Sunday, November 30, 2008

Be Like Barack: 6 Lessons Marketers Can Learn From

A few weeks ago, my friend Ramit and I went through to analyze what made the site so successful. Here were our conclusions.

1) The site is incredibly audience focused.
For example, the text of the site is largely second-person; rather prattling on about Barack Obama, puts things in terms of you, your life, and what you can do.

Another example can be found on the pages for various ethnic groups. On each page, the Obama "O" logo has been reworked to put it into ethnic context. Here's what appears on the Asian-American page:

Compare this to the same header on the Arab American section of the site:

And on each of these pages, the calls to action are specific to these communities.

2) It's not afraid to ask for the order.
The most prominent action on the site is to donate to the campaign. Think about how many Web sites fail to make it obvious how to close the sale. No such problems here.

Once you click on the donation link, you go to a donation page with no outbound links. Think about must either donate or explicitly choose to leave the site by typing a new URL into the address bar. That's ratcheting up the pressure in an aggressive but probably effective way.

3) It removes all friction from taking the desired actions.
Just look at the brilliant signup process; you never have to go to a separate signup form. You can sign up from any page in just seconds.

4) It uses the principle of self-selection.
Rather than providing a one-size-fits-all experience, the huge volume of content on the site is designed to lead visitors into self-selecting into the right category. Do you identify with a particular geographic location? Select your state. Do you identify with a particular ethnic or interest group? Those choices are there too. Do you care passionately about health care or the war in Iraq? Self-select into the appropriate group.

5) It provides multiple levels of engagement, from shallow to deep.
Let's say you sign up for Obama Mobile to get text message alerts. The first text message you receive tells you to reply with your zip code to get local info. Each step is designed to pull you deeper and deeper into the movement.

Another example--when you visit the page on Obama's energy policy, you're presented with the opportunity to share your story. Once you submit your post, you are immediately asked if you want to share your post with your friends via email. Brilliant.

6) It isn't afraid to point visitors to the external community.
Every single page contains a section called "Obama Everywhere":

Obama's web team is smart enough to realize that they need to provide content to volunteers in their preferred medium; if they are avid Facebook users, rather than trying to alter their behavior to make a regular part of their day, they can simply join the appropriate Facebook group and get their Obama fix as part of their regular communications stream. isn't perfect; Ramit and I found a few mistakes and missed opportunities. For example, all of their videos should have contained a call to action, rather than simply ending. For another thing, once you've submitted a story and have shared it with a friend, the site should take you to the page that displays your story. But these are clearly minor oversights.

As a whole, employs strategies that all marketers can learn from.

1 comment:

Anonymous said...

好秘书 中国呼吸网 肿瘤网 中国皮肤网 癌症康复网 中国公文网 工作总结 个人工作总结 半年工作总结 年终工作总结 单位工作总结 教师工作总结 教学工作总结 学校工作总结 德育工作总结 财务工作总结 医务工作总结 安全工作总结 乡镇工作总结 党员工作总结 团委工作总结 公司工作总结 实习工作总结 班主任工作总结 党支部工作总结 办公室工作总结 学生会工作总结 工作报告 政府报告 述职报告 述职述廉 考察报告 自查报告 情况报告 调研报告 调查报告 申请报告 辞职报告 实习报告 验收报告 评估报告 工作汇报 思想汇报 汇报材料 情况通报 情况汇报 心得体会 学习体会 工作体会 培训体会 读后感 领导讲话 庆典致辞 节日致辞 开业开幕 演讲稿 竞聘演讲 就职演讲 比赛演讲 征文演讲 节日演讲 演讲技巧 工作意见 活动策划 工作方案 整改方案 实施方案 企划文案 营销方案 培训方案 应急预案 规章制度 法律法规 事迹材料 先进事迹 个人事迹 申报材料 学习材料 考察材料 经验材料 交流材料 自我鉴定 工作计划 工作规划 年度工作计划 学校工作计划 个人工作计划 团委工作计划 工会工作计划 单位工作计划 党支部工作计划 民主生活会 入党志愿书 入党申请书 入团申请书 转正申请书 党性分析材料 先教活动 整改措施 剖析材料 公告通知 模板范例 贺电贺词 常用书信 合同范本 社交礼仪 法律文书 论文