Graduates from the University also observed an interesting AI insight:
‘people seem to feel more connected to machines when they can talk to them’.

SO, INSTEAD OF ASKING ‘HOW CAN AI HELP MY MUSEUM?’ (Wrong Question),
They asked ‘How can AI help our visitors?’ (Right Question)
and then they asked these even more detailed questions:
How can AI help my visitors to:
(a) engage with the museum
(b) engage with biodiversity ie the variety of life on earth/species diversity etc. (Right Question)

THE AI MAGIC
The research team thought about bringing the specimens to life through AI – in the same way that we previously explored how AI can ‘resurrect’ the dead (see ‘Will Chatbots and Avatars makes us immortal’ ). The Cambridge project enables these ‘resurrected animals’ to converse with visitors – as if the ‘specimens were still alive’.

Image: Courtesy of The University of Cambridge’s Biodiversity Museum

HOW TO SCALE-UP PERSONALIZATION (Great Question)
Firstly, the conversations can be voice – or text-based to suit all visitors.
Secondly, adding ‘Age Adaptive’ functionality (the animals adjust their tone & language to match the visitor’s age).
Thirdly, adding ‘Language Adaptive’ functionality (the animals speak in 20 languages) gives access to more visitors.

Creating an Opportunity to Connect People with Non-Human-Life  
This is phenomenal. Although the technology has existed for some time (see The July Project, PR Smith), these GPTs are now delivering a radically improved CX (Customer Experience). Sir Michael Parkinson (Britain’s favourite 1-2-1 interviewer/chat show) died last year but is being resurrected by his son as Virtually Parkinson, which enables new guests to be questioned in Parkinson’s famous relaxed style in a new celebrity interview podcast.

Meanwhile back in Cambridge, museum visitors scan the QR code which opens the chat box on their mobile phone. Visitors can then choose from 13 #specimens (including a #dodo, whale skeletons, a taxidermied red panda & a preserved cockroach) & start chatting with them.

THE VIRTUOUS CYCLE OF DATA IN AI
All the conversations are recorded with the visitors’ permission. They are then all converted to text. This is valuable data. The team and the AI’s Large Language Model will then analyse data from all of the conversations, so they learn more about:
(1) what visitors really want to know about the specimens on display
(2) how AI can help the public to better engage with nature
(3) and about the potential for AI in museums.

In AI, the ‘virtuous cycle’ refers to a positive feedback loop where data is continually collected to be analysed to find deeper needs or insights which are then used to boost the #CX (customer experience) which, in turn, attracts more customers. More customers = more data = deeper understanding of needs = improved product/service = better CX = more customers and so on. This cycle enhances the AI system’s effectiveness over time as more data is gathered and used. It can also lead to generating better  #insights, leading to more #data and further  #model  #refinement.

EXPERIMENTAL DATA  
This extra data can become the source of your  #Competitive  #Advantage. ‘A test and learn‘ mentality is essential for translating that data from raw material into customer insights. Knowing your customers far better than your competitors know their customers is a very real competitive advantage. However, customer insights are worthless if they are not acted upon. So a flexible or agile approach is required to turn the insights into actions so you can really leverage the benefits of AI.

Image: courtesy of the University of Cambridge Instagram    Note: *The Cambridge Masters in #Conservation #Leadership is a ground-breaking course that equips students with the applied leadership and management skills needed to create positive change in conservation.

References:
[] The University of Cambridge (2024) ‘Public invited to chat to museum animals in novel AI experiment’, Research News, November.
[] Smith, PR (2023) Will ChatGPT + ChatBots + Avatars Make Us Immortal?

KEEP UP WITH DEVELOPMENTS IN #AI, INNOVATION & ETHICS  in our weekly chat on PR Smith Marketing Linkedin profile – audio event – live from 1pm – 1.30pm. Take a break and Keep Up To Date! It’s good for you.

If you like this post you might also enjoy: 
Will ChatGPT + ChatBots + Avatars Make Us Immortal?

Chinese GirlBot With 465m Boyfriends

AI and Data – Crisis Coming?

Artificial Influencers Use My Magic Marketing Formula (IRD) 

Artificial Influencers – Meet Shudu & Miquela

Here Come The Clever Bots – bursting with artificial intelligence? 

