In Obama we trust
De marketingcampagne van
Barack Obama
David B. Nieborg

Zonder nieuwe media
zou Obama geen
president zijn geweest

Democrats vs Republicans

Online versus Offline

TV vs. Web 2.0
- “Common culture”
- Publiceren
- Winnen
- Lokale reacties
- Mobiliseren
- Opbouwen

Lessons learned
Online 24/7
Yes We Can!
Transparancy, involvement, responsibility
Nagenoeg bottom-up

Wees proactief

2005 - 2006

Obama was overal, altijd
in direct contact met zijn
kiezers.

“There's no president who has been that directly
connected to that many million Americans.”

$46,893,000

2004 - 2006

Leid het gesprek

Online versterkt offline

Staff Realtime
Field Informatie
Organizers
Volunteersst Uitwisseling

Overal 24/7

Andy Green (20): \"I only get texts from
my friends. Let me correct that: I only get
texts from my friends and from Obama.\"

$500m
6.5m
3m

...gevolg...

Nieborg@uva.nl