Contenu connexe Similaire à The Marketing of the President: 2012 (7) The Marketing of the President: 20121. The Marketing of the President: 2012
ONLINE. OFFLINE. SOCIAL BY DESIGN.
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6. My historical POV (it used to be about …)
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7. My historical POV (now it’s about …)
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10. Mnemonic
Message
Messenger
Media
Moment
Money
Metrics
The “map”
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10
17. 1. Message: Takeaways
The past versus the future.
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17
32. 3. Media (Social): Followers
Obama: 22.7mm
Romney: 1.8 mm
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32
33. 3. Media (Social): Likes
Obama: 32.2 mm
Romney: 12.1 mm
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33
34. 3. Media (Social): Offline
Obama:
Field offices
Doors knocked
Registrations
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34
35. 3. Media (Social): Offline
Obama:
Field offices
Doors knocked
Registrations
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35
@giorodriguez
36. 3. Media (Social): Offline
Obama:
Field offices
Doors knocked
Registrations
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36
@giorodriguez
37. 3. Media (social): takeaway
Digital versus postdigital (online and offline).
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37
41. 4. Moment
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41
Day before the debate: early voting in Ohio.
46. 4. Moment (takeaway)
In the postdigital world, “events” are even more
challenging.
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46
47. 4. Moment (takeaway)
In the postdigital world, “events” are even more
challenging.
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47
51. 5. Money (super PACs)
~$700 mm
~$260 mm
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51
52. 5. Money: average donation
$58
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52
53. 5. Money (takeaway)
Patron-driven versus people-driven.
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53
58. Romney’s Orca
6. Metrics
“Early in the evening, one aide said that, as of
4 p.m., Orca still projected a Romney victory
of somewhere between 290 and 300 electoral
votes.... “Somebody said Orca is lying on the
beach with aAllharpoon in it,” said the aide. “ –
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58
60. Obama’s Cave
6. Metrics
“[Messina] hired an analytics department five times as large as
that of the 2008 operation, with an official “chief scientist” for the
Chicago headquarters named Rayid Ghani, who in a previous life
crunched huge data sets to, among other things, maximize the @giorodriguez
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efficiency of supermarket sales promotions.” --TIME
61. 6. Metrics (takeaway)
Little data versus big data.
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61
65. 7. The “map” (takeaway)
Tribe versus metatribe.
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65
66. The Marketing of the President: 2012
ONLINE. OFFLINE. SOCIAL BY DESIGN.
©SocialxDesign. All rights reserved.