I read this fantastic post in SF Gate a few days ago on how the Clinton campaign lost the online video war. San Francisco Chronicle’s Joe Garofoli chronicles the Clinton campaigns missteps in communicating with online audiences through video releases. He notes how lack of an authentic voice, wrong script choices, mash-ups lead to the undesirable kind of viral activity.
I don’t think it’s just the video medium though… The Clinton campaign didn’t find its voice until we saw how hard Hillary was fighting and were reminded how hard she had worked to get there, representing all the women.
Obama, meanwhile, had a very simple and clear message. Change. How refreshing amidst all the economic, social and political chaos! His videos and speeches are so emotional, you feel you are part of his movement just by passing it along. I am not even an American citizen. I cannot vote. I have to admit I felt drawn to his story as someone who lives here and has family affected by US politics in North America and abroad.
Obama said what was on everyone’s mind. The Web made it loud enough for everyone to hear. An authentic message, powered by passion and emotion, distributed by 1’s and 0’s.
Idil has devised marketing and communication strategies for Fortune 500 companies and non-profit organizations for 20 years. She is the author of 'Implementing Word of Mouth Marketing: Online Strategies to Identify Influencers, Craft Stories and Draw Customers' (Wiley, 2010), as well as numerous industry briefs and articles on online communications.
Idil has been a public speaker on word-of-mouth marketing, women and ethnic minorities’ use of digital communications, and e-CRM. She has been widely quoted in trade journals and newspapers such as CNet news, CBS Market Watch, San Jose Mercury News, Chicago Sun Times, Harvard Business Review, the Financial Times and the New York Times. In 2010, she was selected ‘Digital Communicator of the Year’ by PRNews.
Idil is currently VP of Media Analytics at Nielsen, working with public sector, technology and telecom clients, gauging their advertising and brand communication effectiveness. She also serves on the Ad Council’s Research Committee.
Previously, she was a VP of Client Development at NM Incite – a Nielsen / McKinsey company, identifying and amplifying business opportunities in social media for clients. Prior to her roles at Nielsen, Cakim was a Senior Vice President in the global PR agency Golin’s digital practice and a Director of Burson-Marsteller’s think tank—the Knowledge Development group.
A native of Istanbul, she holds an M.A. in Communication from the Annenberg School at University of Pennsylvania and a B.A. in Sociology from Bryn Mawr College.
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