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