Obama Outperforms Agencies with Online Content

Most people think Obama’s appearance on Between two Ferns was out of place.  However, it shows a pattern of him going to where the conversation is, rather then asking people to come to him.

Plus from a media syndication perspective, it shows that the white house really understands influencer identification, star-power, and the effectiveness of their campaign strategy.  They also understand that influence happens at both the individual level and that certain outlets / programming channels are very effective to hit target demographics. Both of these campaigns were very successful and entertaining PSAs.

Whether going after geeks, doing an AMA, or his late night appearances, it has shown his ability to adapt, appeal to be likable, and get noticed.  And if that brings attention to the media agenda they are pushing, thats quite smart.  A second wave of an amplification effect kicks in about media talking about other media as well, allowing his message to have an even broader reach.

Whether you like him or not, I think it says something when the white house starts out performing other major ad agencies on healthcare reform.  

Think smarter about content planning and media distribution through earned media channels.  And lets learn from those who are doing it right.

18 minutes.

Pd

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