How to use Social Media Marketing to Market your Product: The SPORE Way

I have seen the future and it is SPORE. Really.

What is SPORE you may ask? It's a new game under development by e-Game company EA (That's Electronic Arts). Think of it as SIMS only with creatures -- creatures you create.

Here's one that I've done called "Oscar" using the newly released SPORE Creature Creator:

Oscar is an Herbivore. He spits and likes to dance.

Big deal you might say. Well, actually it's quite addictive to build these creatures and see how to increase their attributes. But overall the new Creature Creator doesn't do much more than that. You build a creature. You check out its moves and then well...not much more to do.

Except for the fact that you can load your creature up to the Sporepedia (you can find all of mine under the username feline4you) and you can also "film" a move of your creature and post it on the YouTube SPORE site which is currently running a contest for best Spore Creature Dance Video (yep), and you can sign up for your Facebook Fan page and several applications and get some really cool gear.

All of this in lead up to the actual game launch in September 08.

So here's a game company that is creating a storm of buzz around a game that isn't out yet by doing the following:

1. Giving access to ONE aspect of the game as a free trial version or stand alone (The Creature Creator) for $10.
2. Create an online community where people can get news about the pre-production game, and load their creations.
3. Partner with YouTube to post videos about the game (pre-release trailers, how-tos, etc) while at the same time encouraging consumer generated content through a dance video competition -- the Creature Creator cand do video which you can easily upload to YouTube.
4. Get your fan-base excited through Facebook and MySpace through fan pages AND applications.
5. Offer traditional promotional gear for the faithful.
6. Offering pre-0rders and if you buy the Creature Creator, you can get $10 off the full game purchase.

See the mix of the traditional with the online viral? This is a GREAT example of doing it right. It's Integrated, Intentional and builds buzz and excitement.

Here's some recent press about SPORE:

1. Fortune: Spawning Spore's Creatures
2. The New Zealand Herald: Spore Looks to be an Epic Gaming Experience
3. Video Gamer.com: User Created Spore Creatures Top One Million

Of course the blogs are interesting as well. Debate about the fact that EA is using consumer generated content to populate the game world before it launches (personally I think it's cool, however, as a content creator it isn't like you get paid!), and how creative people get (yep, there is now SPORN!) (note that that link is explicit and not PG!) and everything in between.

It's called Buzz.

It's a marketers holy grail (second time I've used this statement in a few posts!)

And EA has it.

Here's one of my YouTube entries:

There's also a fan site called sporefan.com (of course) and they are even running an Adwords campaign!

So folks, what do you think you can learn from this marketing? EA is very intentionally giving up control (letting users create), taking the risks (responding to sporn) and managing the process through a mix of marketing tactics. Who is to say any brand couldn't do this?

Looking for Leaders in all the wrong places

Warning...political rant. Can't help myself.

So the other day I had lunch with a very interesting person who I won't identify here. Suffice to say that our conversation moved to wondering about who will lead Vermont forward in the years to come. You know....a Leader. Someone with Vision. Someone who can help us get through tough challenges such as...

• VT Yankee and the nuclear power debate
• High Oil and Propane prices that are causing huge worries for the upcoming winter
• Increasing cost of wood and wood stoves for those of us really worried about the high oil costs
• Infrastructure, like our roads and bridges
• Supporting education (my personal favorite)
• Expanding our job base so we stop being so reliant on manufacturing and embrace a growing tech sector that is amazing!

Well I'm filled with RELIEF and JOY that our incumbent governor and a third party candidate care so much about these issues. It's evident to me especially when I read and hear stories like the one that came out today.

Here it is folks...

Douglas-Pollina argue over who gets credit for the "buy local" movement (http://www.vpr.net/news_detail/81071/)

Yep. The folks who say they can lead us are quibbling over who gets CREDIT for the buy local movement. OMG. I can't stand it.

Love agriculture. Love buy local. WHO CARES who should get credit!

Policy much?

Universal Broadband, Policy and Blogging with Digg

There are two posts below this one. They are actually two articles that I "dugg" over at Digg about something that I find very important. Broadband access. It's a theme that was discussed at the e-State conference I was at back in May, and it is clear it is an issue that is gaining more and more attention nationally.

