At the beginning of this informative article I want to state this misnomer. President Obama is a lightning rod. Some people love him and many people hate him, but even his biggest detractors need to admit that his social media marketing strategy was a classic. Marketers should study this campaign because it is a tutorial on how modern products must certanly be branded. I am hoping that the reader will give attention to the marketing and not the politics.
Barack Obama is a classic case in how a brand may be created in a New Media Age. To win the American presidency a candidate must have a great deal of money and a great deal of name recognition—a brand. If your candidate does not have a brand, if voters do not know who you are, you are not likely to be elected. If your marketer cannot distinguish their product available in the market place, that product won’t be bought. This is the reason modern marketers should study the Obama campaign. Before the 2008 campaign, Barack Obama had no money and was unknown.
By comparison, Hillary Clinton was a well-known senator from a sizable state. During 2006-2007, it absolutely was a foregone conclusion that Hilary would win the Democratic nomination She and her husband had created a vast political network to draw from, and she plenty of money—she had a solid brand. Barack had no brand; even in their own household. When Barack broached a potential candidacy to Michelle, her response was, “This is actually the craziest thing you ever said to me. Nobody will beat Hilary this year…Get over it, kid” ;.Barack and his team did have knowledge of social media marketing and just how to utilize it in a campaign. This knowledge was his biggest asset.
The campaign of 2008 is analogous to the modern market place. In times past, it absolutely was very hard, and very expensive to produce a new service and brand it. This is the reason social media marketing is this important element in modern marketing. A social media campaign allows a new service to be created and branded available in the market place quickly, at hardly any cost. The modern market place is best explained by author Shiv Singh. There has been a change available in the market place. No longer are consumers thinking about engaging with large impersonal brands. Consumers do not trust brands any longer—they trust their friends. In a recently available survey conducted by The Economist half the respondents stated which they don’t trust big business. They trust the recommendations of these friends. Leveraging the recommendations of friends is how you can create brands. That is exactly why the utilization of social media marketing is really critical to branding. Through social media marketing, friends meet, conversations happen, and brands are created.
Which means that in case a product will be selected, the brand must turn into a “friend” to its consumer. This is exactly what the cheap panel Obama Campaign did and just how he did this will be studied by marketers because it is a case study in how to create modern brands using social media. By combining social media marketing that creates micro-targeting, force multipliers are made which are needed to create world-class brands.
The information of the modern market place allowed Barack and his team to quickly develop a strong brand and overcome the Clinton campaign. At this time, I want to clear up an error that I made in a previous article. Recently, I wrote an article entitled, “The Perfect Storm: Why Companies Should Adopt Social Media Marketing whilst the Center of Their Marketing” ;.In this informative article, I identified David Plouffe, Mr. Obama’s campaign manager as an authentic member of the Facebook management team. This was an error. The Obama staff member that I was considering was Chris Hughes, who served whilst the Obama Campaign Director of Online Organizing. Mr. Hughes had a great influence on the campaign social media marketing strategy.
The Obama campaign wasn’t the first campaign to make use of social media. They were the first to ever co-ordinate social media marketing with an entire campaign. They were the first to ever organize the utilization of social media. For social media marketing to work, it has to be organized. John McCain and Howard Dean used the medium before Obama, but Obama and his staff was able to integrate and organize social media marketing into every area of the campaign in a smooth way. As a result of this Barak was able to create “conversations” that engaged. He created enthusiasm, however the enthusiasm his sight created was smart enthusiasm. He used social media marketing sights in a way that targeted supporters and voters. This targeting allowed him to comprehend the important metrics he needed to understand to be able to win his campaign. He was able to target and give attention to his true supporters.
The potency of Obama’s social media marketing branding approach is so it was constructed to make and develop “friendships” ;.That is essential for marketers to realize. Once you meet someone there is a veil between you and that person. As you get to know one another better, the veil comes down. As your relationship develops, trust develops, and deeper conversations begin. These conversations bring about deeper relationships on a human level. On an advertising level, these relationships become strong brands.
