Obama Campaign Summary

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Barack Obama Election Campaign 2008 A collection of marketing material


Jo Biden’s online presence •  Leveraged social networks •  Presence was a support to Obama •  Elements included:

–  Website with dynamic content based on location –  Email communication –  YouTube channel

•  Focus on PUSH rather than collaboration





Obama’s Presence •  Leveraged social networks & communities •  Rallied people to generate support

–  Merchandise –  Online assets & properties (buttons, banners & groups) –  Offline assets (posters) –  Host parties (debate & election night)

•  Constant push for donations in every piece of communications •  Elements included:

–  Website with dynamic content & personalised area (blog) –  Constant email communication from a range of supporters (wives, Al

Gore, campaign managers) –  Social networks: Facebook, MySpace, BarakTV, blog, etc

•  Focus on INVOLVEMENT & COLLABORATION


Online Presence



Regular updates to the website including a count down Constant requests for involvement


Video was a huge part of both candidates campaigns – on site & off site



The day before the election there were 1,053,791 calls made


Constant push to the polling booths


Promotional elements on every page Utilised all possible real estate Majority were around: - Smear - Driving support - Policies (although minor)


The site was created properly & easily indexed in search engines Social networks were used to help push other traffic & are highly indexable in search engines


Thank you message as soon as it happened


Little change to the page one week later, except pushing the donatation/ merchandise


The site heavily pushed the merchandise, before & after the vote


Personalised Online Presence

My Obama






Email Communications




















Social Networks

Facebook MySpace


The Facebook page was engaging. There were constant updates: content, videos, comments from supporters


The big Facebook groups were: -  Students for Obama (193,000) -  Joe Biden (171,000) -  Michelle Obama (142,000) -  Obama (120,000) -  Women for Obama (62,000)







Smear Campaign








Learnings •  Leverage communities & networks

– Friend get friend •  Consistent presence

– Ongoing one-to-one communications •  Lack of Obama involvement

– Ghost written rather than involvement •  Candidates images are constantly used


Supporting Campaigns

The Great Schlep Project Vote Smart

Twitter BBC Election Watch (the results)









Obama Campaign Summary

Technology