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Barack Obama e la Comunicazione 2.0: a Scuola di Social Media Marketing

mar, gen 20, 2009

Cultura, Marketing, Media

Barack Obama e la Comunicazione 2.0: a Scuola di Social Media Marketing

La comunicazione di Obama
di Andrea Genovese

Ora che Barack Obama è diventato il nuovo Presidente degli Stati Uniti se ne sono accorti tutti. Il giovane avvocato di Honolulu, oltre ad avere idee, talento e capacità di leadership, ha cambiato le regole del marketing elettorale, attirando l’attenzione del grande pubblico e del mondo manageriale sulle potenzialità dei nuovi modelli della Rete: social media e comunicazione Web 2.0.

Barack Obama durante la campagna elettorale

Ha promosso la propria candidatura attraverso una campagna di comunicazione di taglio non più politico, ma corporate (7thFLOOR: Il brand Obama: come fare una campagna di comunicazione Web 2.0). Ha attirato finanziamenti e realizzato il suo progetto visionario e ambizioso come una start-up di Silicon Valley. Ha sviluppato la notorietà e l’immagine del suo brand attraverso una delle più innovative strategie di comunicazione crossmedia della storia.

Ha saputo trasformarsi in un consumer brand del calibro di Nike, Apple o Sony: affascinante, globale e riconoscibile. Ha creduto nella potenza e nell’efficacia dei modelli partecipativi e dell’economia del dono della Rete. E’ diventato lo “Ubiquitous Obama” dell’universo Web 2.0, è riuscito a finanziare la sua campagna attraverso i micropagamenti via internet, ha saputo innescare una dinamica collettiva e una quantità di endorsment (alla Linkedin!) con la partecipazione spontanea e la diffusione virale di video, post sui blog, contatti su Facebook e Linkedin, Newsletter, contatti diretti via email, eventi, attività di promozione auto organizzate, etc.

Piattaforme Social Media

L’inesperienza di Obama si è trasformata in un vantaggio. Il giovane leader afroamericano è diventato il primo presidente di colore della più grande potenza economica e politica del mondo, senza mai essere stato governatore di uno stato americano né capo di una grande istituzione governativa. Obama viene dal mondo del community service, i servizi sociali fondati sul volontariato, ha fatto una lunga esperienza presso una Ong di Chicago e nei suoi ghetti neri. Conosce le regole del cambiamento e della comunicazione dal basso.

E’ un outsider (come gli “Outliers” di Malcolm Gladwell), ma ha una grande oratoria (Obama’s oratory, Financial Times), fa leva sul sentimento di antipolitica diffuso, incarna il desiderio di cambiamento dell’onda progressista USA (Making it, The New Yorker), si appropria del territorio simbolico e valoriale della parola chiave Change, che insieme al concetto di speranza, sintetizzato nella sua tagline “Yes We Can” e al suo magnetismo di fronte alle folle (Ma Obama ha usato l’ipnosi? – eBook), riescono a commuovere e a risvegliare i recettori profondi della nostra corteccia cerebrale.

Ha saputo costruire una squadra eccezionale e scegliere bene i suoi collaboratori. La sua capacità di team building è paradigmatica, in campagna elettorale si è circondato di consulenti politici del calibro di David Plouffe e David Axelrod, ha usato spin doctor e political consultant (Da Rove a Axelrod. Cosa sono gli spin doctor?) ma soprattutto consulenti di comunicazione fuoriclasse come Chris Hughes, uno dei quattro fondatori di Facebook e Lawrence Lessig, professore e autore di bestselller sulla free culture e dell’ultimo Remix).

Washington Post Video Inauguration Day

Ha saputo raccontare la sua storia (Storytelling. La fabbrica delle storie – Salomon Christian) scrivendo dei libri autobiografici (uno per tutti: Dreams from my father) quando ancora non era candidato e ha poi incantato il pubblico con le sue narrazioni personali fatte durante i comizi, sui giornali (scrivendo alle figlie attraverso i quotidiani) e le televisioni, con una campagna TV tra le più costose della storia degli Stati Uniti.

