OBAMUNICATION Subject:Public Relations Referent:Matthias Wehrle Date:December, 1 th.

OBAMUNICATIONSubject: Public Relations

Referent: Matthias Wehrle

Date: December, 1th

Index

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Obama's communication strategy The brand Barack Obama Obama's public performance Comparison Obama vs. McCain What is the reason for Obama's success?

Obama´s communication strategy

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Easy und positive statements Stay in contact with the target audiences Use digital platforms to communicate and

to advertise Create a label “Barack Obama” Use the “chance for change” Be omnipresent in the media Performance like a blogger

The brand Barack Obama

The logo Components of the US-Flag Stylised O for Obama Sunrise It means “change is coming”

The Slogan Positive Easy to understand

Merchandising campaign

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The brand Barack Obama

Logos of other US Presidential candidates

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Merchandising

The brand Barack Obama

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The brand Barack Obama

Segmentation

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Obama's public performance

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Obama's public performance Obama everywhere

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Obama's public performance

MyBarackObama.com On MyBarackObama.com

Obama's own social network, 2 million profiles were created

In addition 400.000 offline events were planed

About 400.000 blog spots were written

More the 35.000 volunteer groups were created, at lest 1.000 of them on Feb. 10th 2007 the day Obama amounted his candidacy

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www.Mybarackobama.com

Obama's public performance Obama YouTube

channel

1827 videos

120 million views

149.258 subscribers

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http://www.youtube.com/user/BarackObamadotcom

Obama's public performance Facebook

Chris Huges (co-founder of Facebook) is now responsible for Osama's online marketing

5.066.446 members

572.383 wall posts

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www.facebook.com/barackobama#/barackobama?v=wall

Obama's public performance Twitter

With 109.892 followers Obama was the #1 “Twitterholic” during his candidacy

Important tool to stay in contact with his target groups

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http://twitter.com/BARACKOBAMA

Obama's public performance Other features

iPhone apps Text massaging service (Obama Mobile) E-Mail service Obama online store

(store.barackobama.com) Citizen generated campaigns

(YouBama.com, Moveon.org)

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Comparison: Obama vs. McCain

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Comparison: Obama vs. McCain

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Comparison: Obama vs. McCain YouTube

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Comparison: Obama vs. McCain Facebook

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What is the reason for Obama's success?

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Or in other words

What is the reason for Obama's success?

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What is the reason for Obama's success?

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He has a clear goal, organizes and plans ahead

He is ALWAYS positive and optimistic He is proud of where he comes from Embracing new technologies He goes to where the people are Keep it simple (“yes we can”)

References I

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http://blog.susuh.de/social-media-sehenswerte-praesentationen-1-case-study-the-barack-obama-strategy

http://blog.susuh.de/social-media-sehenswerte-praesentationen-2-how-obama-won-using-digital-and-social-media/comment-page-1

http://www.fastcompany.com/magazine/124/the-brand-called-obama.html

http://www.harvardbusinessmanager.de/strategien/artikel/a-601026-2.html

http://www.brandchannel.com/images/papers/443_Presidential_Brands_final_web.pdf

http://www.barackobama.com/ www.4president.org/ocmi2000.htm http://www.youtube.com/user/BarackObamadotcom

References II

http://youbama.com/home/ http://store.barackobama.com/ www.flickr.com/photos/barackobamadotcom?

PHPSESSID=2ba http://www.myspace.com/barackobama www.mybarackobama.com http://twitter.com/BARACKOBAMA http://anishvshah.com/2008/10/15/senator-barack-obamas-

online-campaign-for-obama-08/ www.facebook.com/barackobama#/barackobama?v=wall http://twitterholic.com/

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Thank you for your Attention!

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Appendix

Hope Poster by Shepard Fairy

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Appendix

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Appendix

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Appendix

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Appendix

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Appendix

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Appendix

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