Description
24% of Americans said they regularly learned something about the campaign from the Internet, almost double the percentage from the 2004 campaign (13%).
THE IMPACT OF COMMUNICATION
TECHNOLOGY ON POLITICS
And its Implications for Branding
Colin Hogan
ELECTION NIGHT: NOVEMBER 4, 2008
? Over 71 million Americans watched the 2008
election night coverage
? 24% of Americans said they regularly learned
something about the campaign from the Internet,
almost double the percentage from the 2004
campaign (13%).
? Youth vote: 37% of Americans aged 18 to 24 say
that they have gotten information about candidates
and their campaigns from social networking sites
? People had never before experienced an election
like this one
ELECTION NIGHT 2008- MY STORY
Madrid
OBAMA’S CHANGE
? Obama and his political team used the relatively new
medium of the Internet and applied it to politics in a
unique and effective way
? By using interactive Web 2.0 tools, Obama’s campaign
changed the way politicians organize supporters,
advertise to voters, defend against attacks and
communicate with constituents
? Changed the donations formula: $500 million in online
donations from more than 3 million people
? Used the new medium to highlight his personal
strengths (eloquence, authenticity, opportunity)
? Online community translated into real results ($$,
votes)
? Truly a unique campaign
OR WAS IT?
Was the Obama campaign really the first time that “new
media” was used to effectively drive a campaign or
cause? Or was it the latest in a long tradition?
1898: WILLIAM RANDOLPH HEARST
? His newspaper, The New York Journal, sensationalized
the news in order to drive circulation
? This strategy later became known as yellow journalism
? Hearst was one of the first to recognize the political
power of the medium of mass print
? The tactics used by Hearst to influence popular opinion
contributed to the onset of the Spanish-American war
? “You furnish the pictures and I’ll furnish the war”
? Hearst’s insight: If it’s in print, people will assume it’s
true
1933-1944: FDR’S FIRESIDE CHATS
? President Roosevelt used the medium of radio as a way
to build support for his New Deal programs
? He relied on anecdotes and analogies to explain the
complex issues facing the country
? Often began his talks with “Good evening, friends”
? The "fireside chats" were considered enormously
successful and attracted more listeners than the most
popular radio shows during the "Golden Age of Radio."
? Every U.S. President since Roosevelt has delivered a
weekly address
? Roosevelt’s insight: Radio enabled the politician to
build a relationship with the citizen
1960: NIXON VS. KENNEDY DEBATES
? Presidential candidates John F. Kennedy and
Richard Nixon faced off in a groundbreaking series
of televised debates
? "A perfect storm of factors ensured Nixon was not
going to look presidential," says Kathleen Hall Jamieson,
director of the Annenberg Public Policy Center at the University of
Pennsylvania.
? Radio listeners thought Nixon won the debate,
while TV viewers preferred Kennedy
? Nixon was playing a new game by old rules
? Kennedy’s insight: Non-verbal communication is
just as important as verbal communication
2008 ELECTION: OBAMA VS. MCCAIN
? Heavily updated Twitter account showed transparency into his
day-to-day campaign
? Logo effectively branded the candidate
? Text messaging campaign effective with young voters
? Obama’s open-source campaign was much more appealing to
younger generations than McCain’s, which had a top-down
commanding feel
? Obama’s website was chosen by experts over McCain’s
website at the rate of 4:1 (most pleasing design, most
appealing content, more effective for telling the candidate’s
story)
? Obama had more than 3.4 million Facebook supporters, six
times McCain's number
? Obama’s insight: Social media can create an atmosphere of
authenticity that can’t be created through the use of
“controlled media”
WHY MCCAIN’S SOCIAL MEDIA EFFORTS
FAILED
? The McCain campaign did not approach social
media organically. Instead, used “Astroturfing”
? The utilization of the pay-to-play system
? The usage of “artificial” language defeated
authenticity of the social media outlets
? Heavy use of “robo calls”
IMPLICATIONS
? New technologies create opportunities but there will
always be winners and losers
? The winners are those who not only participate in new
technology, but figure out how to make it work for them
(adapt it to their brand)
? Example: Obama was not the first political candidate to
use the internet; he just made the internet work for his
message in a very unique and profitable way
? Application: It’s not enough for a brand to simply have
a twitter page or a website. In order to be successful in
the new age of social media, brands must utilize new
technologies to create a 21
st
century brand experience
that captivates consumers in a unique way.
WHAT IF…?
? What if Pulitzer and Hearst had only reported the
facts of the Spanish-American conflict?
? What if the press had chosen to photograph
Roosevelt in his wheelchair?
? What if Nixon had shaved before the debate?
? What if McCain had approached social media
organically?
HOW TECHNOLOGY AFFECTS CONSUMER
ENGAGEMENT
Impact
Increase in
immediacy of
message
Increase in
breadth of
penetration (more
consumers)
New media
causes people to
perceive in new
ways
• How can I use
immediacy of
communication to
benefit my brand?
