SlideShare une entreprise Scribd logo
1  sur  66
The Marketing of the President: 2012
                                       ONLINE. OFFLINE. SOCIAL BY DESIGN.
©SocialxDesign. All rights reserved.
Where I’m from




©SocialxDesign. All rights reserved.   @giorodriguez2
Where I’ve been




©SocialxDesign. All rights reserved.   @giorodriguez3
Where I’ve been




©SocialxDesign. All rights reserved.   @giorodriguez4
Where I’ve been




©SocialxDesign. All rights reserved.   @giorodriguez5
My historical POV (it used to be about …)




©SocialxDesign. All rights reserved.   @giorodriguez6
My historical POV (now it’s about …)




©SocialxDesign. All rights reserved.   @giorodriguez7
Mnemonic




©SocialxDesign. All rights reserved.   @giorodriguez8
Mnemonic




©SocialxDesign. All rights reserved.   @giorodriguez9
Mnemonic


                                       Message
                                       Messenger
                                       Media
                                       Moment
                                       Money
                                       Metrics
                                       The “map”
©SocialxDesign. All rights reserved.          @giorodriguez
                                                          10
1. Message




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   11
1. Message




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   12
1. Message: Referendum




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   13
1. Message




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   14
1. Message: Progress




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   15
1. Message




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   16
1. Message: Takeaways


   The past versus the future.




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   17
2. Messenger




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   18
2. Messenger




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   19
2. Messenger




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   20
2. Messenger




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   21
2. Messenger




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   22
2. Messenger




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   23
2. Messenger




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   24
2. Messenger




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   25
Rogues Gallery




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   26
Rogues Gallery




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   27
Rogues Gallery




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   28
2. Messenger: Takeaway



The big tent and the longtail versus the “base.”




©SocialxDesign. All rights reserved.           @giorodriguez
                                                           29
3. Media




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   30
3. Media (Social)




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   31
3. Media (Social): Followers



                                       Obama: 22.7mm

                                       Romney: 1.8 mm




©SocialxDesign. All rights reserved.                    @giorodriguez
                                                                    32
3. Media (Social): Likes



                                       Obama: 32.2 mm

                                       Romney: 12.1 mm




©SocialxDesign. All rights reserved.                    @giorodriguez
                                                                    33
3. Media (Social): Offline

                                       Obama:

                                       Field offices

                                       Doors knocked

                                       Registrations

©SocialxDesign. All rights reserved.                   @giorodriguez
                                                                   34
3. Media (Social): Offline

                                       Obama:

                                       Field offices

                                       Doors knocked

                                       Registrations

©SocialxDesign. All rights reserved.                   @giorodriguez
                                                                   35
                                                        @giorodriguez
3. Media (Social): Offline

                                       Obama:

                                       Field offices

                                       Doors knocked

                                       Registrations

©SocialxDesign. All rights reserved.                   @giorodriguez
                                                                   36
                                                        @giorodriguez
3. Media (social): takeaway



Digital versus postdigital (online and offline).




©SocialxDesign. All rights reserved.               @giorodriguez
                                                               37
4. Moment




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   38
4. Moment




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   39
4. Moment




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   40
4. Moment




   ©SocialxDesign. All rights reserved.        @giorodriguez
                                                           41
Day before the debate: early voting in Ohio.
4. Moment




©SocialxDesign. All rights reserved.                  @giorodriguez
                                                                  42
                   One day before the debate: early voting in Ohio.
4. Moment




©SocialxDesign. All rights reserved.                  @giorodriguez
                                                                  43
                   One day before the debate: early voting in Ohio.
4. Moment




©SocialxDesign. All rights reserved.                  @giorodriguez
                                                                  44
                   One day before the debate: early voting in Ohio.
4. Moment




©SocialxDesign. All rights reserved.                  @giorodriguez
                                                                  45
                   One day before the debate: early voting in Ohio.
4. Moment (takeaway)



In the postdigital world, “events” are even more
challenging.




©SocialxDesign. All rights reserved.           @giorodriguez
                                                           46
4. Moment (takeaway)



In the postdigital world, “events” are even more
challenging.




©SocialxDesign. All rights reserved.           @giorodriguez
                                                           47
4. Moment (takeaway)


Prime time versus real-time.