Tra gli Ebooks vi segnalo
Business con i Social Media
Business con i Social Media, di Luigi Centenaro
Aumentare la Visibilità con Linkedln, Facebook, FriendFeed, Twitter e i Social Media

Il Modello Obama all’Università

Il modello Obama è ora insegnato e studiato presso le Università. Una di queste, la Scuola di Comunicazione IULM inaugura il primo Master in Social Media Marketing & Web Communication, con un convegno a Milano il prossimo 23 gennaio dal titolo “Yes Web Can. Dal caso Obama alle nuove opportunità offerte alla comunicazione aziendale dal Web 2.009? (Invito e Programma). L’evento sarà condotto da Guido Di Fraia, direttore scientifico del nuovo Master.

Il Master inizia a fine Febbraio, mentre le iscrizioni scadono a Gennaio. E’ rivolto al mondo aziendale, tanto che prevede come orario delle lezioni il venerdì e il sabato, per consentire a manager e consulenti che lavorano di partecipare agevolmente.

Il Master in Social Media Marketing & Web Communication della IULM

Scopo del Master è quello di formare figure professionali di alto livello specializzate nella progettazione, pianificazione e verifica di attività di comunicazione e relazione con i consumatori attraverso i media digitali e gli ambienti del web 2.0.

Il modello didattico previsto è prevalentemente laboratoriale e incentrato su case study, esercitazioni guidate, simulazioni ed edu-games per una durata complessiva di 300 ore svolte a stretto contatto con professionisti del settore provenienti dalle principali aziende di marketing e comunicazione on line, tra cui:

Ad Maiora, Adpepper media, Adacto, Bigmouth media, Blogmeter, Dada, Google, IBM Italia,, Microsoft Italia, MailUp, Net Booster Agency, Nielsen Online,, Sems, Zanox, 7thFLOOR

Il programma del Master si articola in tre moduli costitutivi supportati da tre moduli integrativi opzionali che il partecipante potrà scegliere per perfezionare ulteriormente la propria formazione.

Scarica La brochure Social-Media-Marketing-Iulm

Per proseguire l’approfondimento due libri e alcuni link: Obama. La politica nell’era di Facebook, Giuliano da Empoli, Marsilio e Come cambia l’America, Diletti, Mulino, BlogAmerica2008. Vi invito a inviarci i vostri commenti, suggerimenti o link sui temi della comunicazione web e dell’uso dei social media.

Yes we can
Como se dice como se llama
Viva Obama (Amigos de Obama)

Andrea Genovese

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- who has written 460 posts on 7thFLOOR.

Andrea Genovese, consulente, formatore e coach nel campo del digital marketing e delle startup, fondatore di 7thFloor, project leader di Wind Business Factor, co-fondatore di Roma Startup, autore del best seller: "Social Media Marketing" di Hoepli.

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8 Responses to “Barack Obama e la Comunicazione 2.0: a Scuola di Social Media Marketing”

  1. Enrico Corinti Says:

    Vorrei segnalare due Master universitari simili ma più orientati alla tecnica di produzione di contenuti:


    Maggiori informazioni si trovano visitando i due siti web.
    Grazie e complimenti per l’articolo.

  2. Marusca Says:

    Complimenti per l’articolo.
    Barack ha visto lungo ed è stato in grado, ovviamente con l’ausilio di professionisti, di puntare dritto a quello che, adesso risulta essere il vero motore del coinvolgimento emozionale: Internet.
    E’ riuscito a creare una vera e propria comunità, attiva e partecipe, in grado di rispecchiarsi completamente nella semplicità (anche se costruita in parte dalla strategia di marketing) del nuovo presidente.
    E’ sceso e si è calato completamente nella realtà dei cittadini, umile e trasparente.
    Speriamo che sia davvero la svolta per l’America e, di conseguenza, per il mondo…

  3. Paolo Says:

    Tutto vero, ma:

    La cattiva notizia è che Advertising Age ha appena nominato Barack Obama “Marketer of the year? e non credo che il prestigioso riconoscimento sia stato assegnato per come ha saputo utilizzare la televisione, i gonfaloni per strada o il merchandising d’ordinanza.

    Il nuovo presidente degli Stati Uniti viene salutato da una prestigiosa giuria, che vanta peraltro centinaia di colleghi e uomini di marketing, come un vero e proprio brand che ha saputo guadagnare il consenso dell’elettorato americano grazie anche a un utilizzo chirurgico e puntualissimo di quelli che alcuni si ostinano a chiamare ancora nuovi media. In particolare, Barack Obama ha vinto la sua scommessa su YouTube – con tanto di Barack TV – Facebook, dove ha ampiamente superato i due milioni di “amici?, Linkedin, Wikipedia, MySpace, Flickr, Podcast, fino al placement in alcuni videogame… Insomma, sembra proprio che il buon Obama sia riuscito a coprire egregiamente l’intero panorama offerto dalle piattaforme 2.0 per interagire con il proprio pubblico.

