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

My BO

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

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
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