• How can I use new
media to expand the
breadth of my brand?
• How can I use new
media to influence
consumer
perceptions of my
brand?
OBAMA AND IMMEDIACY
? Text the VP campaign
? Text messages are received
almost instantly after they are
sent
? Most young people carry their
cell phones with them at all
times
? Texts stand out compared to
emails, considering the amount
of spam in the average inbox
? Reaches young voters through
their preferred medium
? More personal than automated
voicemails
IMMEDIACY
N
e
w
s
p
a
p
e
r
Allowed
citizens to
find out the
latest news
within days
R
a
d
i
o
From daily
newspaper
to up to the
minute
broadcast
T
e
l
e
v
i
s
i
o
n
Up to the
minute in
both audio
and video
I
n
t
e
r
n
e
t
24/7
anywhere
in the
world.
“Always
connected”
OBAMA AND BREADTH
? Website
? YouTube
? Twitter
? Facebook
? Text Messaging
? Blogging
? Flickr
? Blackberry
? Laptop in W.H.
Unprecedented breadth in participation across media
channels
BREADTH
N
e
w
s
p
a
p
e
r
From
“privileged
few” to
“the
masses”
R
a
d
i
o
Every
family unit
T
e
l
e
v
i
s
i
o
n
Every
household
+ audio
and video
+ options
I
n
t
e
r
n
e
t
Every
individual
in the
world +
content
tailored by
you
OBAMA AND PERCEPTION
ABILITY TO CHANGE PERCEPTIONS
(INFLUENCE)
N
e
w
s
p
a
p
e
r
The power of
the written word
R
a
d
i
o
Broadcast
voice to help
build
relationship
with many
people at once
T
e
l
e
v
i
s
i
o
n
An engaging
multi-
dimensional
experience
(verbal + non
verbal)
I
n
t
e
r
n
e
t
Content that
provides
opportunity for
two-way
communication
KEY APPLICATIONS FOR BRANDING
Understanding Leverage
Successful
Communication
with Consumer
LOOKING FORWARD
? As brand planners, we must always be looking for
new technologies that allow our brands to engage
consumers in new ways.
? Social media is not the last frontier; it is simply one
stage in the cycle
? We must be prepared to abandon the old rules that
apply to old mediums
? At the same time, there are some principles that will
remain applicable despite changes in technology
? Social media is a tool, not a strategy
doc_557431471.pptx
24% of Americans said they regularly learned something about the campaign from the Internet, almost double the percentage from the 2004 campaign (13%).
THE IMPACT OF COMMUNICATION
TECHNOLOGY ON POLITICS
And its Implications for Branding
Colin Hogan
ELECTION NIGHT: NOVEMBER 4, 2008
? Over 71 million Americans watched the 2008
election night coverage
? 24% of Americans said they regularly learned
something about the campaign from the Internet,
almost double the percentage from the 2004
campaign (13%).
? Youth vote: 37% of Americans aged 18 to 24 say
that they have gotten information about candidates
and their campaigns from social networking sites
? People had never before experienced an election
like this one
ELECTION NIGHT 2008- MY STORY
Madrid
OBAMA’S CHANGE
? Obama and his political team used the relatively new
medium of the Internet and applied it to politics in a
unique and effective way
? By using interactive Web 2.0 tools, Obama’s campaign
changed the way politicians organize supporters,
advertise to voters, defend against attacks and
communicate with constituents
? Changed the donations formula: $500 million in online
donations from more than 3 million people
? Used the new medium to highlight his personal
strengths (eloquence, authenticity, opportunity)
? Online community translated into real results ($$,
votes)
? Truly a unique campaign
OR WAS IT?
Was the Obama campaign really the first time that “new
media” was used to effectively drive a campaign or
cause? Or was it the latest in a long tradition?
1898: WILLIAM RANDOLPH HEARST
? His newspaper, The New York Journal, sensationalized
the news in order to drive circulation
? This strategy later became known as yellow journalism
? Hearst was one of the first to recognize the political
power of the medium of mass print
? The tactics used by Hearst to influence popular opinion
contributed to the onset of the Spanish-American war
? “You furnish the pictures and I’ll furnish the war”
? Hearst’s insight: If it’s in print, people will assume it’s
true
1933-1944: FDR’S FIRESIDE CHATS
? President Roosevelt used the medium of radio as a way
to build support for his New Deal programs
? He relied on anecdotes and analogies to explain the
complex issues facing the country
? Often began his talks with “Good evening, friends”
? The "fireside chats" were considered enormously
successful and attracted more listeners than the most
popular radio shows during the "Golden Age of Radio."
