10 Social Media lessons - Barack Obama election campaign

10 Social Media lessons from the Obama campaign Delivered by Mark McNally mark.mcnally@mindcloud.eu Driving Innovation

The numbers Driving Innovation

1.0 Have clear objectives for your campaign
Mission - To become president
Key Objective - To raise funds for the campaign
Key Objective - To engage the wider community to raise money and get other people to vote
Driving Innovation

2.0 Drive action
Email is still king and stimulates most action
Ensure low barriers to action
Focus on making things happen
Action delivers objectives
Driving Innovation

3.0 Allow people to engage at all levels
Different levels of engagement
Opportunities for most casual supports to stay involved
Drive up commitment by offering more value
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4.0 Identifying and empowering superusers - manage the community
Identify connectors early
Empower committed advocates
Give super users tools to activate others - Social and fundraising groups, event organising on MyBo community site.
Connections not just left to chance
Driving Innovation

5.0 Fish where the fish are
Go where the people are
Objective to make sure that each supporter online regardless of where they are, has a connection with Obama.
Used other social spaces to drive conversation back to MyBO community site.
MyBO focused on more specific activities - raising finance, campaigning
Driving Innovation

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6.0 Be relevant
Listen to what is being said
Identify touchpoints (where are people already talking about you and what are they saying)
Be ready to react
Engage and add value to existing conversations
Driving Innovation Sarah Palin - Obama campaign most successful fundraiser - $11 million raised in one day following Sarah Palin speech - Campaign reacted community via email. Giving the cynical speech as a reason the to donate money to ensure Palin could not succeed No.1 Obama Fundraiser

7.0 Combine online and offline
Get people to act offline - using online to facilitate offline line activities
Maximise offline activity by sharing the experiences in the online space
Both totally compliment each other
Driving Innovation

8.0 Ensure people can find your content
90% of people find content through a search engine click (Source Google)
You have to be on the first page of search results of you won’t be found.
Create simple websites with the URLs of popular search terms.
People use You Tube related videos so mimic original critique tags in the Obama response (don’t do a habitat!)
1/3 of people don’t distinguish between organic search results and paid results so they aggressively purchased search ads and adwords.
Driving Innovation

Track the success of every email
Very cheap to track effectiveness
Use the users to test
Subject of email has probably biggest impact on whether it is opened or not.
Campaign found open rate could be doubled from 15% to 30% by just changing the subject line - why not test before you send
Campaign developed more than 7000 customised emails tailored to individual prospects making real time improvements
Conversion rates improved through the campaign
9.0 Measure everything Driving Innovation

10.0 Choosing the right team
Online was not an add on - online team were pulled together early
Team of 11 with the time and skills to deliver. Team had worked on the Dean campaign.
Team/advisors of experts - Chris Hughes - co founder of Facebook and Eric Schmidt to name a few.
Head of social media reported directly to the campaign manager - integrated social media across the whole organisation
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10+ Culture
Social media central to the campaign - not a sideline
Agile approach to responding
Accepting some chaos
No room for command and control
Open and transparent
Set ground rules
Driving Innovation

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10 Social Media lessons - Barack Obama election campaign

by Mark McNally on Feb 23, 2010

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