Obama Campaign Summary
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A summary of the online marketing collateral used throughout the Obama political campaign. Covers everything from John Biden to Obama's email communciations and supporting online properties.
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Obama Campaign Summary
- 1. Barack Obama Election Campaign 2008 A collection of marketing material http://dominiquehind.wordpress.com
- 2. Jo Biden’s online presence • Leveraged social networks • Presence was a support to Obama • Elements included: – Website with dynamic content based on location – Email communication – YouTube channel • Focus on PUSH rather than collaboration http://dominiquehind.wordpress.com
- 6. Obama’s Presence • Leveraged social networks & communities • Rallied people to generate support – Merchandise – Online assets & properties (buttons, banners & groups) – Offline assets (posters) – Host parties (debate & election night) • Constant push for donations in every piece of communications • Elements included: – Website with dynamic content & personalised area (blog) – Constant email communication from a range of supporters (wives, Al Gore, campaign managers) – Social networks: Facebook, MySpace, BarakTV, blog, etc • Focus on INVOLVEMENT & COLLABORATION http://dominiquehind.wordpress.com
- 9. Regular updates to the website including a count down Constant requests for involvement http://dominiquehind.wordpress.com
- 10. Video was a huge part of both candidates campaigns – on site & off site http://dominiquehind.wordpress.com
- 12. The day before the election there were 1,053,791 calls made http://dominiquehind.wordpress.com
- 13. Constant push to the polling booths http://dominiquehind.wordpress.com
- 14. Promotional elements on every page Utilised all possible real estate Majority were around: - Smear - Driving support - Policies (although minor) http://dominiquehind.wordpress.com
- 15. The site was created properly & easily indexed in search engines Social networks were used to help push other traffic & are highly indexable in search engines http://dominiquehind.wordpress.com
- 16. Thank you message as soon as it happened http://dominiquehind.wordpress.com
- 17. Little change to the page one week later, except pushing the donatation/ merchandise http://dominiquehind.wordpress.com
- 18. The site heavily pushed the merchandise, before & after the vote http://dominiquehind.wordpress.com
- 19. Personalised Online Presence My Obama http://dominiquehind.wordpress.com
- 43. Social Networks Facebook MySpace http://dominiquehind.wordpress.com
- 44. The Facebook page was engaging. There were constant updates: content, videos, comments from supporters http://dominiquehind.wordpress.com
- 45. The big Facebook groups were: - Students for Obama (193,000) - Joe Biden (171,000) - Michelle Obama (142,000) - Obama (120,000) - Women for Obama (62,000) http://dominiquehind.wordpress.com
- 58. Learnings • Leverage communities & networks – Friend get friend • Consistent presence – Ongoing one-to-one communications • Lack of Obama involvement – Ghost written rather than involvement • Candidates images are constantly used http://dominiquehind.wordpress.com
- 59. Supporting Campaigns The Great Schlep Project Vote Smart Twitter BBC Election Watch (the results) http://dominiquehind.wordpress.com