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   48
5. Money




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   49
5. Money (campaigns)


                                       $838.5 mm



                                       $998.2 mm

©SocialxDesign. All rights reserved.               @giorodriguez
                                                               50
5. Money (super PACs)


                                       ~$700 mm



                                       ~$260 mm

©SocialxDesign. All rights reserved.              @giorodriguez
                                                              51
5. Money: average donation



                                       $58




©SocialxDesign. All rights reserved.         @giorodriguez
                                                         52
5. Money (takeaway)


   Patron-driven versus people-driven.




©SocialxDesign. All rights reserved.     @giorodriguez
                                                     53
6. Metrics




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   54
6. Metrics




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   55
6. Metrics




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   56
Romney’s Orca
6. Metrics




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   57
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. “ –
    ©SocialxDesign. rights reserved.                @giorodriguez
                                                                58
Obama’s Cave
6. Metrics




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   59
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
    ©SocialxDesign. All rights reserved.                                 60
efficiency of supermarket sales promotions.” --TIME
6. Metrics (takeaway)



   Little data versus big data.




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   61
7. The “map”




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   62
7. The “map”




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   63
7. Map




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   64
7. The “map” (takeaway)



   Tribe versus metatribe.




©SocialxDesign. All rights reserved.   @giorodriguez
                                                   65
The Marketing of the President: 2012
                                       ONLINE. OFFLINE. SOCIAL BY DESIGN.
©SocialxDesign. All rights reserved.

Contenu connexe

Similaire à The Marketing of the President: 2012

Digital Summit 2016: The Digital Nomad Marketing Strategy
Digital Summit 2016: The Digital Nomad Marketing StrategyDigital Summit 2016: The Digital Nomad Marketing Strategy
Digital Summit 2016: The Digital Nomad Marketing Strategy
Geoffrey Colon
 

Similaire à The Marketing of the President: 2012 (7)

SXSW Interactive 2012: A Recap
SXSW Interactive 2012: A RecapSXSW Interactive 2012: A Recap
SXSW Interactive 2012: A Recap
 
The Social Web and Patent Information
The Social Web and Patent InformationThe Social Web and Patent Information
The Social Web and Patent Information
 
The Revenge of Subcultures: the real value of Social Media for brands
The Revenge of Subcultures: the real value of Social Media for brandsThe Revenge of Subcultures: the real value of Social Media for brands
The Revenge of Subcultures: the real value of Social Media for brands
 
Social Media for Startups - NWEN - Social3i - Feb2011
Social Media for Startups - NWEN - Social3i - Feb2011Social Media for Startups - NWEN - Social3i - Feb2011
Social Media for Startups - NWEN - Social3i - Feb2011
 
Day 1_Working Across Generations_Levine and Lucas
Day 1_Working Across Generations_Levine and LucasDay 1_Working Across Generations_Levine and Lucas
Day 1_Working Across Generations_Levine and Lucas
 
Digital Summit 2016: The Digital Nomad Marketing Strategy
Digital Summit 2016: The Digital Nomad Marketing StrategyDigital Summit 2016: The Digital Nomad Marketing Strategy
Digital Summit 2016: The Digital Nomad Marketing Strategy
 
Social book mark sites
Social book mark sitesSocial book mark sites
Social book mark sites
 

Dernier

Just Call Vip call girls Firozabad Escorts ☎️9352988975 Two shot with one gir...
Just Call Vip call girls Firozabad Escorts ☎️9352988975 Two shot with one gir...Just Call Vip call girls Firozabad Escorts ☎️9352988975 Two shot with one gir...
Just Call Vip call girls Firozabad Escorts ☎️9352988975 Two shot with one gir...
gajnagarg
 
Call Girls Bommanahalli Just Call 👗 7737669865 👗 Top Class Call Girl Service ...
Call Girls Bommanahalli Just Call 👗 7737669865 👗 Top Class Call Girl Service ...Call Girls Bommanahalli Just Call 👗 7737669865 👗 Top Class Call Girl Service ...
Call Girls Bommanahalli Just Call 👗 7737669865 👗 Top Class Call Girl Service ...
amitlee9823
 
怎样办理哥伦比亚大学毕业证(Columbia毕业证书)成绩单学校原版复制
怎样办理哥伦比亚大学毕业证(Columbia毕业证书)成绩单学校原版复制怎样办理哥伦比亚大学毕业证(Columbia毕业证书)成绩单学校原版复制
怎样办理哥伦比亚大学毕业证(Columbia毕业证书)成绩单学校原版复制
yynod
 
