2. What the election of America’s first Digital President
means for the future of advertising.

3. • Lessons from Obama
• Why advertising must change in Latin America and Brazil.
• A look at the digital future -- right in your backyard.

4. A Different Man…
• Young
• Charismatic
• Intelligent
• Black
• Digital

5. And His Vision: “Change”
• Short
• Simple
• Motivating
• Viral

6. An Unprecedented Budget…
With digital media
at the core

7. Obama’s Campaign Budget
Out of a total budget of $566M (USD)
• 48% allocated to media
• 6% spent on digital media

8. Digital Media Spend
Paid Search
• $7.2M on Google
• $14M on Yahoo!
Digital “Brand” Advertising
• $3.8M on mainstream websites
Social Media
• $980K on Facebook
• $280K on MySpace

9. An Unprecedented Digital Effort…
Seven Extraordinary Tactics

10. Tactic 1:
Recruit a team of digital specialists
A digital-savvy staff crafted the strategy
20 people fully
dedicated to digital
Plus world-class Super Geeks:
• Chris Hughes, co-founder of
Facebook
• Eric Schmidt, CEO of Google

11. Tactic 2:
Make Your Message Findable
Content that’s visible in the right place at the right time
clinton

12. Findability
If you want young voters…go where they are

13. Findability
Intelligent targeting – 18 top games in 10 “swing states”

14. Findability
Make all content exportable

15. Findability
5 times more blog mentions for Obama

16. Tactic 3:
Be Relevant to Your Audiences
30 specific communities addressed in the “People” section

17. Relevance
Overwhelming presence on all social media platforms,
from massive to targeted

18. Tactic 4:
Create Engagement
Site log-in created a database of 10 million qualified leads

19. Tactic 5:
Empower your fans
Recruit Core Advocates among your closest target
Obama “Core”
1. Black Community and its
leaders
2. Democrats tired of the
Clintons
3. First victims of the
economic downturn
Peers (Followers)

20. Empowerment
Encourage the “Core” to activate their personal networks
Obama “Core”
Thousands of local “small Obamas”
• Speaking to everyone
• Listening to everyone
• Raising funds
• Organizing micro-meetings
• Generating vast amounts of
content besides the “official”
content
Peers (Followers)

22. Empowerment
Create easy-to-use tools for “badging” and recruitment

23. Empowerment
Encourage grassroots event creation

24. Empowerment
Phoning tools

25. Empowerment
Personal fundraising tools

26. Empowerment
Fight the smears

27. Empowerment
Dedicated iPhone app

28. Tactic 6:
Reward the Faithful
Give them inside information
3M personal text messages to
announce Biden as VP, before
the news hit TV screens

29. Reward
Give them direct access
His first thanks go to his supporters… by e-mails

30. Tactic 7:
Be Transparent
Leverage digital to report on what you’re doing
• During the campaign

31. Transparency
Leverage digital to report on what you’re doing
• Once elected

32. Transparency
Leverage digital to report on what you’re doing
• Once elected
Each non-urgent
legislation will be
published for 5 days to
allow the public to review
and comment on it, before
the President signs it.

33. Transparency
Leverage digital to report on what you’re doing
• Once elected

34. That’s great.
But what does it mean
for us?

35. Advertising in 2009 must be…
1. Built by people who truly understand digital
2. Findable anywhere and everywhere, all the time
3. Relevant to multiple audiences
4. Built for interactivity and engagement
5. Designed to create and empower “fans”
6. Provide rewards for the user
7. Socially conscious and transparent

36. But we’re in a crisis.
Maybe we should stick to
what works?

37. Hello TV people: It’s not working
Percentage of U.S. homes watching network primetime TV

38. Maybe LatAm is totally and
completely immune?

39. I will make you a bet:
Latin America and Brazil are
going to explode. Digitally.

40. Share of Media Spend
By Media Type

41. 2001
70%
CAN
FR
60% GER
IT
Share as a % of Total Spend
50% SP
RUS
40% AUS
CH
30% IN
JA
SK
20%
US
UK
10%
ARG
BR
0%
MEX
Print TV Radio Out-of-Home Internet

42. 2002
70%
CAN
FR
60% GER
IT
Share as a % of Total Spend
50% SP
RUS
40% AUS
CH
30% IN
JA
SK
20%
US
UK
10%
ARG
BR
0%
MEX
Print TV Radio Out-of-Home Internet

