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10 Social Media Lessons   Barack Obama
 

10 Social Media Lessons Barack Obama

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    10 Social Media Lessons   Barack Obama 10 Social Media Lessons Barack Obama Presentation Transcript

    • Driving Innovation
      10 Social Media lessons from the Obama campaignDelivered by Mark McNally mark.mcnally@mindcloud.eu
      1
    • Driving Innovation
      The numbers
      2
    • 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
    • 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
    • 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
    • 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
    • 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
    • Driving Innovation
      8
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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