The is the extended case study of the Barack Obama campaign. This presentation was done by Igor Beuker, to 150 marketers at the SRM Guru meeting 2009 in Amsterdam. The session lasted 2 hours and the audience was excited and inspired by Obama’s great “brand interaction strategy”. Download the presentation for the slide notes with Igor's story. All research was done by Paul van Veenendaal, who used over 250 different sources to create this huge slide deck. If you are inspired by this story, you will probably also like our blog: http://www.ViralBlog.com All credits go to Barack Obama and his campaign team. Barack Obama, marketer of the year!

1. CASE STUDY OF EFFECTIVENESS THE BARACK OBAMA CAMPAIGN BRAND Barack Obama CAMPAIGN US Presidential 2008 LAUNCH January 2007 CATEGORY Politics RESEARCH Paul van Veenendaal, SMM Wizard & Author ViralBlog.com STORY Igor Beuker, Founder Grupo LaComunidad & Author ViralBlog.com CREDITS All credits go to Barack Obama and his campaign team DATE 29 January 2009

2. TODAY’S PROGRAM IT’S A NEW DAY OBAMA New School Marketer ARCHITECTURE Brand Interaction LACOMUNIDAD Why We Love Obama CAMPAIGN Insights & Details FUNDRAISING Show me the money UGC Examples Q&A Peer Learnings

3. advertising never started a movement Barack Obama The New School Marketer

8. How can I become one of them?

9. “ The Trialogue” Consumers Marketer Interact and Listen? Yes I can!

10. powered by the web, not advertised on it.

11. Obama’s Campaign Team

12. The Brand Engagement Architect Chris Hughes (24) a co-founder of Facebook, left the company to develop Senator Barack Obama’s online & social media marketing architecture

13. Obama’s Stairway To Brand Heaven

14. Identity Brands

15. Brand Interaction

16. Brand Interaction

17. Brand Interaction

18. Branding

19. Brand Interaction

20. Brand Interaction

21. Brand Interaction

22. Why Do We Feel Connected To Obama

23. The Decision Makers

24. The Target Audience

25. Grupo LaComunidad On A Mission

26. Brand Interaction Triple Play Proposition LaComunidad creative brand interaction agency ViralTracker video tracking power technology SocialMedia8 social media marketing agency Grupo LaComunidad is part of WPP’s global network per March 2008 About Grupo LaComunidad

27. Brand Interaction Strategies Social Communities Seeding Feeding Weblog Forum Quiz Participation, engagement and advocacy: peers and friends will spread the brand’s message Legend Free viral dynamics Post registration viral dinamics new future brand offerings Niche Community connected to campaign liking Rating Video Contest Sign up View Video Custom Video Webi Sodes Post Micro Site / iHub Tune-in Opt-in

28. Viral Video Tracking

29. Social Media Marketing Programs Influencer Identification Research & Outreach Brand Teams & Fan Programs Conversational & Buzz Tracking Natural Seeding & Social Media Optimization Strategic Social Media Planning & Buying Community Building & Product Peer Groups Social Channels & Viral Widgets Paid Seeding & Social Media Advertising

30. Triple Play Proposition VIRAL VIDEO SOCIAL MEDIA PLANNING NATURAL SEEDING REALLY VIRAL? REPORT PAID SEEDING NO YES

31. Road To Democratic Nomination

32. Duncan Hunter , Mike Huckabee, Jim Gilmore, Mitt Romney, Sam Brownback, Ron Paul, Tom Tancredo, Tommy Thompson, Rudy Giuliani, John McCain Not in picture: Alan Keyes, Fred Thompson The Republican Candidates

33. Mike Gravel, Barack Obama, Chris Dodd, John Edwards, Dennis Kucinich, Joe Biden, Bill Richardson, Hillary Clinton The Democratic Candidates

36. Democratic Polls: Obama vs Clinton

37. Democratic & Republican Candidates & Web 2.0 Comparing Candidates: Engagement and Participation Number of Opportunities to Engage and Participate on Web sites June 2007 Blogs on Candidate Web sites Grassroots activity by Candidate Presidential Candidates on MySpace

38. THE OBAMA STRATEGY

40. Presidential Marketing Campaigns Barack Obama John McCain Marketing messages “ Hope”, “Change we can believe in” “ Country first”, “The original maverick” Offline marketing channels TV, radio, print (including candidate’s books), direct mail TV, radio, print (including candidate’s books), direct mail Online marketing channels E-mail, display, organic and paid search, in-game advertising, mobile, social media E-mail, display, organic and paid search, social media Budget $150 million in Sept 2008 alone $ 84 million (public funds) Marketing strategies Energize young voters; spread optimism and hope; emphasize McCain’s similarities to Bush Energize the right wing; attack Obama’s weaknesses; emphasize experience and military service

43. Obama’s 50 State Strategy (2) Campaign Expenditures Expenditures in Target States (in millions)

44. BarackObama.com Main body of text is like a blog

45. My.BarackObama.com = Do-It-Yourself Citizenship

46. My.BarackObama.com deconstructed

47. My.barackobama.com allows users to join groups, connect with other users, plan events, raise money, write own blogs and volunteer. Basic tools for grassroots organizing at your fingertips! My. BarackObama.com – Dashboard

48. My. BarackObama.com – Activity index

49. My. BarackObama.com – Personal Fundraising

50. My. BarackObama.com – Event finder

51. My. BarackObama.com – Neighbor to Neighbor

52. My. BarackObama.com – Voter Script

53. My. BarackObama.com – Phone Banking tool

54. Geared toward getting out the vote Innovations – Widgets

55. Innovations – Fight The Smears

56. Innovations – In-game advertising For weeks Obama ran in-game ads in 18 games such as Burnout Paradise for the Xbox 360 across 10 battleground states. The Obama campaign paid Massive Incorporated $44,465.78 for online advertising in early October.

