2008 Campaign Results This article is perfect for someone that runs their own business or is working for a large corporation that wants to implement state of the art marketing through social marketing and social media.
This article is not really about which of the two candidates (Barack Obama and John McCain) are better, and I will also deal with this subject in non-partisan manner.
I have heard so many people in so many forums say that the Obama campaign was a masterpiece of the art social marketing.
In looking at the demographics in exit polls only, the demographics appeared to support the following (according to Associated Press): 1.
Minorities: Ninety-six percent of black voters supported Obama.
He also drew the votes of two thirds of Hispanics 2.
Young people: Obama won the under-30 crowd by 34 percentage points.
This bested Bill Clinton's 19-point advantage over Bob Dole among young voters in 1996.
3.
Women: Obama attracted 56 percent of female voters.
Unmarried women also voted for Obama over McCain by 70 to 29 percent.
4.
White men: He had the support of 41 percent of white men.
Before Obama, no Democrat since Jimmy Carter had earned more than 38 percent of the white male vote.
5.
Hillary Clinton fans: Obama won over 84 percent of Democrats who backed Hillary Clinton in the primaries.
In looking at You Tube alone, Obama, had an incredible 1,800%2B videos loaded compared to around 300%2B for McCain.
Not accounting for quality of the videos, pure numbers would indicate strong effort in getting the video-engaged world bought into the Obama camp.
So for those of us that want to make maximum use of the power of social and media channels, you may ask, so how can I make it work for me? And so now,I am interested in putting together the other elements of the Obama campaign to be able to better understand the plan that the Obama campaign used to achieve success.
If you have some specific tactics that you can support by fact used in that campaign, I would be interested in seeing your comments.
Social Media/Social Marketing Blueprint for Your Use For the benefit of us all, as marketing professionals, the way to make this work for us is to lay it out in a way that we can all make this actionable in our businesses.
This relates strictly to the better use of social marketing on the internet as it relates to any campaign election or product or service.
The marketing approach would be approached in the following way: 1.
Research What did the U.
S.
people want to hear, in what media did they want to hear it, what is the tone.
This stuff can all be listened to using the following tools: Twitter Search - search.
twitter.
com Technorati Blog Search - technorati.
com/search Google Blog Search - blogsearch.
google.
com All you need to do is use these tools to perform intelligent inquiries into media usage, one-by-one spills of election issues, attitudes, or other.
The output of the step is simply what are the keywords that would be used when a member of your market (or audience, or voting population) would use when they go to find out more, or complain or simply to chat about what is going right, what is going wrong, suggestions, comments.
People like to talk.
And when they do you want to be there when they talk at this point.
The above tools are ways of finding a lot about your customers, And for Obama, those customers are voters.
2.
Traffic Use Google Keyword tool, Twitter Search and other blogs that come about from the blog searches above to determine actually what numerically are the big issues and where are they getting talked about the most.
The campaign manager would take all of this information and drive the campaign from a top down in both online and offline campaigns.
In this way, the message is made uniform across all media.
The Obama campaign made heavy usage of Twitter (as mentioned above that the Joe Biden assignment was announced on Twitter before general media).
Technorati as of today has 2,184,113 posts for Obama versus 1,427,112 posts for McCain).
Google Blog Search shows 22,589,013 unique blog posts for Obama and 3,240,813 for McCain.
3.
Issues Position Assignments of personnel to each of the media to dominate the major vehicles (as you can plainly see) was the big job.
It was a huge project management job to continue to track issues and get hands on keyboards to keep the major blogs aligned with the message of hope and change that was central to Obama's campaign.
If you have used Twitter, the message come fast and furiously and so you need to have dedicated hands on the keyboard continuously to manage feedback and results as they come in.
4.
Tracking Results and Issues Campaign The interesting part of this blueprint is the fact that, it is finally at this step, where the campaign manager is deciding what the product is.
Up to this point in the process, it is all simply a matter of finding who is talking, what they are talking about and where they are talking.
So at this, we finally have a "product" or "product concept" that can be turned into a product campaign.
How do you track such a thing? Comments on targeted blogs are the most credible feedback.
Simple tallying of the negative versus positive would be a good coarse measure.
When people get behind a keyboard (or finger board) they are quite honest! So, using their feedback to adjust campaign message, tone, and looking for new media for message.
Perhaps you are also interested in trying to piece this together.
The above would be the blueprint that I would start with in putting together campaigns that would help drive positive change - either for product, services or public officials.
I hope this is useful to you and would be glad to hear any other contributions that can help drill down to a better understanding for us all.
Thanks all.
