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

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Six Lessons organizations can learn from the Obama New Media Team.

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  • it really is quite an insightful presentation. And thank you for sharing.
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  • Great slides, thanks for sharing
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  • = ENTREPRENEURS WANTED =

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    Overview: http://bit.ly/b1Eehh
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    <br /><object type="application/x-shockwave-flash" data="http://www.youtube.com/v/zabgFl4ta5Y?fs=1&amp;hl=en_US&amp;rel=0" width="350" height="288"><param name="movie" value="http://www.youtube.com/v/zabgFl4ta5Y?fs=1&amp;hl=en_US&amp;rel=0"></param><embed src="http://www.youtube.com/v/zabgFl4ta5Y?fs=1&amp;hl=en_US&amp;rel=0" width="350" height="288" type="application/x-shockwave-flash"></embed></object>
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  • See also http://www.slideshare.net/ericsilva/the-secrets-of-barack-obama-s-online-strategy
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  • Thanks for sharing. Pretty amazing insights!
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  • Yes We Did: Strategic Insights from the campaign that redefined modern politics

    1. YES WE DID Strategic insights from the campaign that redefined modern politics Rahaf Harfoush © Rahaf Harfoush 2008 11/30/08
    2. About me © Rahaf Harfoush 2008 11/30/08
    3. The Road to Chicago © Rahaf Harfoush 2008 11/30/08
    4. Three Differences <ul><li>Fifty State Strategy </li></ul><ul><li>Targeted the disaffected center </li></ul><ul><li>Focused on small donations </li></ul>© Rahaf Harfoush 2008 11/30/08
    5. Overall Funds Raised Obama McCain © Rahaf Harfoush 2008 11/30/08
    6. Overall Funds Raised <ul><li>McCain $360 million </li></ul>Obama McCain © Rahaf Harfoush 2008 11/30/08
    7. Overall Funds Raised <ul><li>McCain $360 million </li></ul>Obama McCain Obama $639 million © Rahaf Harfoush 2008 11/30/08
    8. Obama Fundraising September 2008 $150 Million © Rahaf Harfoush 2008 11/30/08
    9. Deconstructing the Elements © Rahaf Harfoush 2008 11/30/08
    10. 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
    11. Email <ul><li>Over 13 million email addresses collected </li></ul><ul><ul><li>John Kerry 2004 : 3 million </li></ul></ul><ul><li>1 Billion Emails </li></ul><ul><li>Hyper-Segmented </li></ul>© Rahaf Harfoush 2008 11/30/08
    12. Text Messaging & Mobile <ul><li>1 million subscribers </li></ul><ul><li>Battleground subscribers received +3 messages on election day </li></ul><ul><li>20 messages each month on average </li></ul>© Rahaf Harfoush 2008 11/30/08
    13. iPhone Application © Rahaf Harfoush 2008 11/30/08
    14. iPhone Application © Rahaf Harfoush 2008 11/30/08
    15. MyBO Numbers <ul><li>2 Million profiles created </li></ul><ul><li>35,000 volunteer groups </li></ul><ul><li>400,000 blog posts </li></ul><ul><li>200,000 offline events </li></ul>© Rahaf Harfoush 2008 11/30/08
    16. MyBO Dashboard © Rahaf Harfoush 2008 11/30/08
    17. Activity Index © Rahaf Harfoush 2008 11/30/08
    18. Personal Fundraising Page © Rahaf Harfoush 2008 11/30/08
    19. MyBO Find an Event Near You © Rahaf Harfoush 2008 11/30/08
    20. Neighbor to Neighbor © Rahaf Harfoush 2008 11/30/08
    21. Voter Script & Reporting Screen © Rahaf Harfoush 2008 11/30/08
    22. Before we begin… © Rahaf Harfoush 2008 11/30/08
    23. © Rahaf Harfoush 2008 11/30/08
    24. 1. Give New Media A Seat at the Table <ul><li>New Media as a department. </li></ul><ul><li>Requires investments of time, people, and money. </li></ul><ul><li>The role of New Media within corporations is evolving. </li></ul>© Rahaf Harfoush 2008 11/30/08
    25. © Rahaf Harfoush 2008 11/30/08
    26. 2. Tools are useless without a blueprint <ul><li>Half of all New Media campaigns fail. </li></ul><ul><li>No off the shelf solution. </li></ul><ul><li>Find the sweet spot </li></ul>© Rahaf Harfoush 2008 11/30/08
    27. Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08
    28. Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08
    29. Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08
    30. Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08
    31. Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08
    32. Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08
    33. Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08
    34. Apple © Rahaf Harfoush 2008 11/30/08
    35. 3. Know the lay of the land <ul><li>Find the conversations </li></ul><ul><li>Easy to find, easy to use </li></ul><ul><li>Map out your digital landscape. </li></ul>© Rahaf Harfoush 2008 11/30/08
    36. Questions to Ask <ul><ul><li>Why are we entering this space? </li></ul></ul><ul><ul><li>How will this improve our brand, product or reputation? </li></ul></ul><ul><ul><li>What value are we adding? </li></ul></ul><ul><ul><li>Is this a good fit? </li></ul></ul>© Rahaf Harfoush 2008 11/30/08
    37. A good fit… <ul><li>100,000 installs in the first 72 hours </li></ul><ul><li>300,000 active users in six days </li></ul><ul><li>Uninstall rate of less than 10% </li></ul>© Rahaf Harfoush 2008 11/30/08
    38. 4. Build Relationships <ul><li>Learn the social etiquette – it varies by network. </li></ul><ul><li>Be authentic – you can’t fake it. </li></ul><ul><li>Listen. </li></ul>© Rahaf Harfoush 2008 11/30/08
    39. © Rahaf Harfoush 2008 11/30/08
    40. Twitter © Rahaf Harfoush 2008 11/30/08
    41. © Rahaf Harfoush 2008 11/30/08
    42. 5. Call to Action <ul><li>Have a purpose or a mission </li></ul><ul><li>Online Organizing = Offline action </li></ul>© Rahaf Harfoush 2008 11/30/08
    43. MyBO Action <ul><li>In the four days before the election, 3 million calls were made using Neighbor to Neighbor </li></ul><ul><li>Weekend before election over one million doors were knocked on in PA alone. </li></ul><ul><li>70,000 people raised $30 million on personal fund pages </li></ul>© Rahaf Harfoush 2008 11/30/08
    44. © Rahaf Harfoush 2008 11/30/08
    45. 6. Give up control <ul><li>Empower brand ambassadors </li></ul><ul><li>Embrace co-creation. </li></ul><ul><li>Let your brand evolve. </li></ul>© Rahaf Harfoush 2008 11/30/08
    46. © Rahaf Harfoush 2008 11/30/08
    47. Thank You www.rahafharfoush.com [email_address] www.twitter.com/rahafharfoush © Rahaf Harfoush 2008 11/30/08

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