To make a modern brand a marketer will need to have a “conversation” among “friends ” ;.Okay, now exactly how does a marketer create those “friendships” to have those “conversations” to generate those strong, effective, brands? An incident study in how to achieve this is the presidential campaign of Barack Obama in 2008.
In the beginning of this informative article I do want to state this misnomer. President Obama is a lightning rod. Some people love him and some individuals hate him, but even his biggest detractors need to admit that his social media marketing strategy was a classic. Marketers should study this campaign because it is a tutorial how modern products must certanly be branded. I hope that the reader will give attention to the marketing and not the politics.
Barack Obama is a classic case in how a brand could be created in a New Media Age. To win the American presidency a candidate will need to have a lot of money and a lot of name recognition—a brand. If your candidate does not need a brandname, if voters do not know who you’re, you’re not planning to be elected. If your marketer cannot distinguish their product available in the market place, that product will not 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 comparison, Hillary Clinton was a well-known senator from a big state. During 2006-2007, it 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 powerful brand. Barack had no brand; even in their own household. When Barack broached a possible candidacy to Michelle, her response was, “This is the craziest thing you ever thought to me. Nobody is going to beat Hilary this year…Get over it, kid” ;.Barack and his team did have knowledge of social media marketing 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 present day market place. In times past, it was quite difficult, and very expensive to create a new product and brand it. This is the reason social media marketing is this kind of important element in modern marketing. A social media campaign allows a new product to be created and branded available in the market place quickly, at very little cost. The current market place is most beneficial explained by author Shiv Singh. There is a huge change available in the market place. No further are consumers interested in engaging with large impersonal brands. Consumers do not trust brands any longer—they trust their friends. In a current survey conducted by The Economist half the respondents stated they don’t trust big business. They trust the recommendations of the friends. Leveraging the recommendations of friends is the way to create brands. This really is the key reason why the utilization of social media marketing is so critical to branding. Through social media marketing, friends meet, conversations happen, and brands are created.
This means that in case 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 just how he did this will be studied by marketers because it is a case study in how to generate modern brands using social media. By combining social media marketing that creates micro-targeting, force multipliers are produced which are needed to generate world-class brands.
The knowledge of the present day market place allowed Barack and his team to quickly develop a strong brand and overcome the Clinton campaign. At this time, I would like to get rid of one that I produced in a prior article. Recently, I wrote a write-up entitled, “The Perfect Storm: Why Companies Should Adopt Social Media Marketing as the Center of Their Marketing” ;.In this informative 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 of was Chris Hughes, who served as the Obama Campaign Director of Online Organizing. Mr. Hughes had a great influence on the campaign social media marketing strategy.
The Obama campaign wasn’t the first campaign to utilize social media. These were the first to ever co-ordinate social media marketing with an entire campaign. These were the first to ever organize the utilization of social media. For social media marketing to work, it must 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 marketing into every area of the campaign in a seamless way. Due to this Barak was able to create “conversations” that engaged. He created enthusiasm, but the enthusiasm his sight created was smart enthusiasm. He used social media marketing sights in ways that targeted supporters and voters. This targeting allowed him to comprehend the important metrics he needed to learn to be able to win his campaign. He was able to target and give attention to his true supporters.
The effectiveness of Obama’s social media marketing branding approach is that it was constructed to produce and develop “friendships” ;.This really is important for marketers to realize. Once you meet someone there’s a veil between you and that person. As you’re able to 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 that it had to activate people, but that engagement must be centered on trust. The Obama engaged people in what it called “the ladder” ;.You engage one step at the same time, build the connection deeper, and each step is a higher level of commitment—a ladder. The steps of the ladder are on the basis of the level of comfort of the patient with regards to the campaign. A marketer would call these steps creating touch points.
The first touch point could be Personal. This is the point at which a marketer and customer first come right into contact and “friend” each other on a platform like Facebook. In the Obama case, it was at this stage when individuals are observing one another. An individual signs ups for messages and emails. Another touch point is Social. It is this touch point that folks start making posts or comments to a friend’s profile about your product. As of this touch point, a friend explains with their friend why an item is a good thing. In the Obama campaign, these profiles integrated using their web site. smm reseller panel 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 brandname to participate a “group” or produce a “group” ;.
In the Obama campaign, the next stage should be to become an Advocate. To drive interest, pictures may be posted, blogs written, or a video may be created and posted to You Tube, for instance. You can find analogies in the advocate stage for a marketer wanting to converse about the item with a “friend” (a customer) and vice versa. It is in the advocate stage that a supporter could 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 a marketing situation, an individual might keep in touch with a friend and recommend an item, developing 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 very own networks of supporters that gave supporters usage of the Obama database, that they could pull phone numbers for doing phone banking from their living rooms. In reading this informative article, a marketer has to produce an analogy with what the Obama campaign did as to the each marketer may do with their very own brand to improve engagement using their customers. Perhaps some organizations could offer discounts with their customers when they introduce their friends to the marketers and solidify the brand. Here a marketer could be flexible in their very own situation to extend their brand.
Exactly why social media marketing platforms are very popular is that friends are in possession of the way to share video, blogs, pictures, and posts using their friends. This can be a god-send for marketers as they try to generate and expand their brand. Ford Motor Company just did this in a powerful 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. Here is where scale makes play. Exactly why Ford’s and Obama’s campaign was so effective was since they both had the scale for “friends” to “converse” to generate the brand. This is the reason the planning stage is so important in developing a brand. As Napolean said, “Every army has an agenda before the first shot is fired” ;.An advertising campaign is chaotic. Things happen. A marketer must be flexible. The reason Ford’s and Obama ‘s social media marketing campaign was so successful was because there is planning and enough scale was intended to engage “friends” ;.