If you’re on Facebook (and who isn’t) you’ve probably noticed the “Suggestions” section on the right side of your feed. Basically, the wizards behind the curtain have developed a way to recommend fan pages based on similar characteristics.
A few examples will make how it works pretty obvious:
Looks pretty good, eh? Well, here’s a headscratcher:
Which dots are being connected to suggest someone that’s a fan of Chase Community Giving might possibly have an interest in Mafia Wars? Is JP Morgan Chase a backer of Zynga or just connected to the mob?
Seriously though, I’ve opted out of nearly every Mafia Wars ad and provided negative feedback to Facebook countless times. Now I’m getting this?
But this one’s even worse:
Okay, where’s the Michael Jackson / Barack Obama connection? The only obvious connection is the color of their skin—which sounds a bit like racial profiling to me. I mean, really, does Facebook recommend Elvis to George H.W. Bush fans because they’re white?
While Facebook’s suggestions function makes sense when it’s done right, done wrong it can be downright offensive.
More Barack Obama? I know. I know. Even some Obama supporters suffering from Obama overload.
But you don’t need to be a lover of marketing, history and politics to appreciate the following videos describing the birth of the Obama brand by Sol Sender, the creative director who led the team hired to develop of the brand.
Whether you are red or blue, you can’t deny Barack Obama’s marketing prowess. Here are a few lessons every organization should consider when they are seeking ‘votes’ from prospects:
Develop strategies based on consumer insights. The Obama campaign clearly understood where America was hurting most, and developed strategies in response.
Build an organization that can deliver that strategy. Obama was casting responsible, fielding an impressive team from the very start.
Own a unique position. Hillary and Barack stood out in a sea of mostly white guys. While Obama was new, different and attractive as a brand, he claimed the word “change” first. It was the thing the market wanted most, and when others tried to claim “change,” they looked like copycats.
Work from a plan. The Obama campaign never veered very far off course from their original plan. They said they would compete in and win in red states—and they did just that.
Stay on message. From the primaries through the general election, Obama did a better job than his opponent at staying on message. Though distracted more than once, like clockwork, he would faithfully return to his message strategy.
Get a great name. Okay, maybe his name didn’t help him much.
Offer form and substance. While Obama’s marketing was the best presidential politics has ever seen, his opponent’s statements that he was a great orator but simply wasn’t ready to lead fell on deaf ears. His policies resonated better with voters, and his delivery, especially later in the campaign, were downright Presidential.
Stay positive. “Yes we can” trumps “No you can’t” every time.
Respond to the competition immediately. Smear tactics were often responded to within minutes by Obama’s staff and the candidate himself. The campaign’s Fight the Smears site helped spread the truth to supporters and the media.
Pick partners that reinforce your strengths and make up for your weaknesses. Obama chose a running mate that filled one of his greatest weaknesses by selecting Joe Biden, the chairman of the Senate Foreign Relations Committee.
Remember all your audiences. As a minority, Obama understood he would have some cross-cultural appeal. Still, Team Obama pursued an ambitious multicultural marketing effort. Here’s an ad that aired in Puerto Rico:
Whether you are ‘red’ or ‘blue,’ you have to be green with envy when watching Barack Obama’s marketing machine in action.
The candidate’s web presence and social media savvy have set a new standard for political candidates, and in some ways, everyone else in marketing.
This isn’t news. Obama’s marketing prowess has been covered again and again by bloggers and traditional media alike so I’ve tried to avoid joining the chorus of oohs and aahs.
Call it the tipping point, but today I received an email from David Plouffe, Obama’s campaign manager, offering me the opportunity to “be the first to know,” about Obama’s VP selection—via SMS.
By texting the word “VP” to 62262 on a mobile phone, you can learn the news first too.
