Integrated Marketing Communication




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PGDM 2009-2010 2009M06 Barack Obama Vaibhav Jain Rajeev Chawala

SYMBIOSIS CENTRE FOR MANAGEMENT AND HUMAN RESOURCE DEVELOPMENT (SCHMRD) Contents 1. Introduction________________________________________________________________ _1 2. Biography__________________________________________________________________ _2 3. Logo____________________________________________________________________4 4. Branding_________________________________________________________________5

Barack Obama, the 44th President of the US, and he used integrated marketing communications (IMC) to win the 2008 US Presidential elections. For the first time in the history of the US Presidential Elections, the Internet was used widely and effectively for both campaigning and fund raising purposes. Obama also used the traditional methods of marketing which accounted for 50% of his fund raising. The case shows how Obama carefully tailored his campaign by targeting people of different age groups, communities, and professionals systematically to achieve success in the elections. Obama tapped the growing community of people who preferred the Internet and mobile phones to television. Other G7 countries had in the past tried to use the Internet as a tool for campaigning but it was not used as effectively and consistently in the past, according to experts.

Like any great brand, Obama has built up a bond of trust with the American people… But like any brand, he has to deliver now on his promises, both actual and perceived." 1 John Quelch, Marketing expert, in November 2008. "We have a lot of work to do to get our country back on track, and I'll be in touch soon about what comes next." 2 - Barack Obama, in an email to his supporters on election night (November 4, 2008).

"I know several people on the campaign, and I can tell you hands down Obama has the better technology strategy. There is an innate generational understanding of technology in the guys' bones – most of them grew up with it as an integral part of their daily life." 3 - Anthony Citrano, branding consultant, June 2008



arack Obama was born in Honolulu, Hawaii on August 4, 1961 to a Kenyan father and an American mother. BObama’s parents, Barack Obama Sr. and Ann Dunham met while studying at the University of Hawaii.Obama spent his early years in Honolulu before moving to Indonesia at the age of six. BObama’s parents separated when he was two years old. His mother later married Lolo Soetoro, an Indonesian. The family moved to Jakarta in 1967. After staying for four years in Indonesia, Obama returned to Honolulu to study at the Punahou School. He studied at the Occidental College in Los Angeles for two years before moving to the Columbia University in New York City. Obama graduated from the Columbia University in 1983 with a major in Political Science and a specialization in International Relations. After his graduation, Obama worked at the Business International Corporation and the New York Public Interest Research Group. In 1985, he moved to Chicago to work as a community organizer. Later, in 1988, Obama joined the Harvard Law School. He went on to become the first black president of the Harvard Law Review. He graduated from the law school in 1991. Barack Obama met Michelle Robinson in 1989, whom he married in 1992. Michelle and Barack have two daughters. Obama played several roles professionally between 1993 and 2004. He worked as a lawyer for the law firm, David, Miner, Barnhill & Galland. He also worked as a part-time lecturer at the University Of Chicago Law School from 1993 to 2004; he taught constitutional law at the law school. Obama also served as a board member at the Woods Fund of Chicago, a philanthropic organization. In 1996, Obama was elected to the Illinois senate. He was elected again in 1998 and 2002. In 2000, he lost a primary for the United States House of Representatives.

In 2003, Obama was appointed the chairman of the Illinois Senate’s Health and Human Services Committee. Obama became a United States Senator in late 2004 to become the fifth Afro-American Senator in history. He secured 70% votes. In 1991, while being in-charge of a voter registration drive in Chicago, Obama began writing a book of memoirs that was later published in 1995 as Dreams from My Father: A Story of Race and Inheritance. Obama wrote another book later that was published in 2006. The book, The Audacity of Hope: Thoughts on Reclaiming the American Dream went on to become a part of the New York Times Best Seller list. Once elected into the state Senate of Illinois, Obama took deep interest in reforms and policies, making and changing some consequently. He initiated the requirement of mandatorily videotaping interrogations in cases of homicide. He enthusiastically participated in creating the Earned Income Tax Credit program for state, meant for helping people in the low-income groups. He went on to initiate reforms in the fields of healthcare and childcare. An interesting law that came into being because of him was the law to monitor racial profiling. It became mandatory to note the race of the drivers that are detained by the state police. Following his election into the United States Senate, Obama showed extreme interest in immigration reforms and border security improvements. He became a co-sponsor of the Secure America and Orderly Immigration Act; the act was introduced by John McCain, his Republican rival who ran for the United States Presidential post. A year later, Obama also favored another security bill that later became the Secure Fence Act. Obama, in association with Tom Coburn, brought the CoburnObama Transparency Act into being; the act made the government expenditure transparent via a website called the Also, in association with the Republican, Richard Lugar, a Lugar- Obama program went on to make additions to the existing Nunn-Lugar cooperative threat reduction concept. In 2007, Obama, in association with Senator Russ Feingold, brought into being the Honest Leadership and Open Government Act. He later introduced the Iraq War De-Escalation Act of 2007. Last year in February, he declared that he will be running for the post of the President of the United States. He has showed his dislike to negative campaigning. Obama has been advocating an end to the war in Iraq, a universal health care mechanism and increased energy

