Politics 2.0-Donald Trump

Donald Trump. A name recognized internationally, and as of recent, the 45th president of The United States. A businessman with no previous political experience, it is almost baffling that he was able to win such an esteemed position. Some may wonder how it was possible, and I can confidently say it is largely a result of social media.

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Politics 2.0 emphasizes the importance of social media for candidates, in order to reach their audience and send a message. We see it originally used in the Obama campaign, where he focused mainly on the use of Facebook and Twitter to reach voters. Facebook is a legitimate platform used for communication. Advantages include its’ global reach, its’ transparency, the connections it creates, and the citizen participation it offers.

Donald Trump used a similar technique for his campaign, focusing heavily on Twitter updates as well as Facebook to his advantage. However, Donald Trump’s messages were much different than that of former President Barack Obama. Obama can be quoted using messages that further supported his brand image-Hope. Mr. Trump received the same attention but mostly as a result of his bold statements, often delivered via Twitter and Facebook. The attention he was given because of this, along with the ridiculous Facebook articles on him, further put him in people’s minds-exactly what he wanted, and ultimately what lead to his success. 28 million followers, can in fact, do a lot.

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The advertising and awareness he had simply through social media is extraordinary. An article by the verge, “Donald trump says Facebook and Twitter ‘helped me win'”, further expands on this. Mr. Trump was quoted during his talk on CBS’ 60 minutes, saying, the services he uses such as Facebook and Twitter “are great forms of communication…I’m not saying I love it, but it does get the word out.” And that’s evident, he continued, “The fact that I have so much power in terms of numbers with Facebook, Twitter, Instagram etc. I think it helped me win the races where they’re spending so much more money than I spent.” He didn’t spend nearly as much on advertising, both digitally and traditionally, as his opponent, Hilary Clinton, stating “I think that social media has more power than the money they spent.”

Although not all that was heard about Mr. Trump was positive, he even used the negative to his benefit, as a way to “fight back” from an inaccurate, or bad story. Hence, the articles posted on Facebook, or more commonly known the “fake news.” This had such a profound effect that Facebook, specifically the founder, Mark Zuckerberg is taking steps to make sure all the news reported on his site is in fact, accurate. What a concept! We shall see how that goes.

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Uncertainty still evidently remains on that issue, however, what is clear is the immense role that Twitter and Facebook did play in fact play in this campaign. It is interesting to wonder if the results would have been the same if social media was not used. Food for thought!

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Ana Lopez

According to Ana Lopez’s twitter bio, she describes her occupation as “Communication, Marketing, and PR at Lopez Nosey, journalist and anthropologist” As if that description isn’t enough in itself, it only grazes the surface of who she is and what she does.

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Ana Lopez visited our class on Wednesday April Fourth to discuss who she is and what she does, and I was thoroughly impressed. In her years she has been a part of some of the largest campaigns and succeeded in various fields.

What was especially interesting about Ana’s career is that she was at the forefront of digital media essentially. When she began at her first company, Estrella Damm, in 2009, social media was barely in use. She had learned essentially to do PR “the old fashioned”, or traditional way and without the use of websites such as Facebook, or Twitter. However, she was just in that time slot when social media began to get more popular and she used it to her advantage to market Estrella in a way it had never been done before. The times were changing, and instead of falling behind Ana Lopez made it her goal to bring Estrella Damm forward with it.

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In 2009, there was “no digital marketing department, or digital team” at Estrella Damm, it was just her, alone, as the Digital Manager. She decided to take a leap and create a three minute long music video for their Estrella’s 2009 campaign that perfectly exemplified the company’s brand territories such as “music and culture, friendship, gastronomy, party time” The video was shot in a beautiful location, Formentera, which was an excellent background for the fun filled video portraying the partying, friendly, and fun experience their drink accompanies.

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The campaign was an amazing success. Just after one video, the company’s brand awareness went up by 225% in the summer of 2009 alone. The video reached 2,500,000 views that summer, strictly on the newly created Estrella Damm Youtube Channel. The song used in the video, “Summercat” by Billie The Vision & The Dancers-a once unheard of Swedish group became the number one most downloaded song in Spain that summer. And the location of the video, Formentera became the preferred destination that year. And all of this mass reach and influence was the result of one single three minute long video, created, directed, and formed by the one and only, Ana Lopez.

Ana’s approach was absolutely genius. She saw the opportunity that the newly created social media sites gave their company and all companies frankly in terms of advertising.  Ana was the first person, and Estrella Damm, the first company which used the internet, specifically Youtube, to make a music video to entice customers. It was a complete smash, and it was only the beginning.

Following the 2009 video, Estrella Damm realized the incredible effect and impact that social media could have for their company. Estrella Damm began growing their social media presence, and in addition of expanding Estella Damm’s Youtube channel, Ana Lopez created the company’s Twitter, Facebook, and Instagram amongst many others-from the ground up, completely by herself. Essentially, Ms. Lopez created Estrella Damm’s entire social media personality in Spain in the years following 2009.

In 2015, Estrella Damm created another video, this time a 10 minute long short film. Ana, who had always worked alone, became in charge of a team of thirty plus individuals inside and outside the company. The video had 6,500,000 in 2015 alone; was awarded by Youtube as the best campaign in Spain, and increased brand awareness by 5% in Spain, and 30% in Spain.

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The figures are impressive enough, but what is truly incredible is all that Ana Lopez was able to accomplish for Estrella Damm and for herself, in such a short period of time simply through the use of social media. 2009 offered the new opportunities that social media websites such as Youtube offered, and Ms. Lopez saw this and used it for her and the company’s advantage incredibly.

After her many accomplishments and much success, Ana Lopez left Estrella Damm and began her own digital agency, La Lopez, as well as opened La Lopez Cafe, a “cafe to enjoy homemade food…a place for creativity and culture…and a network itself.” It seems that the possibilities for Ms. Lopez are endless, and I look forward to see what else she does in her career!

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Ana Lopez and company enjoying some homemade food at La Lopez Cafe