➥🔝 7737669865 🔝▻ Secunderabad Call-girls in Women Seeking Men 🔝Secunderabad🔝...
➥🔝 7737669865 🔝▻ Secunderabad Call-girls in Women Seeking Men  🔝Secunderabad🔝...➥🔝 7737669865 🔝▻ Secunderabad Call-girls in Women Seeking Men  🔝Secunderabad🔝...
➥🔝 7737669865 🔝▻ Secunderabad Call-girls in Women Seeking Men 🔝Secunderabad🔝...
amitlee9823
 
reStartEvents 5:9 DC metro & Beyond V-Career Fair Employer Directory.pdf
reStartEvents 5:9 DC metro & Beyond V-Career Fair Employer Directory.pdfreStartEvents 5:9 DC metro & Beyond V-Career Fair Employer Directory.pdf
reStartEvents 5:9 DC metro & Beyond V-Career Fair Employer Directory.pdf
Ken Fuller
 
➥🔝 7737669865 🔝▻ Satara Call-girls in Women Seeking Men 🔝Satara🔝 Escorts S...
➥🔝 7737669865 🔝▻ Satara Call-girls in Women Seeking Men  🔝Satara🔝   Escorts S...➥🔝 7737669865 🔝▻ Satara Call-girls in Women Seeking Men  🔝Satara🔝   Escorts S...
➥🔝 7737669865 🔝▻ Satara Call-girls in Women Seeking Men 🔝Satara🔝 Escorts S...
amitlee9823
 
Chikkabanavara Call Girls: 🍓 7737669865 🍓 High Profile Model Escorts | Bangal...
Chikkabanavara Call Girls: 🍓 7737669865 🍓 High Profile Model Escorts | Bangal...Chikkabanavara Call Girls: 🍓 7737669865 🍓 High Profile Model Escorts | Bangal...
Chikkabanavara Call Girls: 🍓 7737669865 🍓 High Profile Model Escorts | Bangal...
amitlee9823
 
Just Call Vip call girls fazilka Escorts ☎️9352988975 Two shot with one girl ...
Just Call Vip call girls fazilka Escorts ☎️9352988975 Two shot with one girl ...Just Call Vip call girls fazilka Escorts ☎️9352988975 Two shot with one girl ...
Just Call Vip call girls fazilka Escorts ☎️9352988975 Two shot with one girl ...
gajnagarg
 
Call Girls Devanahalli Just Call 👗 7737669865 👗 Top Class Call Girl Service B...
Call Girls Devanahalli Just Call 👗 7737669865 👗 Top Class Call Girl Service B...Call Girls Devanahalli Just Call 👗 7737669865 👗 Top Class Call Girl Service B...
Call Girls Devanahalli Just Call 👗 7737669865 👗 Top Class Call Girl Service B...
amitlee9823
 
Call Girls Hoodi Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hoodi Just Call 👗 7737669865 👗 Top Class Call Girl Service BangaloreCall Girls Hoodi Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hoodi Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
amitlee9823
 
Call Girls In Devanahalli ☎ 7737669865 🥵 Book Your One night Stand
Call Girls In Devanahalli ☎ 7737669865 🥵 Book Your One night StandCall Girls In Devanahalli ☎ 7737669865 🥵 Book Your One night Stand
Call Girls In Devanahalli ☎ 7737669865 🥵 Book Your One night Stand
amitlee9823
 
➥🔝 7737669865 🔝▻ Tumkur Call-girls in Women Seeking Men 🔝Tumkur🔝 Escorts S...
➥🔝 7737669865 🔝▻ Tumkur Call-girls in Women Seeking Men  🔝Tumkur🔝   Escorts S...➥🔝 7737669865 🔝▻ Tumkur Call-girls in Women Seeking Men  🔝Tumkur🔝   Escorts S...
➥🔝 7737669865 🔝▻ Tumkur Call-girls in Women Seeking Men 🔝Tumkur🔝 Escorts S...
amitlee9823
 