independence as his most important agendas in his manifesto. Obama has surprised his critics by raising enormous amount of money through his campaigns. In January this year, his campaign raised 36.8 million US dollars, the highest amount raised ever in the Democratic primaries. In the first six months of his campaign last year, 58 million US dollars were raised, breaking earlier records. Following a series of hate mail sent to Obama, the US Secret Service instated special protection for Obama. “Fired up! Ready to go!” is a cry doing the rounds at Obama’s campaigns. Barack Obama and his Democratic rival, Hillary Clinton are now almost tied at the total estimated super delegate votes. Obama has been dubbed as the most liberal Senator in his political life. In his personal life, he plays basketball and claims to be a good poker player.

Obama logo
The Obama logo is the flagship symbol of Barack Obama's presidential campaign. The design became one of the most recognized political brand logos during the election. The logo was designed by Chicagobased Sender LLC (a brand development and design company) on assignment from Chicago-based mo/de (a motion design studio). The latter had been brought on board early on by David Axelrod, Obama’s chief campaign strategist, although it had never done a political identity before. Creative director Sol Sender led the design team of three which included Amanda Gentry and Andy Keene. Project managers at mo/de were Colin Carter and Steve Juras. "We were looking at the “o” of his name and had the idea of a rising sun and a new day,” according to Sender. “The sun rising over the horizon evoked a new sense of hope. "The design expression was so constrained and so bland for so many years in politics," Sender says. "I think we had a fresh approach because we’d never worked on a campaign before”

— and, of course, the power of the logo had a lot to do with “the power of the candidate’s message. The final design was decided among seven or eight options in the first round. "In terms of our internal process, though, I believe the logo — as we now know it — came out of a second round of design explorations. At any rate, it happened quite quickly, all things considered. The entire undertaking took less than two weeks."The design began late in 2006 and the finished logo made its debut when Obama officially announced his candidacy for president February 10, 2007 in Springfield, Illinois. John Slabyk and Scott Thomas, designers with the Obama campaign oversaw the customization of the logo for 12 different identity groups as well as for each state with 50 additional versions. There was also identity for Republicans and Independents supporting Barack Obama. The reception of Obama's logo was generally positive, and in some circles, highly praised. The Boston Globe beamed that "the everpresent rising sun logo has the feeling of a hot new Internet company. "It begins to break with tradition while also rooting itself in tradition," said Peter Krivkovich, CEO of Cramer-Krasselt advertising agency in Chicago. "Patriotism is the foundation, but above that is hope, opportunity, newness." David Morrison, president of Philadelphia-based market research firm Twenty something Inc., said the logo has "a nice, contemporary, dynamic, youthful vibe about it." Designer Michael Bierut called Obama's branding "just as good or better" as the best commercial brand designs. "Every time you look, all those signs are perfect," Beirut said. "Graphic designers like me don't understand how it's happening. It's unprecedented and inconceivable to us. The people in the know are flabbergasted." On the other hand, cartoonist Ward Sutton asked, "Is it a zero and a sunset over a deserted highway?" "Too many type styles and colors. The look is left undefined. The designer may have been too inexperienced," he added. Others have noted its similarity to the Taiwan Solidarity Union's logo. It also shares a similarity with the Shanghai Cooperation Organization logo as well.