Here Come The Really Clever Bots – where AI meets customer needs

SOSTAC® Plan for developing your own ChatBot

The post Creative AI – Public Invited to Chat with Dead Animals    appeared first on PR Smith Marketing.

Enjoy this best-selling updated 8^th edition – packed with new material, keeping abreast with AI, AR, VR, MR, MA and other innovative approaches to marketing communications. All integrated with the world’s most popular SOSTAC® Planning methodology that delivers a reassuring sense of order in a chaotic digital world and also that delivers success from better, MarComms’ ‘information-based’ decisions.

In Part 2 – all ten marcomms tactical tools (incl ads, PR, sponsorship, Owned, Earned and Paid Media etc.)  has a sample SOSTAC® Plan at the end of chapter.

Ze Zook and I are so pleased with it.  So much new material including AI integrating with MarComms.  We’ve tried to keep the edutainment angle so readers actually enjoy discovering some cutting-edge examples, tips and tools throughout the book. Thanks to the team at @Kogan Page including: Alison, Donna, Bruna and  Jack, Jeylan, Susie and of course, Helen Kogan.

What New Marketing and What Classic Marketing is in the 8th ed.?

What’s new and what’s old in Marketing Communications 8th ed.?

20% author’s discount can be used legitimately by following these instructions.

1. Go to koganpage.com/MC8
2. Click ‘Add to Cart’
3. Click ‘Checkout’ on the top right corner of the screen.
4. Complete your Billing & Delivery Information
5. Click ‘Continue to Review & Pay’
6. Scroll down to ‘Review Items’
7. In this section, click the ‘Add an offer code’ button – bottom right
8. Enter your code AMK20 in the box provided
9. Scroll down to input your payment information
10. Click the ‘Buy Now’ button at the bottom of the screen.

Enjoy Your Book

The post Marketing Communications 8th ed Released! appeared first on PR Smith Marketing.

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The Intelligence Explosion – a masterpiece from the Guardian.

A Super Intelligence asked to, say, maximise the production of sausages – could decide that the optimal strategy is to breed us for our meat and turn the entire galaxy into a sausage-making factory.

This sausage discussion is for everyone, particularly marketers. How to stop a robot turning evil. This Guardian Original Drama is set in 2027 and asks a question beyond, ‘how do we stop data-abuse and power-grabbing that we have already seen in America and in the UK, but how do you program an intelligent machine not to annihilate humanity? And if its intelligence is ‘skyrocketing faster than anyone could have predicted’, are we about to run out of time?

Subscribe to The Guardian ► http://is.gd/subscribeguardian​ The Guardian ► https://www.theguardian.com

Barry The Board-Bot story is for another time. But do, most certainly,y check out the Chinese GirlBot With 465m Boyfriends and even more interestingly, how a  chatbot software glitch can become a nightmare, for a young Japanese man who married his smart 3-D Hologram, when the company declared no ‘fix’ for the glitch as this particular hologram had run its course. This kind of software obsolescence policy may have a Health and Safety issue as broken hearts can often succumb to other mental issues – all triggered by the glitch?

If you liked this you might also enjoy:

Here Come The Clever Bots – bursting with artificial intelligence?

Here Come The Really Clever Bots – where AI meets customer needs

Artificial Influencers Use My Magic Marketing Formula (IRD)

SOSTAC® Plan for developing your own ChatBot

Join me in Clubhouse in my club called SOSTAC® Plans any Friday 3.30pm – 4.00pm BST for a chat, Q&A, observations about SOSTAC(r) Plans and any other marketing related issues including AI Driven Bots.

The post AI and Data – Crisis Coming? appeared first on PR Smith Marketing.

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External Exhibition Transforms 500 Unused Poster Sites

The #Covid Crisis has created empty poster sites all around the streets  of Dublin. This creates a baron, empty, dirty, negative, pessimistic feeling in the community. Lowering everyone’s mood during this time of  Covid 19 crisis in cities, towns and villages around the world.

Question: How to convert this negative feeling into a positive feeling? Think outside the box. Many disruptive business models are enjoying large scale success. e.g. Alibaba, the world’s most valuable retailer, owns no inventory. Airbnb, the world’s largest accommodation provider, owns no real estate. Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content (though it does take ownership!). Amazon are looking at ship and shop’ (anticipate your needs – ship/deliver goods and then ask you to confirm the order) rather than the tradigital ‘shop and ship’ model. So how can a photo gallery think outside the box?

