Owen, Sophie and the Summit Story
Thanks to Barack Obama the way politicians will use the Web has been changed forever.
No one said that better than Ranjit Mathoda in a New York Times piece by David Carr. According to Mathoda, Barack Obama understood that "you could use the web to lower the cost of building a political brand, create a sense of connection and engagement, and dispense with the command and control method of governing …"
Mathoda’s perspective is important because it positions the politician as a marketer; someone who can supply brand, ground troops, money and relationships as well as cultivate emotions and allegiance.
This all struck me as I was listening to the 5th
They are wonderfully arranged, a lot of great concepts are bandied about in 30 seconds but ask Owen or Sophie on the street and they’ll tell you they are more concerned about how they will get to the corner store than whether they could derive meaningful benefits from a the 2- day meeting.
It not that Owen and Sophie don’t care. But thus far the messages of the
See what I mean. Important but dull. These stories are the worse kind of political marketing simply because it fails to fire the imagination of Owen and Sophie and countless others on the street.
Soliciting buy-in from the public is always strategic but it requires a long view of things. It says here is our plan and here’s how you can benefit. Here’s what we can gain together and here’s how you can help. Up next? Tell that stroy over and over again in multifaceted, multidimesional ways using channels that are relevant and remarkable.
A diligent marketer, oops politician, can make it easy for the troops to fan the flames and get the word out as well. And to do it in an authentic, honest way that connects.