“Whether it is viewed as an art form or simply a means of selling a product, there is no doubt that advertising plays a huge role in the modern world” “Advertising is the greatest art form of the 20th Century.” Marshall

McLuhan may have had his tongue in his cheek when uttering this much-quoted statement, but he started a debate which has continued into the 21st century.But advertising has never started a movement. Most brands shout through advertising. We are cool! We are the best. Buy us!!! But modern consumers have so many options. So many choices. And brand marketers try to seduce, by shouting ads, But modern consumers do not believe all these shouting ads any longer. Consumers are not led by ads. Consumers are influenced by their peers. They only buy a brands and their products/services if their peers have written a positive review about in online. So many brands have a big problem here. All their brands promises are killed by social consumers, if the brand promises do not live up to the delivered brand experience. Obama has understood modern consumers like no other marketer on the globe Obama’s approach revealed his true DNA. He really wanted to become part of consumers, in an authentic way. How can I become one of them, that must have been the key question that was on Obama’s mind Most marketers shout at consumers. Via one way mass communications. Marketers have learned to do this since the industrial revolution. It’s in their DNA. But remember; Today is a New Day!! Due to interactive media, consumers started to interact with brands. Consumers suddenly talked back! Marketers we’re freaked out and scared. They did not know what to do. For almost 100 years, marketers were the ones talking and shouting at consumers. Consumers just listened. But, It’s a New Day! And it even went further! Consumers started conversations about brands within blogs, forums and social networks. At YouTube consumers started to criticize brands, their ads, their products, their services And the worst part of it all; brands were not even aware of these conversations amongst peers. Marketers did not even know what was being said about them… But Obama had seen the mistakes brands make.. He tapped into online conversations with an extended conversational tracking program. Mapping where the conversations took place, who were the social influencers per topic/theme By listening to peer conversations within the social space, Obama gained great insights about consumers behavior and emotions. And he tapped into these conversations in a very smart way… Obama and his campaign team made another great strategic choice. Most marketers used “the internet” for shouting banner campaigns. But Obama and his team must have seen that the key ingredients of the web were not shouting banner ads! The power of the web was: peer communications, sharing, interaction, building relationships,

entertainment, sharing opinions and more. Obama gathered a smart campaign team around him. Not only traditional communicators… Obama had the vision and guts to put the crucial “brand engagement architecture” in the hands of a 24 year old rookie. Chris Hughes: There's huge potential for people that haven't been involved in politics to discover. the fundamental premise was to help put the political process into people's own hands.His challenge was to get Obama from unknown brand to very trusted brand within 2 years. Obama needed to climb the stairway to heaven from hell. In a period that would takes 99% of all trusted brands 5-50 years. But how? How to move Obama from an unknown brand into the ultimate position: part of the badges of belonging or a so called: Core Identity Brand? Obama latterly was an unknown, not trusted “guy” that nobody knew. How do we get Obama past market leading brands like Coca Cola, Nokia, or Vodafone. Not in 50 years, not in 10, not in 5… but just in 2 years!! Let’s say it’s challenge indeed…All brands and marketers have budgets. Not Obama. He needed to raise his own marketing budget himself first, to fund his own campaign. Obama knew he needed millions of micro donations to fund his campaign budget. His team knew active engagement was the most important step in the funnel to increase consumers’ purchase intent. Purchase intent in this case; people willing to donate money to Obama. Another model the Obama team must have embraced? When the level of consumer creativity goes up, the involvement increases significantly. Obama’s smart facilitating campaign evoked users to become co-creators. Remember all the user generated content about Obama? Obama built his brand faster than any other brand ever before. Obama embraced new models that many marketers are still denying for many reasons.