In the first article, note that Google has joined a group of other businesses, activists, individuals and policymakers to bring the Internet to everyone. Check out the Internet For Everyone website at http://www.internetforeveryone.org.

The second article is from "The Social" blog from CNet and it's about...well the same thing. We need to stop getting razzle-dazzled by tools (shiny objects) and focus in on what is important. The next "big thing" in policy and politics isn't about social media and getting people to spend their money...it's getting access to the internet for every citizen in this country.

I've blogged both posts to add to the buzz and I've joined the internet for everyone campaign. You should too.

There's a nifty little widget on their home page that lets you see how your state "stacks up". Here in Vermont as of 2007 326,700 people did not have Broadband. Um...guess what folks...that is more than 50% of Vermonters who do NOT HAVE Broadband access. In this case the glass is half empty for sure.

So Vermont policy-makers...what do you think? Who will lead the charge and push this "e-State"?

The Future of Digital Politics

This article from CNET describes how political focus on the internet is moving away from social networks and blogging, and is moving towards more important aspects of the digital world. The article also explains how it's time for not only politicians, but American citizens as well, to see the bigger picture in our changing world.

read more | digg story

Announcing the "Internet for Everyone" campaign

Google joined a national initiative of public interest, civic and industry groups to help launch the Internet for Everyone campaign, whose goal is to make ubiquitous and open broadband access for every American a priority in the next administration.

read more | digg story

Wrap-up from St. Mike's class on Society and Community

What do you do when you plan your presentation on your blog and you get to where you are going and their network and internet connection is down? Um....you panic? You pray? You cry?

Well, I didn't really do any of that this morning when I found out that the St. Mikes network was fried ... I tried some alternative options and basically decided that since they had a white board and markers, and I had my notes on my crackberry...I was ready for anything.

And then...

The internet and network gods smiled upon me and like magic the interweb allowed us to connect!

After that it was a whirlwind of video, conversation, white board markers, Q&A and sandbox talk. Great fun.

I certainly do not envy the K-12 educators and administrators in their challenges to integrate technology and social media into their classrooms -- not only do they have to educate our children, they have to battle near-sighted policies that block technologies from a place of fear rather than a place of learning and providing information. They have to educate paranoid parents and deal with school boards who are even more paranoid AND if they do the wrong thing, funding gets pulled, voters don't vote for budgets and they could even get fired.

No wonder our children are getting left behind. Too bad we are too afraid to give our teachers the tools they need and the room they need to provide the guidance our children need in order to learn and grow.

Um...how do I feel about it? Betcha can't tell!

The other side note for this one was the great surprise I had when I saw my daughter's principal and my former parish priest, Fr. Bernie, who is now the principal and Rice High School, in the group. I was honored to be able to be in a room with these two individuals and the rest of the individuals in the room who do so much for our children every day. Have you hugged a teacher today? You should!

Summer Presentation Series Part 2: School and Community at St. Mikes

I'll be presenting a session on social networking at the St. Mike's School and Community Course (GED 684) on Tuesday, June 24th.

My objective is to provide a brief overview of some of the social networking tools that are available, provide context on what it really takes to create community, and then show some working community-based sites that I think are well done and have great potential, and finally show two tools that might help these educational leaders to begin creating their online communities.

Here was my charge for the day from Val Gardner, the professor for the course:

My hope for your time with us is to have them begin to understand and think differently about “communities of the future” and how social networking will or could assist them in their work in building community – both within the school and with the broader geographic and global world. As leaders, they need to be looking at their schools in relation to the world in which their students will be living. In addition they need to believe that they can help shape that future.

PRESENTATION OUTLINE
Our burning question today is how social networking can help academic leaders build connection within their schools, their local neighborhoods and create active and engaged communities.

1. It’s about value creation: Can your online space answer the “What’s In It for Me?” question for each of your constituents? What is the compelling reason for someone to join the site and keep coming back?
2. It’s about responding to a need: What is the need that you have that you think your online space will help with?
3. It’s about building trust: What will you do to help your constituents build trust in the site so not only do they come back, but they feel comfortable enough to post and engage?
4. It’s about getting people to go there: Remember the old adage, if you build it they will come? Well, that’s not really true! See #’s 1-3 above!

Creating “community” is the holy grail of the online experience and with today’s social media tools, we are closer than ever!

