7. Obama’s Campaign Budget
Out of a total budget of $566M (USD)
• 48% allocated to media
• 6% spent on digital media
8. Digital Media Spend
Paid Search
• $7.2M on Google
• $14M on Yahoo!
Digital “Brand” Advertising
• $3.8M on mainstream websites
Social Media
• $980K on Facebook
• $280K on MySpace
10. Tactic 1:
Recruit a team of digital specialists
A digital-savvy staff crafted the strategy
20 people fully
dedicated to digital
Plus world-class Super Geeks:
• Chris Hughes, co-founder of
Facebook
• Eric Schmidt, CEO of Google
11. Tactic 2:
Make Your Message Findable
Content that’s visible in the right place at the right time
clinton
19. Tactic 5:
Empower your fans
Recruit Core Advocates among your closest target
Obama “Core”
1. Black Community and its
leaders
2. Democrats tired of the
Clintons
3. First victims of the
economic downturn
Peers (Followers)
20. Empowerment
Encourage the “Core” to activate their personal networks
Obama “Core”
Thousands of local “small Obamas”
• Speaking to everyone
• Listening to everyone
• Raising funds
• Organizing micro-meetings
• Generating vast amounts of
content besides the “official”
content
Peers (Followers)
32. Transparency
Leverage digital to report on what you’re doing
• Once elected
Each non-urgent
legislation will be
published for 5 days to
allow the public to review
and comment on it, before
the President signs it.
35. Advertising in 2009 must be…
1. Built by people who truly understand digital
2. Findable anywhere and everywhere, all the time
3. Relevant to multiple audiences
4. Built for interactivity and engagement
5. Designed to create and empower “fans”
6. Provide rewards for the user
7. Socially conscious and transparent
36. But we’re in a crisis.
Maybe we should stick to
what works?
37. Hello TV people: It’s not working
Percentage of U.S. homes watching network primetime TV
41. 2001
70%
CAN
FR
60% GER
IT
Share as a % of Total Spend
50% SP
RUS
40% AUS
CH
30% IN
JA
SK
20%
US
UK
10%
ARG
BR
0%
MEX
Print TV Radio Out-of-Home Internet
42. 2002
70%
CAN
FR
60% GER
IT
Share as a % of Total Spend
50% SP
RUS
40% AUS
CH
30% IN
JA
SK
20%
US
UK
10%
ARG
BR
0%
MEX
Print TV Radio Out-of-Home Internet
43. 2003
70%
CAN
FR
60% GER
IT
Share as a % of Total Spend
50% SP
RUS
40% AUS
CH
30% IN
JA
SK
20%
US
UK
10%
ARG
BR
0%
MEX
Print TV Radio Out-of-Home Internet
44. 2004
70%
CAN
FR
60% GER
IT
Share as a % of Total Spend
50% SP
RUS
40% AUS
CH
30% IN
JA
SK
20%
US
UK
10%
ARG
BR
0%
MEX
Print TV Radio Out-of-Home Internet
45. 2005
70%
CAN
FR
60% GER
IT
Share as a % of Total Spend
50% SP
RUS
40% AUS
CH
30% IN
JA
SK
20%
US
UK
10%
ARG
BR
0%
MEX
Print TV Radio Out-of-Home Internet
46. 2006
70%
CAN
FR
60% GER
IT
Share as a % of Total Spend
50% SP
RUS
40% AUS
CH
30% IN
JA
SK
20%
US
UK
10%
ARG
BR
0%
MEX
Print TV Radio Out-of-Home Internet
47. 2007
70%
CAN
FR
60% GER
IT
Share as a % of Total Spend
50% SP
RUS
40% AUS
CH
30% IN
JA
SK
20%
US
UK
10%
ARG
BR
0%
MEX
Print TV Radio Out-of-Home Internet
48. 2008
70%
CAN
FR
60% GER
IT
Share as a % of Total Spend
50% SP
RUS
40% AUS
CH
30% IN
JA
SK
20%
US
UK
10%
ARG
BR
0%
MEX
Print TV Radio Out-of-Home Internet
49. 2009
70%
CAN
FR
60% GER
IT
Share as a % of Total Spend
50% SP
RUS
40% AUS
CH
30% IN
JA
SK
20%
US
UK
10%
ARG
BR
0%
MEX
Print TV Radio Out-of-Home Internet
51. Bad News
• Latin America is stuck in an “old media” rut
• Digitally, you’ve fallen behind…
and the gap is widening:
You: $21*
Everyone else:
$180**
*Averages Brazil, Mexico and Argentina
**Averages US, Canada, Italy, Spain, UK, Germany, France,
Australia, India, Russia, China, South Korea, Japan
52. Good News
• Wired household penetration
is outpacing all the other major
growth markets:
You in 2009: 38%*
RIC in 2009: 22%**
*Averages Brazil, Mexico and Argentina
**Averages Russia, India and China
53. More Good News
You have one of the most
advanced digital populations
on Earth.
• Highest reach in
social networks: 60%
• Highest reach in digital
communications:
82% webmail
73% in Messenger
54. So what’s up with this?
70%
CAN
FR
60% GER
IT
Share as a % of Total Spend
50% SP
RUS
40% AUS
CH
30% IN
JA
SK
20%
US
UK
10%
ARG
BR
0%
MEX
Print TV Radio Out-of-Home Internet
55. What I Believe:
You are the biggest growth market on the
planet for digital. The population wants it.
Brands, creative agencies, and media
companies are not keeping up.
Big digital ideas will change the game.
57. Terra has digital DNA
No “Old Media” baggage
Social without boundaries
Available everywhere, any time
Experimental…and a little crazy
58. Beijing 2008 Site – The First Experiment
• 22.8 million watched 40 million videos…1.5 million via mobile. 150,000 shared comments
• More successful than NBC, the event’s main “conventional” broadcaster
59. Sonora – Music Everywhere
• 1 million free songs, playlists, and social sharing
• 90 minutes per session
60. The Mothership – Homepage Overhaul
• 28 million visitors per month (Brazil)
• VC Reporter is fully integrated, not “ghetto-ized”
Before After
61. Terra TV
• 6 million users
• Growing at 45% per year
62. The Obamacom Checklist
1. Built by people who truly understand digital
2. Findable anywhere and everywhere, all the time
3. Relevant to multiple audiences
4. Built for interactivity and engagement
5. Designed to create and empower “fans”
6. Provide rewards for the user
7. Socially conscious and transparent