marketing a presidential candidate online
Post on 19-Oct-2014
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This presentation explores the various ways that Barack Obama and John McCain are marketing themselves online — with a particular focus on social media strategies.TRANSCRIPT
Slide 1
Presidential Politics: Marketing a Candidate OnlineOct. 31, 2008By Marianne Madden and Holly Matson
Lal2a | Geary Interactive |
Presentation Title | Geary Interactive |
Presidential campaigns = marketing campaignsPresentation Title | Geary Interactive | Presidential Politics| Geary Interactive | *
ObamaMcCainMarketing messageshope, change we can believe incountry first, the original maverickOffline marketing channelsTV, radio, print (including candidates books), direct mailTV, radio, print (including candidates book), direct mailOnline marketing channelsEmail, display, organic and paid search, organic media, social mediaEmail, display, organic and paid search, organic media, social mediaBudget$150 million in Sept alone$84 million (public funds)Marketing strategiesEnergize young voters; spread optimism and hope; emphasize McCains similarities to BushEnergize the right wing; attack Obamas weaknesses; emphasize experience and military service
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Search
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Presentation Title | Geary Interactive |
Organic SearchPresentation Title | Geary Interactive | Presidential Poliitics| Geary Interactive | *
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Paid SearchPresentation Title | Geary Interactive | Presidential Politics| Geary Interactive | *McCain much more proactive/aggressive than ObamaMcCain bidding on 226 paid search KWs; Obama 174McCain bidding on more KWs tied to specific issues like abortion and affordable housing 17 negative paid search ads by Obama, but only three from McCain
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Presentation Title | Geary Interactive |
The candidates views of the InternetPresentation Title | Geary Interactive | Presidential Politics| Geary Interactive | *
Ordinary people are being empowered politically in a way they haven't before.- Barack Obama
"I am a [computer] illiterate that has to rely on my wife for all of the assistance I can get.- John McCain
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Candidates Official Websites
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Barackobama.comPresentation Title | Geary Interactive | Presidential Politics| Geary Interactive | *Main body of text is a blog!
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Johnmccain.comPresentation Title | Geary Interactive | Presidential Politics| Geary Interactive | *
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Barackobama.com: innovationsPresentation Title | Geary Interactive | Presidential Politics| Geary Interactive | *Mobile updates + involvement on tons of social networks
Biggies (Facebook, MySpace, YouTube) as well as niche networks like BlackPlanet, Faithbase and Eons
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Presentation Title | Geary Interactive |
Obama: innovationsPresentation Title | Geary Interactive | Presidential Politics| Geary Interactive | *
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Obama: widgetsPresentation Title | Geary Interactive | Presidential Politics| Geary Interactive | *Geared toward getting out the vote
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Presentation Title | Geary Interactive |
Johnmccain.com: innovationsPresentation Title | Geary Interactive | Presidential Politics| Geary Interactive | *McCain Space + blog
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Presentation Title | Geary Interactive |
Mccainblogette.comPresentation Title | Geary Interactive | Presidential Politics| Geary Interactive | *Written by MeghanMcCain (age 24)
Unfortunately for Obama, his kids (ages 7 and 10) are too young to blog
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Presentation Title | Geary Interactive |
McCains missteps: astroturfingPresentation Title | Geary Interactive | Presidential Politics| Geary Interactive | *Asking supporters to cut and paste talking points into blog comment threads in exchange for prizesUndermines what social media is aboutNeed a more organic approach
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YouTube
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Presentation Title | Geary Interactive |
YouTube channels: McCainPresentation Title | Geary Interactive | Presidential Politics| Geary Interactive | *
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YouTube channel: ObamaPresentation Title | Geary Interactive | Presidential Politics| Geary Interactive | *
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YouTube channels: head-to-headPresentation Title | Geary Interactive | Presidential Politics| Geary Interactive | *
ObamaMcCainVideos1,738323Friends25,248n/aSubscribers110,79027,570Special features of YouTube pageContribute to campaign via Google Checkout; link to YouTube page on barackobama.comFind events; host events
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Lessons from fan sitesPresentation Title | Geary Interactive | Presidential Politics| Geary Interactive | *
The action is happening far away from the candidates official online channels
Fans of each candidate create memes, re-imagine campaign messages, and craft entirely new narratives
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Presentation Title | Geary Interactive |
Facebook warsPresentation Title | Geary Interactive | Presidential Politics| Geary Interactive | ** Unofficial group (One Million for McCain/Palin has more members (204,296) ** Beyond basics like Posted Items, Events, Discussion, Wall posts
ObamaMcCainMembers/Supporters in largest group2,322,72775,164*Special features of profile page**Videos, find out where to vote, register to votenone
Lal2a | Geary Interactive |
Lal2a | Geary Interactive |
Presentation Title | Geary Interactive |