Many marketers use broadcasted media to reach people. Many marketers have not read the book: The Long Tail (Chris Anderson) yet! Many marketers use viral videos for short campaigns. Mostly a wrong approach! Obama embraced the long tail, and used content to build his brand in the long term. He simply listened to people that are experts: Barack, viral videos and social content are not suited for 6-8 week campaigns. You should use hem to fuel your brand in the long run: 6-24 months. What most marketers deny, was embraced by Obama. To become a core identity and profitable brand, Obama researched continuously: brand tracking and conversational tracking! But most marketers are only measuring online campaigns by: hits, views, clicks, and more web analytics. Paying Matrix Lab some money for proper brand tracking they deny as: too expensive. Big brands can never embed the learning into their stakeholders. Obama is different. He admitted research, loyalty and retention were key ingredients to become a core identity brands. Most brands are still at the level: the “click through rate” at my banners was too low. Remember the slide- powered by the web, not advertised on it? Who ever told you that the internet is only suited for direct marketing purposes? Can you do more than a SEA campaign in Google? Yes You Can! Who ever told you banners were the best way to use interactive media? Before you start, just look at traditional and online media again. Maybe, just maybe, the powers of the web are brand interactions and building trusted relationships?!! Use the internet also to build opt-in databases! Get know consumer behavior! Create loyal consumers! If all marketers are convinced their core business is: influencing consumer behavior… why not start relationships through opt-in databases? This is the only way to get to know consumers areas of interest by analyzing their surf, clicking and buying behavior. Opt-in databases are the best way to start personalized, relevant, targeted, WANTED, measureable, cheap and effective follow-up communications! Interactive media can be used beyond search and banners. Obama knows. When will marketers learn and listen? Visual we got from our

friend Michael Moon (CEO Gistics Inc. and author of the bestselling book: Firebrands) Obama knew online is the place to facilitate consumers. To offer them entertainment, engagement, relevant topics, grassroots participations. This an example model that brands can use. Obama already understood the model. Obama knew this was the fastest way to create a huge opt-in database of engaged consumers. Obama outsmarted his competitors by this smart approach. Millions of people opted-in to become part of the movement! Listening, facilitating and engaging consumers online. Obama knew this model would help him to: drive awareness, increase engagement and peer advocacy. This is how Obama created the biggest brand ambassador program in the world Why Do We Feel Connected To Obama? Because we feel we are running into that same wall over and over again,If Obama is using social networks. If the Pope is launching a YouTube channel whilst The Vatican has understood that screenagers are no longer reached and engaged by newspapers and TV channels! it’s so difficult to reach modern consumers??? It’s not so hard. Just look at Obama and the Pope! If they can do it, why can’t you? Change your DNA and fire your media agency, if you have to. Remember; It’s a New Day! The gap between old skool marketers and new consumers is getting bigger and bigger. Each day hundreds of brands prove by their poor websites and lousy media-mixes that they really do not understand the needs of modern digital consumers.If we look at the same world again, we must understand that consumers simply think: So we feel we have a mission. And our mission to break old patterns is supported the Obama’s approach. I know some of you will say: yeah, but Obama is different than my brand! Very true! But Obama proved it’s all about a new DNA. Being open. Being authentic. Shout AND listen! We Love Obama’s Brand Interaction campaign. Why? Because our mission is to help brands launch smart brand interaction programs. We started with creative digital branding agency LaComunidad in 2003. In 2004 we launched ViralTracker and in 2007 we launched global social media marketing agency SocialMedia8. This triple play proposition was acquired by world leader in marketing communications WPP.

Since March 2008, the partnership with WPP has enabled us to expand our services rapidly amongst global brands. But mission work is never finished, so we spread the word through the AdAge Power150 ranked blog: Here you’ll find many viral and social media marketing campaigns, programs and cases. If you want to join, tap in and let’s create a movement… Brand Interaction Strategies, Interaction Platforms or Brand Engagement Architectures or Platform Communications? Honestly, I don’t know how you should label LaComunidad. If we create and seed virals, we can reach a lot of people at very low costs per contact. But should it stop there? No! That is only the beginning of the relationship. Why not invite people form your viral to your brand platform/community to create participation, engagement and peer advocacy? Why not build a branded platform that grows organically over time? Why do we always think in product launches or campaigns? Why not understand like Obama: build a long term platform/program that fuels many campaigns? In 2003 we thought- internet will transform into a platform for audio, video, music, gaming, commerce, entertainment and more. From plain text and photos into full motion. With ViralTracker we can prove the creative power of viral commercials, videos, games/movie trailers and widgets. It gains insights and knowledge about what content embrace and what they do not like. Using it, brands can improve their digital content strategies. Most viral videos have response rates from 3-9%! It can proof what targets audiences if what target markets have seen the content or commercial. It offers the insights what new target markets like the commercial, product or brand. Since 2004 global brands, agencies and resellers have been using this tool to become smarter brands. It’s all about to learn and implement learnings…. The programs delivered by SocialMedia8. Not only campaigns, also long lasting social media marketing programs, like the program of Obama that we love so much. Do you want to buy attention or earn attention? Strong virals need no paid seeding. Just wait what ViralTracker will tell you about the results. With a viral that is really viral, smart social media planning, strong seeding skills your viral will become a weapon of mass affection. But not always in a period of 6 weeks. We understand you have needs, and we understand your media agency wants guarantuees.

