I A
W H O I S G H E R A R D O L I G U O R I ?W H O I S G H E R A R D O L I G U O R I ?
TEACHER AT ROME BUSINESS SCHOOL, MASTER IN POLITICAL MARKETING
CONSULTANT TO SEVERAL PUBLIC FIGURES, MAINLY POLITICIANS
LISTED IN THE TOP 40 DIGITAL POLITICAL CONSULTANTS IN ITALY
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