Ryan * MacMillan Obama 2.0 Kudos analysis

Obama 2.0: Social media lessons in KUDOS

3,707,567 supporters

Agenda

• What do we mean by social media?

• A framework to plan and evaluate

• A little history

• How Obama used social media

• A KUDOS analysis of 3 key elements

• A workshop

Social media defined

All of the activities, platforms and practices that enable users to create and share knowledge, opinions

and content.”

Most trusted source

• “the most trusted source of information about products & services (71%) is the opinion of friends, family and colleagues.” [Forrester]

Social media includes

• Blogs and commenting on blogs• Forums and posting on forums• Creating widgets and tools• Creating and distributing content in all of its

various forms• And engaging with communities

KUDOS Framework for managing

Knowledgeable

Useful

Desirable

Open

Sharable

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.

Dean 2004: Democratic Primaries

2006: Watershed year

2006: Mid terms

Democrat control in 2006

• 202-233 deficit in the House

• To a 233-202 majority

• From a 44-55 deficit in the Senate

• To a 51-49 majority (including 2 independents who caucus with the Dems



Grassroots + online

= ‘netroots’

2008: Complete control

Examining Obama’s social media

3 Objectives

1. Quick + Easy donations = fundraising

2. Engage with audience = profile for themselves and their policies

3. Organisation = mobilisation & self organisation of supporters

3 Effective strategies

1. Making your own social media tool

2. Making effective use of existing social media tools

3. Using social media to join in with existing conversations.

1. Build your own: MyBarackObama.com

250,00 members





MyBO.com KUDOSSupporters Obama

K The branded content and assets, knowledge of other members

5 Voter, donor, volunteer data in unprecedented detail

5

U Helps them find likeminded and organise events etc.

5 Raise money, awareness, helps organisation

5

D Reward system, feel part of a team

4 Differentiates from competition

3

O Customisable contact with to the Obama campaign

2 Take feedback from supporters

3

S Can invite friends to join. 5 Spread message & request organisation & help.

3

Total 21 19



2. Use existing: friendfeed

Friendfeed KUDOSSupporters Obama

K Lets them know what Obama is up to, when, where. All the latest news.

5 Is knowledge only the Obama brand has

4

U They can use this to write their own blogs, go to rallies, hold meetings, etc.

5 Keeps followers up to date 5

D Stay up-to-date in a rapidly changing political race

5 Makes them look totally on top of social media, keeps their message alive

5

O Can decide which bits to follow and which not to

5 All the info all the time 5

S Share with friends if they so wish.

5 Want supporters to share this with others

5

25 24

2. Use existing: Meetup

CRM = CMR

Traditional Social

Customer Customer

Relations Managed

Management Relations

Meetup KUDOSSupporters Obama

K Where’s the next meeting? or advertising my meeting

5 Times and locations of meetings

5

U Don’t miss meetings, or attract supporters to mine

5 Get people to attend meetings about Obama

5

D Self organising 5 Better organised advocates in greater numbers = votes

5

O On their terms and in their own way

5 Campaign set up the account, use as they like

5

S Pass the info on to friends 5 Sharing info again. 5

25 25

Hillary Blog 3 - 4 daily / Obama Blog 10 - 12 daily

Following: 170,958 Followers: 165,414 / Updates: 262

Following: 0 Followers: 7,576 / Updates: 162

3. Join existing conversations

A tale of two Williams

A role for social media in politics?

1. Raise money

2. Raise awareness and engagement

3. Foster organisation

And for business?

1. Increase sales

2. Raise awareness and engagement

3. Foster advocacy

Thank-you and goodnight

Leo RyanRyan*MacMillan

[email protected]+44 7946 603 981

mailto:[email protected]

Ryan * MacMillan Obama 2.0 Kudos analysis

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