At FIAP Buenos Aires, my Razorfish colleague Joe Crump discussed seven tactics that marketers can learn from Barack Obama, America’s first digital president. I’ve reproduced his presentation here and highly recommend you take a moment to browse through it. The seven tactics are:
1. Got a vision for what you want to do? Great. Now go recruit a team of digital specialists to craft your strategy.
2. Make your message findable. Make your content visible in the right place at the right time.
3. Be relevant to your audiences.
4. Create engagement.
5. Empower your fans.
6. Reward the faithful. Give them inside information. Make them feel special.
7. Be transparent. Use digital to report on what you’re doing throughout your campaign, whether you’re launching a new product or building a better brand.
I would add one more take-away:
8. You need a compelling message. In this era of consumer-generated content and advertising as an experience, what you say about yourself still matters — a great deal. Barack Obama delivered the right message at the right time. As Joe mentions, his vision of change was short, simple, motivating, and viral. Does messaging still matter to marketers? The answer is a resounding yes. But, what’s changed is how you deliver that message — not by pushing it but by employing the kinds of tactics Joe discusses, such as empowering your fans and creating engagement.
What do you think?