the marketing of the president: 2012

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The Marketing of the President: 2012

©SocialxDesign. All rights reserved.

Where I’m from

2@giorodriguez


Where I’ve been

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Where I’ve been

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Where I’ve been

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My historical POV (it used to be about …)

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My historical POV (now it’s about …)

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Mnemonic

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Mnemonic

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Mnemonic

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7MessageMessengerMediaMomentMoneyMetricsThe “map”

@giorodriguez


1. Message

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1. Message

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1. Message: Referendum

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1. Message

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1. Message: Progress

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1. Message

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1. Message: Takeaways

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The past versus the future.

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2. Messenger

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2. Messenger

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2. Messenger

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2. Messenger

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2. Messenger

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2. Messenger

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2. Messenger

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2. Messenger

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Rogues Gallery

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Rogues Gallery

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Rogues Gallery

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2. Messenger: Takeaway

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The big tent and the longtail versus the “base.”

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3. Media

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3. Media (Social)

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3. Media (Social): Followers

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Obama: 22.7mm

Romney: 1.8 mm

@giorodriguez


3. Media (Social): Likes

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Obama: 32.2 mm

Romney: 12.1 mm

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3. Media (Social): Offline

34

Obama:

Field offices

Doors knocked

Registrations

@giorodriguez



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Obama:

Field offices

Doors knocked

Registrations

@giorodriguez@giorodriguez



36

Obama:

Field offices

Doors knocked

Registrations

@giorodriguez@giorodriguez


3. Media (social): takeaway

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Digital versus postdigital (online and offline).

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4. Moment

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4. Moment

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4. Moment

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4. Moment

41Day before the debate: early voting in Ohio.@giorodriguez


4. Moment

42One day before the debate: early voting in Ohio.@giorodriguez


4. Moment



4. Moment (takeaway)

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In the postdigital world, “events” are even more challenging.

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47

In the postdigital world, “events” are even more challenging.

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48

Prime time versus real-time.

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5. Money

49@giorodriguez


5. Money (campaigns)

50

$838.5 mm

$998.2 mm

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5. Money (super PACs)

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~$700 mm

~$260 mm

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5. Money: average donation

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$58

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5. Money (takeaway)

53

Patron-driven versus people-driven.

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6. Metrics

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6. Metrics

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6. Metrics

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6. Metrics

57

Romney’s Orca

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6. Metrics

58

“Early in the evening, one aide said that, as of 4 p.m., Orca still projected a Romney victory of somewhere between 290 and 300 electoral votes.... “Somebody said Orca is lying on the beach with a harpoon in it,” said the aide. “ – WASHINGTON EXAMINER

Romney’s Orca

@giorodriguez


6. Metrics

59

Obama’s Cave

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6. Metrics

60

“[Messina] hired an analytics department five times as large as that of the 2008 operation, with an official “chief scientist” for the Chicago headquarters named Rayid Ghani, who in a previous life crunched huge data sets to, among other things, maximize the efficiency of supermarket sales promotions.” --TIME

Obama’s Cave

@giorodriguez


6. Metrics (takeaway)

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Little data versus big data.

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7. The “map”

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7. The “map”

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7. Map

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7. The “map” (takeaway)

65

Tribe versus metatribe.

@giorodriguez

the marketing of the president: 2012

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