In the beginning of this short 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 certainly to admit that his social media strategy was a classic. Marketers should study this campaign as it is a tutorial on how modern products must certanly be branded. I hope that the reader will focus on the marketing and not the politics.
Barack Obama is a classic case in how a brand could 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’re, you’re not going to be elected. If your marketer cannot distinguish their product on the market place, that product will not be bought. This is why modern marketers should study the Obama campaign. Before the 2008 campaign, Barack Obama had no money and was unknown.
By contrast, 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 a lot of money—she had a strong brand. Barack had no brand; even yet in his own household. When Barack broached a possible candidacy to Michelle, her response was, “Here is the craziest thing you ever believed to me. Nobody will probably beat Hilary this year…Get over it, kid” ;.Barack and his team did have familiarity with social media and just how to use 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 difficult, and too costly to make a new product and brand it. This is why social media is such an important element in modern marketing. A social media campaign allows a new product to be created and branded on the market place quickly, at very little cost. The modern market place is best explained by author Shiv Singh. top smm panel There is a huge change on the market place. No longer are consumers interested in engaging with large impersonal brands. Consumers do not trust brands any longer—they trust their friends. In a current 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. This really is the reason why the usage of social media is really critical to branding. Through social media, friends meet, conversations happen, and brands are created.
Which means if a product will probably be selected, the brand must develop into a “friend” to its consumer. This is exactly what the Obama Campaign did and the way that he did this will be studied by marketers as it is a case study in how to create modern brands using social media. By combining social media that creates micro-targeting, force multipliers are created that are needed to create world-class brands.
The data of the modern market place allowed Barack and his team to quickly produce a strong brand and overcome the Clinton campaign. At this time, I want to clean up a mistake that I produced in a previous article. Recently, I wrote a write-up entitled, “The Perfect Storm: Why Companies Should Adopt Social Media Marketing because the Center of Their Marketing” ;.In this short article, I identified David Plouffe, Mr. Obama’s campaign manager as an authentic person in the Facebook management team. This is an error. The Obama staff member that I was considering was Chris Hughes, who served because the Obama Campaign Director of Online Organizing. Mr. Hughes had a great influence on the campaign social media strategy.
The Obama campaign wasn’t the initial campaign to use social media. These were the first ever to co-ordinate social media with an entire campaign. These were the first ever to organize the usage of social media. For social media to work, it needs 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 area of the campaign in a seamless way. Because of this Barak surely could create “conversations” that engaged. He created enthusiasm, but 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 understand in order to win his campaign. He surely could target and focus on his true supporters.
The potency of Obama’s social media branding approach is that it was constructed to produce and develop “friendships” ;.This really is very important to marketers to realize. When you meet someone there’s 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 a marketing level, these relationships become strong brands.
The Obama campaign knew that it had to engage 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 the same time, build the relationship deeper, and each step is a higher amount of commitment—a ladder. The steps of the ladder are based on the comfort level of the average person with regards 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 come right into contact and “friend” each other on a platform like Facebook. In the Obama case, it absolutely was only at that stage when people are learning one another. A person signs ups for messages and emails. Another 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 pal explains to their friend why a product is a good thing. In the Obama campaign, these profiles integrated making use of their web site. At the Website, an advocate may create an account. In the marketing area, an organization would integrate with a Facebook or Twitter. At this time, an individual may feel comfortable enough with a brand to become listed on a “group” or develop a “group” ;.
In the Obama campaign, the following stage should be to become an Advocate. To drive interest, pictures may be posted, blogs written, or perhaps a video may be created and posted to You Tube, for instance. There are analogies in the advocate stage for a marketer trying to converse about the item with a “friend” (a customer) and vice versa. It’s in the advocate stage a supporter could 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 speak with a pal and recommend a product, making a brand.
Another stage could be the Empowering stage. This stage is for serious supporters of Obama. Here an advocate 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, that they could pull cell phone numbers for doing phone banking from their living rooms. In reading this short article, a marketer has to produce an example in what the Obama campaign did to what each marketer may do with their very own brand to boost engagement making use of their customers. Perhaps some organizations could offer discounts to their customers when they introduce their friends to the marketers and solidify the brand. Here a marketer could be flexible in their very own situation to give their brand.
The reason why social media platforms are so popular is that friends are in possession of the way to share video, blogs, pictures, and posts making use of their friends. This can be a god-send for marketers as they try to create and expand their brand. Ford Motor Company just did this in a powerful 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 is where scale has play. The reason why Ford’s and Obama’s campaign was so effective was because they both had the scale for “friends” to “converse” to create the brand. This is why the planning stage is really important in making a brand. As Napolean said, “Every army has an idea before first shot is fired” ;.An advertising campaign is chaotic. Things happen. A marketer needs to be flexible. The reason Ford’s and Obama ‘s social media campaign was so successful was because there clearly was planning and enough scale was intended to engage “friends” ;.
In case of the Obama campaign, its web site, MyBO contained videos, speeches, photos and how-to guides that gave people the raw materials they needed to create their very own compelling content in support of Obama. In exchange, supporters created significantly more than 400,000 pro-Obama videos and posted them to YouTube. They also wrote significantly more than 400,000 blog posts on the MyBO Web site. A contemporary marketer has to engage their customers to create compelling content for the organization that creates brand awareness. This is why social media is important in creating modern brands. An organization will probably have trouble in achieving this, left to their own devices and more importantly, finances. In case of Ford, Ford did not spend any money on their Fiesta launch. Fiesta had a great presence on social media sights, but the presence was created by private individuals. When the Fiesta was launched, 38% of the goal market was aware of the car.