1. Obamunication Subject: Public Relations Referent: Matthias Wehrle
Date: December, 1th

2. Index Obama's communication strategy The brand Barack Obama
Obama's public performance
Comparison Obama vs. McCain
What is the reason for Obama's success?
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3. Obama´s communication strategy
Easy und positive statements
Stay in contact with the target audiences
Use digital platforms to communicate and to advertise
Create a label “Barack Obama”
Use the “chance for change”
Be omnipresent in the media
Performance like a blogger
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4. The brand Barack Obama The logo The Slogan Merchandising campaign
Components of the US-Flag
Stylised O for Obama
Sunrise
It means “change is coming”
The Slogan
Positive
Easy to understand
Merchandising campaign
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5. The brand Barack Obama Logos of other US Presidential candidates
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6. The brand Barack Obama
Merchandising
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7. The brand Barack Obama
Segmentation
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8. Obama's public performance
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9. Obama's public performance
Obama everywhere
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10. Obama's public performance
MyBarackObama.com
On MyBarackObama.com Obama's own social network, 2 million profiles were created
In addition offline events were planed
About blog spots were written
More the volunteer groups were created, at lest of them on Feb. 10th 2007 the day Obama amounted his candidacy
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11. Obama's public performance
Obama YouTube channel
1827 videos
120 million views
subscribers
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12. Obama's public performance
Facebook
Chris Huges (co-founder of Facebook) is now responsible for Osama's online marketing
members
wall posts
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13. Obama's public performance
Twitter
With followers Obama was the #1 “Twitterholic” during his candidacy
Important tool to stay in contact with his target groups
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14. Obama's public performance
Other features
iPhone apps
Text massaging service (Obama Mobile)
service
Obama online store (store.barackobama.com)
Citizen generated campaigns (YouBama.com, Moveon.org)
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15. Comparison: Obama vs. McCain
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16. Comparison: Obama vs. McCain
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17. Comparison: Obama vs. McCain
YouTube
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18. Comparison: Obama vs. McCain
Facebook
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19. What is the reason for Obama's success?
Or in other words
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20. What is the reason for Obama's success?
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21. What is the reason for Obama's success?
He has a clear goal, organizes and plans ahead
He is ALWAYS positive and optimistic
He is proud of where he comes from
Embracing new technologies
He goes to where the people are
Keep it simple (“yes we can”)
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22. References I
case-study-the-barack-obama-strategy
how-obama-won-using-digital-and-social-media/comment-page-1
obama.html
html
nds_final_web.pdf
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23. References II http://youbama.com/home/ http://store.barackobama.com/
campaign-for-obama-08/
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24. Thank you for your Attention!
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25. Appendix
Hope Poster by Shepard Fairy
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26. Appendix
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27. Appendix
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28. Appendix
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29. Appendix
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30. Appendix
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31. Appendix
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