Answer: The Positive Space Project, a city-wide crowd-funded exhibition that turns 500 unused poster sites across Dublin into a gallery for Irish photographers to be enjoyed by Dubliners. Rather than bring people to the gallery, bring the gallery to the people.

Thinking Outside The Box

So if people cannot go to galleries, bring the galleries to the people.  Corina Gaffey started the GoFundMe campaign called The Positive Space. Basically they have raised money €7,500 (target €10,000) www.gofundme.com/f/the-positive-space  . This money pays for the production and installation of the posters.

A Visual Feast For the Eyes

Is how Naoimi Gaffey, photographer, describes it. So sit back and enjoy from a distance, the great work by the photographers, the Gaffeys, the poster postermen.  Art helps a city to thrive.

Shutters Also Improve Aesthetics and Promote #Brands

Metal shutters can be put to use: making the environment more pleasant, promoting the business  and securing the business at night.

Wall & Keogh, Richmond Street South, Dublin. My own mother, Úna Ni Glasáin, had a chemist shop,  at 13 College Green, Dublin 2. It was called Gleeson’s Chemist. It’s now a lovely little coffee shop called Keoghs  (see red canopy below).  I remember my Mum was deeply saddened when she had to put metal shutters up in the 1980s.

Keoghs, 13 College Green, Dublin (formerly Gleesons Chemist)

No one seemed to be thinking outside the boxes and generating beautiful eye-catching, city-enhancing, metal shutters back in the 1980s.  But today there is much more art on the street – helping local people, helping artists, helping  tourists, helping brands and helping businesses. And when we layer on #digital and #interactive signage, we will hopefully see even more interesting interactive aesthetically pleasing, yet secure, shop-fronts that help customers to preview, preselect or even order goods/services from a shop front.  Have you seen anything interesting – perhaps Scots Road in #Singapore  or anywhere else? Please send me in your photo and we’ll add it to this post.

We will look at Great Covid Idea: Silver Shutters as a separate post later.

Walls Also Improve Aesthetics and Promote #Brands

Dublin Print Company, 19-20 Redmonds Hill, Dublin 2

It is just great to see ‘owned media’  being used aesthetically. This is a small print company called Dublin Print Company. This is supported by the Grey Area Project in Dublin .

Today, however, retailers have options to be more creative. Let’s hopefully see a few more of these.  In fact #DublinWalls DublinWalls.com  promotes murals on walls.

DublinWalls.com is a photo collection of Dublin Walls created by talented artists. These murals embellish the capital city of Ireland. The next post,  will explore how walls (owned media) are used by some marketers).

We will look at lots of interesting walls in Dublin plus a few from Belfast (The Guinness mural is so good I had to include it!). Please send me in your photos of anything that brightens up a street, an alley-way , a wall, a window or even a  just a door.   As marketers, we  can brighten up our streets and support our brands and /or help spread important messages  simultaneously.  I will publish another blog post with lots of creative ideas from Dublin, Belfast, Dundalk, London and elsewhere.

See a lot more stunning images (and stories) in Great Covid Idea 2: Walls Of Gold .  If you enter your email address  in the ‘Subscribe to Marketing Insights’ form, I will send you an alert re any new posts.

—end—

Leveraging your owned media (walls, windows, doors) is a tactic (free advertising but you must check the details of your lease first and any local council restrictions). This tactical tool is part of the details of  Strategy which is part of my  SOSTAC^® Planning framework. Those wanting to become SOSTAC^® Certified Planners can visit  SOSTAC.org 

 

PR Smith’s SOSTAC^® Planning framework circular diagram showing each of the 6 sections.

The Projects

Luciana Marin

Luli took a lot of photographs of street art in Dublin.  Luli stumbled across a Banksy mural one morning, in the middle of temple bar, close to the Mezz . Luli kindly gave us permission to use her instagram photos  @lulimarin86   Follow #streetartaroundtheworldbylulimarin  & #dublinwallscollection    www.lucianamarin.com contains an intriguing collection of street art entitle #StreetArtChaser

Congrats and thanks to Corina Gaffey for setting up #ThePositiveSpace Exhibition and for inspiring this post.

The post Disruptive Dublin Gallery Model – Think Outside Box appeared first on PR Smith Marketing.

