Behind the wheel of Biden’s social media campaign: Tuesday’s daily brief

In this case, a story about candidate Biden’s remarkable success on social media that we posted a few days before the election, and a story we posted yesterday, which goes behind the scenes of the team that created him (see below).

Sarah Galvez has her success story, from free calls to Hillary Clinton’s digital team to designing her social strategy, which serves active clients in the private sector, to a leading role in Biden’s presidential campaign.

There are many excellent lessons for all social marketers on how to divide platforms into sections and reflect on success statistics.

Impact of President Biden’s social media strategy

The social media campaign under Biden’s banner for the presidency was not based on talent and instinct but strongly driven by social analysis. To explain how this works in practice, we go to Sarah Galvez, Biden’s director of social media and audience development, as president.

Some of the initiatives taken include social media executives outside of politics; divides social platforms into its components (Instagram stories, for example, require a different approach than Instagram); and the rejection of heavy social media packages for software that did what the team needed: study information for a thorough but quick performance assessment and second-tier project management tool for planning.

The team’s most important achievement was finding out how Biden could be seen on platforms like Twitch without being considered unattractive. The solution? Combine Biden’s genuine love of the track with a video recording of his off-road train and a lo-fi hip-hop soundtrack. Conquer another niche in the community.

I downloaded everything from Hillary Clinton

She moved to Los Angeles and started working with YouTube creators at Maker Studio, a Disney subsidiary. She helped creators understand backend analytics and optimize analytics-based content. “When Hillary Clinton decided to elect him president, I left everything behind to work as a field organizer in Iowa or Ohio.” She then decides to call the campaign and thinks someone should focus on broadening the audience, especially in the video room.

Renewal of Biden’s social strategy

She joins Biden’s campaign to help him move from primary to general elections. “I restructured the team and strategy and pulled many people away from politics, places like Paramount Pictures and ABC, to form a strong team of strategists who create organic social content every day.”

This was important, Galvez said when she brought new people to the campaign to complete the political agents who went through the 2016 cycle and then the long routine of Trump’s first term.

“The woman who brought us to help with our live video and strategy was a huge Twitch fan,”, “and started thinking about new and interesting ways to do it. it is authentic.

Generations Z and Y can quickly detect highly unlikely content, he said. Additionally, the platform’s algorithms are in some cases set up to display raw, unpolished content.

Biden meets Twitch

So we need to be aware that everyone knows who Joe Biden is and that he probably won’t be broadcasting on Twitch every day. But do you know what Joe Biden really likes? He has always been a strong supporter of Amtrak and infrastructure. It is there, a whole community that only sees the train passing by cameras at the end of a train, aesthetic and discreet.

Biden would travel by train between Ohio and Pennsylvania. The team placed a camera at the bottom of the train with a lo-fi hip-hop soundtrack and broadcast it to Twitch, the authentic Joe Biden on a friendly platform. “It’s about logically combining the two worlds, instead of trying to impose something on the public.”

In addition, a partnership team led by Christian Tom of the Nine Media Group focuses on digital influencers, while a separate replacement team worked with influences from celebrities and elected officials.

Based on the data

We asked Galvez what parameters of success he uses to optimize these different initiatives. “The KPI depends on the actual content. If it’s a fundraiser, we’re great for receiving donations. But we were very focused on specific content that could be shared every day; we knew people were doing it. The megaphone. A retweet or an Instagram share, a campaign is a fast-paced environment and there’s not much time to stop and do a thorough analysis.

Who wins the wars for supremacy?

Broadcast more viewers on OTT. Analysts predict that the number of subscriptions to streaming video services will increase from almost 210 million this year to 222 million in 2024. But why are consumers switching to streaming? And most importantly, what are your preferences for defining it? Who wins the wars for supremacy?

From recent research by Acxiom with its Personicx consumer segmentation system:

• The greater the number of children in a family, the greater the likelihood that the family will sign up for Disney + or other services;

• High-income Apple TV + Generation Y subscriptions doubled between May and November last year (despite modest overall increases);

• 80% of Generation Z subscribers for Netflix; and 75% of millennials.

Because we care.

Video streaming is not a monolith or a zero-sum game. During the pandemic, busy parents placed their own signatures. But this is just one aspect of a broader closing trend. And while Netflix is not a marketing channel, but is not supported by ads, marketers should keep in mind that consumers don’t necessarily switch between services. Newcomers to space have not harmed Netflix. Note: There is currently no online link for general data.

Translate »