Obama 2.0
Dec 15, 2014
The goal was simple, "Win the White House." The strategy: "How?" Barack Obama and his team choose to embrace the Internet as a key strategy for connecting, recruiting and empowering millions of Americans to take action. Learn what higher education can learn from Obama's Internet strategy for reaching enrollment and endowment goals.
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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 [email protected]/lukerluker.tumblr.com
Please, download & sharewww.slideshare.net/lukerobinson
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