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

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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  • 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 Presentation Transcript

  • 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
    • Fifty State Strategy
    • Targeted the disaffected center
    • Focused on small donations
    © Rahaf Harfoush 2008 11/30/08
  • 5. Overall Funds Raised Obama McCain © Rahaf Harfoush 2008 11/30/08
  • 6. Overall Funds Raised
    • McCain $360 million
    Obama McCain © Rahaf Harfoush 2008 11/30/08
  • 7. Overall Funds Raised
    • McCain $360 million
    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
    • Over 13 million email addresses collected
      • John Kerry 2004 : 3 million
    • 1 Billion Emails
    • Hyper-Segmented
    © Rahaf Harfoush 2008 11/30/08
  • 12. 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
  • 13. iPhone Application © Rahaf Harfoush 2008 11/30/08
  • 14. iPhone Application © Rahaf Harfoush 2008 11/30/08
  • 15. MyBO Numbers
    • 2 Million profiles created
    • 35,000 volunteer groups
    • 400,000 blog posts
    • 200,000 offline events
    © 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
    • 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
  • 25. © Rahaf Harfoush 2008 11/30/08
  • 26. 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
  • 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
    • Find the conversations
    • Easy to find, easy to use
    • Map out your digital landscape.
    © Rahaf Harfoush 2008 11/30/08
  • 36. 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
  • 37. 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
  • 38. 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
  • 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
    • Have a purpose or a mission
    • Online Organizing = Offline action
    © Rahaf Harfoush 2008 11/30/08
  • 43. 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
  • 44. © Rahaf Harfoush 2008 11/30/08
  • 45. 6. Give up control
    • Empower brand ambassadors
    • Embrace co-creation.
    • Let your brand evolve.
    © 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