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@DMScott #INBOUND16
TRUMP, BUSH,
CLINTON, & SANDERS
How Inbound Marketing and Inbound Sales
Decided the 2016 U.S. Presidential Election
David Meerman Scott
@DMScott #INBOUND16
The best sales and marketing case study!
@DMScott #INBOUND16
4:28 am
@DMScott #INBOUND16
Monday
evening
@DMScott #INBOUND16
David Meerman Scott photo
@DMScott #INBOUND16
David Meerman Scott photo
@DMScott #INBOUND16
David Meerman Scott photo
@DMScott #INBOUND16
David Meerman Scott photo
@DMScott #INBOUND16
David Meerman Scott photo
David Meerman Scott photo
@DMScott #INBOUND16
David Meerman Scott photo
@DMScott #INBOUND16
IMPORTANT NOTE:
This is a sales and
marketing presentation
Not a political discussion (!!)
@DMScott #INBOUND16
August 4, 2015
@DMScott #INBOUND16
March 2, 2015
@DMScott #INBOUND16
1 THE PRIMARIES
@DMScott #INBOUND16
Offline and Online
Integrate
Online and offline
(or not)
@DMScott #INBOUND16
Image: David Meerman Scott
@DMScott #INBOUND16
Image: rawconservative.com
@DMScott #INBOUND16
Image: David Meerman Scott
@DMScott #INBOUND16
#FAIL
@DMScott #INBOUND16
1. #Hashtag for the event I was attending
2. My social content shared by the campaigns
3. Content created by the campaigns ready to be shared by
supporters on social networks
4. Follow-up after the event with images, quotes, etc.
Missed Opportunities
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
What most
people do…
@DMScott #INBOUND16
What you
should do!
@DMScott #INBOUND16
You ARE
What you publish
@DMScott #INBOUND16
BERNIE
SANDERS
A 75-year-old socialist from
Vermont, built a movement with
millions of passionate supporters.
Image: BernieSanders.com
@DMScott #INBOUND16
@DMScott #INBOUND16
Sanders’ campaign
raised an average
of $27 each from
nearly 7 million people.
@DMScott #INBOUND16
@DMScott #INBOUND16
1. He failed to harness his supporters’ online passion for the
good of his campaign
2. Worse, he failed to reign in dark online forces who trolled
supporters of other candidates
3. His campaign invested way too much in traditional
advertising.
But Sanders marketing was out of
alignment
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
Where Voters Live and Interact
Real-Time
Social Networking
@DMScott #INBOUND16
@DMScott #INBOUND16
Selfies!
@DMScott #INBOUND16
JOHN
KASICH
Selfie #FAIL
David Meerman Scott photo
@DMScott #INBOUND16
HILLARY
CLINTON
Selfie NINJA
David Meerman Scott photo
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
Hillary Clinton photo (!!!!)
@DMScott #INBOUND16
David Meerman Scott photo
@DMScott #INBOUND16
500 selfies at once!
Photo: Barbara Kinney, Hillary for America
@DMScott #INBOUND16
The Time
IS NOW!
@DMScott #INBOUND16
@DMScott #INBOUND16
DONALD
TRUMP
Real-Time
Marketing Genius
Photo: @realdonaldtrump
@DMScott #INBOUND16
Simple and Memorable message
repeated often
?
