Obama

Published on June 2016 | Categories: Documents | Downloads: 41 | Comments: 0 | Views: 329
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 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

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