The basic foundation has been MySpace and Facebook. These are certainly not the only ones out there, but they are the most well known. Let’s take a look at my Myspace and Facebook and talk about how or if I’m creating community using these two sites.

What about my blog? Does that create community?

What about something as simple as “Twitter” an online social presence application?

During the May 2008 e-State Conference when groups of people got together to talk about how to build an e-state – community kept coming up. We also had two “live-bloggers” and one “micro-blogger” there.

• Cathy Resmer from 7day's Blurt: http://7d.blogs.com/blurt/2008/05/live-blogging-t.html and
• Bill Simmon from Candleblog: http://candleboy.com/candleblog/article.php/20080529082000963 and
• yours truly via my blog AND twitter: http://champlainprofessor.blogspot.com/2008/05/conference-posting-vermonts-e-state.html and my Twitter (before I figured out the whole TWEME thing!)

So did all of our blogging and writing help to create community?

Here are some current live examples of ways in which communities are forming using tools that are easy and simple for the user.

Examples of social networking websites that build/are helping to build community:

• Local Vermont Community Website: http://www.frontporchforum.com/
• Here’s a video intro: http://www.youtube.com/watch?v=fwL5YevWDFE
• Website for teachers thinking about Web2.0 in their classrooms: http://www.classroom20.com/
• Another for educators and administrators: http://www.schoolnet.com/default.aspx

Examples of tools you could use to create a site that builds community:

• http://www.i-neighbors.org/
• http://www.ning.com/

So now…take some time to figure out how you would link your “community” together using these tools. What value will you provide? What need will you fulfill? How will you build trust? How will you get them there…and keep them?

Wrap-up and Reflection from Summer Educator's Institute Presentation

Well I just wrapped up the presentation from the Summer Educator's Institute on Web 2.0 Technologies You Should Know About. I think it went well save for the complete bust on the TWEME.

Can't for the life of me figure out what happened -- especially when I thought for sure it would show all the comments...in one place.

Bummer.

I'll try again to figure it out. I think it might have had to do with the fact that so many people were hitting the server at the same time from the same IP Address. But, that's just a guess.

Going into the individual Twitter messages provides some great reactions to what we did today:

1. Lots of new stuff to learn, not sure how to use it yet.
2. What I thought about this exercise....it was frustrating getting in at first and I don't know if I want to be a "twit".
3. i have way too many tabs open, facebook, netvibes, twitter, gmail, blogger..so many cool new tools so little time..
4. I've signed up for Twitter and I am learning how to use it. I think this is really cool.
5. Very enlightening exercise. Each of these tools seem to be hybrids of the other.
6. I am trying to follow this twitter thing but it can be a little confusing...
7. a bit scary, yet interesting,trying to think of ways I can use this in the classroom or communication between students, parents etc
8. I am feeling completely overwhelmed and need time to play wiht these applications before thinking about educational uses.
9. I am a little freaked out about this whole twitter thing - can I pick who follows me...no cell phone texting so how will it work

I was able to find all the reference to edconf using SUMMIZE and that link is http://tinyurl.com/5oetfl

So as I thought, two hours wasn't really enough -- and yet, it was enough to get people thinking and playing. Hopefully the sandbox metaphor worked! Now on to tomorrow and the presentation for the St. Mike's School and Community Course (GED 684) on Social Networking and creating community!

Summer Presentation Series on Social Media: Educator's Summer Conference June 23, 2008

I'll be doing a series of presentations over the summer -- all having to do with social media tools, upcoming trends and using social media tools in the classroom. My audiences will be a broad mix -- from K-12 educators, to small business owners -- all trying to wrap their hands around so-called Web 2.0 technologies. I've decided to use my blog as the starting point to include descriptions, links and my general outline for what I will cover. After each presentation I'll post my reflections and some of the Q&A that came from it.

Web 2.0 and What it Means for your Classroom
Summer Educators Conference Presentation
Champlain College, Monday, June 23, 2008

Course Description: Social media tools swirl around us and we hear that the younger generation is all over it, leaving teachers not just in the dust, but eons behind! However, what are they using really and how are they using it? And, more importantly, what tools are out there right now that you can leverage for your classroom? We'll explore the known such as social networks like Facebook and the general world of text and instant messaging. We'll also examine some things that may not be so well known including RSS, Blogging, Micro-blogging, Wikis and online collaboration tools. Most importantly we'll talk about ways to use these in your classrooms.

