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1 & Salford University

2 Where is Salford?

3 Salford a city or a suburb? Approx 220,000 people in Salford Over 2.2 million people in Manchester City or suburb??? One of 10 Greater Manchester councils; therefore a suburb BUT Technical definition of a city gives it city status

4 Salford Trivia One of the world s first industrialised cities Home of the world s first free public library Soon to be the new home of the BBC, bringing 2,500 new jobs to the region

5 Salford Trivia Home to famous opera singer Russell Watson Manchester United footballer Ryan Giggs lives in Salford and has an honorary degree from Salford University He has the freedom of the city

6

7 Salford University One of 3 universities in the Manchester area Self contained 60 acre campus in the centre of Salford Almost 20,000 students, from over 140 countries Examples?

8 A picture tour of the university With music from The Smiths, a Manchester band whose guitarist Johnny Marr is now a guest lecturer at the University

9

10 Incorporating New Media Communications into Politics Brand Obama

11 The Obama Election Campaign

12 Obama s innovations Barack Obama s election campaign in 2008 featured 3 key innovations that changed political campaigning, perhaps forever: A shift towards two way communications Use of social networks Integrating communications

13 Innovation #1: The Communications Process Political communications were traditionally a one way process (advertising, speeches etc.)

14 Communication Process Obama s first innovation was to use 2 way communications incorporating FEEDBACK

15 Two way communications Using personalised s to supporters (for example) he was able to get specific messages to individuals and get their personalised responses. Using new technology (iphone app, SMS messaging) he interacted personally with voters and got instant feedback and information from supporters.

16 Kaizen model of feedback All the extra information he received was used to monitor and improve the campaign, copying the Kaizen loop of continuous improvement.

17 AIDA Model This communication uses the AIDA model to: Raise Awareness, Initiate Interest, Create Desire (to) Force Action

18 Innovation #2: Online communications & Social Media First major political campaign to use social networks to communicate. Research shows 60% of Americans use at least one social network. So Obama created a presence on 15 of the largest social networks and communicated with their members.

19

20 Innovation #3: Integrating communications Obama integrated his two way communications and social networks into a central web portal (my.barackobama.com).

21

22 Managing communications The 5C s theory of communications was used to manage and control the messages in the campaign

23

24 Building the Obama brand Using Shepard Fairey s graffiti image, the Obama brand was created, with the picture and the message of CHANGE acting as the brand identity.

25 Analysis of the campaign

26 Obama vs. McCain - Support

27 Obama vs. McCain - Funding McCain: $368m Obama: $745m 67% of Obama s funds were raised online *** FROM ALL OVER THE WORLD!!! *** Despite being the first major party candidate to reject ANY form of government funding.

28 Current Social Media Presence 7.7 million Facebook fans 22.7 million YouTube video views 185,000 YouTube subscribers 75,000 YouTube friends 145 million user submitted videos 3.3 million Twitter followers

29 Impact on global politics

30 Great Britain Downing Street Twitter feed 1.8m followers. Downing Street Facebook application & YouTube channel launched. All integrated into: Conservative Party (current opposition) Twitter feed for David Cameron, and Facebook ad campaign.

31 France Nicolas Sarkozy developing online presence through Twitter. Using his wife Carla Bruni s popularity on social networks (as a former model) to help spread his messages. Negative aspects? Sarkozy appearing drunk at a press conference

32 Iran Voters in Iran, co-ordinated by UK based twitterer OxfordGirl organise rallies & demonstrations and get advice out to Iran: Real-time information sharing:

33 Conclusions New Media & Social Media are essential tools in reaching a broader base of voters. Needs to be implemented as part of a LONG TERM integrated communications strategy. Social media cannot be used on its own. Messaging needs to be managed to ensure it provides positive results.

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