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10 Social Media Lessons   Barack Obama
10 Social Media Lessons   Barack Obama
10 Social Media Lessons   Barack Obama
10 Social Media Lessons   Barack Obama
10 Social Media Lessons   Barack Obama
10 Social Media Lessons   Barack Obama
10 Social Media Lessons   Barack Obama
10 Social Media Lessons   Barack Obama
10 Social Media Lessons   Barack Obama
10 Social Media Lessons   Barack Obama
10 Social Media Lessons   Barack Obama
10 Social Media Lessons   Barack Obama
10 Social Media Lessons   Barack Obama
10 Social Media Lessons   Barack Obama
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10 Social Media Lessons Barack Obama

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  • 1. Driving Innovation
    10 Social Media lessons from the Obama campaignDelivered by Mark McNally mark.mcnally@mindcloud.eu
    1
  • 2. Driving Innovation
    The numbers
    2
  • 3. Driving Innovation
    1.0 Have clear objectives for your campaign
    Mission - To become president
    Key Objective - To raise funds for the campaign
    Key Objective - To engage the wider community to raise money and get other people to vote
    3
  • 4. Driving Innovation
    2.0 Drive action
    Email is still king and stimulates most action
    Ensure low barriers to action
    Focus on making things happen
    Action delivers objectives
    4
  • 5. Driving Innovation
    3.0 Allow people to engage at all levels
    Different levels of engagement
    Opportunities for most casual supports to stay involved
    Drive up commitment by offering more value
    5
  • 6. Driving Innovation
    4.0 Identifying and empowering superusers - manage the community
    Identify connectors early
    Empower committed advocates
    Give super users tools to activate others - Social and fundraising groups, event organising on MyBo community site.
    Connections not just left to chance
    6
  • 7. Driving Innovation
    5.0 Fish where the fish are
    Go where the people are
    Objective to make sure that each supporter online regardless of where they are, has a connection with Obama.
    Used other social spaces to drive conversation back to MyBO community site.
    MyBO focused on more specific activities - raising finance, campaigning
    7
  • 8. Driving Innovation
    8
  • 9. Driving Innovation
    6.0 Be relevant
    No.1 Obama Fundraiser
    Listen to what is being said
    Identify touchpoints (where are people already talking about you and what are they saying)
    Be ready to react
    Engage and add value to existing conversations
    Sarah Palin - Obama campaign most successful fundraiser - $11 million raised in one day following Sarah Palin speech - Campaign reacted community via email. Giving the cynical speech as a reason the to donate money to ensure Palin could not succeed
    9
  • 10. Driving Innovation
    7.0 Combine online and offline
    Get people to act offline - using online to facilitate offline line activities
    Maximise offline activity by sharing the experiences in the online space
    Both totally compliment each other
    10
  • 11. Driving Innovation
    8.0 Ensure people can find your content
    90% of people find content through a search engine click (Source Google)
    You have to be on the first page of search results of you won’t be found.
    Create simple websites with the URLs of popular search terms.
    People use You Tube related videos so mimic original critique tags in the Obama response (don’t do a habitat!)
    1/3 of people don’t distinguish between organic search results and paid results so they aggressively purchased search ads and adwords.
    11
  • 12. Driving Innovation
    9.0 Measure everything
    Track the success of every email
    Very cheap to track effectiveness
    Use the users to test
    Subject of email has probably biggest impact on whether it is opened or not.
    Campaign found open rate could be doubled from 15% to 30% by just changing the subject line - why not test before you send
    Campaign developed more than 7000 customised emails tailored to individual prospects making real time improvements
    Conversion rates improved through the campaign
    12
  • 13. Driving Innovation
    10.0 Choosing the right team
    Online was not an add on - online team were pulled together early
    Team of 11 with the time and skills to deliver. Team had worked on the Dean campaign.
    Team/advisors of experts - Chris Hughes - co founder of Facebook and Eric Schmidt to name a few.
    Head of social media reported directly to the campaign manager - integrated social media across the whole organisation
    13
  • 14. Driving Innovation
    10+ Culture
    Social media central to the campaign - not a sideline
    Agile approach to responding
    Accepting some chaos
    No room for command and control
    Open and transparent
    Set ground rules
    14

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