Required Readings:

1. Market Ideology and the Myths of Web 2.0 by Trebor Scholz: http://www.uic.edu/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2138/1945
2. A Vision of Convergence in Higher Ed -- Please download and watch "Connected" and read the colleges vision for Mlearning http://www.acu.edu/technology/mobilelearning/index.html
3. In five years it's all about Mobile: http://ypulse.com/archives/2008/03/in_five_yearsit.php
4. Creating and Connecting: Research and Guidelines on Online Social and Educational Networking: http://www.nsba.org/SecondaryMenu/TLN/CreatingandConnecting.aspx

Required Videos:

1. RSS in Plain English: http://www.commoncraft.com/rss_plain_english
2. Wikis in Plain English: http://www.commoncraft.com/video-wikis-plain-english
3. Social Bookmarking in Plain English: http://www.commoncraft.com/bookmarking-plain-english
4. Social Networking in Plain English: http://www.commoncraft.com/video-social-networking
5. Blogging in Plain English: http://www.commoncraft.com/blogs
6. Twitter in Plain English: http://www.commoncraft.com/Twitter

SESSION OUTLINE:

Introduction of me and this blog as a resource for information and what we cover.

Kick off with YouTube Video: Learning to Change - Changing to Learn and discussion

Tool Demonstration and how you could use them

• My Blog: http://champlainprofessor.blogspot.com/
• Facebook: http://www.facebook.com/profile.php?id=68900537
• MySpace: http://www.myspace.com/ejyoung67
• IM: which might you use? AIM, MSN, Yahoo!, GTalk or an aggregator?
• RSS: iGoogle (http://www.google.com/) or Netvibes (http://www.netvibes.com/)
• Twitter: http://www.twitter.com/ (my twitter is http://twitter.com/ejyoung67) think of this as a different way to use TXT in the classroom!

Hands on fun with one tool real time: Since we won't have time to do all of these, let's play with a newer tool to see what the possibilities are. Twitter. Everyone to sign up for a twitter account. Everyone "follow me" and then, post your overall reactions to this exercise (140 characters only please) using the following somewhere in your message #EdConf. Then we will go to http://www.twemes.com/edconf to read it all!

Closing with the possibilities brainstorm! Small groups on ways you might try these different tools in your classroom remembering that not all your students are using all of these tools! Each person to "TWEET" their results -- remember to use #edconf in the message.

OM Bootcamp Full Wrap-up. They don't call it BOOTCAMP for nothing!

It was the best of times...it was the worst of times...

Ok, well maybe not that dramatic!

I will say that the in-depth, deep in the weeds tactical hands-on that went on with the Bootcamp was both amazingly wonderful, and deeply overwhelming! Why? Well, to be honest, I'm not a coder. Found that out about myself a very long time ago -- so while I understand the concepts about code and some basics, when code begins to happen, my brain goes..."Um...does not compute!"

On the upside, I learned some amazingly cool things that if I were talking to someone in IT about, I would be able to tell them that "it can be done". Like tracking the form fields with Analytics using java scripting and setting up multivariate testing with Website Optimizer.

My favorite part overall really was Day one. The general overview from the "thought leaders" was very good. The tactical pieces on analytics and optimizer were certainly code-heavy, but worth it for sure, and the overview on adwords and the case studies provided good context. I'm still bumming I missed the SEO portion.

What do I wish they would have done differently?

Well seminars like this, much like preparing a class, are very difficult, but I think tracks would be much better. They had the "beginner" and "advanced", but what I think they really needed was the "Strategic/Analysis" and the "Programmer/Web Master" tracks. Yes, this was tactical in nature, but what I missed was the analysis and the strategy. In the case studies, WHY did they initially do one plan -- what was their strategy, and how did that strategy evolve based on data from analytics?

Also I don't think they did enough to really show how all of these bits and pieces truly overlap and influence one another. Each day was segmented out -- it would have been good to have a wrap-up that brought all the pieces back together to allow for the full reflection.

