How ‘in line’ communications won it for Obama
pharmafile | February 3, 2009 | Feature | Medical Communications |Â Â digiÂ
It is undeniable that we live in an 'online' era: digital media and technology have infiltrated almost every aspect of our society and are beginning to dictate the way we live our day-to-day lives.
There is no better illustration of this than the new US president Barack Obama's approach to new media and technology.
Obama's presidential campaign used 'in line' communications (i.e. co-ordinated across different media) and a digital strategy to turn online advocates into voters, who then brought about the revolutionary change to the world's most powerful nation. As The Guardian's blog editor, Kevin Anderson stated, this was 'the first election the internet won.'
Obama's digital strategy and the seamless convergence of online and offline communications highlight an important lesson that the public relations industry is beginning to learn. Online advocacy has revolutionised the communications campaigns of the modern world, and should make everyone sit up and take note as it affects not only the politically inquisitive among us, but also the seemingly apathetic individuals.
Here is a brief look at what Obama did and how he did it.
A campaign brought to you by you
Obama's campaign focused heavily on the personal touch, making its theme all about 'you' and not 'I'. As a direct result of this empowering message over three million people felt compelled to make personal donations to 'Team Obama', many of whom gave less than $100.
This powerful personalisation mobilised the masses, creating active advocates who were willing to help deliver the message and get out the vote. John McCain, who claimed not to use the 'net', subsequently lost a large majority of the under 30 vote.
As we all know, when it comes to an electoral campaign, millions are spent on developing what is considered to be a powerful brand image. Take the Tories for example, and their 'interesting' new oak tree logo or Labour's easily recognisable rose emblem. Obama, on the other hand, allowed his supporters to customise his logo in order to make it personal to their individual understanding of his message and ideologies.
The most prominent example of this was the Artists for Obama, a collective of designers who put their stamp on the Obama brand through original T-shirt and poster design. The ability of Team Obama to loosen the reins and lose control allowed them to not only gain an insight into the creative minds of the nation, but also gain those well needed votes in the polls.
Met people where they were
Many would claim that social networking sites have no real place in the political arena and that regardless of their mass appeal (notably a young audience), those numbers will never be transferred into votes.
Obama, however, proved the sceptics wrong entirely. By setting up an online presence on both large social networks – such as Facebook, MySpace and YouTube as well as niche networks such as LinkedIn, BlackPlanet, GLEE, Eons and MiGente – he expanded his potential audience and reach to communities across a wider social landscape. This is a powerful medium that communication campaigns have yet to use effectively on such an epic scale.
Listened as well as talked to social media
As we all know, politicians often prefer the sound of their own voices more than those of constituents and supporters, but the key to Obama's success was that he used social media not just to talk to supporters, but to listen to them as well. As a result, some supporters with good ideas and suggestions even made the transition from social media supporter to paid staff.
With over two million Facebook supporters alone, they had no choice but to listen to the community if they were to maintain this support and attempt to transfer it into results in the voting polls. It also made it substantially easier to ask for help when they needed it most.
Fought myths and rumours head on
All politicians and PR practitioners should make their personal mantra to learn from other people's mistakes – and that's exactly what Team Obama did. Not wanting to see a repeat of the 2004 John Kerry 'swift boat' controversy, they knew misinformation must be responded to quickly and forcefully before it spirals out of control.
By utilising fact-checking microsites such as www.fightthesmears.com fact and www.healthplanfacts.org to detail policy specifics, electorates were able to check their facts and Team Obama were able to set the record straight, ensuring there was always an equal dose of accurate information to cancel out the negative content. They also used search advertising as a rapid response tactic by buying up negative phrases such as "Barack Obama birth certificate" or "Barack Obama is a Muslim," which clicked through to a page that debunked the myth and gave details on his Christian faith.
The power of video
Vast sums of money were needed to fund the campaigns on both sides, particularly in advertising. This is where the online video sharing facility, YouTube, came to play a substantial role, providing Barack Obama with over 14,548,809 hours of free advertising; the equivalent of $46 million.
Not only were millions of users tuning in to watch 'The Obama song' and viewing footage of live events, but they were also creating mini documentaries and circulating campaign ads that never aired on television. Essentially, these served as rapid response messaging ads for online and TV news consumption.
Built a mobile campaign for use on the ground
Obama's use of text messaging to mobile phones was also hailed as a great success in personalising campaign messages and targeting individuals. Team Obama compiled a database of over three million phone numbers which acted as valuable tool in the swing states, and can continue to be a useful communication tactic for the new administration. Text messages were used in August to announce to voters the choice of Joe Biden as the Democrat's Vice President candidate.
Some sections of the media claimed the tactic failed, as newspapers were the first to break the news, but the approach was nevertheless groundbreaking and achieved its aim.
Media monitors Nielsen noted: "While much has been said of the timing and the scoop by news outlets, Obama's VP text-message still ranks as one of the most important text messages even sent and one of the most successful brand engagements using mobile media."
Change we need
If you couldn't see how the public relations industry could learn lessons from effective and strategic political campaigning, I'm sure you can now! Although these strategies will continue to evolve as the digital landscape changes, many of these tactics can easily be applied to our own daily communications efforts. The importance of digital reputation and the power of online communities are often underestimated and can mean the chance to communicate with key audiences and influencer groups is wasted.
In an industry based on targeting specific audience groups in exciting and innovative ways, PR practitioners would be crazy to ignore the Obama success story. If we are to continue recent successes of the PR industry and build on its solid reputation, we must keep creating and influencing advocates in every imaginable way, through every conceivable medium.
The ability to tap into this source and create a faultless 'in line' convergence can be the difference between a major campaign loss and an historic victory. This is why Obama's message of 'Change We Need' and 'Yes We Can!' will echo in our minds for years to come, and why McCain's is likely to fade into silent insignificance.
THE FIRST TWITTERING PRESIDENT
Obama used one of the newest digitial media crazes, Twitter to reach supporters.
Twitter's key is in its simplicity, being a social network based on texting. Users can send and receive updates using their mobile phones.
Since the president started 'twittering' in April 2007, he has amassed over 200,000 followers.
Colin Byrne is chief executive, UK and Europe at Weber Shandwick PR. For more information please contact cbyrne@webershandwick.com
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