Professional Documents
Culture Documents
Attract
volunteers
Build
Develop a
database to
grass roots
engage
network
voters
Enhance
Brand – Increase
“Hope” & donation
“Change”
Drive
„High
guaranteed
Touch, High
returns – Be cost-
Tech‟
number of effective
(Kotler‟s
leads,
mantra)
timing
Hybrid segmentation
Demographic
Age, Race, Gender, Ethnicity, Religion, Marital Status,
Urban vs Rural, Level of Income, Professionals
Geographic
State-wise
Behavioral
Voters vs Non-voters – First timers, Apathetic,
Supporters, Opposition, Undecided
>13 mn e-mail addresses Varying technological
Info cards at rallies channels based upon
Website – registration by
demographics
users Recruited volunteers
7,000 different messages
through data so collected
for specific targeting Cookie tracking to send
Sent 1 bn e-mails –
personalised political ads
attracted donations
Micro Offline Online
targeting • Perfectly • Organise
• Multiple choreograp locally
touch hed • Talk to Mobile Video
points spectacles voters Phone Games
• Reached • Retail • Find events
out to all outlets • Raise funds
communitie • Social
s networking
sites
Moderate or liberal
Media
• Commercial time on VH1, MTV
• Mobile ads – “Vote Early”, ChaCha
• Facebook, MySpace, Twitter
• Virtual billboards in 9 different video games
Black voters through the web:
„Community Connect‟
BlackPlanet members in
specific locales
Marketing messages “Hope”, “Change we can believe in” “Country first”, “The original maverick”
Offline marketing channels TV, radio, print (including candidate’s books), TV, radio, print (including candidate’s books),
direct mail direct mail
Online marketing channels E-mail, display, organic and paid search, in-game E-mail, display, organic and paid search, social
advertising, mobile, social media media
Marketing strategies Energize young voters; spread optimism and Energize the right wing; attack Obama’s
hope; emphasize McCain’s similarities to Bush weaknesses; emphasize experience and military
service
Influencer Brand Teams Community
Conversationa Identification & Building &
l& Research & Fan Product Peer
Buzz Tracking Outreach Programs Groups
Strategic Social Media Natural Seeding & Paid Seeding & Social Social Channels
Planning & Buying Social Media Media Advertising &
Optimization Viral Widgets
Phone Banking Tool
Event Finder
DIY Citizenship
Out of
Acquire,
Be new, Be
old
Catch,
don’t copy
sight is out
of mind
Engage,
Involve
one off activities
community building and ongoing eCRM (optional)
ongoing activities (i.e. 4 to 6 reports per year)
Online
Run many small community must
Define your goal
campaigns translate into real
world wins
Leverage your
Relinquish
customers‟
control
passions
“The road ahead will be long. Our climb will be steep. We may not get
there in one year or even one term, but America – I have never been more
hopeful than I am tonight that we will get there. I promise you – we as a
people will get there.”