Top-Rated Free Essay
Preview

Obama and the power of social media

Powerful Essays
1856 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Obama and the power of social media
In light of reading the case and relying on external internet search, please answer the following two questions:
1. Why You think this Campaign won the “Year Best Marketing Communication Campaign in 2008”. Please be detailed in your discussion of the rational and reasons behind your point of view. (feel free to do your own online internet search)
Introduction
When Senator Barack Obama launched his campaign for the presidency in early 2007, the challenge for a long-shot candidate was to build a grassroots movement so big it could overcome strong primary challengers and, eventually, a well-financed GOP.
The Obama campaign couldn 't afford to do things the usual way, so it invested in some seasoned people and some brand-new tools to help rethink the way presidential campaigns are run—and give Digital a seat at the table for the first time.
Analysis
In the analysis I’ll go through the different communication plan component and asses how Obama online marketing communication campaign performed in each one.
Promotions Situation Analysis
1) Analysis of the Promotion Function Review
In our case here Obama can be considered as a new product to be developed, from an underdog senator into the president of the united states of America, for this reason the evaluation of the current promotion function (as a senator) would not provide much of value.
2) Brand Perception Analysis
As a presidential candidate, Barak Obama had his brand derived from his origins, own character and the different achievements he had in live. So starting with his origins Obama as the first potential African American president for the United States represented the values of change, inspiration, equal opportunity for ordinary voters especially from the minorities. His own character also added the values of intelligence, decency and integrity. And finally his educational, political and civil rights career achievements added the values of persistence and success to the overall Obama brand.
3) Competition Analysis
Obama and McCain were both perceived differently. On one hand McCain (71 years old) was representing the experienced traditional candidate, while Obama (47 years old) was on the other end of spectrum representing youth and change and this can be seen adopted by both campaign strategies and even reflected in their slogans (McCain “Country First” and “Leader we can Believe in” vs. Obama “Yes we Can” and “Change we can Believe in”). It also was reflected on the online presence and use of technology for each campaign.
The following table highlights each candidate online presence, and it’s clearly identified from the numbers that Obama was leading by a huge edge over McCain in utilizing the internet tools.