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Imagine you could personalise videos so beautifully that the recipients couldn’t stop themselves from sharing? What if you could personalise the videos using an individual’s own comments and photos. What if the photo and comment were embedded into the first 3 seconds of the video? What if you could collect comments made about your brand, product and/or market and embed it into an intriguing video, personalised with your name – at scale? Like 150,000 high quality, highly relevant, personalised videos created and despatched in 2 hours? But only dispatched to micro-influencers with networks of more than 500?

Here’s how it’s done. Watch this 6 minute video to see how this is done so beautifully (plus the results), or just jump to 2:06 to see the 15 second Red Dwarf personalised video or jump to  5:04 to see the 20 second Race For Life personalised video.

But what about GDPR?

The above video is the first in a series of seven short videos demonstrating how personalised videos , at scale, are used successfully by a variety of brands who have different goals.

Many thanks to Tim Redgate, the former CEO of Echomany.

Post a comment, or contact me for more info.

Happy Easter.

If you liked this, you might enjoy:

GDPR (General Data Protection Regulations) – Opportunity to Boost CX or a Threat of Closure? (Part 1)

Artificial Influencers – meet Shudu

Artificial Influencers Use My Magic Marketing Formula 

or

AR  converts competitors ads to your ads

Please do ‘submit a comment‘ below and I will reply to you.

Tell us your story, experience, tip, insight or just ask a question – whatever you prefer.

The post Engaging at Scale with Personalised Videos in Conversations appeared first on PR Smith Marketing.

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How can AR turn a competitor’s ads into your own ads? Answer: Use an AR specific lense in an app to recognise competitors billboard ads, magazine ads & discount coupons and then set them on fire (virtually, or at least on screen in augmented reality).

Burger King App using AR to show poster on fire

Here’s how: ‘Burger King (in Brazil) used advanced AR to enable customers to ‘burn down’ competitors ads – using a lens that recognised competitors ads (e.g. McDonalds) ads and caused them to burst into flames.

Plus they build in the Shared Experience: If a customer shared this experience, they get a free Whopper. This app also leverages BK’s USP: ‘fire’ or flame grilled burgers USP in a very different way. Although some criticise BK for using cutting edge technology negatively, I think many people will see it as a bit of fun, and certainly something different to show off. This unusual marketing hack also promotes BK Express, which allows customers to pre-order their meals to avoid the ‘real-world’ queues. Using technology to help customers – is the best way to consider using emerging technologies.

BK expects to give away over 500,000 burgers through this genius and super fun campaign.

‘Afterall, flame grilled is always best!’  (is what the app final onscreen message says after burning a competitors ad).

Perhaps this is all a spoof designed to generate increased awareness and usage of its app? Is it April 1st?  BK have not issued any news releases that I can find on their site – as yet.

What do you think,  is this:

(a) negative use of AR (‘burning your competitors’ ads)

(b) positive use of AR (new form of entertainment and engagement & adding value to the CX (skip queues)

(c) a clever spoof / publicity stunt – that we have all bought!

If you liked this, you might also enjoy:

Here Come The Clever Bots – bursting with artificial intelligence?

Here Come The Really Clever Bots – where AI meets customer needs 

Artificial Influencers – Meet Shudu & Miquela

Thanks to @AlixFrancis for the alert.

The post How Can AR Turn a Competitor’s Ads Into Your Own Ads? appeared first on PR Smith Marketing.

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Provocative, Angry Twitter Rants = More Attention/Followers?

“If bad behavior or provocative and angry and ranting tweets lead to more attention,” says Deb Roy (2018), director of MIT’s Lab for Social Machines who continues, “well, you’ve just incentivized that behavior on the platform” emphasises Roy in an article for Time magazine by Katy Steinmetz (2018).

Buttons placed prominently – attracting viewers to like, retweet or reply – might be creating counter-productive incentives. Since one feels disappointed, or even bad, if the engagement numbers are low. But, when those numbers go up, users get ‘boosts of pleasure’.

Followers numbers fall = depression?

“This Is How Rats Work. Press A Lever, Get A Pellet”

Suggests Jay Van Bavel, an associate professor of psychology at New York University who says, “The human brain is structured the same way.” Van Bavel is referring to Professor Skinner’s experiments with rats in the 1940s when he explored how behaviour (& learning/remembering) can be conditioned with rewards/incentives (in the rat’s case, pellets of food).  Today, angry tweeters get rewarded with more followers.