43. 2003
70%
CAN
FR
60% GER
IT
Share as a % of Total Spend
50% SP
RUS
40% AUS
CH
30% IN
JA
SK
20%
US
UK
10%
ARG
BR
0%
MEX
Print TV Radio Out-of-Home Internet

44. 2004
70%
CAN
FR
60% GER
IT
Share as a % of Total Spend
50% SP
RUS
40% AUS
CH
30% IN
JA
SK
20%
US
UK
10%
ARG
BR
0%
MEX
Print TV Radio Out-of-Home Internet

45. 2005
70%
CAN
FR
60% GER
IT
Share as a % of Total Spend
50% SP
RUS
40% AUS
CH
30% IN
JA
SK
20%
US
UK
10%
ARG
BR
0%
MEX
Print TV Radio Out-of-Home Internet

46. 2006
70%
CAN
FR
60% GER
IT
Share as a % of Total Spend
50% SP
RUS
40% AUS
CH
30% IN
JA
SK
20%
US
UK
10%
ARG
BR
0%
MEX
Print TV Radio Out-of-Home Internet

47. 2007
70%
CAN
FR
60% GER
IT
Share as a % of Total Spend
50% SP
RUS
40% AUS
CH
30% IN
JA
SK
20%
US
UK
10%
ARG
BR
0%
MEX
Print TV Radio Out-of-Home Internet

48. 2008
70%
CAN
FR
60% GER
IT
Share as a % of Total Spend
50% SP
RUS
40% AUS
CH
30% IN
JA
SK
20%
US
UK
10%
ARG
BR
0%
MEX
Print TV Radio Out-of-Home Internet

49. 2009
70%
CAN
FR
60% GER
IT
Share as a % of Total Spend
50% SP
RUS
40% AUS
CH
30% IN
JA
SK
20%
US
UK
10%
ARG
BR
0%
MEX
Print TV Radio Out-of-Home Internet

50. What this means for Brazil
and Latin America…

51. Bad News
• Latin America is stuck in an “old media” rut
• Digitally, you’ve fallen behind…
and the gap is widening:
You: $21*
Everyone else:
$180**
*Averages Brazil, Mexico and Argentina
**Averages US, Canada, Italy, Spain, UK, Germany, France,
Australia, India, Russia, China, South Korea, Japan

52. Good News
• Wired household penetration
is outpacing all the other major
growth markets:
You in 2009: 38%*
RIC in 2009: 22%**
*Averages Brazil, Mexico and Argentina
**Averages Russia, India and China

53. More Good News
You have one of the most
advanced digital populations
on Earth.
• Highest reach in
social networks: 60%
• Highest reach in digital
communications:
82% webmail
73% in Messenger

54. So what’s up with this?
70%
CAN
FR
60% GER
IT
Share as a % of Total Spend
50% SP
RUS
40% AUS
CH
30% IN
JA
SK
20%
US
UK
10%
ARG
BR
0%
MEX
Print TV Radio Out-of-Home Internet

55. What I Believe:
You are the biggest growth market on the
planet for digital. The population wants it.
Brands, creative agencies, and media
companies are not keeping up.
Big digital ideas will change the game.

56. The digital future is already
happening…
Check out Terra.com

57. Terra has digital DNA
No “Old Media” baggage
Social without boundaries
Available everywhere, any time
Experimental…and a little crazy

58. Beijing 2008 Site – The First Experiment
• 22.8 million watched 40 million videos…1.5 million via mobile. 150,000 shared comments
• More successful than NBC, the event’s main “conventional” broadcaster

59. Sonora – Music Everywhere
• 1 million free songs, playlists, and social sharing
• 90 minutes per session

60. The Mothership – Homepage Overhaul
• 28 million visitors per month (Brazil)
• VC Reporter is fully integrated, not “ghetto-ized”
Before After

61. Terra TV
• 6 million users
• Growing at 45% per year

62. The Obamacom Checklist
1. Built by people who truly understand digital
2. Findable anywhere and everywhere, all the time
3. Relevant to multiple audiences
4. Built for interactivity and engagement
5. Designed to create and empower “fans”
6. Provide rewards for the user
7. Socially conscious and transparent

63. So I made you a bet.
I was serious…

64. Coming soon:
Razorfish / Brazil

65. Do you have digital DNA?
We should talk…
joe.crump@razorfish.com

66. Obrigado
Muchas gracias
joe.crump@razorfish.com