To create a modern brand a marketer should have a “conversation” among “friends ” ;.Okay, now so how does a marketer create those “friendships” to possess those “conversations” to produce those strong, effective, brands? An instance study in how to get this done is the presidential campaign of Barack Obama in 2008.

At the start of this article I do want to state this misnomer. President Obama is just a lightning rod. Many people love him and some people hate him, but even his biggest detractors need to admit that his social media strategy was a classic. Marketers should study this campaign because it is just a tutorial on how modern products should be branded. I really hope that the reader will give attention to the marketing and not the politics.

Barack Obama is just a classic case in what sort of brand could be created in a New Media Age. To win the American presidency a candidate should have a lot of money and a lot of name recognition—a brand. If a candidate does not have a brand, if voters don’t know who you are, you are not going to be elected. If a marketer cannot distinguish their product in the market place, that product won’t be bought. For this reason modern marketers should study the Obama campaign. Ahead of the 2008 campaign, Barack Obama had no money and was unknown. In comparison, Hillary Clinton was a well-known senator from a sizable state. During 2006-2007, it had been 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 lots of money—she had a strong brand. Barack had no brand; even yet in their 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 familiarity with social media and how exactly to put it to use in a campaign. This knowledge was his biggest asset.

The campaign of 2008 is analogous to the current market place. In times past, it had been very hard, and very costly to make a new product and brand it. For this reason social media is this important element in modern marketing. A cultural media campaign allows a new product to be created and branded in the market place quickly, at hardly any cost. The present day market place is better explained by author Shiv Singh. There is a huge change in the market place. No more are consumers enthusiastic about engaging with large impersonal brands. Consumers don’t trust brands any longer—they trust their friends. In a recently available survey conducted by The Economist half the respondents stated that they don’t trust big business. They trust the recommendations of their friends. Leveraging the recommendations of friends is how you can create brands. That is the key reason why the usage of social media is so critical to branding. Through social media, friends meet, conversations happen, and brands are created.

Which means if a product is going to be selected, the brand must develop into a “friend” to its consumer. It’s this that the Obama Campaign did and the way in which that he did this should be studied by marketers because it is just a case study in how to produce modern brands using social media. By combining social media that produces micro-targeting, force multipliers are produced which can be needed to produce world-class brands.

The data of the current market place allowed Barack and his team to quickly create a strong brand and overcome the Clinton campaign. At this time, I wish to clean up a mistake that I produced in a prior article. Recently, I wrote articles entitled, “The Perfect Storm: Why Companies Should Adopt Social Media Marketing whilst the Center of Their Marketing” ;.In this article, I identified David Plouffe, Mr. Obama’s campaign manager as an original member of the Facebook management team. This was an error. The Obama staff member that I was considering was Chris Hughes, who served whilst the Obama Campaign Director of Online Organizing. Mr. Hughes had a good influence on the campaign social media strategy.

The Obama campaign was not the very first campaign to use social media. They were the first to co-ordinate social media by having an entire campaign. They were the first to organize the usage of social media. For social media to work, it needs 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 media into every section of the campaign in a smooth way. As a result of this Barak was able to create “conversations” that engaged. He created enthusiasm, nevertheless the enthusiasm his sight created was smart enthusiasm. He used social media sights in a way that targeted supporters and voters. This targeting allowed him to know the important metrics that he needed to learn in order to win his campaign. He was able to target and give attention to his true supporters.

The strength of Obama’s social media branding approach is so it was constructed to make and develop “friendships” ;.That is essential for marketers to realize. When you meet someone there’s a veil between you and that person. As you can know one another 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 an advertising level, these relationships become strong brands.

The Obama campaign knew so it had to interact people, but that engagement had to be based on trust. The Obama engaged people in what it called “the ladder” ;.You engage one step at the same time, build the partnership deeper, and each step is just a higher amount of commitment—a ladder. The steps of the ladder are based on the level of comfort of the patient in relation to the campaign. A marketer would call these steps creating touch points.

The very first touch point will be Personal. This is the point at which a marketer and customer first come into contact and “friend” each other on a platform like Facebook. In the Obama case, it had been only at that stage when people are observing one another. smm reseller panel An individual signs ups for messages and emails. Another touch point is Social. It’s this touch point that individuals start making posts or comments to a friend’s profile about your product. As of this touch point, a friend explains for their friend why a product is a good 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 person may feel comfortable enough with a brand to become listed on a “group” or create a “group” ;.

In the Obama campaign, another stage would be to become an Advocate. To operate a vehicle interest, pictures may be posted, blogs written, or even 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 item with a “friend” (a customer) and vice versa. It’s in the advocate stage a supporter may have now feel committed enough to Obama to host an event, ask friends to donate money, or to join up to vote. In the Advocate stage, in an advertising situation, an individual might speak with a friend and recommend a product, creating a brand.

Another stage is 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, from which they could pull cell phone numbers for doing phone banking from their living rooms. In reading this article, a marketer has to make an analogy in what the Obama campaign did from what each marketer can perform with their own brand to boost engagement with their customers. Perhaps some organizations could offer discounts for 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 reason why social media platforms are very popular is that friends now have the means to share video, blogs, pictures, and posts with their friends. This can be a god-send for marketers as they fight to produce and expand their brand. Ford Motor Company just did this in an effective campaign to introduce their new car, the Fiesta. Ford called this the Fiesta Project. In the exact same way that Ford extended brand awareness for the Fiesta, the Obama campaign provided source material for user-generated content. Listed here is where scale comes into play. The reason why Ford’s and Obama’s campaign was so effective was because they both had the scale for “friends” to “converse” to produce the brand. For this reason the planning stage is so important in creating a brand. As Napolean said, “Every army has an agenda until the first shot is fired” ;.A marketing campaign is chaotic. Things happen. A marketer needs to be flexible. The reason Ford’s and Obama ‘s social media campaign was so successful was because there was planning and enough scale was designed to engage “friends” ;.

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