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The Obama Effect How  Obama  is Shaping and Reflecting  Nine Macro Trends  in 2009
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What We’ll Cover
[object Object],[object Object],Overview
1. Brand Omnipresence
The Trend ,[object Object]
[object Object],[object Object],How Obama Is Shaping It ,[object Object]
President Obama's weekly addresses are posted to YouTube and the White House site. Like FDR's "fireside chats" on the radio, Obama is pioneering the use of a new medium to reach his audience. His first YouTube address has garnered nearly  a million  views. On Twitter, Obama has sent out  more than 260  Tweets to  144,000  "followers." During his campaign, Tweets updated supporters on his whereabouts, e.g.: "At a rally in Cincinnati; watch it live here on the Web," "Unveiling my economic recovery plan for the middle class in Toledo." YouTube Chats Between Tweets
Friending and Flickring On Facebook, President Obama has more than  4 million  supporters and 500,000-plus wall posts. On Flickr, Obama has more than  700,000  contacts; countless others also browse his photos.
What It Means for Brands ,[object Object]
2. The Collective  Consciousness
[object Object],The Trend
How Obama Is Shaping It By championing the idealistic and communal aspects of the American Dream, a "We're all in this together" ethos, and the use of community-building technological tools, Obama is helping to shift the focus from individualism, consumption and fame to the collective-driven notions of community and working for the greater good. What is required of us now is a new era of responsibility—a recognition, on the part of every American, that we have duties to ourselves, our nation and the world, duties that we do not grudgingly accept but rather seize gladly, firm in the knowledge that there is nothing so satisfying to the spirit, so defining of our character than giving our all to a difficult task. This is the price and the promise of citizenship. — Obama's inauguration speech, Jan. 20, 2009
Obama's election victory was due largely to the organization and fervor of his supporters on the grassroots level. His campaign was able to raise $600 million from more than 3 million people, mainly through small contributions over the Internet. Volunteers were trained and organized through his social networking site, my.barackobama.com. This sort of collective, grassroots organizing is likely to serve as a model for other causes and candidates. Photo credit: Pew Research Center  Grassroots Organization A 2008 Pew poll found that just under half of American adults use social networking to organize with others for an event, issue or cause.
[object Object],Collective Responsibility When I am sworn in as president of the United States, it will be because of you. You've built the largest grassroots organization in history and shaped the future of this country. ... As president, I will need the help of all Americans to meet the challenges that lie ahead. — Barack Obama’s video message posted at http://my.barackobama.com/page/invite/thefuture
Renewing America Together ,[object Object],[object Object],[object Object]
What It Means for Brands ,[object Object]
3. A Post-Racial Nation
The Trend  ,[object Object],[object Object]
How Obama Is Reflecting and Shaping It ,[object Object],[object Object],[object Object],[object Object]
Nation's Many Faces in First Family ,[object Object],Photo credit: The New York Times
[object Object],The Majority-Minority By 2050, whites will make up less than half the American population (47 percent), while Hispanics will represent 29 percent, African-Americans 13 percent and Asians 9 percent.
Are you or a family member married to or living with a partner who has a different race/religion/ethnicity? (Percent of those responding 'yes' below.) A January  Newsweek  poll of 1,200 adults found signs that multicultural relationships are becoming more common compared with the mid-'90s ... ... and more widely accepted. Do you approve or disapprove of marriages between people of the following different racial and ethnic backgrounds? (Percent of those responding 'approve' below.) A More Blended Society
What It Means for Brands ,[object Object]
4. Makeover for Brand USA
[object Object],[object Object],Photo credit: Pew Research Center  The Trend
Photo credit: Pew Research Center  Favorability ratings also fell in the rest of the world, especially in Middle Eastern and central Asian nations. The Trend (Cont’d.)