What did I learn about the most? Actually one interesting piece was the reactions of the consultants in the room. All the ones I talked to discussed their challenges with not only staying on top of the new tools, but finding the time for their programmers to learn new things (such as widget aps in Facebook), convincing clients to try something, and still do it all within the overall time constraints they have. Tough place to be in for sure. Not to unlike the challenge I face to stay on top of the information in my field and distill it down to teach it -- I have to teach the foundational theory at the same time I have to bring in all that is old and all that is new and show my students how to do it all -- and what it could be used for. When do I do that? Um...at home...at night...in between grading papers and prepping for classes and being a mom and ... well you get the picture.

So at the end of the day, if any of us want to keep up, we just have to do it -- regardless of the time it takes. Perhaps Web 3.0 will include a time shifter program that will slow down time, allowing us to get all that work done!

Social Media Analysis of the Presidential Campaign: Obama asks your opinion on LinkedIn

Have you logged into your LinkedIn Account today?

Pay attention because Candidate for President Barack Obama wants to know: How do we keep America Competitive in the Years Ahead?

Perhaps more interesting are the answers.

Education, Taxes, Infrastructure...lot's of great options.

I wonder if he will listen. More importantly is the use of LinkedIn by a candidate to ask these kinds of questions -- much different audience than the wide open web and I bet if they did this same question on MySpace of Facebook they'd get radically different answers! Don't believe me? Check out dana boyd's work on social networks!

Go the the Obama site, though and you won't know he's asking the question. Interesting.

OM Bootcamp Day 2 Wrap-up and on being a Mom!

So yesterday's bootcamp sessions started with a great overview by Epik Analytics expert Justin Cutroni -- I've heard Justin speak before and he's very good. Great general overview of Analytics and the power of the Google tool.

Then it was deep into the weeds in the afternoon with the Analytics "Advanced" session. Hmmmm...so in this I learned some wicked cool stuff. Such as how powerful Java Script is in manipulating the data within Analytics. The most "Wow-factor" for me was the fact that you can actually use Javascript to lable EVERY field in a form in order to see at which point within the field you might loose someone -- and then you can run a funnel report to visualize it. Rock'n COOL! I would have liked to see way more on the Analysis part and would say that this advanced session was more appropriate for your IT/coders. Good to know what can be done...don't really need to know the reg edits in order to do it (grin). The speaker was Alex Ortiz. He did a great job and didn't even seem too insulted that I was browsing the web, using NetVibes and checking my email during his more detailed coding discussions (Thanks Alex!).

So why am I posting late? And why did I not make it to this mornings session (Day 3). Well...there's this other job I have as a "Mom". And yesterday my daughter stayed at a friends house. They have a trampoline. She came home limping. So today, instead of the first session of the general overview on online advertising, we hung out at home, waiting to go to the Doctor's to make sure the foot was just sprained and not broken. Long story short...It's not broken and my daughter is off to yet another friends house for an overnight of fun and silliness.

I'm off to lunch and the afternoon session deep dive into AdWords.

More later!

OM Marketing Bootcamp Day One Wrap-up

Whew! It's been a GREAT day at OM Marketing Bootcamp. My personal highlights:

1. I not only MET Avinash Kaushik, but I got his autograph for my Web Analytics Book. Great speaker, very relaxed and seriously into analytics, data and very customer-centric. Really liked him in person. Thanks Avinash! Yes, Trinity Rocks and So do you!!
   
2. Cathy Resmer "live blogged" all day -- was way cool to read the re-cap and figure out this new journalistic endeavor. Down-side is the application she used was not Blackberry friendly so I had to wait until the end of the day to read it all, so couldn't participate.
   
3. Networking, networking, networking! Chatted with former students, other business people including folks from Epik, Propeller, MyWebGrocer, and the Publisher of the Burlington Free Press.

My biggest take away is that overall, I'm on it. There weren't any surprises that made me feel like I wasn't on top of the space I'm teaching. Whew -- that's always my concern and I'm glad to see that I've been able to stay on top of the trends and issues in Analytics, Advertising and Social Media. And actually, I might be a bit ahead on the mobile use and Twitter...but that, of course remains to be seen.

Best Advice and overall great themes that came from today:

1. The CUSTOMER should drive your decision-making (in other words, know your target market, where they go online and what they are doing online). Use analytics data, surveys and A/B and Multivariate testing to help get clear on what customers want from your online presence.
   
2. Give up control Marketing VPs and CEOs! Your brand is no longer your own -- now you need to MANAGE the brand using other tools, but you have to be willing to let consumer generated content run its course.
   
