The election is over but the social marketing continues and there are some important lessons to be learned. Michael Bush has a great article in AdAge.Com
about the team behind President Barack Obama.
“The election’s long over, yet the e-mails keep coming in. Those who signed up to support Barack Obama during last year’s campaign are discovering that they’ve become part of the “permanent campaign.” During the presidential campaign, President Barack Obama amassed a database of 13 million people. Turns out the database has continued to be one of his biggest assets, and the “permanent campaign.” Emails go out to these people, many signed by the president himself, including the ones recently seeking support for his proposed budget, which included the phone numbers of the recipient’s local congressional representatives.”
“The effort also serves as a case study and reminder that e-mail can still be used as an effective relationship builder. Joe Rospars, the man who drove the campaign’s new-media effort, said few people have opted out of getting the e-mails because the relationships they built with the president and other supporters didn’t end on Election Day. “They are demanding to play a role in the process in Washington and in their communities,” he said”
“Thom Kennon, VP digital strategy at Wunderman, said this is the best example of how to effectively use the somewhat lost art of e-mail. “When you gain an immense amount of very well-targeted scale and put that message in the hands of people who are very inclined to share that message with other like-minded people, all of a sudden your advertising and marketing gets an immense amount of efficiency and scale that you otherwise wouldn’t have,” Mr. Kennon said.”