Outrage outperforms moderate

Moral Outrage Tweets tend to Outperform Moderate Tweets
The problem is that ‘mindless outrage’ type of tweets tend to perform better (& therefore reward their authors) more than rational, considered tweets. One report suggests that provocative angry and ranting tweets outperform other tweets by approximately 20% (Van Bavel 2018).

Moral outrage is more likely to get more retweets

Van Bavel has found that tweets containing strong moral and emotional language, those with “moral outrage,” are about 20 percent more likely to get retweeted.

Outrage

Moral Outrage Generates Bigger Number of Followers = Trumpism?

‘Politicians on the ideological extremes — be they Democratic or Republican — tend to have bigger followings than their moderate counterparts.’ (Steinmetz 2018).  “Taking strong, polarizing stances, that’s what gets rewarded,” Van Bavel says, describing President Donald Trump as “off the charts” regarding polarizing messages.

Moral Outrage Generates Bigger Number of Followers?

So Who’s At Fault:  Twitter’s Algorithms Or Us Humans?

‘Algorithms that select popular content may be prioritizing and spreading the very types of posts that make people the most angry’, says Yale psychologist Molly Crockett (2018), who also suggests that therefore the social usefulness of outrage itself, may be depleted in the process.

So Who’s At Fault: Twitter Algorithms Or Us Humans?

A Culture of Mindless Outrage = Vulnerability to Manipulation

So it looks like provocative, angry and morally outraged tweets are contributing to a culture of mindless outrage. This, in turn, may make the heaving masses of people more susceptible to manipulation. Shades of 1930s Germany?

Kanye West (with his 28m followers) Agrees

Although the popular American singer, Kanye West, has 28m twitter followers, he agrees.  “[W]e should be able to participate in social media without having to show how many followers or likes we have,” he tweeted. “This has an intense negative impact on our self- worth.” This is the disappointed feeling we mentioned if ‘suffering’ low engagement levels. But when the engagement goes up users get ‘boosts of pleasure’.   

Kanye West objects to twitter accounts showing number of followers  (28.4m in his case)

This Threatens Twitter’s Own Survival

Twitter CEO, Jack Dorsey, testified during a House Committee on Energy and Commerce hearing about Twitter’s transparency and accountability (5 Sep 2018). He confirmed that he is willing to rethink not just twitter policies but the fundamental design of the twitter platform itself as part of twitter’s effort to beat: hate speech, fake news, trolls & disinformation – the curse of social media.

Twitter must now beat hate speech, fake news, trolls & disinformation – the curse of social media.

In The Long Run, Helping Customers Must Come First

Twitter CEO, Dorsey, confirmed that the need to improve the health of public conversation is a “long-term growth factor” for Twitter. And that this is more important than short-term twitter numbers going up or down, since “no one is going to use it (twitter) in the first place.”

In The Long Run, Helping Customers Must Come First

The Big Social Media Dream – still lives on…..

The big dream, MIT’s Deb Roy suggests, is “to build a leaderboard for having a positive effect on the public discourse.” A Utopian dream or can social media help to reduce the growing numbers suffering with anxiety and depression – partly induced, some say, by social media’s very visible approval ratings. Perhaps this negative can be turned into a positive?

What do you think?

Source: Steinmetz, K. (2018) ‘This Is How Rats Work.’ Why Twitter’s Emphasis on Follower Counts Could Be Backfiring, Time Magazine 19 Sep.

If you like this you might also like:

How Trump Won (Part 2) – using the Magic Marketing Formula (IRD) & including Pavlov’s ‘Classical Conditioning’ of dogs 

How Trump Won (Part 1) using the SOSTAC framework

The Dark Arts Of Marketing – Breaking Down Society to Create a New Culture – Using Data & IRD

Take the 60 minute introductory SOSTAC® Planning course (8 x 7 minute video presentations)

Take the full 20 hour online full SOSTAC® course and become a SOSTAC® Certified Planner

The post How Rats Work = How Twitter Works? appeared first on PR Smith Marketing.

SOSTAC(r) Planning – offline & online -integration, innovation & engagement

Any problems with the above link – try this http://www.slideshare.net/prsmith

Good luck with it.

