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

Fifty State Strategy

Targeted the disaffected center

Focused on small donations

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

McCain $360 million

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

McCain $360 million

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 © Rahaf Harfoush 2008 11/30/08

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 © Rahaf Harfoush 2008 11/30/08

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

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 © Rahaf Harfoush 2008 11/30/08

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

© 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. © Rahaf Harfoush 2008 11/30/08

New Media as a department.

Requires investments of time, people, and money.

The role of New Media within corporations is evolving.

© Rahaf Harfoush 2008 11/30/08

2. Tools are useless without a blueprint Half of all New Media campaigns fail. No off the shelf solution. Find the sweet spot © Rahaf Harfoush 2008 11/30/08

Half of all New Media campaigns fail.

No off the shelf solution.

Find the sweet spot

Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08

Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08

Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08

Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08

Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08

Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08

Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08

Apple © Rahaf Harfoush 2008 11/30/08

3. Know the lay of the land Find the conversations Easy to find, easy to use Map out your digital landscape. © Rahaf Harfoush 2008 11/30/08

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? © Rahaf Harfoush 2008 11/30/08

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% © Rahaf Harfoush 2008 11/30/08

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. © Rahaf Harfoush 2008 11/30/08

Learn the social etiquette – it varies by network.

Be authentic – you can’t fake it.

Listen.

© Rahaf Harfoush 2008 11/30/08

Twitter © Rahaf Harfoush 2008 11/30/08

© Rahaf Harfoush 2008 11/30/08

5. Call to Action Have a purpose or a mission Online Organizing = Offline action © Rahaf Harfoush 2008 11/30/08

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 © Rahaf Harfoush 2008 11/30/08

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

© Rahaf Harfoush 2008 11/30/08

6. Give up control Empower brand ambassadors Embrace co-creation. Let your brand evolve. © Rahaf Harfoush 2008 11/30/08

Empower brand ambassadors

Embrace co-creation.

Let your brand evolve.

© Rahaf Harfoush 2008 11/30/08

Thank You www.rahafharfoush.com [email_address] www.twitter.com/rahafharfoush © Rahaf Harfoush 2008 11/30/08