November 4, 2008, Obama won the presidential election to
become the 44th President of the US
The integration of technology into the process of field
organizing was the success of the Obama campaign
Target 18-29 years
Think voter as consumer
Maintain centralized database of all the supporters
Campaign
Obama campaign was a combination of Old With the
new OLD
Donation collection (Big donors and Fundraisers) Celebrity endorsments Advertising (print media,Tv ads) Merchandising
Traditional Campaign
Tours
$127million
NEW Small donors ( $ 360million !! ) Web (http://www.barackobama.com/) Social Networks (FB,MySpace,Flickr) Videos Blogs Sms ,Emails
Online Campaign
Logo-extensive use of logo
Slogan Innovation
Use of Websites
User Oriented Websites
Ecommerce Advertised in Various different community forums (Jewish,Hispanic,Afro American,Asian) Micro sites to generate audience attention
Emails
Maintained a extensive database of email
Min 1 Mail per day More than 1 million mail were sent
7000 different mail targeting different audiences
Each mail had Donation button
Use of social media
Obama built relationships with his supporters
Facebook 23,509,231 Twitter enables quick notification to audience
10,507,307 Youtube took advantage and it was more effective than Tv ads
Customer choose when to see
14.7million of hours would have costed $48million
Mobile
Mobile application to engage the voter anywhere
1 million people subscribed for sms updates
Advertisment is communication and its rules apply
every where Obama is a masterful communicator. Obama is really the first public figure to adeptly embrace the full power of the new media seizing both traditional and new media