Obama Presentation

Group 2A1

Introduction

• “Were it not for the Internet, Barack Obama would not be president. Were it not for the Internet, Barack Obama would not have been the nominee,” (Arianna Huffington, editor-in-chief of The Huffington Post)

• We are going to present a case in support of this statement.

Objectives of the Campaign

• Inform the public

• Build relationships with potential voters

• Encourage action

The Scope of the Internet• Obama utilised the Internet to connect with a large

geographically divided set of individuals but the Internet also provided a vital channel for dialogue, communication and measurement of success.

• Specifically Obama was seeking to obtain the maximum amount of donations towards his campaign and win the election

• The internet represented the best tool to penetrate U.S. households and this was particularly important since the campaign was reliant on public funding.

Integration

www.barackobama.com

BloggingSearch engine optimisation

Social networking sites

Email marketing

eCRM

The Landing Page

Entering the Site

Personalisation

• Myobama.com - allowed people to set up their own area on the website where they could set up groups or blog

• The personal approach meant voters felt closer to the candidate.

• Getting users registered on the site meant that the Obama team could contact subscribers instantly, frequently, cheaply and could personalise their messages.

• It also allowed for data collection that is crucial for future customer profiling and maintaining and improving online activities.

eCRM

• Obama used hosted CRM software to facilitate feedback from citizens on the Citizen’s Briefing Book. The most popular ideas were then delivered to the President.

• This encouraged a dialogue with voters.

• Users of the site also encouraged to share their economic crisis story on the site.

E-Mail Marketing

• Combining barackobama.com with personalised email communications is the stepping stone for developing long term sustainable relationships with the target voters.

• Communicating latest information

• Personalisation of communication

E-Mail Marketing

• Select, Acquire, Retain and Extend

• Triggers

Other Internet Marketing Tools• Social Networking Sites

• People registered online to receive text messages

• YouTube

• Viral Speeches

• Blogs

• SEO

The Scale and Reach of the Campaign

• “No other presidential campaign ever utilised the Internet so innovatively” (Karen Tumulty, TIME magazine).

• Raised a record of $750 million dollars almost entirely from individual donors using a modern, grass roots strategy powered mostly by email marketing.

• “... 25 per cent of people who 'pulled the lever' for Obama on election day were already connected to him electronically" (Temsamani, GM Google Australia and New Zealand).

• The advantages of Internet fund raising are that it is quick, cheap and far less intimidating for political novices than writing a big cheque.

• This was important for Obama’s campaign since his success rested upon mobilising the vote of many poor, young, ethnic minorities who had previously been politically apathetic.

• The internet provided a new way in which these groups could interact with the campaign from the comfort of their homes and offices.

What can other Companies Learn?

1. Capitalise on new technologies quickly

2. Strategic thinking

3. Integrate internet tools with other activities

4. The customer as an individual is key

What has Group 2A1 learned?• Review the presentation on YouTube

• Get the lecture slides at www.slideshare.com• Visit our fundraising page at

www.justgiving.com/group2A1• Join the debate on the Leeds MA Advertising

and Marketing 2008-9 Facebook group• Check your emails for updates on the Group

2A1 campaign

THANK YOU