? Every U.S. President since Roosevelt has delivered a
weekly address
? Roosevelt’s insight: Radio enabled the politician to
build a relationship with the citizen
1960: NIXON VS. KENNEDY DEBATES
? Presidential candidates John F. Kennedy and
Richard Nixon faced off in a groundbreaking series
of televised debates
? "A perfect storm of factors ensured Nixon was not
going to look presidential," says Kathleen Hall Jamieson,
director of the Annenberg Public Policy Center at the University of
Pennsylvania.
? Radio listeners thought Nixon won the debate,
while TV viewers preferred Kennedy
? Nixon was playing a new game by old rules
? Kennedy’s insight: Non-verbal communication is
just as important as verbal communication
2008 ELECTION: OBAMA VS. MCCAIN
? Heavily updated Twitter account showed transparency into his
day-to-day campaign
? Logo effectively branded the candidate
? Text messaging campaign effective with young voters
? Obama’s open-source campaign was much more appealing to
younger generations than McCain’s, which had a top-down
commanding feel
? Obama’s website was chosen by experts over McCain’s
website at the rate of 4:1 (most pleasing design, most
appealing content, more effective for telling the candidate’s
story)
? Obama had more than 3.4 million Facebook supporters, six
times McCain's number
? Obama’s insight: Social media can create an atmosphere of
authenticity that can’t be created through the use of
“controlled media”
WHY MCCAIN’S SOCIAL MEDIA EFFORTS
FAILED
? The McCain campaign did not approach social
media organically. Instead, used “Astroturfing”
? The utilization of the pay-to-play system
? The usage of “artificial” language defeated
authenticity of the social media outlets
? Heavy use of “robo calls”
IMPLICATIONS
? New technologies create opportunities but there will
always be winners and losers
? The winners are those who not only participate in new
technology, but figure out how to make it work for them
(adapt it to their brand)
? Example: Obama was not the first political candidate to
use the internet; he just made the internet work for his
message in a very unique and profitable way
? Application: It’s not enough for a brand to simply have
a twitter page or a website. In order to be successful in
the new age of social media, brands must utilize new
technologies to create a 21
st
century brand experience
that captivates consumers in a unique way.
WHAT IF…?
? What if Pulitzer and Hearst had only reported the
facts of the Spanish-American conflict?
? What if the press had chosen to photograph
Roosevelt in his wheelchair?
? What if Nixon had shaved before the debate?
? What if McCain had approached social media
organically?
HOW TECHNOLOGY AFFECTS CONSUMER
ENGAGEMENT
Impact
Increase in
immediacy of
message
Increase in
breadth of
penetration (more
consumers)
New media
causes people to
perceive in new
ways
• How can I use
immediacy of
communication to
benefit my brand?
• How can I use new
media to expand the
breadth of my brand?
• How can I use new
media to influence
consumer
perceptions of my
brand?
OBAMA AND IMMEDIACY
? Text the VP campaign
? Text messages are received
almost instantly after they are
sent
? Most young people carry their
cell phones with them at all
times
? Texts stand out compared to
emails, considering the amount
of spam in the average inbox
? Reaches young voters through
their preferred medium
? More personal than automated
voicemails
IMMEDIACY
N
e
w
s
p
a
p
e
r
Allowed
citizens to
find out the
latest news
within days
R
a
d
i
o
From daily
newspaper
to up to the
minute
broadcast
T
e
l
e
v
i
s
i
o
n
Up to the
minute in
both audio
and video
I
n
t
e
r
n
e
t
24/7
anywhere
in the
world.
“Always
connected”
OBAMA AND BREADTH
? Website
? YouTube
? Text Messaging
? Blogging
? Flickr
? Blackberry
? Laptop in W.H.
Unprecedented breadth in participation across media
channels
BREADTH
N
e
w
s
p
a
p
e
r
From
“privileged
few” to
“the
masses”
R
a
d
i
o
Every
family unit
T
e
l
e
v
i
s
i
o
n
Every
household
+ audio
and video
+ options
I
n
t
e
r
n
e
t
Every
individual
in the
world +
content
tailored by
you
OBAMA AND PERCEPTION
ABILITY TO CHANGE PERCEPTIONS
(INFLUENCE)
N
e
w
s
p
a
p
e
r
The power of
the written word
R
a
d
i
o
Broadcast
voice to help
build
relationship
with many
people at once
T
e
l
e
v
i
s
i
o
n
An engaging
multi-
dimensional
experience
(verbal + non
verbal)
I
n
t
e
r
n
e
t
Content that
provides
opportunity for
two-way
communication
KEY APPLICATIONS FOR BRANDING
Understanding Leverage
Successful
Communication
with Consumer
LOOKING FORWARD
? As brand planners, we must always be looking for
new technologies that allow our brands to engage
consumers in new ways.
? Social media is not the last frontier; it is simply one
stage in the cycle
? We must be prepared to abandon the old rules that
apply to old mediums
? At the same time, there are some principles that will
remain applicable despite changes in technology
? Social media is a tool, not a strategy
doc_557431471.pptx