Definition of Social Media : “the latest generation of network-based applications and content that have brought about a revolution in participatory communications, building communities and creating and sharing information.”
Definition of Web 2.0 : “has come to refer to a set of technological innovations that make it possible for applications to share information, for people to subscribe to news alerts and feeds, for adding video to web pages, and so on.”
Joel Postman – SocialCorp : Social Media Goes Corporate
first coined by Chris Anderson in an October 2004 Wired magazine article to describe the niche strategy of businesses that sell a large number of unique items, each in relatively small quantities
The graph is used to demonstrate ranking of popularity. To the right is the long tail, to the left are the few that dominate
Challenges traditional distribution via Pareto principle (80:20 rule). In some long tail business, it’s the 98% rule!
Sum of the long tail may be equal to or even exceed the sum of the head
Examples : Amazon.com, Netflix, digital music downloads, television programming, content aggregation, book self-publishing
1. Democratize tools of production - more stuff, which lengths the tail 2. Democratize tools of distribution - more access to niches, which fattens the tail 3. Connect supply & demand – drives business from hits to niches
Focuses on sharing the vision, not just the party or candidate
Spirit of empowerment, advocating change for the better
Social networking tools for supporters and communities
Mass deployment of social media assets (incl. mobile)
Transparency – clear stance on a diverse range of issues with support from racial, interest groups
Barack TV – intimacy between voter and candidate
Obama’s and McCain’s Official websites Source: Compete.com More visitor traffic to Obama’s website compared to McCain’s
PERVASIVENESS - LEVERAGING SOCIAL MEDIA Obama on Facebook > 2.6 million supporters McCain on Facebook 623,144 supporters McCain’s YouTube Channel - 29K subscribers, 2.1 million views Obama’s YouTube Channel – 135K subscribers, 19.5 million channel views Obama on Twitter 134,121 followers McCain on Twitter 4,853 followers McCain’s proprietary social network Obama on Flickr
How Obama’s Internet Campaign Changed Politics (Source : New York Times, 7 Nov 08)
Changed and optimized supporter platforms
Leverage free new media platforms to optimize advertising spent - “The campaign’s official stuff they created for YouTube was watched for 14.5 million hours,” equals to $47 million in broadcast cost
Peer referral is more effective than traditional broadcast – “videos were more effective than television ads because viewers chose to watch them or received them from a friend instead of having their television shows interrupted.”
“ There will be a lot of collateral damage coming to grips with the fact that we’re in a reality TV series, ‘Politics 24/7.”
This medium demands authenticity, and television for the most part demanded fake. Authenticity is something politicians haven’t been used to.
It strengthens the connection with the constituents and their connection with the causes they care about.
Continual engagement after elections - Obama started a Web site called MyWhiteHouse.gov to talk with citizens and Change.gov, on Thursday to keep in touch with people during the transition.
“ When Congress refuses to go with his agenda, it’s not going to be just the president” they oppose… It will be the president and his huge virtual network of citizens.
Why Everyone’s A Winner Source : The Guardian (UK), 10 Nov ‘08
Obama's campaign team is everywhere online: YouTube, MySpace, Flickr, Twitter and Facebook,
They mobilised supporters and organised communities, registering 1.5 million volunteers through myBarackObama.com and raising $600m from 3 million people.
Obama's campaign also built a consensual database of 3m mobile numbers by promising that in return, supporters would get campaign news before the media. And so they did almost immediately with the announcement of Joe Biden as vice-presidential candidate.
myBarackObama.com lets people build their own networks.
The web is built on technology that is primarily for communication, and not publishing. That dynamic is the source of its power and, crucially, its intimacy. What social media represents - and what fed Obama's victory - is a direct engagement and communication between friends, contacts and families. When we share ideas, opinions and information they become part of that intimate, trusted network in our own small corner of the internet
The web has helped to inspire and empower a generation that has rejected political apathy. Obama's team used technology to make issues personal and relevant by giving people ownership of the campaign. It wasn't a complicated strategy.
REACHING MORE PEOPLE – EMPOWERMENT OF THE GRASSROOTS
New media technology allowed lower costs, higher convenience
Ease of organising, participating and mobilising
Empowering supporters to take action with a combination of online and offline tools
Campaign activities for McCain supporters Multiple media available for download or embedding in websites Tools for Obama Supporters
Supporter tools to organize fund raising, support, events, community creation, communication with peers.
Website section targeted at GLBT community BlackPlanet – online social network targeting African American community FaithBase – online social network for Christians Eons – online social network for baby boomers
“ Provide the opportunity for discussion, for debate, for disagreement and we hope for constructive new ideas to emerge .” Accountability Action oriented Openness to Alternative Views Constructive Feedback Participation Virtual Grassroots Communities Connection with Constituent Addressing the fear of Reprisals Netizens Govt