Three Learings From Obama's Online Marketing

It is just over a month since Barack Obama won his historic bid to become President of the United States. And as the dust settles you have to admire how his campaign used new media tools to get out his message of change to Americans and the rest of the world.

US viral marketer Jalali Hartman looks at Obama online, and concludes that by dominating the Internet Obama's message carried further and faster than his rival's John McCain.

Hartman's statistics tell it all. Obama had 5.5 million visitors to his website each month. McCain had 2.5m visitors. There were 442 000 Obama Youtube videos compared to 221 300 items featuring McCain. Obama had over 3 million friends on Facebook while McCain registered just over half a million supporters.

Obama's online campaign used three strategies others could use to promote their own issues and causes.

• Share content Obama campaign managers had a no hassle copyright policy. They willingly shared the candidate's speeches, images, official logos etc with online supporters and encouraged them to re-purpose it for their own needs. Supporters could also download official campaign signs, literature and guidelines and receive up to date news of events.
  

• Connect Facebook and other social networking sites connected supporters . Both Obama and wife Michelle had their own pages and friends created their own affiliated groups. The campaign also used Twitter (the micro blogging application) to keep followers informed about campaign developments such as appearances and speeches.

• Make it easy to create community The official campaign website was structured to allow individuals to organise within their communities by offering tools, contacts and opportunities to share their own stories.
  

Obama's mastery of the online world contrasts sharply with the efforts of Australia's political parties in the 2007 Federal Election. A March 2008 report by the Australian Centre for Public Communication showed use of new media by Australian politicians remains low.

New Ways Of Consulting The Public

My colleague Jim McNamara of the the University of Technology Sydney is doing more research on government and social media. This follows his research on the use of social media in the 2007 Australian Election. Jim's research is always spot on, so watch this space.

The information below is taken from directly from Jim's recent blog post.

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Twelve months on from the Australian Federal election and a landmark online campaign, Kevin07, in which the Rudd Labor Government made much of using Web 2.0 for public consultation, how is the government performing in e-democracy?

This is the question being asked in a follow-up to the 2007 Australian Federal election research study reported on this site. A group of researchers from the University of Technology Sydney are investigating which Federal Government departments and agencies are using Web 2.0 tools for public consultation - and how they are being used.

The research is also looking at international experiences in the US, UK, Canada and other countries where what is variously called e-government, e-democracy, cyberdemocracy and a host of other terms is being attempted.

One thing to emerge early in the research is that electronic delivery of information and services needs to be separated from online consultation. Many governments worldwide have made considerable progress in online delivery of information and services ranging from e-tax returns and online passport applications to electronic payment of fines.

However, use of the interactive capabilities of Web 2.0 for consultation and civic engagement is much less in evidence - and practice lags behind the rhetoric.

The research study will be reported early in 2009 in papers submitted to political science and communication journals and in an upcoming book hopefully.

Psst...What Do People Say About You?

What do people say about you?

When your name comes up in conversation do people talk with respect or do they trash your brand?

We all want positive word of mouth about our products, services, issues or causes. Yet the irony is few Australian organizations use word of mouth marketing as part of their marketing mix?

That’s why you should read Andy Sernovitz’s new book Word of Mouth Marketing: How Smart Companies Get People Talking.

Word of mouth marketing has been around forever, beginning when people first saw the value in sharing information and warning others about risky situations.

Word of mouth is about genuine conversations where people exchange ideas, criticisms and endorsements. And it is becoming increasingly important given the tsunami of invasive advertising hitting us each day. Sernovitz argues ‘traditional marketing is no longer the safe way to go. It may make you comfortable but it is becoming gradually less and less effective for more and more companies.'

Organic word of mouth is the range of genuine conversations people have among themselves each day. They share information on what to buy, what to wear, where to work and countless other topics with friends, family, classmates, workmates and team mates. Organisations can encourage organic word of mouth by providing quality services, listening to people and responding to their issues and continually freshening conversations by bringing in new programs, products, faster turn around times, etc.

Organisations use amplified word of mouth when they deliberately set out to create positive talk about their products or services. This often involves seeking out people with influence with the specific intent of inviting them to start conversations within their networks. And organizations can accelerate this type of word of mouth by moving it online where, through a keyboard or mobile device they can engage either individuals or specific groups.

Amplified word of mouth marketing can also be encouraged by creating online communities where people swap ideas and experiences, encouraging others to promote what you do and using advertising or media coverage to strategically prime the pump and start conversations.

Andy Sernovitz’s book details the topics, talkers, tools and tracking needed to make word of mouth succeed. It is a must read for those of us on limited budgets looking to communicate with impact.

Tough Times Demand Clear Communications

Right now we need communicators of the calibre of Franklin D Roosevelt and Ronald Reagan. Here's why....

Last week the Governor of the Reserve Bank of Australia, Glenn Stevens, said '...given the underlying strengths of the Australian economy about the biggest mistake we could make would be talk ourselves into unnecessary economic weakness.'

Stevens' remarks are a timely reminder that tough times call for clear communications. In uncertain times the only sure way we can chart a new course is through having leaders who communicate clearly, consistently and offer us a sense of hope and direction.

Forget the markets, economists, sharemarket traders, pundits and others to show us the future. They are the same people who got us into this financial meltdown mess,and how many of us really understood what they were saying anyway? It would be foolish to think they can succeed now when the issues to be communicated are so much more complex.

The demand will be increasingly for leaders in the workplace, business, the community and above all at the political level who can talk to us in simple, straight forward language about where we find ourselves and how to move forward to a better place.

I recently visited the Presidential Libraries of US Presidents Franklin D Roosevelt and Ronald Reagan, arguably among the master communicators of the 20th century. Both made complex issues easy to understand for the common man and woman and, both carried a sense of grounded optimism in their public commentary even when the issues were hard.

In uncertain times people will expect their managers and leaders to talk straight and talk often. We are heading back to the future where simplicity, a sense of direction and (dare I say it) cautious optimism will become increasingly prized in the communications with our communities.

Plain Talking In Motown

I have just returned home after three weeks in the USA. And what an exciting time it has been for a communicator to be in the US. Particularly watching the US Presidential Elections unfold at first hand.

But first let me tell you about the International Conference of the Public Relations Society of America, where 3000 communicators from around the world met in Detroit (Motown) to discuss the latest trends in communications.

The conference was dominated by two themes - the dawn of a new communications era brought about by social media and the need for authenticity in communications.

The discussion certainly ran hot about using on-line technologies to connect with audiences. It seems American communicators are far more advanced than their Australian peers in using social media. I estimate about 2/3 of those in Detroit were already using digital platforms like Twitter, Facebook etc both for their personal and corporate communications and the remainder simply know they have to catch up to remain competitive.

Authenticity was the other key theme - speaker after speaker emphasised that effective PR is achieved only through honest, open and two way relationships and the days of organisations telling people what to think are disappearing fast.

Citizens, consumers and communities expect to be listened to, and have their concerns acted upon. Following the collapse of the global economy we are seeing the exit of the 'smart guys'. Those who made a ton of money peddling information about products and services most of us could not understand. Perhaps, and hopefully, we are seeing a return to basic communications values such as respect, plain talking and tolerance for different ideas.

Certainly this was a theme taken up by Conference keynote speaker Craig Newmark founder of Craig's List, a site which gets 12 billion hits each month. Craig talked about the need to get involved, to listen, continuously engage with the community and treat people 'like you want to be treated'.

It all sounds a bit 'down home and folksy' but it's refreshing to see values-based communications back on the agenda.