➥🔝 7737669865 🔝▻ Tirupati Call-girls in Women Seeking Men 🔝Tirupati🔝 Escor...
➥🔝 7737669865 🔝▻ Tirupati Call-girls in Women Seeking Men  🔝Tirupati🔝   Escor...➥🔝 7737669865 🔝▻ Tirupati Call-girls in Women Seeking Men  🔝Tirupati🔝   Escor...
➥🔝 7737669865 🔝▻ Tirupati Call-girls in Women Seeking Men 🔝Tirupati🔝 Escor...
amitlee9823
 
Call Girls Hosur Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hosur Just Call 👗 7737669865 👗 Top Class Call Girl Service BangaloreCall Girls Hosur Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hosur Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
amitlee9823
 

Dernier (20)

Just Call Vip call girls Firozabad Escorts ☎️9352988975 Two shot with one gir...
Just Call Vip call girls Firozabad Escorts ☎️9352988975 Two shot with one gir...Just Call Vip call girls Firozabad Escorts ☎️9352988975 Two shot with one gir...
Just Call Vip call girls Firozabad Escorts ☎️9352988975 Two shot with one gir...
 
Call Girls Bommanahalli Just Call 👗 7737669865 👗 Top Class Call Girl Service ...
Call Girls Bommanahalli Just Call 👗 7737669865 👗 Top Class Call Girl Service ...Call Girls Bommanahalli Just Call 👗 7737669865 👗 Top Class Call Girl Service ...
Call Girls Bommanahalli Just Call 👗 7737669865 👗 Top Class Call Girl Service ...
 
怎样办理哥伦比亚大学毕业证(Columbia毕业证书)成绩单学校原版复制
怎样办理哥伦比亚大学毕业证(Columbia毕业证书)成绩单学校原版复制怎样办理哥伦比亚大学毕业证(Columbia毕业证书)成绩单学校原版复制
怎样办理哥伦比亚大学毕业证(Columbia毕业证书)成绩单学校原版复制
 
➥🔝 7737669865 🔝▻ Secunderabad Call-girls in Women Seeking Men 🔝Secunderabad🔝...
➥🔝 7737669865 🔝▻ Secunderabad Call-girls in Women Seeking Men  🔝Secunderabad🔝...➥🔝 7737669865 🔝▻ Secunderabad Call-girls in Women Seeking Men  🔝Secunderabad🔝...
➥🔝 7737669865 🔝▻ Secunderabad Call-girls in Women Seeking Men 🔝Secunderabad🔝...
 
reStartEvents 5:9 DC metro & Beyond V-Career Fair Employer Directory.pdf
reStartEvents 5:9 DC metro & Beyond V-Career Fair Employer Directory.pdfreStartEvents 5:9 DC metro & Beyond V-Career Fair Employer Directory.pdf
reStartEvents 5:9 DC metro & Beyond V-Career Fair Employer Directory.pdf
 
Hyderabad 💫✅💃 24×7 BEST GENUINE PERSON LOW PRICE CALL GIRL SERVICE FULL SATIS...
Hyderabad 💫✅💃 24×7 BEST GENUINE PERSON LOW PRICE CALL GIRL SERVICE FULL SATIS...Hyderabad 💫✅💃 24×7 BEST GENUINE PERSON LOW PRICE CALL GIRL SERVICE FULL SATIS...
Hyderabad 💫✅💃 24×7 BEST GENUINE PERSON LOW PRICE CALL GIRL SERVICE FULL SATIS...
 
➥🔝 7737669865 🔝▻ Satara Call-girls in Women Seeking Men 🔝Satara🔝 Escorts S...
➥🔝 7737669865 🔝▻ Satara Call-girls in Women Seeking Men  🔝Satara🔝   Escorts S...➥🔝 7737669865 🔝▻ Satara Call-girls in Women Seeking Men  🔝Satara🔝   Escorts S...
➥🔝 7737669865 🔝▻ Satara Call-girls in Women Seeking Men 🔝Satara🔝 Escorts S...
 
Chikkabanavara Call Girls: 🍓 7737669865 🍓 High Profile Model Escorts | Bangal...
Chikkabanavara Call Girls: 🍓 7737669865 🍓 High Profile Model Escorts | Bangal...Chikkabanavara Call Girls: 🍓 7737669865 🍓 High Profile Model Escorts | Bangal...
Chikkabanavara Call Girls: 🍓 7737669865 🍓 High Profile Model Escorts | Bangal...
 