@DMScott #INBOUND16
Simple and Memorable message
repeated often
#MAGA
@DMScott #INBOUND16
Trump = Real-Time
@DMScott #INBOUND16
Trump = Real-Time
@DMScott #INBOUND16
Trump = Real-Time
@DMScott #INBOUND16
Donald Trump
generated $5
billion in free
media
mediaQuant
@DMScott #INBOUND16
2015 Primary
season
Bought vs
Earned Media
mediaQuant
+ New York Times
@DMScott #INBOUND16
mediaQuant
@DMScott #INBOUND16
mediaQuant
@DMScott #INBOUND16
Dollars per Primary Delegate
#1 - Donald Trump
$49,891 per delegate
$77 million spent
1,543 delegates
@realDonaldTrumpThe Atlantic
@DMScott #INBOUND16
#2 - Hillary Clinton
$105,566 per delegate
$297 million spent
2,814 delegates
@HillaryClinton
Dollars per Primary Delegate
The Atlantic
@DMScott #INBOUND16
#3 - Bernie Sanders
$117,731 per delegate
$223 million spent
1,893 delegates
@SenSanders
Dollars per Primary Delegate
The Atlantic
@DMScott #INBOUND16
#11 - Jeb Bush
$34 million per delegate
$139 million spent
4 delegates
@JebBush
Dollars per Primary Delegate
The Atlantic
@DMScott #INBOUND16
JEB
BUSH
The initial front
runner used an
outdated playbook
Photo: facebook.com/jebbush
@DMScott #INBOUND16
Social Media are
Tools…
Real-Time is a
Mindset
@DMScott #INBOUND16
@DMScott #INBOUND16
Real-
Time !!
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
2 THE GENERAL
@DMScott #INBOUND16
Newsjacking
is your
secret weapon!
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
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“If Hillary Clinton were a man,
I don’t think she’d get five
percent of the vote.
The only thing she’s got
going is the woman’s card.”
@DMScott #INBOUND16
“Mr. Trump accused me of
playing the woman card.
If fighting for women’s health
care and paid family leave and
equal pay is playing the woman
card, then deal me in!”
@DMScott #INBOUND16
@DMScott #INBOUND16
Real Time is
Essential
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
Monthly 2016 free media
>> tied <<
Trump = $500 million
Clinton = $500 million
mediaQuant (August 2016)
@DMScott #INBOUND16
mediaQuant
@DMScott #INBOUND16
mediaQuant
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
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@DMScott #INBOUND16
@DMScott #INBOUND16
Trump campaign emails Sept 19 – Sept 30, 2016
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
Clinton ground
game:
Volunteers selling
door to door
@DMScott #INBOUND16
@YukariWatanabe photo
@DMScott #INBOUND16
@YukariWatanabe photo
@DMScott #INBOUND16
3 REAL-TIME AT THE
DEBATES
@DMScott #INBOUND16
First debate
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
Vice Presidential debate
@DMScott #INBOUND16
@DMScott #INBOUND16
Mike Pence was regarded to have “won” the VP debate
@DMScott #INBOUND16
@DMScott #INBOUND16
@DMScott #INBOUND16
wvgazettemail.com
Second (town hall) debate
@DMScott #INBOUND16
Dueling Text Messages from the
Clinton and Trump Campaigns
Trump Campaign
sent 5:06 am on
10 October (the
morning after the
second debate)
Clinton Campaign
sent 10:22 pm on
9 Oct (as the
second debate
was going on)
@HillaryClinton @realDonaldTrump
@DMScott #INBOUND16
@DMScott #INBOUND16
4 ANALYSIS
@DMScott #INBOUND16
Early front runner Jeb Bush
was using the outdated
Outbound Marketing playbook
that got his father and brother
elected president.
@DMScott #INBOUND16
Bernie Sanders failed to use
his millions of online supporters
for good… And many became
very dark and nasty.
@DMScott #INBOUND16
Clinton’s careful, traditional
marketing strategies failed to
energize enough voters.
@DMScott #INBOUND16
Donald Trump is a marketing
genius.
@DMScott #INBOUND16
Trump’s reliance on just two
strategies – Real-Time Twitter
and mega rallies, both covered
by mainstream media – won
him the Republican nomination.
@DMScott #INBOUND16
Trump created a powerful
brand, reaching his buyers
via Inbound Marketing. This
strategy has made him the
45th President.
@DMScott #INBOUND16
Until the 2020 election cycle…
@DMScott #INBOUND16
David Meerman Scott
www.DavidMeermanScott.com
@DMScott #INBOUND16

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