The Marketing of the President: 2012

The Marketing of the President: 2012
ONLINE. OFFLINE. SOCIAL BY DESIGN.
©SocialxDesign. All rights reserved.

Where I’m from

©SocialxDesign. All rights reserved. @giorodriguez2

Where I’ve been


My historical POV (it used to be about …)


My historical POV (now it’s about …)


Mnemonic


Mnemonic

Message
Messenger
Media
Moment
Money
Metrics
The “map”
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1. Message

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1. Message

12

1. Message: Referendum

13

1. Message

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1. Message: Progress

15

1. Message

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1. Message: Takeaways

The past versus the future.

17

2. Messenger

18

2. Messenger

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2. Messenger

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2. Messenger

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2. Messenger

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2. Messenger

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2. Messenger

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2. Messenger

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Rogues Gallery

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Rogues Gallery

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Rogues Gallery

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2. Messenger: Takeaway

The big tent and the longtail versus the “base.”

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3. Media

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3. Media (Social)

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3. Media (Social): Followers

Obama: 22.7mm

Romney: 1.8 mm

32

3. Media (Social): Likes

Obama: 32.2 mm

Romney: 12.1 mm

33

3. Media (Social): Offline

Obama:

Field offices

Doors knocked

Registrations

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Obama:

Field offices

Doors knocked

Registrations

35
@giorodriguez


Obama:

Field offices

Doors knocked

Registrations

36
@giorodriguez

3. Media (social): takeaway

Digital versus postdigital (online and offline).

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4. Moment

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4. Moment

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4. Moment

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4. Moment

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Day before the debate: early voting in Ohio.

4. Moment

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One day before the debate: early voting in Ohio.

4. Moment

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4. Moment

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4. Moment

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4. Moment (takeaway)

In the postdigital world, “events” are even more
challenging.

46


In the postdigital world, “events” are even more
challenging.

47


Prime time versus real-time.

48

5. Money

49

5. Money (campaigns)

$838.5 mm

$998.2 mm

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5. Money (super PACs)

~$700 mm

~$260 mm

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5. Money: average donation

$58

52

5. Money (takeaway)

Patron-driven versus people-driven.

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6. Metrics

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6. Metrics

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6. Metrics

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Romney’s Orca
6. Metrics

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Romney’s Orca
6. Metrics

“Early in the evening, one aide said that, as of
4 p.m., Orca still projected a Romney victory
of somewhere between 290 and 300 electoral
votes.... “Somebody said Orca is lying on the
beach with aAllharpoon in it,” said the aide. “ –
©SocialxDesign. rights reserved. @giorodriguez
58

Obama’s Cave
6. Metrics

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Obama’s Cave
6. Metrics

“[Messina] hired an analytics department five times as large as
that of the 2008 operation, with an official “chief scientist” for the
Chicago headquarters named Rayid Ghani, who in a previous life
crunched huge data sets to, among other things, maximize the @giorodriguez
©SocialxDesign. All rights reserved. 60
efficiency of supermarket sales promotions.” --TIME

6. Metrics (takeaway)

Little data versus big data.

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7. The “map”

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7. The “map”

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7. Map

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7. The “map” (takeaway)

Tribe versus metatribe.

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The Marketing of the President: 2012

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