61. McCain’s missteps: astroturfing Asking supporters to cut and paste talking points into blog comment threads in exchange for prizes? Its bribing, not authentic and undermines what social media are all about . See www.womma.org for Word Of Mouth Marketing Code of Conduct!

62. Hope. Change. Action

63. Obama YouTube Channel

64. McCain YouTube Channel

65. YouTube Obama McCain Videos 1,827 330 Views 120,479,084 25,995,773 Subscribers 149,258 28,343 Special features of YouTube page Contribute to campaign via Google Checkout; link to YouTube page on barackobama.com Find events; host events

66. Politicians on YouTube YouTube Politicians Top 10: 4,496 videos generate 189,011,052 clip views!

68. Facebook

69. Facebook Statistics * Unofficial group ‘One Million for McCain/Palin’ has 200,251 members Unofficial group ‘One Million Strong for Barack’ has 986,470 members ** Beyond basics like Posted Items, Events, Discussion, Wall posts Data from February 4, 2009 Official Obama McCain Members/Supporters in largest group 5,066,446* 583.518* Number of Wall posts 572,383 none Special features of profile page** Videos, find out where to vote, register to vote none

70. LinkedIn

71. Flickr

72. MySpace Obama has more MySpace friends: nearly 6-to-1

75. 30 minute TV Commercial

78. iPhone Application

79. Brand Obama - Segmentation

80. Brand Obama - Segmentation

81. DEBATES OBAMA vs McCAIN

82. Obama vs McCain – 1 st debate

83. Obama vs McCain – 2 nd debate

84. Obama vs McCain – 3 rd debate

85. DID OBAMA’S STRATEGY WORK?

86. Yes! Obama makes History!

87. AFTER THE ELECTION

88. Change.gov

89. YouTube Weekly Address by President-Elect Also available on AOL, Yahoo, and MSN.

90. Whitehouse.gov

91. Obama Mania: IKEA

92. Obama Mania: Quaker

93. FUNDRAISING

94. How Obama Reinvented Campaign Finance

95. 3.0 million contributors 6.5 million online donations 93% less than $100 $80 Average online donation $500 million raised online

96. Fundraising over Time: Obama vs McCain

97. Fundraising Barack Obama Average Spent per Vote Raised $532,946,511 Spent $513,557,218 69,447,084 = $7.39 per vote (source: Wikipedia) (source: OpenSecrets.org)

98. Fundraising John McCain Average Spent per Vote Raised $379,006,485 Spent $346,666,422 59,925,610 = $5.78 per vote (source: Wikipedia) (source: OpenSecrets.org)

99. Media Breakdown Obama vs McCain

100. VOTER GENERATED CONTENT

101. Hillary 1984 Vote Different http://www.youtube.com/watch?v=6h3G-lMZxjo

102. Obama Girl "I Got a Crush...On Obama" By Obama Girl http://www.youtube.com/watch?v=wKsoXHYICqU

103. Tina Fey Sarah Palin aka Tina Fey on SNL http://www.youtube.com/watch?v=Jukzu_dMuPk

104. Paris Hilton For President Paris Hilton Responds to McCain Ad http://tinyurl.com/parishiltonadvert

105. Will.i.am - Yes We Can Yes We Can - Barack Obama Music Video http://www.youtube.com/watch?v=jjXyqcx-mYY

106. Wassup 2008 Wassup 2008 http://www.youtube.com/watch?v=Qq8Uc5BFogE

107. Obama vs McCain Dance Off Obama and McCain - Dance Off! http://www.youtube.com/watch?v=wzyT9-9lUyE

108. YouBama.com

109. 1,542 Obama Flickr Groups!

110. Hope Poster by Shepard Fairey

111. Obamacon Me

114. Brands That Have Embraced The Obama Way

115. Starbucks

116. A Social Media Marketing Program Grey = one off activity Green = community building and ongoing eCRM (optional) Orange = ongoing activity (i.e. 4 to 6 reports per year) 0. Brand Assessment within the Social Space (track conversations about brand, products, services, competitor) 1. Identification of Social Influencers (identify right people on the right topics) 2. Outreach to Social Influencers (invite them to participate in online community) 3. Turn Influencers into Brand Advocates (build online community and engage influencers) 4. Full Year Conversational Tracking Program (track conversations, sentiment, insights on brands, products, services in target markets)

117. Campaigns And Program Product launch 1 Product launch 2 Product launch 3 Product launch 4 social media marketing campaign supports: product launch 1 social media marketing program supports: brand revitalization process social media marketing campaign supports: product launch 2 smm campaign supports: product launch 3 smm campaign supports: product launch 4 Time

118. The Impact Of SMM Programs

119. Change? If Obama Can…

120. You Can!

121. THANK YOU FOR YOUR ATTENTION LET’S DRINK, LISTEN AND SHARE CONNECT Paul van Veenendaal [email_address] CONNECT Igor Beuker igor@lacomunidad.nl