The use of technology is
increasing rapidly in the modern world. Growing technological influence can
even be seen in the presidential election.
Adryan Fitra was born in Banda Aceh, is an internet
marketing expert, a man behind the scene was not only for Obama but also
Jokowi’s victory. In 2012, Adryan Fitra ever had worked for Barack Obama’s
digital campaign and in 2014, Joko Widodo won the presidential election with
just over 53% of the vote against Prabowo Subianto, who garnered just less than
47% - according to the official results from 34 provinces of Indonesia.
So what was his main roles for
those two campaigns?
In terms of digital campaign,
based on research there are 3 ways digital media is influencing the election as
below:
1. Advertising
In 2012, Obama and Romney
collectively spent $54.5 million on digital advertising. These can be reached
by using TV, radio and includes paid search, display, and email campaigns that
have increased online advertising spend by 700% since 2008.
2. Websites
Both Romney’s and Obama’s
website address, these needs with clear calls to action including email
newsletter signups, social media integration and an online donation forms. The
Romney campaign has a mobile specific website that contains particular subsets
of information from the desktop version. Obama has taken a newer approach and
launched a responsive website that automatically adjusts to fit the user’s
device.
3. Mobile
Obama and Romney have catered
their campaigns to provide interactive resources and on-the go capabilities for
mobile users. Both campaign now accept donations through text messaging and
have free apps available for download. Instagram for instance, has become a key
network for each candidate by allowing them visually document every stop on the
campaign trail. It also can be reached through the other of social media such
as Facebook, Path, Google+, Twitter and Youtube.
According to what Adryan Fitra
said, he main roles gave some information about presidential candidates “Obama”
and also “Jokowi” through social networking such as Facebook, Twitter, Path,
Google+ and also Youtube. These ways are cheaper rather than advertising
through posters, TV and radio. For example, he had joint to Jokowi in his daily
activities. He made all Jokowi’s activities “LIVE” through articles, websites,
videos and also photos.
He also did searching on the
‘hot topics’, both positive and negative topics about Jokowi which mainly
discussed between netizens. Therefore, he
and other campaign team had overcome the negative opinions by a variety of preventive actions. In
other words, his roles had involved in spreading the actual information about
Jokowi through his website. Therefore everybody knows which one based on fact
and which one was hoax.
He is also known as the first
Indonesian who got 1 billion in Google Adsense – a program run by Google
network of content sites to serve automatic text, image, video, or interactive
media advertisements, that are targeted to site content and audiences. He is
also graduated Doctor in Nuclear Physics at University of Indonesia. Besides
Obama and Jokowi, he also managed a digital campaign for Gita Wirjawan. Adryan
is also the owner of the School of Business 1 Billion (SB1M).
In conclusion, although
digital activity may not be a direct translation to more votes, I believe that
it is certainly playing a key role in influencing the Presidential
race. Thus, it is clear why digital media is the efficient ways to connect
voters and politicians on a more accessible level, making it a vital tool in
paving the road to the "White House" and "Istana Negara".
So when it comes to next election, think like marketers, but vote like citizens.
I bet Adryan Fitra will be
able to get lots of orders through his skills and expertise in the internet
marketing or digital campaign in the foreseeable future. BRAVO!!!!
Cheers! :)
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