SOSTAC Certification Portal

The post SOSTAC ® Planning – integration, engagement & analytics appeared first on PR Smith Marketing.

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‘This seat is taken’ – a clever caption combined with a creative photograph – this image (plus caption) went viral during President Obama’s last campaign.

Recruit The Best People

When president Obama invited Teddy Goff to be his Digital Director, Obama took a big step towards becoming America’s next president.  Goff is the best in the business.

Have a Great Product

Equally, Goff only backed this horse, since he knew he had a great product (Obama) to market. Being a great digital marketer won’t work if you got a lousy product.

Combine Analytics With Creative Thinking

Interestingly Goff and his team spent a lot of time on analytics and segmenting and targeting messages as you’d expect. They spent even more time on creative thinking creatively about how to keep the information fatigued audience excited and invigorated sufficiently to (a) vote (b) encourage a friend to vote (c) perhaps get involved in the campaign. For more on Engagement see the Ladder of Engagement (Smith & Zook 2016, Marketing Communications). Here’s Teddy talking to me about all of the above. I apologise about the video (visual) quality. Please try to ignore it and just listen to what Teddy has to say.

Use Big Data

Everything they did was informed by data.  This helped Goff et al to give their followers a better experience. To serve their supporters with the best experience possible.

With literally, millions of volunteers on the ground. Goff: “We wanted to use the stuff that people were telling us about. So if someone clicks on this email rather than that one, it’s probably because they are a little bit more interested in this, rather than that.” They consequently would segment and target relevant content that matched the precise interests of people with similar interests (segments).  It’s not rocket science. Goff’s team used the knowledge they gathered from digital behaviour to infer broaden patterns e.g. ‘does it seem that people who care about veterans are more likely to vote for the president?’ I apologise about the poor quality visuals – try to focus on what Teddy Goff actually says. It’s gold dust.

So the same principle was applied to offline e.g. millions of volunteers knocking on doors, understanding what were the key issues and interests of undecided voters, helped campaigners to have more relevant conversations. This campaign had to integrate offline with online. For more on integrated marketing communications see the end of this post.

Target Multiple Self Referencing Sub Cultures with Distinct Value Propositions

Ok let’s call it multiple niche marketing! Think about what people care about and the dimensions around which they want to self-organise (group together). Goff and his team tried to create a platform which helped people to organise themselves around particular interests in particular areas e.g. women, interested in a certain issue, all from a certain state. And “let them form connections that they cared about rather than force them into relationships that might not be as meaningful to them.” says  Goff. Apologies for the poor visual quality of this video.

Use The Magic Marketing Formula

This is what I call the ‘Magic Marketing Formula. IRD.

• Identify Needs
• Reflect those needs (through ads, social media or any comms tool)
• Deliver (a reasonable product or service

Once a customer’s (voter’s) need (topic or issue) is identified, it can be reflected by either presenting solutions to that issue or by helping people to set up groups dedicated to this particular issue. This information can be collected from door-to-door conversations or even from digital body language (or click behaviour which is revealed by, for example, spending more time on certain pages/topics/issues than others).

Social media, and facebook in particular, generated 34 million Obama fans who in turn were connected with  98% of the facebook population of the USA. They could reach almost everyone, whereas no other media could do this.

Be Relevant – Target Different Segments With Different Messages

Goff’s team worked hard to break their audiences into dozens of discrete segments – so they could target more relevant messages to each group. They also never sat back. They kept trying to keep the connection, keep the engagement, keep the relationship with individuals. Look at the subject lines (headlines) in this fascinating graphic from NY Mag

Subject lines form Obama’s emails worked hard to keep the relationship engaging and friendly

Treat Your Staff Well

You might have noticed Teddy saying earlier (in the first video) that their primary focus in this campaign was on their supporters. Many of these were volunteers. Many of the rest could at least spread the word. As they say in business: ‘Happy Employees = Happy Customers = Happy Shareholders’, well you could argue the same principle applies here too.

Or perhaps there are alternative tactics such as Democrat, Hilary Clinton secretly funding, Republican, Donald Trump?

A SOSTAC® Summary Of The Election Campaign

PR Smith’s SOSTAC(r) Planning System

Situation Analysis: Team Obama used Data Analytics & Big Data to analyse the situation in great detail. In fact, all ‘decisions were data driven. Key issues are analysed and identified. Key phrases are analysed and identified so they can be used (or reflected) during the campaign. undecided voters were analysed and their key issues identified.