Obama
McCain
Facebook
2,379,102
620,359
MySpace
833,161
217,811
YouTube
1792 videos uploaded
Subscribers: 114,559
Channel Views: 18,413,110
329 videos uploaded
Subscribers: 28,419
Channel Views: 2,032,993
Twitter
112,474
4,603
Target Audience Profile
Obama Campaign was targeting the regular voters for democrats who are usually the different ethnic groups in U.S. with a special focus on youth and first time voters. And it succeeded in its mission specially by reaching young voters through the online and social media tools which dominated by them. The different target groups and their voting power were distributed as the following:
95% of black voters went to the ballot for Obama and only 4% for McCain.
55% of white votes went to McCain, but Obama stunned many by taking an impressive 43% of total white votes, cutting the Republican lead compared with 2004.
66% of Hispanic voters turned out for Obama, while McCain only took 31% of the Hispanic vote. Obama used techniques such as Spanish-language adverts to win the Hispanic voters over.
56% of the female vote went to Obama, exceeding the usual Democrat advantage.
The male vote was essentially tied with 49% voting for Obama, thus evening the score on the male-heavy Republican advantage in 2004.
66% of under-30 's showed their support for Obama - far higher than in any previous election - compared to 31% for McCain. Overall, this also helped Obama secure a high number of first time voters; 71% of whom voted Democrat.
Nearly 25 per cent of U.S. adults - about 30 million - are Catholic and 54 per cent of them voted for pro-abortion Obama as opposed to 46 per cent for McCain.
63% of Asian voters went to the ballot for Obama and 34% for McCain.
78% of the Jewish vote went to Obama. Jewish support - which made up 2% of the overall electorate were split 50-50. A key area in Bush 's victory four years ago, suburban voters make up half of the total American electorate. McCain also lost ground on rural voters, with the votes split 51-47 in his favor.
66% of single voters going to the ballot for him, compared to only 32% for McCain.
51% of married voters supported McCain and 47% voted for Obama. This was a drop from 2004 for McCain compared with Bush 's 15 point lead in 2004.
51% of over- 65 's voted for McCain - including veterans - and made up 16% of the entire electorate. They were therefore not dissimilar in influence to the under- 30 's on the overall result.
53% of voters who earned $200,000 or more in 2007 voted for Obama.
Brand Positioning
The campaign capitalized on the perception the public had for Barak Obama, so they built on the distinctive values Obama as a brand had which was mentioned in the brand analysis part (change, hope, inspiration, equal opportunity, integrity), and focused in his political success in terms of tax reforms and medical coverage expansion as Illinois State Senator.
Yet in building the brand the campaign was keen to engage the public in the process itself, giving the message that this change Obama promise to deliver will be with you and for you, in a bottom-up process rather than the tradition top-down. So basically Obama was positioned as the change you need and you will contribute in achieving it with him.
Objectives
The Obama campaign had three primary objectives for its online advertising. The first was to build a robust supporter base, the metrics for the success of which included signups to the campaign’s email list and online fundraising. Second, there was mobilization, which entailed a cluster of related advertising activities around voter registration, early voting, polling and caucus location look ups, get-out-the-vote operations, and volunteer recruitment to targeted demographic groups and individuals. The third was persuasion, which involved advertising that delivered information about initiatives designed to appeal to groups of individuals the campaign profiled as undecided.
Creative Strategy
In the creative strategy part we can see that the campaign created messages and slogans built on the desired brand and objectives of getting grassroots engaged and volunteer in the different activities and become an important part of the campaign itself rather than only being the target.
This can be seen in the focus of the ‘We’ word in the slogans and messages used like “Change we can believe in”, “Yes we can”, “Hope” and “Change we need”.
1) Unique Selling Proposition (USP)
Obama had a distinctive USP which was the change he is representing in the unfavorable situation of the United States at that time, he was promising better economy structure, better tax reforms, medical care coverage and even a more balanced foreign engagement.
2) The Promotion Appeal
In their strategy they focused mainly on the emotional appeal, touching the need for change in their target audience and targeting get them not only convinced with the message but also become part of it and volunteer in the campaign activities.
Marketing Communication Mix (Programs)
The campaign didn’t simply create a Facebook fan page and a YouTube account and expect things to take off: they created energy of involvement, of participation, and a sense of purpose in their supporters, each of which was funneled through social networking technologies. The medium wasn’t the message, so to speak; it was the vehicle. It connected real people, with real enthusiasm, in real time, and gave them an easy and accessible way to show their support for change.
So they designed the campaign to empower people and giving them tools to contribute instead of just informing them. They also went where people are and expanded in all the social networks their target market would be using. They always had a clear call to action, so in essence every action in the Obama campaign was geared toward getting people to vote. The sole purpose of online activity was to create offline activity and this was how they link and integrate the online activity with the offline ones.
They also exceled in using E-mails and text messages and not only in their aggressive quantity but also some of these messages were tailored to the individual level to achieved the maximum benefits.
Also the concept of micro giving was new by this time in the presidential campaign, and I believe it doesn’t not only succeed in securing much needed funds ($500 Million from 6.5 Million donations) but also created a strong bond and sense of ownership between the campaign and its supports which was part of the whole strategy.
Schedule & Budget
Obama campaign was focusing on the online part and considered it one of the strong pillars to attract volunteers and make fundraising, this can be seen reflected in the campaign expenditure amount for the online activities which has reached a new limit of 21$ M (McCain was only 4$ M). And based on their strategy they had two different types of activities, beside the fixed big events of the main campaign there was another set of activities initiated by volunteers with a flexible schedule to harmonize and allow maximum engagement of the individuals and integrate it in the overall campaign efforts.
Media type
Expenditure
Unspecified media buys
$352,314,593
Web ads
$21,087,908
Print ads
$20,619,814
Miscellaneous media
$17,006,627
Media production
$10,845,556
Media consulting
$294,907
Broadcast ads
$16,910
Evaluation Measures
The campaign measured its progress towards these goals by generating data and continuously evaluating metrics on the effectiveness of its online advertising. Online advertising is a “closed loop”; staffers instantly knew responses to ads through data on ‘click through.’ Tracking these click through in real time enabled staffers to continuously measure the outcomes and calculate the returns on investment (ROI) of all its online advertising. Based on this data, the campaign’s online advertisers developed a working ‘social-psychology of browsing’ to underlay their practice, crafting appeals, testing graphics, making allocative resource decisions, and reformulating goals based on user actions.
Conclusion
Obama campaign adopted different strategy based on individual voters empowerment and this was aligned with global campaign strategy, they were able to do that by successfully communicating the brand not only to make people understand and vote but also believe and engage and be part of that dream. This was achieved by the extensive use of social media and technology tools and also integrating the outcome with the traditional tools to bring the maximum benefit from both of them. The campaign measures of success were in dollars raised from fundraising activities and the number of volunteers it could achieved.
References
http://www.barackobama.com/about/barack-obama/ http://www.bluestatedigital.com/our-work/case-study/obama-for-america-2008 http://www.academia.edu/1526998/Using_New_Media_Effectively_an_Analysis_of_Barack_Obamas_Election_Campaign_Aimed_at_Young_Americans http://www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/ http://thebrandbuilder.wordpress.com/2008/11/07/obama-vs-mccain-the-social-media-scorecard/ http://www.dailymail.co.uk/news/article-1083335/Breakdown-demographics-reveals-black-voters-swept-Obama-White-House.html http://culturedigitally.org/2012/05/the-2008-obama-campaign-and-online-advertising/ http://www.dragonflyeffect.com/blog/dragonfly-in-action/case-studies/the-obama-campaign/

