Obma communication Strategy
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Transcript of Obma communication Strategy
Analysis of Barack Obama IMC Strategy
Submitted By Asams V.KLateshAman
Submitted To:Prof. Hemant Purandare
Agenda
SWOT Analysis (Before election Campaign)
How Obama gain competitive advantage?
Segmentation for campaign
Website and Social Networking
Importance of Data Base Marketing
Slogan and Video Album
Why Campaign with enjoyment and Joy?
Various channels of communication
BARACK OBAMA SWOT ANALYSIS
STRENGTHS• Experience as a senator • Good Oratorical skills• African- American
President of Harvard Law School in 1988
• Tech Savvy• Multi Cultural
background• Biracial
WEAKNESS• Consumed Alcohol,
Marijuana and Cocaine in teenage
• A regular Smoker• Kenyan Muslim father• Lack of experience• Rumors about wife
• Lack of IT knowledge in competitors
• Increased users of Internet and Mobile
Opportunities ThreatsHillary Clinton•35 years of experience•Great advantage of Clinton’s brand value McCain•Long political career began in 1982 •From a Defence family •22 years of experience in Navy•Prisoner Of War for 5 ½ years
How Obama Used His Strength And Opportunities to Over Come His Weakness and Threats ?
Winning A Political Election
is Based on
Effectiveness of Communication
Competitive Advantage Various Websites for communication
First president placed in video games ( Guitar hero and Madden 09)
Only candidate targeted young male (18-34) for vote and fund collection
Convert his speech in to Musical format (WeCan08)
Customized Communication
Provided a two way communication channel to get feedbacks and ideas
Proper Segmentation
Basis of Segmentation
Web Site Name
Target Audience
Remarks (purpose)
AGE FaceBook.com
18-25 years Helped his fans interact with him
MySpace.com
18-25 years Helped his fans interact with him
Eons.com Baby Boomers
Talked about his growing up days
COMMUNITY BlackPlanet.com
African American
Discussed education & family issues
MiGente.com
Latino Community
Written in Spanish to reach out to more people
GLEE.com
Gay & Lesbians
Included details of National Coming Out Day
AAPLS.com
Asian American & Pacific Islanders
Discusses Obama’s thoughts on faith and Politics
PROFESSIONALS Linkedin.com
Business networkers Professionals
Change the laws & politics to solve the problems faced by the people.
AsianAve.com
Asian Americans
Helped them network socially and professionally
WEB SITES & SOCIAL NETWOKING
1)BrarackObama.com
2)FighttheSmears.com
3)Facebook
4)MySpace
5)Faithbase.com
DATA BASE MARKETING
Database of 13 Billion people
He used email id of people to seek for ideas
Provided customized information, according to segments which they belongs
Used mobile number for text messaging
Text message as reminder for vote
"Change We Can Believe In”
He created one musical video based on his speech “Yes We Can”
Song was performed by Will from Black Eyed Peas
Video was directed by Jesse Dylan it included 40 other people from various field like Film, Sports….etc
Let’s see that video
Slogan and Video
Campaign in a Different Manner
As a result of WILL’S song, He changed his campaign manner in a way which give more joy and enjoyment to audience
He included performances of different artists
Resulted in increased number of audience
Communication Channels
• Text messaging • Social Networking (Face book, MySpace)• Blogging• Gaming• Traditional Advertisements• Good Orator
RESULT OF CAMPAIGN
OBAMA WIN THE ELECTION WITH MAJORITY OF 365 VOTES
AS AN END RESULT ONE MORE NEW BRAND BORN IN AMERICAN, i.e. OBAMA
STILL HE IS MANAGING HIS BRAND IMAGE BY EFFECTIVE COMMUNICATION THROUGH DIFFERENT WEBSITES AND SOCIAL NETWORKING.
FROM DAY OF INAUGURATION HE OPENED NEW WEBSITE (whitehouse.gov)
USED Change.gov WEBSITE AS A SUBSTITUTE FOR SOCIAL NETWORKETING WEBSITES