Rich Godwin of Google with lessons from the Obama campaign

In his “Lessons from the Obama Campaign" presentation to the recent ACT conference in San Francisco, Rich Godwin made a connection between high-tech political campaigning... and his role as the Head of Industry, CPG at Google. (You almost have to be impressed that Google even has someone that is a captain of Consumer Packaged Goods marketing.) The six lessons included:

Know what game you’re in. Using a review of the Nixon-Kennedy debates, Godwin pointed to the manner in which the Obama campaign embraced new media fully, much the way JFK’s team studied the nuances of the medium before engaging in this first-ever televised debate. Search, social media and email were not awkward extensions of primary media campaigns, but central components to the marketing plan.

Be “Always On.” Obama’s people used the web to give constituents 24/7 access to information, and as a means of delivering the complete transparency voters sought. They used the web to head controversy off at the pass, by publishing responses to character questions in a manner that the general public had no problem learning more, and dispelling myths.

Start “All Way” communication. It’s not enough to talk at your customers. You should use social sites and networking to help constituents talk amongst themselves.

Reach them where they are. The goal of online marketing was not necessarily to get people back to the Obama campaign web site. Whether through banner ads, social sites, or intuitive use of texting and email… the Obama campaign met constituents on their home turf.

Embrace change. It’s not like the campaign ignored traditional media… in fact, they used Newspaper, Television and Radio very, very well. But they allocated resources to online and search to a greater extent than the opponent. They didn’t reluctantly filter-in new media. They embraced it.

Don’t let go. Just because the election ended, didn’t mean the marketing ended. The Obama camp continues to reach-out to constituents through their online video, social network and email relationships. It has been an effective public relations tool in promoting the initiatives of the new administration.

Every day, companies campaign for customers, and departments within companies campaign to have their ideas adopted. Do any of these rules apply to you?