a estrategia obama
DESCRIPTION
Estudo de caso sobre a estratégia de marketing adotada da eleição do presidente Obama.TRANSCRIPT
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A ESTRATÉGIA “OBAMA” by
ESTUDO DE CASO
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BOA NOITE!
Ricardo CAPPRAEstrategista de Marketing
Empresário, Consultor e Palestrantewww.cappra.com.br
Twitter: @cappra
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DOSSIÊ
by
O projeto Obama Quem é Obama? O Desafio A Estratégia Os Resultados
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Recrutamento
de “Times” de
Especialistas
Economistas
Cientistas Sociais
Psicólogos
Tecnólogos
Políticos
“Gente Comum” =)
…
Entre eles: Chris Hughes, co-fundador do Facebook
Eric Schmidt, CEO do Google
Biz Stone, idealizador do Twitter
(+ 112 pessoas, de culturas diferentes,
regiões diferentes, especialidades
distintas,…)
Ricardo Cappra, Estratégia, Marketing,
Tecnologia. Barcelona F.C., SAP, Microsoft,…
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THINK
TANKS(nos bastidores do projeto)
Colaborativo
Multicultural
Onipresente
Multidisciplinar
Multitarefa
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MUDANÇA(Objetivo e Foco)
Mudança Política
Mudança Cultural
Mudança Social
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MODELO DE
GESTÃO
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DOSSIÊ
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UM HOMEM
DIFERENTE
…
Jovem
Carismático
Inteligente
Negro
Digital
Bem preparado
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FOCADO EM
MUDANÇA
Curto
Simples
Motivador
Viral
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DOSSIÊ
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FOCADO EM
MUDANÇA
Curto
Simples
Motivador
Viral
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O DESAFIO
evolução da COMUNICAÇÃO
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quebra de PARADIGMAS
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INTERNET (tecnologia)
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necessidade de TRANSPARÊNCIA
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mudança do COMPORTAMENTO
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DOSSIÊ
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EQUILÍBRIO
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CONNECTING
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CONNECTING
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CONNECTING
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CONNECTING
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CONNECTING
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RECRUITING
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RECRUITING
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EMPOWERING
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EMPOWERING
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EMPOWERING
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EMPOWERING
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DOSSIÊ
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NÚMEROS
INESPERADOS
1.7 milhões de contribuintes
2.9 milhões de doações
93% menor que $100
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EVERYWHERE500+Facebook Groups
16Official Social Spaces
1MyBarackObama.com
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AUTO-
ALIMENTAÇÃO
(official)
1,110
MyBarackObama
930
(“1M Strong”)
587
BlackPlanet
490
MySpace
415
You
Tube
62
Mi
Gente
54
46
Glee
2
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RESULTADOS
DA ESTRATÉGIA
EM NÚMEROS
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Campanha criada por grupos
multiculturais, multidisciplinares,
onipresentes
“Obama” em qualquer lugar e em
todos os lugares ao mesmo tempo
(conceito de onipresença)
Relevantes para diversos públicos
Criada para a interatividade e
engajamento
Concebido para criar e capacitar "fãs“
Recompensar usuários
Socialmente consciente e
transparente
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OBRIGADO!
Ricardo CAPPRAEstrategista de Marketing
Empresário, Consultor e Palestrantewww.cappra.com.br
Twitter: @cappra