The Obama Campaign: 7 New Rules of Participation

YES DID An Insider’s Look At How Social Media Built the Obama Brand

A note about innovation • Fifty State Strategy • Targeted the disaffected center • Focused on small donations

Overall Funds Raised McCain Obama

Overall Funds Raised McCain $360 million McCain Obama

Overall Funds Raised McCain $360 million McCain Obama $750 million Obama

Obama Fundraising September 2008: $150 Million Offline 33% Online 67%

Key Success Factors • Online Organizing = Offline Action • Consistent Branding & Design • Power of strategy in an integrated media campaign • Iterations

MyBO Dashboard

MyBO Numbers • 2 Million profiles created • 35,000 volunteer groups • 400,000 blog posts • 200,000 offline events

1. Redefining Engagement

Creating New Engagement Opportunities 3, 279,102 friends 620,359 friends 1,043,850 friends 218,172 friends 1,824 videos uploaded 330 videos uploaded Channel Views: + 20 Channel Views: + 2 Million million 137, 206 followers 4,848 followers

Creating New Engagement Opportunities • Be Wary of Arbitrary Metrics • Focus on quality • Value Added Consumers

Neighbor to Neighbor: High Value

Voter Script & Reporting Screen

2. Converting Low End Users

Email • 1 Billion Emails • Hyper - Segmented • Over 13 million email addresses collected • The Ask vs. The Nudge

3. Facilitate Existing Behavior

iPhone Application

4. Incenting the Right Actions

Activity Index

5. Personalizing the Mission

Personal Fundraising Page

6. Empowering Co-Innovation

MyBO Find an Event Near You

7. Embracing the Unexpected

Yes We Carve

The New Rules of Participation 1. Redefining Engagement 2. Identifying and Converting Low End Users 3. Facilitating Existing Behavior 4. Incenting the Right Actions 5. Personalizing The Mission 6. Empowering Co-Innovation 7. Embracing the Unexpected

MyBO Action • In the last four days of the election, 3 million calls were made using Neighbor to Neighbor • 70,000 people raised $30 million on personal fund pages • Weekend before election over one million doors were knocked on in PA alone.

Thank You www.rahafharfoush.com rahaf@rahafharfoush.co m www.twitter.com/rahafhar foush

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The Obama Campaign: 7 New Rules of Participation

by Rahaf Harfoush on May 08, 2009

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The Obama Campaign: 7 New Rules of Participation — Presentation Transcript