Tuesday, April 9, 2013

How Facebook Helped Win the Presidency



Obama Campaign Digital Jock Shares Intelligence Edge with Consumer Brands

By Marc Dresner, IIR

There is no more competitive, more brutal marketing arena on the entire planet than that which determines the President of the United States—it’s Thunderdome.

Granted, the POTUS is not a laundry detergent, an athletic shoe, a soft drink or an iAnything.

But the POTUS is still a brand, and an election is just a marketing campaign, only with slightly higher stakes...

Regardless of one’s politics, no one in the know can deny that President Obama’s 2012 re-election was a landmark achievement insomuch as it set a new bar in the deployment of campaign intelligence.

In fact, the consensus among experts of all political stripes is that the 2012 race was the most data-driven presidential election campaign in all of history.

The most successful, influential consumer-facing companies in the world have mastered marketing.

This led me to wonder: Are political marketers ahead of or behind their commercial counterparts?
Gillea Allison

So I asked Gillea Allison.

She and her colleagues at the agency Blue State Digital were responsible for President Obama’s digital strategy, its execution and, ultimately, they deserve a lot of credit for the campaign’s outcome.

But Blue State doesn’t just get presidents elected; its corporate clients include Ford Motor Co., Google, HBO…

“We apply the lessons we’ve learned to a variety of clients with a strict emphasis on rigorous testing, analytics, and documentation to drive concrete actions and create change,” Allison told The Research Insighter.


In this episode of The Research Insighter, Ms. Allison outlines:

• The Obama 2012 campaign’s digital philosophy and the role data and analytics played

• How Facebook opened the door to 98% of the U.S. population

• How the Campaign’s Targeted Share App changed the game

• And why companies and organizations—commercial and not—should borrow a page…



Editor’s note: Gillea Allison will be presenting “The Youth Vote and Future Consumers: What Marketers Should Learn from Campaigns” at The Future of Consumer Intelligence conference May 14-16 in San Francisco.

For more information, please visit www.futureofconsumerintel.com and download the brochure.

Register today and mention code FOCI13BLOG to save 15% off the current rate

ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA's senior editor and special communication projects lead. He is the former executive editor of Research Business Report, a confidential newsletter for marketing researchers. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

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