    Non sono molto a mio agio quando il marketing e la politica vanno a braccetto, ma mi piace pensare che una campagna elettorale destinata a milioni di persone sia costretta a usare con saggezza e intelligenza gli spazi e i luoghi abitati dai cittadini, siano questi fisici o virtuali.

    Quello che mi insospettisce è il premio “Marketer of the Year?. Perché mi viene spontaneo associarlo ai 580 milioni di dollari spesi da Rupert Murdoch per acquistare MySpace, al miliardo e sessantacinque di Google per YouTube, piuttosto che ai 240 milioni di dollari usciti dalle casse di Microsoft per una modesta partecipazione (1,6%) di Facebook. Nel mezzo ci metto la ricerca esasperata di un modello di business sui social network che consenta a questi miliardari di andare a break even in tempi ragionevoli, ma che ancora stenta ad arrivare.

    Ed è impossibile, a questo punto, non gettare uno sguardo indietro verso le isole del paradiso: solo un anno fa Second Life appariva come un miraggio nell’oceano del marketing 2.0. Aprire un’isola era il minimo sindacale per poter affrontare qualsiasi media mix con la coscienza pulita. Il risultato è che colleghi e uomini di marketing sono riusciti ad inquinare uno degli esperimenti socio-antropologici più interessanti degli ultimi tempi. Per la cronaca, Second Life è ancora in piedi, solo che gli indigeni hanno rigettato le nostre incursioni pubblicitarie e il mondo del marketing e della comunicazione ha bollato second life come un flop.

    Ed è lo stesso mondo che oggi celebra la campagna di Barack Obama come un benchmark di riferimento, destinato quindi a fare scuola, funestamente battezzato come modello che temo condizionerà il nostro lavoro delle prossime settimane. Perché sono certo che molti dei brief che riceveremo guarderanno ai social media come alla nuova frontiera da percorrere per attrarre un pubblico che non sappiamo più come catalizzare. I Gruppi su Facebook faranno innamorare i nostri clienti esattamente come qualche anno fa ci siamo dimenati per costruire community a tavolino. A volte, il mondo della pubblicità riesce a cogliere solo il lato più superficiale di alcuni fenomeni, come se volesse impadronirsene a prescindere da una riflessione profonda sui valori e le attitudini delle persone.
    Se si continua a guardare il fenomeno dei social media in termini numerici, finiremo per usare internet come abbiamo usato la televisione. Inventeremo la GRP virtuale, compreremo teste e produrremo messaggi per cluster di target, altrimenti perché mi tocca leggere che nel catalogo di Oracle esistono già una serie di prodotti di “social CRM? studiati per sostituire le piattaforme Crm tradizionali?

    Per fortuna mi è capitato di leggere anche altre cose e ho imparato che esiste una nuova moneta: si chiama social currency. Ho imparato che i blog, i social network e le piattaforme di sharing non seguono gli umori del denaro. Perché non sono un media. Ci sono le persone di mezzo, e non vogliono essere considerate un target. Sono lì per condividere, partecipare, esprimere. Vogliono essere riconosciute ed apprezzate. Vogliono scambiare informazioni e lo fanno generosamente, a beneficio di tutti. Se c’è di mezzo un monitor o un display, non significa che lassù ci debba essere anche della pubblicità. Perché loro non l’hanno chiesta. La vera killer application dei social media è la generosità. Le persone donano un po’ del proprio tempo, per il solo piacere di ricevere attenzione. E a loro volta offriranno un po’ del proprio tempo per donare attenzione a qualcun altro. Se proprio vogliamo esserci dobbiamo imparare a entrare in questo circolo virtuoso.

    Non serve compilare un brief con l’ennesimo video virale per youtube o il gruppo su Facebook che fa chic e non impegna. Serve comprendere le dinamiche che stanno cambiando profondamente le regole del gioco, entrare nei nuovi paradigmi, tornare a studiare, ed essere ancora convinti che le idee e la creatività siano ancora qualcosa di cui la gente ha bisogno.

    Solo che adesso è il momento di essere generosi anche noi. Se vogliamo ricevere attenzione, dobbiamo essere rilevanti e offrire qualcosa di più che le nostre usp.


    (da un articolo pubblicato da Nuova Comunicazione)


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