Obama 2.0

http://commons.wikimedia.org/wiki/File:Military_despotism!_Arbitrary_arrest_of_a_judge.jpg

Photographer George Skadding, LIFE, June 1944

Photographer Paul Schutzer, LIFE, October 1960

http://aiyagriculture.blogspot.com/2008/11/vegans-vote-for-obama.html

By the Numbers*

Disclaimers

*Technology can’t write

*The message is critical

*Content & conversation are king

CONNECTINGObama Everywhere

The Social PulpitBarack Obama’s Social Media Toolkit

www.edelman.com

The Social PulpitBarack Obama’s Social Media Toolkit

www.edelman.com

Fish where the fish are

Join the crowd conversation

E-mail is still king…

“I’d be hard-pressed to find a single message that didn’t have some type of action to

follow.”

– Stephen Geer, Obama’s national e-mail director

…but mobile is HOT

Voters Students

http://en.wikipedia.org/wiki/Short_message_servicehttp://www.cellsigns.com/industry.shtml

Short Message Service

Integrate, integrate, integrate

Presidential Inauguration, January 20th 2009

Be persistent, stay in-sync

• Repeat messages more than once• Stick to the core message• Believe in people to deliver your

message.

Online Politics 101 Version 1.5 / June 2008

Colin Delany, epolitics.com

“We believed in human being to human being

communication.”

– David Plouffe, Obama’s campaign manager

MarketingProfs Digital Marketing World Spring 2009Art of the Possible: Online Branding Strategies and Tactics

David Plouffe, Barack Obama's 2008 Presidential Campaign Manager

RECRUITINGJoin Us

Technology wasn’t an add-on

• “…a carefully considered element of almost every campaign function.”

• Technology’s critical role: “moving online supporters toward real-world action.”

Welcome to the New Media Campaign Tools of 2012March 13, 2009

Michael Silberman, MotherJones.com

If you want to communicate,make it easy!

• “Join Us” was about building lists• First, get the e-mail address, then

follow-up for details• Don’t forget mobile!

EMPOWERINGYes We Can

Empower self-service

“Content should come from the bottom up, not from the

top down.”

- Jalali Hartman, “Obamanomics”

http://www.yovia.com/Obamanomics.pdf

http://www.youtube.com/user/CalvinCollege

Online-offline hybrid model

• Fundamentals of organizing haven’t changed

• Heavy investment to facilitate the “last mile” of physical-world organizing

• How do we use technology to scale grassroots efforts beyond what’s been possible?

Welcome to the New Media Campaign Tools of 2012March 13, 2009

Michael Silberman, MotherJones.com

Call to action: Be specific

Remember the “Third Ask”

• Forward to a friend• “Join us this weekend!”• Ask a question• Take a survey• Talk to your neighbors• Donate now• “Get out the vote!”

“Never forget that your subscribers are in it for what

they want, not what you want.”

– Colin Delany, epolitics.com

Online Politics 101 Version 1.5 / June 2008

Colin Delany, epolitics.com

Questions?

Luke Robinsonluker@calvin.edutwitter.com/lukerluker.tumblr.com

Please, download & sharewww.slideshare.net/lukerobinson