I’ve been particularly impressed with the Obama campaign emails I’ve received this week. The first thing I think the campaign has done well is simply the tag lines of emails. For example, I received an email from Michelle Obama saying “This video really moved me.”
According to Google’s “Research Lead for Social,” people use social media because it makes news sharable among an individual’s personal network of “social ties.” Social networks matter; they function as filters, distribution channels, and curators of news. (http://www.slideshare.net/padday/the-real-life-social-network-v2 )
Further, 75% who find news online get it either forwarded through e-mail or posts on social networking sites, and half of them (52%) forward the news through those means.
Michelle Obama is tapping into this trend, marketing content based on her personal endorsement of the material, and for me it worked.
I found myself wanting to click on this link, thinking “if Michelle Obama thought this was moving, I bet I will too.”
The content of the email message was centered on a Seattle Dad, Alex, Michelle Obama’s example of the All-American Father. This email message was very effective because it pulled at emotional strings. Further her call to action, is simply this
“I was really moved by what he had to say. Take a look, and share it with a dad you're thinking about today”
It is not until later in the email that she talks about Barak Obama as a father, and he is not the central subject of the email message. This gives users an easy way to send a sentimental appreciation of anyone father, while simultaneously giving an endorsement to the Obama campaign.
According to Google’s “Research Lead for Social,” people use social media because it makes news sharable among an individual’s personal network of “social ties.” Social networks matter; they function as filters, distribution channels, and curators of news. (http://www.slideshare.net/padday/the-real-life-social-network-v2 )
Further, 75% who find news online get it either forwarded through e-mail or posts on social networking sites, and half of them (52%) forward the news through those means.
Michelle Obama is tapping into this trend, marketing content based on her personal endorsement of the material, and for me it worked.
I found myself wanting to click on this link, thinking “if Michelle Obama thought this was moving, I bet I will too.”
The content of the email message was centered on a Seattle Dad, Alex, Michelle Obama’s example of the All-American Father. This email message was very effective because it pulled at emotional strings. Further her call to action, is simply this
“I was really moved by what he had to say. Take a look, and share it with a dad you're thinking about today”
It is not until later in the email that she talks about Barak Obama as a father, and he is not the central subject of the email message. This gives users an easy way to send a sentimental appreciation of anyone father, while simultaneously giving an endorsement to the Obama campaign.
Once again, this is an example of the Obama campaign’s savvy understanding of its young supporters, and the way they use social media, as Colin Delany describes inLearning from Obama: Lessons for Online Communicators in 2009 & Beyond.
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