Phone calls Who knows? But 3 million in the last four days
Was it about technology ? Though most of the MSM coverage focused on the numbers we just ran, a lot of muscle and innovation came from less-trendy technologies: distributed calling centers to get out the vote, grassroots computer modeling, commitment and execution to better uptime. And, yes, email.
Was it about the money ? The Obama campaign raised half a billion online, most of it in $200 increments or less. Still, the overall production of the campaign depended on countless hours of unpaid volunteer time. Money enabled the campaign to do more, but the campaign did more without money.
Was it even about marketing ? The campaign was as much about selling participation in the election as participation in government. It’s a fact that the Obama administration – willingly or not – now has to deal with as it shifts from Obama 1.0 to “Obama 2.0.”
The Great Integration In the end, it was about all three – technology, money, and technology, to drive one of the largest, most inclusive and most rapidly constructed political organizations in history. And now Obama is dealing with that organization, and it’s no longer just about marketing.
The Great “Frame” After the 2000 election, UC Berkeley professor George Lakoff observed that the modern Democratic party was constitutionally incapable of “coming together.” Message discipline – and the right “frame” – won the election for the Republicans. The frame for the 2008 election was “participation” in the creation of a newly awakened government.
The New “You” With a large and ready organization eager to get to work on new government, the Obama administration is facing a whole new set of challenges – policy questions, fears of disenfranchisement, and re-education of agencies not steeped in the philosophy and mechanics of the 2008 campaign. By far the biggest challenge, however, is discovering and engaging the “new you” – the people required to do the work.
It’s Happening Now As Obama 1.0 transitions to Obama 2.0, the scope of the effort practically guarantees that we will continue learning about best practices in Web 2.0/Enterprise 2.0. And like all great movements, it has created new sources for information, opinion, debate.
It’s About Integration Web 2.0/Enterprise 2.0 is about indentifying, mobilizing, and integrating the many different constituencies that comprise the enterprise and its markets, using technology as a driving, organizing, and multiplying force. But this is less about prowess in technology and social media, as it is prowess in organization and social engagement.
It’s About You The New You is more than a marketing methodology – it’s a recognition that user-driven engagement depends on the evolving needs of the enterprise – e.g., beyond marketing -- as well as the evolving needs and preferences of the many constituencies that make up its volunteer armies.
“ You”- driven design Where humans meet technology …