The Obama campaign knew so it had to interact people, but that engagement needed to be centered on trust. The Obama engaged people in what it called “the ladder” ;.You engage one step at any given time, build the relationship deeper, and each step is a higher level of commitment—a ladder. The steps of the ladder are based on the level of comfort of the in-patient in terms of the campaign. A marketer would call these steps creating touch points.
The initial touch point will be Personal. This is actually the point where a marketer and customer first come into contact and “friend” one another on a platform like Facebook. In the Obama case, it absolutely was only at that stage when folks are learning one another. A person signs ups for messages and emails. The next touch point is Social. It’s this touch point that people start making posts or comments to a friend’s profile about your product. Only at that touch point, a buddy explains for their friend why a product is an excellent thing. In the Obama campaign, these profiles integrated making use of their web site. At the Website, a supporter may create an account. In the marketing area, an organization would integrate with a Facebook or Twitter. At this time, a person may feel comfortable enough with a brand to join a “group” or produce a “group” ;.
In the Obama campaign, the following stage is always to become an Advocate. To drive interest, pictures might be posted, blogs written, or perhaps a video might be created and posted to You Tube, for instance. There are analogies in the advocate stage for a marketer trying to converse about the merchandise with a “friend” (a customer) and vice versa. It’s in the advocate stage that the supporter might have now feel committed enough to Obama to host an event, ask friends to donate money, or to join up to vote. In the Advocate stage, in an advertising situation, a person might talk to a buddy and recommend a product, making a brand.
The next stage may be the Empowering stage. This stage is for serious supporters of Obama. Here a supporter gets heavily involved. The campaign tracked volunteers and could target its most reliable supporters.
These committed people could create social and fundraising groups on MyBO Web site. The Obama campaign could now organize their own networks of supporters that gave supporters access to the Obama database, from which they might pull cell phone numbers for doing phone banking from their living rooms. In reading this informative article, a marketer has to make an example using what the Obama campaign did as to the each marketer can do with their own brand to increase engagement making use of their customers. Perhaps some organizations could offer discounts for their customers when they introduce their friends to the marketers and solidify the brand. Here a marketer may be flexible in their own situation to extend their brand.
The key reason why social media marketing platforms are so popular is that friends now have the way to share video, blogs, pictures, and posts making use of their friends. This is a god-send for marketers as they fight to create and expand their brand. Ford Motor Company just did this in a fruitful campaign to introduce their new car, the Fiesta. Ford called this the Fiesta Project. In the same way that Ford extended brand awareness for the Fiesta, the Obama campaign provided source material for user-generated content. Here is where scale makes play. The key reason why Ford’s and Obama’s campaign was so effective was simply because they both had the scale for “friends” to “converse” to create the brand. This is the reason the planning stage is really important in making a brand. As Napolean said, “Every army has an agenda before the first shot is fired” ;.An advertising campaign is chaotic. Things happen. A marketer has to be flexible. The main reason Ford’s and Obama ‘s social media marketing campaign was so successful was because there clearly was planning and enough scale was created to engage “friends” ;.
In the case of the Obama campaign, its site, MyBO contained videos, speeches, photos and how-to guides that gave people the raw materials they needed to create their own compelling content in support of Obama. Inturn, supporters created more than 400,000 pro-Obama videos and posted them to YouTube. In addition they wrote more than 400,000 blog posts on the MyBO Web site. A contemporary marketer has to interact their customers to create compelling content for the company that creates brand awareness. This is the reason social media marketing is essential in creating modern brands. An organization will have a hard time in carrying this out, left for their own devices and more importantly, finances. In the case of Ford, Ford did not spend hardly any money on their Fiesta launch. Fiesta had a great presence on social media marketing sights, however the presence was developed by private individuals. Once the Fiesta was launched, 38% of the mark market was conscious of the car.