Objectives: Clear objectives were broken down from quarterly goals, to monthly goals, to weekly goals and daily goals.

Strategy: Most of the strategic components of TOPPP SITE were used. President Obama was positioned as an agent of change. [Positioning] Interestingly Teddy’s team focussed primarily on supporters. Segmenting them and serving them very carefully with relevant content. [Targeting]. Engaging them with regular relevant content. Engaging them by empowering them to set up and run their own clusters [Engagement]. He ensured he had a developed, credible product (Obama) before attempting to raise visibility [Sequence]. When he needed to raise visibility, he prioritised social media since it could reach parts of America that traditional media simply could not [Tactical Tools]. He used analytics and big data (all their ‘decisions were driven by data’) [Process]. Offline was integrated with online events and activities e.g. The President dining with 3 dollar voters was an offline event but when video recorded, it generated a lot of coverage online via social media [Integration].

Tactics: This the details of strategy, e.g. the marketing mix. At the heart of this is the product. Obama was a good product.In fact Teddy Goff recommendation to young people in marketing is to ensure you have a good product before doing any marketing. All the other elements of the mix needed to be managed carefully.

Action: This is the details of tactics. How to ensure continual excellent execution, day in, day out. This can be a work culture (so treat staff well) e.g. a relentless A/B culture continually testing and improving to find what works half a percentage better, and then optimising on what works best. it can also include checklists, procedures, training & motivation plus internal communications to ensure excellent execution.

Control: The objectives set earlier were  broken down and measured continually. A team was allocated to monitor and report on key variables on a daily basis e.g. any blips in sentiment analysis (an aggregate score of the mood of the American nation with reference to the presidential candidates) would have been spotted and brought to the attention of the campaign team.

For more on SOSTAC® Planning System and Certified SOSTAC® Planners see www.PRSmith.org/SOSTAC

See How Trump Won

See The Dark Arts Of Marketing – Breaking Down Society to Create a New Culture – Using Data & IRD

For more on Integrated Marketing Communications, The Ladder Of Engagement, Social Media , Marketing Content, Big Data, Segmentation, the Magic Marketing Formula and how to write the perfect plan see Marketing Communications, by myself and Ze Zook.

The 3 Things You Can Learn From Jeb Bush’s Disaster by Chris Matyszczyk

1. Understand Your Customer and Your Competitor

Bush seemed to grasp neither. He, like many other professional politicians, had no idea why Donald Trump was so popular. He therefore had no idea how to compete. Should he ignore him? Should he try and fight him toe-to-toe? Should he appeal to his essential reasonableness? In the end, Bush fell between all stools. He had no feel for a market that was fueled by anger at the system, rather than at any specific issue or policy. He came as off as slightly bemused and unable to cope alone. Trump was right. When you have to bring your mom and your brother on stage, you’ve lost confidence in yourself.

2. Develop Credibility Before Raising Visibility

‘They’re learning this one in Silicon Valley too. They think that all they need to do is raise a ton of money from gullible VCs and everything will be fine. Bush seemed to have the largest coffers. However, the more money was coughed up, the more the candidate stumbled. Until he was humbled. In the end, it’s the person and the idea that is tested. It isn’t the scale of finance behind them. Bush was too nervous in front of the camera and had no idea how to handle the fact that his brother had been something of a controversial figure when he was president. Strategy and execution are more important than money.’

3. The Logo Matters.

One of Bush’s very first steps was to attempt to hide his Bushness. Instead, he released a logo that was garlanded with an exclamation point. Jeb! That exclamation point was everything Jeb Bush isn’t — except for perhaps slightly old-fashioned. The logo came from the past. The Republican electorate is worried about the future. The logo suggested tradition, when people were sick of politicians’ tradition of doing nothing while lining their own pockets. The logo shouted, whereas Jeb Bush twitched and bristled. Your branding should reflect you. Yes, like Donald Trump’s gold faucets.

See more on How Target Marketing using up to 200 variables Can Save Money & Boost Results.

For more frequent topical tit bits see PR Smith Marketing on facebook or just connect with me on twitter @pr_smith

The post How Obama Won Two U.S. Presidential Elections appeared first on PR Smith Marketing.