3. Be open and flexible and ready to try out the new tools to see how they will work and if they will work for your target market.
   
4. Data driven decision making ROCKS or...as Avinash would say, "It's crazysexycool". Even better, is data visualizations of the right information. Data by itself is often crap -- but with the right visualizations it can actually tell you what you need to do and better yet can help you convince the HIPPO to let you do it!

For the nitty gritty check out http://twemes.com/om -- which are all the Tweets that came through today about the OM bootcamp -- of course most of them are me! I think my thumbs will fall off. Also the live blog from Blurt provides some great things too.

I'll be back on tomorrow for the second day -- the focus will be Analytics. Yippee!

Micro-blogging from Online Marketing Bootcamp

I'll be attending my third Online Marketing Bootcamp this week (Tuesday - Friday). As a matter of fact, I'm getting ready to head over to registration right now.

I'll be posting evening wrap-ups of the event here, but micro-blogging with Twitter, via my Blackberry throughout the day. Check out the "Tweme" in the sidebar -- it's all the Twitters from people who are are using Twitter during the conference and include the conference code #OM in their posts.

If you want more in-depth, then check out Blurt. Cathy Resmer will be live blogging today's sessions.

More later.

What do you do when you are no longer a candidate for president?

Wondering what ever happened to that long list of candidates for president we had not too long ago?

Well there seems to be a bit of "behind the scenes" flurry going on, ala Dean's very successful Democracy for America (remember that?)

Now we have:

1. The Campaign for Liberty from Ron Paul. "The mission of the Campaign for Liberty is to promote and defend the great American principles of individual liberty, constitutional government, sound money, free markets, and a noninterventionist foreign policy, by means of educational and political activity. " Their big goal right now is to get 100,000 members. Piece of cake if you ask me. They got grassroots and strong belief going on there for sure.
   
2. Free and Strong America PAC from Mitt Romney. "America is at an inflection point. We can either remain the strongest nation in the world, or we can become something much less. Free and Strong America PAC, through its Honorary Chairman, Mitt Romney, supports officeholders and candidates who are dedicated to promoting public policies that will strengthen America at this critical time in our history. Working together with the American people, we will advance conservative social, fiscal, and foreign policies that are essential to our nation’s strength and freedom. " This one is much more like the DFA for sure.
   
3. The Democracy Foundation by Mike Gravel (actually this one has been around since 2001). "The Democracy Foundation develops and undertakes educational programs to inform citizens about democratic processes and principles, and of their inherent powers within a democracy. Examples of the Foundation's projects include The National Initiative For Democracy. The Democracy Symposium The Foundation is entirely nonpartisan, and has neither a direct nor indirect connection to any political party, labor union, business or religious organization. "

Meanwhile Kucinich is running for congress, Edwards is on the stump for Obama, but online is nowhere to be seen -- even his One Corps site is gone and there has been no activity on his presidential site, Fred Thompson is on the stump for McCain, but online shows very little activity. Giuliani is campaigning for others...for a price, Hunter has retired from his congressional seat and is being replaced by his son, Biden may be considered for VP, Richardson may also be in the running for a VP slot AND is busy as Gov. of NM, meeting with heads of state in Israel. Dodd is busy on the hill and former Huckabee is going to be a political analyst for Fox News. And Clinton? Well, news reports have her "relaxing" amid great VP speculation and the news today that the Obama camp has hired her former campaign manager as the chief of staff for his running mate...whoever that will be.

Social Media and the 2008 Presidential Campaign: Obama vs. McCain (and a little bit of Hillary and those left behind)

What better way to kick off my blog after a wee bit of vacation then with coming back to the Social Media Analysis of the 2008 Presidential Campaign? Now that the primaries are officially over (thank goodness!), we are down to two candidates: Obama and McCain.

So let's see how their websites and social media approaches have changed...

McCain (http://www.johnmccain.com/) (note, don't just type in "mccain.com" as you'll get a food company)

BEFORE

TODAY

So Wow.

No more black and grey, stark and serious for Mr. mcCain. It's blue and stars and light blue and green (note that "make a contribution" button in green -- on the right hand side -- yep they want your money for sure! Prime realestate in the "GO" color). Much more cheery!

Also see that "Get Involved" section. Quite nice.

