Barack Obama Makes Full Use of Internet for President Election
Barack Obama Makes Full Use of Internet for President Election
United Daily in Taiwan published on October 26th that Obama is named the first network President. He not only regards the network as electronic bulletin board, also make full use of four characteristics of network --open, share, the interaction, and series. He devised a new way of communication, created "the mass personalized" on the network, and applied it to the election successfully.
Article excerpting is as follows:
Recently, I often receive email from Obama and he told me to support the Democratic Party in U.S. mid-term election on November 2nd. Don't think I am an important person which honored Obama writes to me. Actually his E-mail was sent to thirteen million people. As long as you register on his web site, you will receive too. Among those thirteen million E-mails, every one is the same as holograph. The sender is Barack Obama and receiver is Tom Wang. The first sentence is "Dear Tom". No wonder that Barack Obama can mobilize so many people to support him He ran mass market, but attain "personalized".
There are 7 secrets for "the mass personalized" of Obama:
Number 1: Personalization
Besides appellation, content of email will be customized as the receiver entity address (for example, if you live in California, he will only tell you recommend candidate in California). This customized movement can be handled by computer software, but many parties and enterprise without customized mentality will only send out messages but all become spam at last.
Number 2: Required action
Many advertisements letter like speak the truth, but Obama always demands the receiver to take action. Such as " donated $3"," registered to vote ". Also he added links to the donation site so the receiver is easy to take action, or requested the receiver to leave phone number for further contact. In addition, he offered some incentives, such as donation can win opportunity to meet with Barack Obama. The incentive makes people interested in taking action.
Number 3: Series
A letter on October said: "If you agree to donate, then another supported will donate the same money with you." Another email provided me the phone number of a stranger whose age and address is close to me and Obama hoped that I will call this stranger and lobby him to donate.
Number 4: Video Content
Obama knew that young voters will feel bored of tirade; so he often embedded You Tube video in email. You just need to open email and click on the image effortlessly; "Obama will come to your sitting room."
Number 5: Physical Activity
Although the video content is active, it is not enough. Obama held face-to-face activity with voters regularly, or encourage voters to reunion. The network marketing is convenient and fast, but entity activities can be able to let the voters blood-boiling.
Number 6: Contact will never end.
Many politicians request your support during election campaign, and then they will ignore you after his successful election campaign. It is called "short term trading". However, Obama managed "long-term relationship," E-mail never cease during 4 years. He talks about soliciting votes during the campaign. When the campaign ended, he will turn to talk about the policy. Because of "long-term relationship", in some occasions which are irrelevant with politics or the election, for example, before Obama's birthday, the wife Michelle will send an electronic birthday card and the receiver can signature on it.
Number 7: Different spokesman send different emails.
The email about soft issues is sent by Michelle; routine messages sent by aides; policy issues sent by the vice President Bidden; Obama himself solicited votes finally. To save time, Obama couple even worked together. The letter sent by different people will earn personalized color so that to avoid prestige consumption of Obama brand. It is the same as people likes to buy costumes or celebrity dresses from online store http://www.dinodirect.com/celebrity-dresses/ for Halloween and some important occasions. They also want to create brand for themselves.
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