But no PR agency or WOMMA agency can guarantee you a number of views. We can estimate them due to the many campaigns we run with ViralTracker. And with paid seeding we can give you guaranteed reach. But why not wait 3 weeks and see if your viral is really viral or not. We know it might feel as a strange advice: no we do not need a massive media budget from you now. Just wait what the viral incubation period (21 days) tells you. If your viral is not really viral, than we can tell you how much budget you need, but for now: keep the money in your pockets. Strange? Might be. But remember, It’s a New Day! Strange and change can be good! Candidate Web sites have fully embraced politics as a two-way conversation with voters. Twelve sites also offer the opportunity for visitors to turn that dialogue into grassroots action (organizing their own events, fundraisers, etc). Add dialogue and action together and Democrats have the most interactive sites, led by Barack Obama, followed by Hillary Clinton, John Edwards and Bill Richardson. Blogs, a novelty in 2004, are now mainstream. In the road to nomination, Obama had fundraised $ 150 Million in September 2008 alone. His fundraising strategy worked. But what would Obama have done if the campaign had failed? He would not have gathered his own marketing/media budget! What would Obama have done if the strategy had failed? Would he have asked a few corporations for urges the the money? Authentic as Obama is, I don’t think so. Most brands would act that way, but not Obama. He would have lost credibility immediately, I feel.. Can you imagine how incredibly smart the fundraising part was embedded in his engagement strategy?! Micro donations were a strategic very smart choice, but what if it had failed? He would have had no buying power and would have lost the elections! …….,,……No guts, no glory? Obama knew he could win swing states. He dared to target and to make difficult but strategic choices. in the road to nomination Obama focused and swing states. He needed quick wins and allocated 50% of his budget (at that moment) to win the swing states. Most brands focus at campaigns and spend their money on media. But their websites are awful and scare away leads

immediately. Obama had noticed that the most important part of the marketing campaign was his website! Brands can learn from Obama: the website is marketing tool # 1. The website will determine the ROI of all your efforts and budgets. Spend less on campaigns and create a smart website. is the epic center of the campaign. Here supporters can join local groups, create events, sign-up for updates and set-up personal fundraising pages.Your website is your greatest brand interaction asset, make it part of the your brand team and work with integrated teams. That’s what we call: having an internet strategy, so marketers should put internet within the right place! Use your website to create engagement. Invite people to participate and create a movement of brand ambassadors. Poeple are smart and willing to help. Facilitate consumers, share and help them to help you! If you enable the community, the community will help you reach your goals. Obama used the power of the web to mobilize people towards offline events. It matters that, how can online sampling ignite your new product awareness and sales? How can e-vouchers be redeemed in your stores? How can a member-gets-member program increase your valuable opt-in database? How can the power of the web increase e-learning programs or ehealth programs? How can Obama’s approach help you drive your branding, marketing or sales goals? How can disruptive and innovative strategies make you the new company? Look at social trading network Zecco- onine trading Facebook alike! Will a smart social travel matching engine disrupt the travel sites we know today? Will social search be the next thing- a smart search engine that does not throw a bucket of links at you, but will show you sites that your peers have rated as: very cool. With smart and very easy voter scripts callers were guided. Volunteers were facilitated to call people in swing states to convince them to vote for Obama. Obama used widgets very smart within social networks.