[object Object],[object Object],[object Object],How Obama Is Shaping It
What It Means for Brands ,[object Object]
5. More Under One Roof
The Trend ,[object Object],[object Object]
[object Object],[object Object],Photo credit: The Huffington Post How Obama Is Reflecting It The girls are going to need her, as part of their sense of stability. And what is true for my mom is that she does anything for us and her grandkids.  — Michelle Obama,  Newsweek,  November 2008
[object Object],Boomerang Parents
What It Means for Brands ,[object Object]
6. Affordable Chic
The Trend ,[object Object]
How Obama Is Reflecting and Shaping It ,[object Object],[object Object],I always loved clothes. ... Fortunately, they make really pretty stuff at all price ranges.  —Michelle Obama,  Access Hollywood , July 2008
[object Object],[object Object],[object Object],Photo credit: The Tonight Show with Jay Leno (top), The View (middle), Target (bottom) Fashion Within Reach
What It Means for Brands ,[object Object]
7. The Energy Race
The Trend ,[object Object],[object Object]
[object Object],[object Object],How Obama Is Shaping It Each day brings further evidence that the ways we use energy strengthen our adversaries and threaten our planet. — Obama's inauguration speech, Jan. 20, 2009
[object Object],[object Object],[object Object],Photo credit: The New York Times Focus on Energy
What It Means for Brands ,[object Object],[object Object]
8. The Green-Collar Class
The Trend ,[object Object]
[object Object],[object Object],How Obama Is Shaping It
[object Object],[object Object],A Case Study
What It Means for Brands ,[object Object]
9. Brand Obama
The Trend ,[object Object]
How Obama Is Shaping It ,[object Object],Which brings us to the most important reason for the success of [Obama's] message: It touches a chord that resonates not just across races and regions, but across more than two centuries of our history. Whatever his errors, Obama's campaign and the followers it has inspired remind us of the essential meaning of America, captured in the motto adopted by the Founders: E pluribus unum. Out of many, one.  — Steve Chapman's op-ed in  Chicago   Tribune , Oct. 26, 2008
[object Object],Photo credit: Fast Company Management 101
[object Object],Photo credit: Mediapost.com Spreading the Hope
What It Means for Brands ,[object Object],[object Object],[object Object]
Thank You Ann M. Mack Director of Trendspotting JWT Worldwide [email_address] www.jwt.com www.jwtintelligence.com

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Obama's SMO and SMM implementations

  • 1. The Obama Effect How Obama is Shaping and Reflecting Nine Macro Trends in 2009
  • 2.
  • 3.
  • 5.
  • 6.
  • 7. President Obama's weekly addresses are posted to YouTube and the White House site. Like FDR's "fireside chats" on the radio, Obama is pioneering the use of a new medium to reach his audience. His first YouTube address has garnered nearly a million views. On Twitter, Obama has sent out more than 260 Tweets to 144,000 "followers." During his campaign, Tweets updated supporters on his whereabouts, e.g.: "At a rally in Cincinnati; watch it live here on the Web," "Unveiling my economic recovery plan for the middle class in Toledo." YouTube Chats Between Tweets
  • 8. Friending and Flickring On Facebook, President Obama has more than 4 million supporters and 500,000-plus wall posts. On Flickr, Obama has more than 700,000 contacts; countless others also browse his photos.
  • 9.
  • 10. 2. The Collective Consciousness
  • 11.
  • 12. How Obama Is Shaping It By championing the idealistic and communal aspects of the American Dream, a "We're all in this together" ethos, and the use of community-building technological tools, Obama is helping to shift the focus from individualism, consumption and fame to the collective-driven notions of community and working for the greater good. What is required of us now is a new era of responsibility—a recognition, on the part of every American, that we have duties to ourselves, our nation and the world, duties that we do not grudgingly accept but rather seize gladly, firm in the knowledge that there is nothing so satisfying to the spirit, so defining of our character than giving our all to a difficult task. This is the price and the promise of citizenship. — Obama's inauguration speech, Jan. 20, 2009
  • 13. Obama's election victory was due largely to the organization and fervor of his supporters on the grassroots level. His campaign was able to raise $600 million from more than 3 million people, mainly through small contributions over the Internet. Volunteers were trained and organized through his social networking site, my.barackobama.com. This sort of collective, grassroots organizing is likely to serve as a model for other causes and candidates. Photo credit: Pew Research Center Grassroots Organization A 2008 Pew poll found that just under half of American adults use social networking to organize with others for an event, issue or cause.
  • 14.
  • 15.
  • 16.
  • 18.
  • 19.
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  • 22. Are you or a family member married to or living with a partner who has a different race/religion/ethnicity? (Percent of those responding 'yes' below.) A January Newsweek poll of 1,200 adults found signs that multicultural relationships are becoming more common compared with the mid-'90s ... ... and more widely accepted. Do you approve or disapprove of marriages between people of the following different racial and ethnic backgrounds? (Percent of those responding 'approve' below.) A More Blended Society
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  • 24. 4. Makeover for Brand USA
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  • 26. Photo credit: Pew Research Center Favorability ratings also fell in the rest of the world, especially in Middle Eastern and central Asian nations. The Trend (Cont’d.)
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  • 29. 5. More Under One Roof
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  • 55. Thank You Ann M. Mack Director of Trendspotting JWT Worldwide [email_address] www.jwt.com www.jwtintelligence.com