To produce a modern brand a marketer must have a “conversation” among “friends ” ;.Okay, now so how does a marketer create those “friendships” to have those “conversations” to produce those strong, effective, brands? A case study in how to achieve this could be the presidential campaign of Barack Obama in 2008.
In the beginning of this short article I do want to state this misnomer. President Obama is really a lightning rod. Some individuals love him and some individuals hate him, but even his biggest detractors need to admit that his social networking strategy was a classic. Marketers should study this campaign because it is really a tutorial how modern products should be branded. I am hoping that the reader will focus on the marketing and not the politics.
Barack Obama is really a classic case in how a brand could 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 have a brand, if voters do not know who you are, you are not likely to be elected. If a marketer cannot distinguish their product in the market place, that product won’t 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 contrast, Hillary Clinton was a well-known senator from a sizable state. During 2006-2007, it absolutely was 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 a lot of money—she had a strong brand. Barack had no brand; even in his own household. When Barack broached a potential candidacy to Michelle, her response was, “This is the craziest thing you ever believed to me. Nobody is going to beat Hilary this year…Get over it, kid” ;.Barack and his team did have understanding of social networking and just how to use it in a campaign. This knowledge was his biggest asset.
The campaign of 2008 is analogous to the modern market place. In times past, it absolutely was very difficult, and very expensive to create a new service and brand it. This is the reason social networking is this important element in modern marketing. A social media campaign allows a new service to be created and branded in the market place quickly, at very little cost. The present day market place is most beneficial explained by author Shiv Singh. There has been a change in the market place. No more are consumers interested in engaging with large impersonal brands. Consumers do not trust brands any longer—they trust their friends. In a recently available survey conducted by The Economist half the respondents stated they don’t trust big business. They trust the recommendations of their friends. Leveraging the recommendations of friends is how you can create brands. This really is the reason why the usage of social networking is indeed critical to branding. Through social networking, friends meet, conversations happen, and brands are created.
Which means that if a product is going to be selected, the brand must become a “friend” to its consumer. It’s this that the Obama Campaign did and the way in which that he did this would be studied by marketers because it is really a case study in how to produce modern brands using social media. By combining social networking that produces micro-targeting, force multipliers are made which can be needed to produce 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 time, I wish to clear up a mistake that I manufactured in a previous article. Recently, I wrote an article entitled, “The Perfect Storm: Why Companies Should Adopt Social Media Marketing whilst the Center of Their Marketing” ;.In this short article, I identified David Plouffe, Mr. Obama’s campaign manager as an original member of the Facebook management team. This is an error. The Obama staff member that I was thinking about was Chris Hughes, who served whilst the Obama Campaign Director of Online Organizing. Mr. Hughes had a great influence on the campaign social networking strategy.
The Obama campaign was not the initial campaign to utilize social media. They were the first to co-ordinate social networking by having an entire campaign. They were the first to organize the usage 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 was able to integrate and organize social networking into every section of the campaign in a smooth way. Because of this Barak was able to create “conversations” that engaged. He created enthusiasm, but 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 understand the important metrics that he needed to learn in order to win his campaign. He was able to target and focus on his true supporters.
The strength of Obama’s social networking branding approach is so it was constructed to create and develop “friendships” ;.This really is very important to marketers to realize. When you meet someone there’s a veil between you and that person. As you can 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 a marketing level, these relationships become strong brands.
The Obama campaign knew so it had to engage people, but that engagement must be predicated on trust. The Obama engaged people in what it called “the ladder” ;.You engage one step at a time, build the connection deeper, and each step is really a higher level of commitment—a ladder. The steps of the ladder are based on the comfort level of the person with regards to the campaign. A marketer would call these steps creating touch points.
The very first touch point could be Personal. This is the point at which a marketer and customer first enter into contact and “friend” each other on a platform like Facebook. In the Obama case, it absolutely was as of this stage when folks are observing one another. cheap smm panel A person signs ups for messages and emails. The following touch point is Social. It is this touch point that people start making posts or comments to a friend’s profile about your product. As of this touch point, a pal explains with their friend why an item is a great thing. In the Obama campaign, these profiles integrated with 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 time, a customer may feel comfortable enough with a brand to join a “group” or develop a “group” ;.
In the Obama campaign, another stage should be to become an Advocate. To operate a vehicle interest, pictures may be posted, blogs written, or perhaps a video may be created and posted to You Tube, for instance. There are analogies in the advocate stage for a marketer trying to converse about the merchandise with a “friend” (a customer) and vice versa. It is in the advocate stage a supporter might have now feel committed enough to Obama to host an event, ask friends to donate money, or to register to vote. In the Advocate stage, in a marketing situation, a person might speak with a pal and recommend an item, developing a brand.
The following stage could be 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 own networks of supporters that gave supporters usage of the Obama database, where they might pull phone numbers for doing phone banking from their living rooms. In reading this short article, a marketer has to create an example using what the Obama campaign did as to the each marketer may do with their own brand to improve engagement with their customers. Perhaps some organizations could offer discounts with their customers if they introduce their friends to the marketers and solidify the brand. Here a marketer could be flexible in their own situation to extend their brand.
The key reason why social networking platforms are so popular is that friends will have the means to share video, blogs, pictures, and posts with their friends. This is a god-send for marketers as they try to produce 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 exactly the same way that Ford extended brand awareness for the Fiesta, the Obama campaign provided source material for user-generated content. Here is where scale comes into play. The key reason why Ford’s and Obama’s campaign was so effective was simply because they both had the scale for “friends” to “converse” to produce the brand. This is the reason the planning stage is indeed important in developing a brand. As Napolean said, “Every army has an agenda until the first shot is fired” ;.An advertising campaign is chaotic. Things happen. A marketer has to be flexible. The main reason Ford’s and Obama ‘s social networking campaign was so successful was because there was planning and enough scale was designed to engage “friends” ;.