At the start of this information I do want to state this misnomer. President Obama is really a lightning rod. Some people love him and some people hate him, but even his biggest detractors need to admit that his social media strategy was a classic. Marketers should study this campaign as it is really a tutorial on how modern products must certanly be branded. I really hope that the reader will give attention to the marketing and not the politics.

Barack Obama is really a classic case in what sort of brand can be created in a New Media Age. To win the American presidency a candidate will need to have a great deal of money and a great deal of name recognition—a brand. If a candidate does not need a brandname, if voters do not know who you’re, you’re not going to be elected. If a marketer cannot distinguish their product available in the market place, that product won’t be bought. For this reason modern marketers should study the Obama campaign. Prior to the 2008 campaign, Barack Obama had no money and was unknown.

In 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 lots of money—she had a strong brand. Barack had no brand; even in their own household. When Barack broached a potential candidacy to Michelle, her response was, “Here is the craziest thing you ever said to me. Nobody will beat Hilary this year…Get over it, kid” ;.Barack and his team did have familiarity with social media and how exactly to use it in a campaign. This knowledge was his biggest asset.

The campaign of 2008 is analogous to the present day market place. In times past, it absolutely was quite difficult, and very expensive to produce a new service and brand it. For this reason social media 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 most beneficial explained by author Shiv Singh. There has been a change available in the market place. No further 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 that they don’t trust big business. They trust the recommendations of the friends. Leveraging the recommendations of friends is the best way to create brands. That is the reason why the use of social media is so critical to branding. Through social media, friends meet, conversations happen, and brands are created.

Which means if your product will be selected, the brand must develop into a “friend” to its consumer. It’s this that the Obama Campaign did and just how that he did this would be studied by marketers as it is really a Twitter Reseller Panel case study in how to produce modern brands using social media. By combining social media that produces micro-targeting, force multipliers are created which can be needed to produce world-class brands.

The information of the present day market place allowed Barack and his team to quickly develop a strong brand and overcome the Clinton campaign. At this time, I want to clean up a mistake that I produced in a prior article. Recently, I wrote a write-up entitled, “The Perfect Storm: Why Companies Should Adopt Social Media Marketing while the Center of Their Marketing” ;.In this information, I identified David Plouffe, Mr. Obama’s campaign manager as a genuine person in the Facebook management team. This is an error. The Obama staff member that I was thinking of was Chris Hughes, who served while the Obama Campaign Director of Online Organizing. Mr. Hughes had a good influence on the campaign social media strategy.

The Obama campaign wasn’t the first campaign to use social media. These were the first ever to co-ordinate social media by having an entire campaign. These were the first ever to organize the use of social media. For social media to work, it has to be organized. John McCain and Howard Dean used the medium before Obama, but Obama and his staff surely could integrate and organize social media into every part of the campaign in a smooth way. Due to this Barak surely could create “conversations” that engaged. He created enthusiasm, nevertheless the enthusiasm his sight created was smart enthusiasm. He used social media sights in a way that targeted supporters and voters. This targeting allowed him to understand the important metrics that he needed to learn to be able to win his campaign. He surely could target and give attention to his true supporters.

The potency of Obama’s social media branding approach is so it was constructed to produce and develop “friendships” ;.That is essential for marketers to realize. Once you meet someone there’s a veil between you and that person. As you can 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 an individual level. On a marketing level, these relationships become strong brands.

The Obama campaign knew so it had to engage people, but that engagement had 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 really a higher amount of commitment—a ladder. The steps of the ladder are on the basis of the comfort level of the average person in relation to the campaign. A marketer would call these steps creating touch points.

The first touch point will be Personal. Here is the point of which a marketer and customer first enter into contact and “friend” each other on a platform like Facebook. In the Obama case, it absolutely was at this stage when folks are getting to know one another. A person signs ups for messages and emails. The following touch point is Social. It is this touch point that folks start making posts or comments to a friend’s profile about your product. As of this touch point, a pal explains with their friend why an item is an excellent thing. In the Obama campaign, these profiles integrated with 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 customer may feel comfortable enough with a brandname to join a “group” or develop a “group” ;.

In the Obama campaign, another stage would be to become an Advocate. To operate a vehicle interest, pictures might be posted, blogs written, or even a video might be created and posted to You Tube, for instance. There are analogies in the advocate stage for a marketer attempting to converse about the item with a “friend” (a customer) and vice versa. It is in the advocate stage that a supporter may have now feel committed enough to Obama to host an event, ask friends to donate money, or to register to vote. In the Advocate stage, in a marketing situation, an individual might communicate with a pal and recommend an item, making a brand.

The following stage could 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 very own networks of supporters that gave supporters usage of the Obama database, where they may pull cell phone numbers for doing phone banking from their living rooms. In reading this information, a marketer has to produce an example using what the Obama campaign did as to the each marketer can do with their very own brand to boost engagement with their customers. Perhaps some organizations could offer discounts with their customers should they introduce their friends to the marketers and solidify the brand. Here a marketer can be flexible in their very own situation to give their brand.

Exactly why social media platforms are very popular is that friends will have the methods to share video, blogs, pictures, and posts with their friends. This is a god-send for marketers as they try to produce and expand their brand. Ford Motor Company just did this in a successful campaign to introduce their new car, the Fiesta. Ford called this the Fiesta Project. In exactly the same way that Ford extended brand awareness for the Fiesta, the Obama campaign provided source material for user-generated content. Here’s where scale comes into play. Exactly why Ford’s and Obama’s campaign was so effective was because they both had the scale for “friends” to “converse” to produce the brand. For this reason the planning stage is so important in making a brand. As Napolean said, “Every army has a plan until the first shot is fired” ;.A marketing campaign is chaotic. Things happen. A marketer has to be flexible. The reason Ford’s and Obama ‘s social media campaign was so successful was because there is planning and enough scale was created to engage “friends” ;.

In 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 produce their very own compelling content meant for Obama. In return, 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 modern marketer has to engage their customers to produce compelling content for the organization that produces brand awareness. For this reason social media is essential in creating modern brands. An organization will have a hard time in carrying this out, left with their own devices and more importantly, finances. In case of Ford, Ford didn’t spend anything on the Fiesta launch. Fiesta had a good presence on social media sights, nevertheless the presence was produced by private individuals. When the Fiesta was launched, 38% of the prospective market was conscious of the car.

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