WAY OUT OF OFFICE. Notes from a Market Research Executive on Obama Campaign

Transcription

1 WAY OUT OF OFFICE Notes from a Market Research Executive on Obama Campaign

2 WHO AM I Nick Nyhan Worked in politics, advertising and market research for ~20 years Started a company called Dynamic Logic Bought by Millward Brown and WPP in 2005 Now Chief Digital Office for Kantar, the research holding company of #casro 2

3 MY OBAMA STORY In 08, took a leave from work for a few months Moved family to North Florida Went from Media / Research Exec to Entry-level Volunteer

4 FIRST THING I DID ACT OF ADVERTISING

5 NEW CHALLENGES 5

6 STARTING TO HEAT UP 6

7 SO I KEEP GOING

8 BIG POINT WILLINGNESS TO DO THE CRAP WORK GETS YOU IN THE ELITE POWER CIRCLE

9 SO WHAT? Some Lessons For Me For Us: Willingness To Do Unglamourous Work Gets Noticed Sometimes Problems = Opportunities Being Tradigital

10 Tradigital Traditional + Digital = Tradigital Everything you saw online, was offline as well Goal of digital was non-digital (people)

11 DYNAMIC EVOLVING IMAGE ONLINE

12 DYNAMIC EVOLVING IMAGE OFFLINE

13 PEOPLE FELT INCLUDED ONLINE

14 PEOPLE FELT INCLUDED OFFLINE

15 VERY GOOD TARGETED DISPLAY ONLINE

16 VERY GOOD TARGETED DISPLAY OFFLINE

17 MAKE IT EASY TO SIGN UP ONLINE

18 MAKE IT EASY TO SIGN UP OFFLINE

19 ORGANIZING INFORMATION THROUGH ONLINE TECHNIQUES

20 ORGANIZING INFORMATION THROUGH OFFLINE TECHNIQUES

21 SOCIAL NETWORKING ONLINE Obama s List: 13M active addresses Official Facebook supporters (not incl. all unofficial groups): 3,095,916 MySpace friends: 900,046 Twitter followers: 128,321 Source: Mediapost Nov 11, 2009

22 SOCIAL NETWORKING OFFLINE

23 FAVORITE UNOFFICAL CAMPAIGN TRADIGITAL CREATIVE

24 TAKE-AWAYS Tradigital campaign He was willing to do what he asked of everyone else walk the walk Some problems = opportunities Problem Underdog to Clinton, party Inexperience Iraq Race Economy Opportunity Go to people, digital innovation Change is message Stake out early position Philadelphia speech Seized on it

25 NIGHT OF THE BIG SURVEY

26 MERTICS: HOW WE DID Record # Voters Nationally 127 M: +6M from M early Voter registration: +10M Not Record Turnout: 61% (67% in 1960) Early Vote: 31.7 million in 30 early voting states Obama won Florida by 200K votes of 8M In Duval County. Norm: 80%R vs 20%D We lost 50.3% vs 49.1% 8/10 th of 1%

27 Point Is We Won

28 It Wasn t Just To Get Elected Some Lessons For Me For Us: It continued after election day Their mgmt philosophy / approach was consistent

29 Change.gov

30 Submit / Rate Questions

31 After Election: Still Listening To People High-level Obama people reading viewer mail Replying via site and YouTube videos Book: Citizen s Briefing to give to Obama on Inauguration Day

32 Beyond Campaign: Day of Service

33 Inviting Us into Inauguration As of 3:30 pm on Inauguration day, CNN had 136 million page views to its site and 21.3 million video streams since 6 AM. That s nearly four times the site s previous record of 5.3 million video streams on election day.

34 Customer Appreciation / Faces Showing Us People Who Got Into Inauguration

35 Judge Sotomayor Communication 3 Clicks to go to me to 100 people From To YouTube To Twitter 13M to 130M 35

36 RNC: Survey Fundraising 36

37 It Isnt Just Obama Some Lessons For Me For Us: Tradigital: Iran and Twitter

38 Iran and Twitter P.J. Crowley, the assistant secretary of state for public affairs: It appears Twitter is playing an important role at a crucial time in Iran. Could you keep it going? 38 The New York Times: June :

39 State Department Wants Twitter To Stay Up 10,000 Tweets an hour on average Sunday spiked to 200K in one hour ABC News journalist, put out a call for video on Twitter, writing, Please send footage we can t reach! BBC s Persian-language television channel said that for a time on Tuesday, it was receiving about five videos a minute from amateurs 39 The New York Times: June : Mashable: June 17

40 Iran and Twitter 40

41 SO WHAT? What if Obama Was CEO of Market Research Company? Willingness To Do Unglamourous Work Gets Noticed Sometimes Problems = Opportunities Being Tradigital

42 RESEARCH: Willingness To Do Unglamorous Work Gets Noticed There is a lot of grunt work in our business Tab and Field, Time Sheets, Vacuuming My vacuuming was better than anything I said 42

43 RESEARCH: Sometimes Problems = Opportunities Data = the lifeblood of market research Increasingly, we use digital data Privacy around digital data is a fragile ecosystem 43

44 An Illustration 44

45 Watching Very Very Carefully What You Watch Consumers becoming more aware of data collection and value

46 Marketers As Spys 46

47 Barbarians At The Digital Gate The problem became frontpage news in the NYT Business

48 Goodbye To Privacy What most of us thought of as nobody s business has become the big business by William Safire, major reporter and leader in conservative circles

49 As Digital Penetrates Our Lives More People More Sensitive To Control Phone = Body Media DVR Collect Viewing Habits In-Car Media Tied To GPS In-Store Media Tied To Shopping Card Player Media Tied To Exercise Habits

50 Consider Flipping Our Model Over Re: Who In Charge? 20 Years Ago Marketers controlled data and channels 20 Years From Now? User-centric opportunities and sharing data with whom they like and trust Consumer Consumer Consumer Consumer Consumer Consumer Consumer Consumer Consumer Consumer

51 Kantar Response Chief Privacy Officer: George Pappachen Safecount platform for whole industry to use Safecount is a Privacy and Trust leader according to Future of Privacy Forum, presenting to Congress TODAY 51

52 Research: Being Tradigital Not old school vs new School: Combined School Ideally, most of mgmt embraces digital communication daily (ala Obama) Use it to include, not broadcast People are talking (Twitter, etc), let s listen more and interview less Embrace technology but don t hide behind monitors and digital curtain Goal of digital is still offline: people and connections 52

53 Thank you Nick Nyhan Kantar