Follow me on Twitter - http://twitter.
com/frank_dobner © Copyright - 2008 Frank Dobner
This article is not really about which of the two candidates (Barack Obama and John McCain) are better, and I will also deal with this subject in non-partisan manner.
I have heard so many people in so many forums say that the Obama campaign was a masterpiece of the art social marketing.
In looking at the demographics in exit polls only, the demographics appeared to support the following (according to Associated Press): 1.
Minorities: Ninety-six percent of black voters supported Obama.
He also drew the votes of two thirds of Hispanics 2.
Young people: Obama won the under-30 crowd by 34 percentage points.
This bested Bill Clinton's 19-point advantage over Bob Dole among young voters in 1996.
3.
Women: Obama attracted 56 percent of female voters.
Unmarried women also voted for Obama over McCain by 70 to 29 percent.
4.
White men: He had the support of 41 percent of white men.
Before Obama, no Democrat since Jimmy Carter had earned more than 38 percent of the white male vote.
5.
Hillary Clinton fans: Obama won over 84 percent of Democrats who backed Hillary Clinton in the primaries.
In looking at You Tube alone, Obama, had an incredible 1,800%2B videos loaded compared to around 300%2B for McCain.
Not accounting for quality of the videos, pure numbers would indicate strong effort in getting the video-engaged world bought into the Obama camp.
So for those of us that want to make maximum use of the power of social and media channels, you may ask, so how can I make it work for me? And so now,I am interested in putting together the other elements of the Obama campaign to be able to better understand the plan that the Obama campaign used to achieve success.
If you have some specific tactics that you can support by fact used in that campaign, I would be interested in seeing your comments.
Social Media/Social Marketing Blueprint for Your Use For the benefit of us all, as marketing professionals, the way to make this work for us is to lay it out in a way that we can all make this actionable in our businesses.
This relates strictly to the better use of social marketing on the internet as it relates to any campaign election or product or service.
The marketing approach would be approached in the following way: 1.
Research What did the U.
S.
people want to hear, in what media did they want to hear it, what is the tone.
This stuff can all be listened to using the following tools: Twitter Search - search.
twitter.
com Technorati Blog Search - technorati.
com/search Google Blog Search - blogsearch.
google.
com All you need to do is use these tools to perform intelligent inquiries into media usage, one-by-one spills of election issues, attitudes, or other.
The output of the step is simply what are the keywords that would be used when a member of your market (or audience, or voting population) would use when they go to find out more, or complain or simply to chat about what is going right, what is going wrong, suggestions, comments.
People like to talk.
And when they do you want to be there when they talk at this point.
The above tools are ways of finding a lot about your customers, And for Obama, those customers are voters.
2.
Traffic Use Google Keyword tool, Twitter Search and other blogs that come about from the blog searches above to determine actually what numerically are the big issues and where are they getting talked about the most.
The campaign manager would take all of this information and drive the campaign from a top down in both online and offline campaigns.
In this way, the message is made uniform across all media.
The Obama campaign made heavy usage of Twitter (as mentioned above that the Joe Biden assignment was announced on Twitter before general media).
Technorati as of today has 2,184,113 posts for Obama versus 1,427,112 posts for McCain).
Google Blog Search shows 22,589,013 unique blog posts for Obama and 3,240,813 for McCain.
3.
Issues Position Assignments of personnel to each of the media to dominate the major vehicles (as you can plainly see) was the big job.
It was a huge project management job to continue to track issues and get hands on keyboards to keep the major blogs aligned with the message of hope and change that was central to Obama's campaign.
If you have used Twitter, the message come fast and furiously and so you need to have dedicated hands on the keyboard continuously to manage feedback and results as they come in.
4.
Tracking Results and Issues Campaign The interesting part of this blueprint is the fact that, it is finally at this step, where the campaign manager is deciding what the product is.
Up to this point in the process, it is all simply a matter of finding who is talking, what they are talking about and where they are talking.
So at this, we finally have a "product" or "product concept" that can be turned into a product campaign.
How do you track such a thing? Comments on targeted blogs are the most credible feedback.
Simple tallying of the negative versus positive would be a good coarse measure.
When people get behind a keyboard (or finger board) they are quite honest! So, using their feedback to adjust campaign message, tone, and looking for new media for message.
Perhaps you are also interested in trying to piece this together.
The above would be the blueprint that I would start with in putting together campaigns that would help drive positive change - either for product, services or public officials.
I hope this is useful to you and would be glad to hear any other contributions that can help drill down to a better understanding for us all.
Thanks all.
Follow me on Twitter - http://twitter.
com/frank_dobner © Copyright - 2008 Frank Dobner