However what I really like is the first time you come to the site you are given an option. You get to choose your edition -- the "supporter", "undecided" or "unregistered voter". This is sweet.

The above screen shot is for the "undecided". So I expected a very different message for each...however...um...well. No. I guess not. A side-by-side comparison of the supporter vs. the undecided reveals no difference that I can see.

When you dig deeper there's another nice thing going on here. The web team is clearly pushing the focus of this campaign on spreading the word beyond the "conservative base". Once you click on "spread the word" from the home page you get the option to look at blogs from the conservative or the liberal side and they give you suggested talking points! Hmmm...wonder where they got that idea from (hint: initials RP -- see my earlier post of the grassroots winner himself!).

There's also a several blogs and the one that is the most interesting, of course is the "Blog you can Believe In" called The McCain Report. Seems similar to the Hillary site that was out there to provide the real facts -- HillaryHub it was called. So this one is to highlight the flaws in Obama's campaign, or news stories or almost anything I guess.

McCain is focusing now on three social networks: Myspace (54, 705 friends, up from 10/2007 when it was 39,159) Facebook (144,343 supporters up from 11,576 in October) and YouTube (5, 614 subscribers, up from 10/2007 when it was 1,644). You don't find these on his home page though. And it took some digging for me to find them. The links are at the bottom of the "Action" page.

So the site has changed, the social networks are more focused and growing, he's got two blogs, and there is a greater emphasis on the overall brand image and appeal to a wider voting public. Quite a change from October of last year (see my original post).

Overall, I'd say a much better improvement! Although I can't help being a bit snarky on this one (pictures say 1,000 words) -- check this one out from his Facebook page (oh, and did you notice the similar picture on the home page of his website?):

OBAMA (http://www.barackobama.com/)

BEFORE

TODAY

Not much difference at all in the Obama website. The main change is that there is no longer the primary states listed on the right side, all the states are now listed under the "state" tab.

Another interesting difference is in an an area that I've commented on before (see my original posting on this) on the focus of this campaign on specific demographic segments of the population. It's a "google-esque" type of play with the Obama Logo. Check it out and see if you can identify these "special interest groups" by the logo:
I'm torn with this approach, although I really like the use of the logo. WAY better than what they were doing before. This is major segmentation and I guess when reading the information that comes with it, it makes a great deal of sense -- each section is specific to that group and highlights information from Obama speeches and from supporters who identify with those specific groups. It's true inclusion which is very cool. However, the risk is that it misses other groups. Men for one. There isn't one for Native Americans either. I'm sure there are others. So by listing out all of these different groups, does it really help them? I wonder.

Obama is still appealing to "everyone" on the social media side.

So how do the numbers compare from before (October 2007)?

Facebook: 979, 253 supporters (153,998 in October)
Myspace: 396,729 friends (182,096 in October)
YouTube: 55,914 subscribers (11,507 in October)
FlickR: 4,940 contacts (n/a in October)
Digg: 18, 707 fans (n/a in October)
Twitter: 38,615 followers (5, 332 in October)
Eventful: 93,979 demands (36,858 in October)
LinkedIn: 500+ connections (can't really see how many others) (n/a in October)
BlackPlanet: 487,910 friends (188,872 in October)
Faithbase: 2,953 friends (145 in October -- note that at that time his profile stated he was "nondenominational". Today it says nothing about his religious affiliation at all. Interesting.
Eons: 295 friends (147 in October)
Glee: 2,053 friends (1,099 in October)
Migente: 49,612 friends (20,244 in October)
MyBatanga: 163 friends (5 friends in October)
AsiaAve: 2, 746 friends (1,209 in October)
DNCPartybuilder: 2,307 friends (754 in October)

So a good bit of growth since I checked back in October of 07. What I have noticed is that the campaign has also gotten better at posting some different information on the different sites -- still not truely segmented the way their website is, and by the way, how come the fancy segemented logos aren't on the different appropriate sites? Small detail, but surprising that it hasn't happened.

Obama now has a fact center -- similar to the Hillary Hub and the McCain Report. Seems the candidates now get the fact that they can actually control the message they put out on their website and provide point/counterpoint info. He'll need it I'm sure.

Ending with this update is this little oops that I'm really surprised the web folks have let slip -- it's on the action center page -- can you find it?