References: http://www.barackobama.com/about/barack-obama/ http://www.bluestatedigital.com/our-work/case-study/obama-for-america-2008 http://www.academia.edu/1526998/Using_New_Media_Effectively_an_Analysis_of_Barack_Obamas_Election_Campaign_Aimed_at_Young_Americans http://www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/ http://thebrandbuilder.wordpress.com/2008/11/07/obama-vs-mccain-the-social-media-scorecard/ http://www.dailymail.co.uk/news/article-1083335/Breakdown-demographics-reveals-black-voters-swept-Obama-White-House.html http://culturedigitally.org/2012/05/the-2008-obama-campaign-and-online-advertising/ http://www.dragonflyeffect.com/blog/dragonfly-in-action/case-studies/the-obama-campaign/

You May Also Find These Documents Helpful

  • Good Essays

    Pos 2041 Assignment

    • 405 Words
    • 2 Pages

    In reviewing the article, it is clear that speculation about the connection between Barack Obama's rise to the presidency and racial trend in the United States was widespread before and after his winning campaign. Obama’s political career further illustrates this segregation by serving as a reminder of the significant role of African-American political leader in U.S. culture. It is the same role that established supreme political and ethical significance in the era of civil rights movement. The leadership role that African-American politicians can opt for reminds of the rich political tradition President Obama has adopted as an African-American. It also reminds us of the adversities as well as criticism that set in when Obama tries to blend it with the general political culture in the United States. It is yet to be seen though whether Obama will be successful in his attempt. Furthermore, it needs to be…

    • 405 Words
    • 2 Pages
    Good Essays
  • Satisfactory Essays

    bus 340

    • 460 Words
    • 2 Pages

    In order to answer the questions you will need to READ THE CASE, STUDY THE COURSE MATERIAL, SEARCH ADDITIONAL SECONDARY INFORMATION ABOUT THE CASE.…