How can Obama use widgets, while I hear at too many brands: we are not ready for that yet! Strange, for a second I thought that marketing was: scoping consumer trends and tap into these trends?!! Is it relevant that if your brand or marketing team is not ready for using social networks? If social networks are the new and trendy restaurants were people spend 20-40 hours per month, can you afford to neglect this trend? If Google is a great sales machine, why shouldn’t Facebook be a great branding machine? Have you tried? Obama has….. If your target audience spends hours per week on YouTube and video is the online trend, why should you not open a YouTube channel? If Obama and the Pope can change, you certainly can! In-game advertising With it Obama surprised Millions of Xbox users! And immediately these gamers shouted online to other Xbox users (through Xbox Live, in game communities, blogs and forums): wow have you seen how Obama tapped into our Burnout Paradise game?? The guy must really understand my likes and passion. Obama has clearly shown that In-game advertising could create free PR and Buzz. But also how brand innovation can drive brand preference and likeability. The question is not: do you like ames, do you believe in games. The right question would be: how would your target audience perceive your brand within a game. But if you look at Obama’s campaign, I do not know what to call it… Is it 360 degrees of integrated? I feel it seems like surround sound marketing. Everywhere you go you feel like you are in the epic center of his movement. Some brands start campaigns with a website as epic center that really kills all purchase intent. Most consumers contact your brand online, through your website. If you want it or not, it’s true. Do you scare away consumers online or do you coin that contact moment by having the best interactive website ever? What Obama does, we can say that,the only thing Obama could have done better was to offer podcasts and vodcasts. Why? Because most influencer bloggers would have loved it. And they would have posted another item about it. If you want seeding, write consumer reviews (about your brand yourself) or invite social influencers: be open and honest about it! Be aware that cheeky tricks will always backfire and damage your brand. Ask your agency for credentials, your brand is your biggest asset! Your traditional PR or media agency mostly do not even know what WOMMA or WOMMA complaint is. Check it out tomorrow, ask your agency and find out.

Obama launched a very strong online campaign, in full synergy with his offline campaign. Obama knows video is the big online trend, and he tapped into it. YouTube has over 344 Million users! Video has the power of TV, and it’s pull. People spend many hours on video portals. How can you afford not to use it? There are many more video sharing portals than YouTube. Remember my slide about ViralTracker? Now you know why tracking, measurement and insights are so crucial to brands. Obama generated 513 Million clip views. The market price of a clip view (paid seeding) across the globe is $ 0,20. Do 512 Million times $ 0,20 and you know what your free exposure potential is. Free increase of Share of Voice (SoV). How will this impact your Share of Market (SoM)? Yes ladies and gents: free online GRP’s…. It’s a New Day ;-) Global brands like Obama should embrace global social platforms like MySpace, Facebook, YouTube, Flickr and more.How is your current brand presence within the social space? What’s your social media marketing strategy for 2009? Facebook peer interaction. Use a channel or a widget that facilitates, don’t put interrupting and shouting banners in a social network! Do participate and share! How can your brand become one of them? LinkedIn Look at Obama: he used his LinkedIn profile to reach out to professionals to discuss his view points on business, income tax and finance. Flickr Remember Stairway to brand heaven. Build a brand image faster than ever….Barack Obama's campaign team posted a series of intimate pictures from election night on his Flickr page. Here Obama and his family can be seen, tensely watching television from a hotel room as the results gradually come in. MySpace Twitter What can brands do with Twitter? Why not use Twitter as communications tool! With 109,892 followers, Obama is the #1 Twitterholic (November, 2008; February 4, 2009 = 230,498) Many brands ask my how I feel about mobile advertising. Why do we want to push advertising in every channel? There’s more than advertising people!

Create a 360 degrees approach and facilitate users with things they need to know: free text alerts, not text link and mobile banners!Think beyond advertising if you want to create satisfied and loyal consumers. LaComunidad The Brand Interaction Architectures develops for brands? Create opt-in databases with e-mail, text and more. How many of the marketers here have built a huge opt-in database yet? What do you do with it? Why haven’t you started yet, what are you waiting for? iPhone. The power of the mobile web used.

ADDRESS Obama overwhelms McCain with his contribution of words to the debate. Obama never says "nuclear", a word that McCain continues to repeat. Obama switched his tone-of-voice during his program.

fundraising program fantastic. also raised $6,2 Million from users.

