Obama’s Extreme Social Media Marketing Skills
Social media marketing is top priority at most CMO’s marketing agenda for 2009. But unfortunately many brands will fail. Simply because they are only aiming for short term campaigns and quick bribes. They lack the Obama mentality. And for success in social marketing an Obama DNA is a must have. See how Obama uses online video and the internet…
Obama recently introduced again another new interactive tool on WhiteHouse.gov: “Open for Questions,” which allowed people to submit their questions on the economy and vote on those submitted by others.
The President pledged to answer some of these questions during an online town hall on Thursday, March 26, 2009. And he did! Because Obama understands you will get no loyal followers if you overpromise through shouting campaigns but under deliver frequently. How ignorant can marketers be. Just do it. Yes you can too!
In the short trial 92,937 people have submitted 103,978 questions and cast 1,782,650 votes. So even after Obama has won the elections, he keeps interacting with his target audience and that’s why he is the one and only core identity brand.
But most brands are too ignorant to learn that they should do brand tracking to monitor the impact of their Digital Marketing Programs. Otherwise they will never learn.
So CMO’s: next online campaign- hire MetrixLab, TNS, Dynamic Logic or your own trusted brand tracking company so you can finally learn what all these brand interactions and consumer engagements will contribute to your brand’s TOMA and preference or purchase intent.
In 2007 we made the best decision ever! If a brand had qualitative goals in its briefing, we only did the digital marketing part if the brand was willing to do brand tracking.
If they did not wanted to do brand tracking, we refused their budget. A risky but long term approach that created success after one year. The brands that had an open DNA and wanted to listen and learn, are now our best clients: clients that have achieved tremendous progression in their interactive programs and brand awaress and likeability!
We have presented the Obama Strategy last few months. We did over a dozen presentations around the globe. And all marketers loved it and shouted: “this is what we need as well”!!
But can they do it? Since interaction is not the internet, it’s a mentality! Most CMO’s about soon forget about Obama and stick to their shouting campaigns programs.
Obama is one of the few smart marketers in the world. He really understands that advertising never created a movement. And that brands should use the internet to empower people, not try to make them click on just another lousy and shouting banner.
Why do you think so many marketers have so much resistance against involving their target audiences? Most seem so scared?
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Your point “And that brands should use the internet to empower people, not try to make them click on just another lousy and shouting banner.”
Extremely excellent insight. People are what will drive your brands to their networks…viral marketing is far more important than one single click.
This is a great example of the need to go beyond targeting and engaging to mobilizing, leveraging the true power of the social web. I love to see what Obama is doing in social media.
Maria Reyes-McDavis
Social Marketing with Impact
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@ Barbara,
Thanks for your reply. I sincerely hope that the marcomms industry- one day- will discover that internet has great powers for eCRM, eCommerce, listeting, interaction, engagement as well.
So nice for ads, but even better for conversations and 2 way communications.
Cheers
Igor
@ Maria
Yes Obama has really set the example. I hope many brands will follow.
Thanks!
Cheers
Igor
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looking forward to experimenting with Obama on entrepreneur education in schools, small business programs (easier funding), social networking for business training to help struggling companies,(which i can lead)etc.
I watched as Obama created a movement on the Internet that raised massive amounts of money for his campaign and engaged his potential voters daily. Social media for marketing a brand is the way to go but no one can deny that Obama has money to reach to his audience via mainstream media to drive his online focus. How does a small entrepreneur accomplish the Obama result on a significantly stringent budget?
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@ Nathan
All large brands have large budgets. For smaller companies with smaller budgets it’s about copying the smart and innovative parts.
Obama used Google moderator and many other tools that are cheap or for free.
I tried to explain that Obama listened extremely well- he did not only shout with ads.
Cheers
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RT @nicci71: Obama’s extreme social media marketing skills: http://tinyurl.com/cuolac
Well he is smart enough to understand that social media in a way will help him to put pressure on other politicians and institutions (like the Congress). Also remember what the first task of a newly elected American president is : to be re-elected. Wait for 2012. With the Republican being more tech-savvy, this is going to be very interesting from a social media point of view.
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@ Guillaume,
You’re right: it’s going to be very interesting!
And Obama has set the standard for brands pretty high in SMM
Cheers
Igor
Social Marketing Weekly Wrap Up…
Obama’s Social Media Marketing Skills from the Viral Blog
How to Measure and Track Social Media from Mashable
Biggest Mistakes Social Media Gurus Make from Mashable
PR 2.0 The Domino’s Effect from Brian Solis
Digital Marketing Predictions …
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I hear Obama’s campaign is a big reason why many companies are starting to use social media and other cheap online advertising in their marketing strategy. I see big name companies like Skittles advertising on Adwido, a low budget advertising company.
@migreen8753
Yes many of our clients see Obama as example how to use social media marketing.
However, Obama’s use of social marketing was mainly focussed at engaging people, inviting them, facilitating them to participate in his movement and to start conversations with the people.
So Obama and many brands now have understood that the power of social marketing is not to run cheap social advertising campaigns, but to take the next step: listening programs, a big step in marketing and communications.
Cheers
Igor