    • 460 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Mr fdgsdyusdtgfujer

    • 731 Words
    • 3 Pages

    Explain the rationale for the campaign you have just created such as why you chose that specific promotional mix, timing, cost, media mix etc and why it is expected to achieve its goals.…

    • 731 Words
    • 3 Pages
    Good Essays
  • Better Essays

    In 2008, Barack Obama was elected into office and became the 44th President of the United States. Obama’s victory speech, “Election Night Remarks”, was heartfelt and genuine, soaking in determination to change the “immaturity and pettiness that poisoned our politics for so long” (680). He argues that America, as a people, can remake the nation.…

    • 893 Words
    • 4 Pages
    Better Essays
  • Powerful Essays

    “Be not afraid of greatness; some are born great, some achieve greatness, and others have greatness thrust upon them.” As playwright and poet William Shakespeare states, greatness is something that comes naturally to some, while others must put much effort in to achieve it, and others are forced into it. When examining the United States presidency, much effort must be put into identifying if a president was great and how the president rates compared to previous presidents. For example, political scientist Fred Greenstein (2005) describes six qualities that shape a president’s performance, such as emotional intelligence and political skill, and Joseph A. Pika and John Maltese (2004) add other elements, such as personal character and career, that shape a president’s performance. Besides examining the president on his personal strengths and weaknesses, Stephen Skowroneck (2003) states that it is also vital to evaluate what time period the president held office in, if the country was resilient or not at that time, and if the president supported the previous presidency. When evaluating if our current president, Barack Obama, will be remembered as a great president, using the above criteria and observation methods as well as comparing him to past presidents is vital. President Obama’s approval rating is currently 42% (Gallup.com), with citizens mostly angry about the country’s economic situation. However, with his use of new media and strong interpersonal skills, President Obama’s 2008 campaign and subsequent presidency has given Americans the most personal experience of any campaign and presidency to date. In addition, as the first African American president to hold the office, the historical significance of his presidency is enormous. Ultimately, despite the failures president Obama has experienced thus far in his presidency, President Obama’s campaign and presidency was so revolutionary that it will be remembered as great.…

    • 2341 Words
    • 10 Pages
    Powerful Essays
  • Good Essays

    During the democratic presidential nominee debate in 2008, he competed with Hillary Clinton and won the nomination. For the 2008 presidential election, Barack Obama became the 44th president of the United States of America and he is also the first black president ever in the history of America. Such tasks can only be accomplished with the help of great leadership skills. Barack Obama leadership skills can categorize as a transformation leadership. A transformational leadership is described as a leader that transforms supporters by incorporating charisma and vision (North house, 2008). Obama has used his charisma to install his vision on how The United States has to become a better nation and more united. He started with his community that he considered as his own in Chicago Illinois which help him gain many supporters. His concerns with healthcare showed that he had values and cared about the health of the…

    • 1458 Words
    • 6 Pages
    Good Essays
  • Good Essays

    Does Race Really Matter

    • 1725 Words
    • 7 Pages

    With the first ever African-American presidential candidate, race is certainly the great unknown of the 2008 campaign, but there is significant empirical evidence to suggest that Mr. Obama’s skin color may be far less consequential than some believe — and may even benefit him. At the very least, it is more complicated than many realize.…

    • 1725 Words
    • 7 Pages
    Good Essays
  • Satisfactory Essays

    Jack Shafer

    • 376 Words
    • 2 Pages

    In Jack Shafer’s work, “How Obama Does That Thing He Does," he demonstrates how during Obama’s Speeches, he portrays himself as an important figure so that citizens can trust him. Through this technique Shafer effectively gets through the audience and convinces them that Obama is a remarkable candidate for the presidential primaries, Shafer uses ethos, pathos, and logos to explain his beliefs about Obama’s considerable achievements during his campaigning in the 2008 presidential primaries.…

