IT was an evening to remember on the 15^th of June, as Marketing readers and marketing industry players gathered at the Royal Selangor Club, Dataran Merdeka. They had the honour of listening to Scott Goodstein, Obama Campaign’s External Online Director share his experience on utilising digital media during the historic presidential campaign.
Ian Mckee, Jeff Seow, Hamid Ibrahim, Lionel Jackson, Rajesh Kumar (TNS) and Bipradeep Chakraborty (TNS)
Ron Chow (Mindshare), Ham, Scott and Helen
Scott Goodstein, Obama Campaign
He was responsible for developing the campaign’s social networking platforms. This included launching the first niche based social networks like BlackPlanet, Eons, MiGente, AsianAve and Disaboom, a forum for the disabled.
Goodstein also utilised mobile marketing in the campaign. He ran all of the text-messaging and mobile communications. He created and implemented Obama Mobile, an advanced communication strategy that included text messaging, downloads, interactive voice response communication, a mobile web site (WAP), and even an iPhone application. Each state used mobile messaging to assist their local campaigns. “Phones are the only device with more people than the Internet. There is no digital divide. There is not a person in rural America that does not have a phone on them.”