Yes We Did: Strategic Insights from the campaign that redefined modern politics

YES WE DID Strategic insights from the campaign that redefined modern politics Rahaf Harfoush © Rahaf Harfoush 2008 11/30/08

About me © Rahaf Harfoush 2008 11/30/08

The Road to Chicago © Rahaf Harfoush 2008 11/30/08

Three Differences
Fifty State Strategy
Targeted the disaffected center
Focused on small donations
© Rahaf Harfoush 2008 11/30/08

Overall Funds Raised Obama McCain © Rahaf Harfoush 2008 11/30/08

Overall Funds Raised
McCain $360 million
Obama McCain © Rahaf Harfoush 2008 11/30/08

Overall Funds Raised
McCain $360 million
Obama McCain Obama $639 million © Rahaf Harfoush 2008 11/30/08

Obama Fundraising September 2008 $150 Million © Rahaf Harfoush 2008 11/30/08

Deconstructing the Elements © Rahaf Harfoush 2008 11/30/08

Social Networking Numbers © Rahaf Harfoush 2008 11/30/08 3, 279,102 friends 620,359 friends 1,043, 850 friends 218,172 friends 1,824 videos uploaded Channel Views: 20,024,491 330 videos uploaded Channel Views: 2,221,268 137, 206 followers 4, 848 Followers

Email
Over 13 million email addresses collected
John Kerry 2004 : 3 million
1 Billion Emails
Hyper-Segmented

Text Messaging & Mobile
1 million subscribers
Battleground subscribers received +3 messages on election day
20 messages each month on average

iPhone Application © Rahaf Harfoush 2008 11/30/08

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

MyBO Dashboard © Rahaf Harfoush 2008 11/30/08

Activity Index © Rahaf Harfoush 2008 11/30/08

Personal Fundraising Page © Rahaf Harfoush 2008 11/30/08

MyBO Find an Event Near You © Rahaf Harfoush 2008 11/30/08

Neighbor to Neighbor © Rahaf Harfoush 2008 11/30/08

Voter Script & Reporting Screen © Rahaf Harfoush 2008 11/30/08

Before we begin… © Rahaf Harfoush 2008 11/30/08

1. Give New Media A Seat at the Table
New Media as a department.
Requires investments of time, people, and money.
The role of New Media within corporations is evolving.

2. Tools are useless without a blueprint
Half of all New Media campaigns fail.
No off the shelf solution.
Find the sweet spot

3. Know the lay of the land
Find the conversations
Easy to find, easy to use
Map out your digital landscape.

Questions to Ask
Why are we entering this space?
How will this improve our brand, product or reputation?
What value are we adding?
Is this a good fit?

A good fit…
100,000 installs in the first 72 hours
300,000 active users in six days
Uninstall rate of less than 10%

4. Build Relationships
Learn the social etiquette – it varies by network.
Be authentic – you can’t fake it.
Listen.

5. Call to Action
Have a purpose or a mission
Online Organizing = Offline action

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

6. Give up control
Empower brand ambassadors
Embrace co-creation.
Let your brand evolve.

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Yes We Did: Strategic Insights from the campaign that redefined modern politics

by Rahaf Harfoush on Nov 30, 2008

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