    • 376 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Certainty and Doubt

    • 499 Words
    • 2 Pages

    Politically, President Barack Obama has accomplished what some 50 years ago may have not believed would happen. He became the country’s first African American president and earned a second term in office. Its understandable that while running he may have thought to himself, “Can this really happen? Is it possible that I can win?” That uncertainty obviously had no place in President Obama’s mind. With enough hope, confidence, and positivity he accomplished the unthinkable.…

    • 499 Words
    • 2 Pages
    Good Essays
  • Better Essays

    Legal Memorandum

    • 2136 Words
    • 9 Pages

    Our client Ima Shewin is a 45-year-old African American and has asked us to represent her in filing a prima facie discrimination case and applicable causes of action on her behalf. Shewin has advanced degrees in English and journalism from the University of Chicago and have been employed by The Blabber, a newspaper company in Atlanta, Georgia, for 10 years. Shewin started as an entry-level researcher. Two years later, she was promoted to a junior-level reporter position, and two years after that, to a senior-level reporter position. Shewin has now been a senior-level reporter for the last six years.…

    • 2136 Words
    • 9 Pages
    Better Essays
  • Powerful Essays

    A graduate of Columbia University and Harvard Law School, Obama worked as a community organizer, served as a law school professor, and also worked as a political activist and lawyer before serving in the Illinois Senate from 1997 to 2004. Following an unsuccessful bid for a seat in the U.S. House of Representatives in 2000, he announced his campaign for the U.S. Senate in January 2003. After winning a landslide primary victory in March 2004, Obama delivered the keynote address at the Democratic National Convention in July 2004. He was elected to the U.S. Senate in November 2004 with 70% of the vote.…

    • 12427 Words
    • 50 Pages
    Powerful Essays
  • Better Essays

    In my opinion, one of the major reasons why Obama won the 2012 presidential elections is that he had a unique campaigning strategy. It is…

    • 948 Words
    • 4 Pages
    Better Essays
  • Good Essays

    Some say that President Obama was the least qualified of all major candidates in both parties and the farthest to the left; with absolutely no military experience and no foreign policy experience. If this is true, then the question that begs to be answered is what prompted Americans to elect him as their President. Is the war on terror the only contributing factor that resulted in the election of an African American man as President of a country who historically only elected married Christian white middle aged males as their President or did the power of the media and youth lead to this victory? No, the war on terror is not what determined the 44th President of the United States. President Obama’s landmark victory was due, in part, to a groundswell of support among young Americans; he won nearly 70% of the vote among young Americans under 25. Unlike the African American who ran in the past President Obama had the media in his corner; the internet with social networking sites like Facebook and Youtube had significant impact on each candidate’s ability to garner voters support. With 2 million American supporters on Facebook and over 1500 video’s on YouTube about Barack Obama, it’s no wonder that his name and face was recognizable by so many.…

    • 963 Words
    • 4 Pages
    Good Essays
  • Satisfactory Essays

    President Obama already made history when he was sworn in has the first black president of the United States. The main accomplishments was saving the United States from going into a great depression in 2009. I do not know why people did not like Barak he saved us based of rescuing the economy. He also signed the Wall Street Reform and Consumer Protection Act in 2010 to re-regulate the financial sector after the Great Recession. Another thing people do not give him enough credit for eliminating Osama Bin Laden the most dangerous terrorist in American History after killing over 2,000 people in 9/11. He also…

    • 258 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    In order to get the necessary funds to organize their campaign, the candidates used different methods: they chose to organize charitable events by inviting stars, like Beyoncé and Jay-Z, which is precisely what Barack Obama did on September 5th. To make this night productive and beneficial, a kind of lottery was established: every person that wanted the chance to win a spot at this organized soiree would have to invest 5 dollars in the Obama Campaign.…

    • 364 Words
    • 2 Pages
    Good Essays