At the beginning of this information I want to state this misnomer. President Obama is just a lightning rod. Some individuals love him and some people hate him, but even his biggest detractors have to admit that his social networking strategy was a classic. Marketers should study this campaign since it is just a tutorial on how modern products should be branded. I am hoping that the reader will concentrate on the marketing and not the politics.

Barack Obama is just a classic case in what sort of brand may be created in a New Media Age. To win the American presidency a candidate must have a lot of money and a lot of name recognition—a brand. If a candidate does not need a brand, if voters do not know who you’re, you’re not going to be elected. If a marketer cannot distinguish their product in the market place, that product will not be bought. This is the reason modern marketers should study the Obama campaign. Before the 2008 campaign, Barack Obama had no money and was unknown.

By comparison, Hillary Clinton was a well-known senator from a large state. During 2006-2007, it had been 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 plenty of money—she had a powerful brand. Barack had no brand; even in their 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 networking and just how to put it to use in a campaign. This knowledge was his biggest asset.

The campaign of 2008 is analogous to the modern market place. In times past, it had been quite difficult, and too costly to produce a new service and brand it. This is the reason social networking is this important element in modern marketing. A cultural media campaign allows a new service to be created and branded in the market place quickly, at very little cost. The current market place is most beneficial explained by author Shiv Singh. There has been a change in the market place. No further are consumers enthusiastic about 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 the way to create brands. This really is the key reason why the utilization of social networking is indeed critical to branding. Through social networking, friends meet, conversations happen, and brands are created.

This means that if a product will probably be selected, the brand must become a “friend” to its consumer. This is exactly what the Obama Campaign did and the way that he did this would be studied by marketers since it is just a case study in how to create modern brands using social media. By combining social networking that produces micro-targeting, force multipliers are made that are needed to create world-class brands.

The knowledge of the modern market place allowed Barack and his team to quickly produce a strong brand and overcome the Clinton campaign. At this point, I would like to get rid of an error that I made in a previous article. Recently, I wrote articles entitled, “The Perfect Storm: Why Companies Should Adopt Social Media Marketing since the Center of Their Marketing” ;.In this information, I identified David Plouffe, Mr. Obama’s campaign manager as an authentic member of the Facebook management team. This is an error. The Obama staff member that I was considering was Chris Hughes, who served since the Obama Campaign Director of Online Organizing. Mr. Hughes had a good influence on the campaign social networking strategy.

The Obama campaign was not the very first campaign to utilize social media. They were the first to ever co-ordinate social networking with an entire campaign. They were the first to ever organize the utilization of social media. For social networking 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 networking into every section of the campaign in an easy way. As a result of this Barak surely could create “conversations” that engaged. He created enthusiasm, however the enthusiasm his sight created was smart enthusiasm. He used social networking sights in ways that targeted supporters and voters. This targeting allowed him to know the important metrics that he needed to know in order to win his campaign. He surely could target and concentrate on his true supporters.

The effectiveness of Obama’s social networking branding approach is so it was constructed to make and develop “friendships” ;.This really is important for marketers to realize. Once you meet someone there’s a veil between you and that person. top smm reseller panel As you get to know each other 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 an advertising level, these relationships become strong brands.

The Obama campaign knew so it had to interact 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 any given time, build the connection deeper, and each step is just a higher level of commitment—a ladder. The steps of the ladder are based on the level of comfort of the patient in terms of the campaign. A marketer would call these steps creating touch points.

The first touch point could be Personal. Here is the point at which a marketer and customer first come into contact and “friend” each other on a platform like Facebook. In the Obama case, it had been as of this stage when individuals are observing one another. A person signs ups for messages and emails. Another touch point is Social. It is this touch point that folks start making posts or comments to a friend’s profile about your product. At this touch point, a friend explains with 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, a supporter may create an account. In the marketing area, an organization would integrate with a Facebook or Twitter. At this point, a customer may feel comfortable enough with a brand to participate a “group” or produce a “group” ;.

In the Obama campaign, another stage would be to become an Advocate. To operate a vehicle interest, pictures may be posted, blogs written, or a video may 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 the supporter might have now feel committed enough to Obama to host an event, ask friends to donate money, or to join up to vote. In the Advocate stage, in an advertising situation, a person might speak with a friend and recommend a product, developing a brand.

Another stage is 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 particular networks of supporters that gave supporters access to the Obama database, from which they may pull telephone numbers for doing phone banking from their living rooms. In reading this information, a marketer has to make an example with what the Obama campaign did from what each marketer can do with their particular brand to boost engagement making use of 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 may be flexible in their particular situation to extend their brand.

Exactly why social networking platforms are very popular is that friends will have 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 highly effective campaign to introduce their new car, the Fiesta. Ford called this the Fiesta Project. In the same way that Ford extended brand awareness for the Fiesta, the Obama campaign provided source material for user-generated content. Listed here is where scale comes into play. Exactly why Ford’s and Obama’s campaign was so effective was since they both had the scale for “friends” to “converse” to create the brand. This is the reason the planning stage is indeed important in developing a brand. As Napolean said, “Every army has an idea before first shot is fired” ;.An advertising campaign is chaotic. Things happen. A marketer has to be flexible. The reason Ford’s and Obama ‘s social networking 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 page, MyBO contained videos, speeches, photos and how-to guides that gave people the raw materials they needed to create their particular 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 interact their customers to create compelling content for the organization that produces brand awareness. This is the reason social networking is very important in creating modern brands. A company will probably have trouble in doing this, left with their own devices and moreover, finances. In case of Ford, Ford did not spend hardly any money on their Fiesta launch. Fiesta had a good presence on social networking sights, however the presence was produced by private individuals. When the Fiesta was launched, 38% of the prospective market was aware of the car.

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