Just Call Vip call girls fazilka Escorts ☎️9352988975 Two shot with one girl ...
Just Call Vip call girls fazilka Escorts ☎️9352988975 Two shot with one girl ...Just Call Vip call girls fazilka Escorts ☎️9352988975 Two shot with one girl ...
Just Call Vip call girls fazilka Escorts ☎️9352988975 Two shot with one girl ...
 
Call Girls Alandi Road Call Me 7737669865 Budget Friendly No Advance Booking
Call Girls Alandi Road Call Me 7737669865 Budget Friendly No Advance BookingCall Girls Alandi Road Call Me 7737669865 Budget Friendly No Advance Booking
Call Girls Alandi Road Call Me 7737669865 Budget Friendly No Advance Booking
 
Call Girls Devanahalli Just Call 👗 7737669865 👗 Top Class Call Girl Service B...
Call Girls Devanahalli Just Call 👗 7737669865 👗 Top Class Call Girl Service B...Call Girls Devanahalli Just Call 👗 7737669865 👗 Top Class Call Girl Service B...
Call Girls Devanahalli Just Call 👗 7737669865 👗 Top Class Call Girl Service B...
 
Kannada Call Girls Mira Bhayandar WhatsApp +91-9930687706, Best Service
Kannada Call Girls Mira Bhayandar WhatsApp +91-9930687706, Best ServiceKannada Call Girls Mira Bhayandar WhatsApp +91-9930687706, Best Service
Kannada Call Girls Mira Bhayandar WhatsApp +91-9930687706, Best Service
 
Call Girls Hoodi Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hoodi Just Call 👗 7737669865 👗 Top Class Call Girl Service BangaloreCall Girls Hoodi Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hoodi Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
 
Call Girls In Devanahalli ☎ 7737669865 🥵 Book Your One night Stand
Call Girls In Devanahalli ☎ 7737669865 🥵 Book Your One night StandCall Girls In Devanahalli ☎ 7737669865 🥵 Book Your One night Stand
Call Girls In Devanahalli ☎ 7737669865 🥵 Book Your One night Stand
 
➥🔝 7737669865 🔝▻ Tumkur Call-girls in Women Seeking Men 🔝Tumkur🔝 Escorts S...
➥🔝 7737669865 🔝▻ Tumkur Call-girls in Women Seeking Men  🔝Tumkur🔝   Escorts S...➥🔝 7737669865 🔝▻ Tumkur Call-girls in Women Seeking Men  🔝Tumkur🔝   Escorts S...
➥🔝 7737669865 🔝▻ Tumkur Call-girls in Women Seeking Men 🔝Tumkur🔝 Escorts S...
 
Guide to a Winning Interview May 2024 for MCWN
Guide to a Winning Interview May 2024 for MCWNGuide to a Winning Interview May 2024 for MCWN
Guide to a Winning Interview May 2024 for MCWN
 
WhatsApp 📞 8448380779 ✅Call Girls In Salarpur Sector 81 ( Noida)
WhatsApp 📞 8448380779 ✅Call Girls In Salarpur Sector 81 ( Noida)WhatsApp 📞 8448380779 ✅Call Girls In Salarpur Sector 81 ( Noida)
WhatsApp 📞 8448380779 ✅Call Girls In Salarpur Sector 81 ( Noida)
 
Dubai Call Girls Kiki O525547819 Call Girls Dubai Koko
Dubai Call Girls Kiki O525547819 Call Girls Dubai KokoDubai Call Girls Kiki O525547819 Call Girls Dubai Koko
Dubai Call Girls Kiki O525547819 Call Girls Dubai Koko
 
➥🔝 7737669865 🔝▻ Tirupati Call-girls in Women Seeking Men 🔝Tirupati🔝 Escor...
➥🔝 7737669865 🔝▻ Tirupati Call-girls in Women Seeking Men  🔝Tirupati🔝   Escor...➥🔝 7737669865 🔝▻ Tirupati Call-girls in Women Seeking Men  🔝Tirupati🔝   Escor...
➥🔝 7737669865 🔝▻ Tirupati Call-girls in Women Seeking Men 🔝Tirupati🔝 Escor...
 
Call Girls Hosur Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hosur Just Call 👗 7737669865 👗 Top Class Call Girl Service BangaloreCall Girls Hosur Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hosur Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
 

The Marketing of the President: 2012