As an unknown brand he was personal and polite and created an un-American political campaign. Later he spoke more distinguished and firm, but never threw mud at opponents. He’s really into doing it with the people. Another buying satisfaction for his voters: that guy is for real! Less than 48 hours after winning the election, the Barack Obama transition team launched Change.Gov. Users were asked to submit ideas and rate or offer comments on the ideas of others. Over 125,000 users submitted over 44,000 ideas and cast over 1.4 million votes. any fundraisers like WWF must find Obama’s strategic But Wikipedia

One more time, really buy and read the book: The Wisdom of Crowds by James Surowiecki: A few fundraising facts to give a sense of how successful he was at creating this social movement: 1.7M contributors thru april 2008 2.9M total contributions thru april 2008 93% total contributions under 100 in April 2008 according to Huffington Post While the campaign doesn’t report on % of contributions received online, anecdotally we know the smaller contributions tend to come online November 2008, 3.0M contributors 6.5M online donations 93% total contributions under 100 Average online donation $80 $500 million raised online Obama raised $532 Million campaign budget!!! I keep asking myself: what if the fundraising strategy would have failed?

Obama was on time and on budget each and every time. He spent $7.39 per vote! Amber Lee Ettinger is an American actress, internet celebrity, and model best known as Obama Girl. Ettinger appeared in "I Got a Crush... on Obama," which was posted by Barely Political to YouTube in June 2007 and the video caught on. Tina Fey is an American writer, comedian, actress, and producer, considered to bear a resemblance to Governor of Alaska and former Republican vice presidential candidate Sarah Palin. On the 34th SNL season premiere episode Fey appeared alongside Amy Poehler as Hillary Clinton to imitate Palin in a video. The video is a spoof of John McCain's 'celebrity' advertisement in which the Republican candidate compared Barack Obama's popularity with that of Ms Hilton and claimed the Democrat was no more than a celebrity candidate who was not ready to lead the nation. music video “Yes We Can Song” by Black Eyed Peas’ frontman and director Jesse Dylan became an instant viral sensation upon its release in early February with over 50 million views on YouTube and Dipdive. Democratic presidential candidate Sen. Barack Obama even put the video on his website "Wassup 2008" is a comedic political video posted to YouTube by 60Frames. The video is a parody of the Budweiser advertising campaign which aired on television in the early 2000s. The video stars the same actors as the original Budweiser commercial, except in the present time they are dealing with house foreclosures, military service in Iraq, hurricanes, tumbling stocks and expensive healthcare, compared to their past antics of "watching the game" and "drinking a Bud."

“It’s been eight long years since the boys said wassup to each other. Even with the effects of a down economy and imminent change in the White House, the boys are still able to come together and stay true to what really matters.” The final battle between Obama and McCain took off! The two candidates fight their battle on the dance floor, because “The is only one place where the election should be decided … it’s on!”. The video was directed by David Morgasen and Yaroslav Kemnits (Director of Special Effects), written by David Morgasen and produced by Dmitry Lesnevsky (Exec. Producer), David Morgasen (Exec. Producer) and Elena Muravina.

YouTube + Digg + Obama = YouBama On November 5, 2008, The Guardian started a photographic project, entitled A Message for Obama. The essence of the idea was to see if it was possible to capture the reaction to Barack Obama's presidential victory in a creative way. Well you all heard about Obama’s personal approach. The creator of this poster was contacted twice by Obama personally. What can brands learn from Obama? 1) How can the power of the web drive store traffic for your brand? 2) Be authentic. Never, never bribe bloggers. Don’t cheat or lie. Be transparent!

Has your brand implemented Skype already so users can phone your helpdesk through Skype? Or are you not ready for that? 4) smart usage the power of the web to create satisfied and loyal customers. 5) Offer features and tools. Your consumers will decide if they will use it or not. Make content available as broad as you can, facilitate niche groups as well. 6) Just Do It! don’t doubt, don’t point at your media agency, and don’t point at others. 7) Eagerness and openness to learn. 8) how Obama integrated online donations (contribute) very smartly. 9) Obama not only invested in mass communications. He also invested lots of time and money into segmentation. 10) Use the power of the web to facilitate ruthless executed PR. 11) strategic choices will help you to win

What can brands learn from McCain? If you pick the wrong agency, You might get invited to court for spam as well. Many brands and advertising agencies focus at the last 30 seconds of the marketing value chain. At Grupo LaComunidad we feel there is more to explore. Our ideas are visualized in this demo: Advertising? The Lipstick on a Pig… Do all brands like this vision statement? We certainly hope not Obama’s social media marketing architecture SMM program fuelled his brand and campaigns. It was the foundational layer underneath all his campaigns and “product launches”.

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