The Obama Way: Using Online Social Networks to Promote Your Cause
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The Obama Way: Using Online Social Networks to Promote Your Cause

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As presented to the Association of Fundraising Professional (WNY Chapter), I gave a primer on how Obama used online social networks (among many communication tools) to empower supporters and raise an ...

As presented to the Association of Fundraising Professional (WNY Chapter), I gave a primer on how Obama used online social networks (among many communication tools) to empower supporters and raise an incredible amount of public funding.

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The Obama Way: Using Online Social Networks to Promote Your Cause The Obama Way: Using Online Social Networks to Promote Your Cause Presentation Transcript

  • ‘Big
Obama
Head’
Tshirt
by
STOLEN
-
http://www.merchline.com/stolengoodies/categorydisplay.3118.c.htm The
Obama
Way using
online
social
networks
to
promote
your
 cause,
empower
supporters
and
raise
funds kevin
lim
//
cyberculturalist
//
22nd
April
2009
  • “[...]
when
powerful
technologies
merge,
new
media
become
 available,
and
people
appropriate
those
media
and
make
things
 from
them,”
says
Howard
Rheingold
(2002)
  • quot;Communications
tools
don't
get
socially
interesting
until
 they
get
technologically
boring,quot;
says
Clay
Shirky
(2008)
  • As
we
get
increasingly
 networked,
“rest
of
us”
 become
exponentially
 empowered
  • What
can we
learn?
  • How
Obama
did
for
the
2008
Election • 8.5
million
more
ballots
cast;
200
more
 electoral
votes
than
Senator
McCain • Social
networks,
e-mail
advocacy,
text
 messaging,
online
video
 • Converted
everyday
people
into
engaged
 and
empowered
volunteers • Obama
is
now
the
first
president
to
 govern
with
BlackBerry
in
hand…
 13
million
advocates
at
his
fingertips “Barack
Obama’s
Social
Media
Toolkit”
by
Monte
Lutz
(Feb
2009) http://www.slideshare.net/montelutz/social-pulpit-barack-obamas-social-media-toolkit
  • “How
Obama
Reinvented
Campaign
Finance”
by
XPLANE™


•


http://www.xplane.com/obama
  • “How
Obama
Reinvented
Campaign
Finance”
by
XPLANE™


•


http://www.xplane.com/obama
  • In
2004,
Howard
Dean’s
campaign
was
among
the
first
to
 harness
the
Internet
for
political
fundraising. Internet
Revolutionizes
Campaign
Fundraising:
Successful
fundraising
efforts
appeal
to
average
people
online
(July
10,
2008) http://www.america.gov/st/elections08-english/2008/July/20080710130812mlenuhret0.6269953.html
  • “How
Obama
Reinvented
Campaign
Finance”
by
XPLANE™


•


http://www.xplane.com/obama
  • Fast
Company:
The
Kid
Who
Made
Obama
President
(April
2009) http://www.fastcompany.com/magazine/134/boy-wonder.html
  • Some
ideas take
a
life of
their
own
  • they
go
viral
  • user
 generated
 content
  • obama
by
BohPhoto Change
Has
Come
to
America
by
Tony
the
Misfit No.
of
“Obama”
photos
on
 Flickr.com
=
660,315 A
Vision
for
America
by
Tony
the
Misfit Jan08
378
by
Lord
Jim
  • No.
of
“Obama”
videos
on
 Youtube.com
=
495,000
  • 14K
gold
Obama
YES
WE
CAN
 pendant
by
strandbyme Obama
Rocks
print
by
toastmania No.
of
handmade
“Obama”
 items
on
Etsy.com
=
2774 peth Barack
Obama
painting
by
Robin
Huds Obama
Inspired
Lim ited
Edition
 BATMOBAMA
and
R OBIDEN
Giclee
Prin ts
 by
PaulyPants Obama
NEW
ERA
T-shirt Obama
Necklace
DESIGNER by
57thirtythree by
LePhotique
  • Social
web
 can
be
a
force
 multiplier
  • but
it’s
not that
simple
  • Barack
Obama’s
disputed
MySpace
page http://www.epolitics.com/2007/05/02/ugly-scene-follows-obama-takeover-of-volunteer-run-myspace-site/
  • http://www.briansolis.com/2008/08/introducing-conversation-prism.html
  • Where
do
 I
start?
  • Should
I
be
 blogging,
 tweeting,
 youtubing, facebooking,
 blah-blah-ing?
  • Amy
Jo
Kim’s
Community
Building
on
the
Web
(Peachpit,
2000)

  • Ladder
of
citizen
participation Arnstein,
Sherry
R.
quot;A
Ladder
of
Citizen
Participation,quot;
JAIP,
Vol.
35,
No.
4,
July
1969 http://lithgow-schmidt.dk/sherry-arnstein/ladder-of-citizen-participation.html
  • Social
Technographics
Ladder Social
Technographics
Ladder
from
Groundswell,
Forrester
Research
(2008) http://blogs.forrester.com/groundswell/2007/04/forresters_new_.html
  • Tiers
of
Social
Media
Engagement 

Recruit
others
to
donate ADVOCATE 
Create
a
group Host
an
event 



Post
pictures/videos SOCIAL 


Write
a
blog
post 
Join
a
group 






Create
a
profile 





Post
a
comment PERSONAL 



Make
a
donation 

Sign
up
for
e-mail/SMS Friend
on
social
networks “Barack
Obama’s
Social
Media
Toolkit”
by
Monte
Lutz
(Feb
2009) http://www.slideshare.net/montelutz/social-pulpit-barack-obamas-social-media-toolkit
  • Obama’s
Social
Media
Campaign sibility Acces Share-ability PERSONAL SOCIAL Empowerment ADVOCATE
  • Obama’s
Social
Media
Campaign ssibility Acce PERSONAL • go
where
 people
are • multiple
 touchpoints • ease
of
 donation
  • Obama’s
Social
Media
Campaign Share-ability SOCIAL • visible
 affiliation • collectable • remixable
 media
  • Obama’s
Social
Media
Campaign Empowerment ADVOCATE • activism
tools • mobile
alerts • ease
of
 volunteering
  • take
aways Murph:
Do
I
look
big
in
this?
by
Murph
&
Billy http://www.flickr.com/photos/murph_billy/2303750974/
  • social
media
 is
not
“be
 all
end
all”
  • controls
 get
handed
 to
fans
  • fans
feel
a
 sense
of
 ownership
  • balance
 risk
with
 rewards
  • Thank
You. Reach
me
on
twitter
at
@brainopera
  • Questions
  • How
often
should
we
 communicate
with
our
 supporters
through
 Twitter,
and
Facebook?
  • Who
in
my
small
shop
 should
manage
our
 social
networking
 accounts?
Volunteer?
  • What
should
my
 organization's
 Facebook
fan
page
 really
look
like?
  • Do
you
see
social
web being
over-populated
 with
cause
related
 marketing?
  • Will
I
quot;turn
offquot;
 traditional
donors
 with
all
this
hype
 about
social
media?
  • How
do
I
overcome
a
 bad
remark
about
our
 organization
through
 the
social
web?