welcome
Inside the Obama Social Media
Marketing Juggernaut
Jascha Franklin-Hodge
Chief Technology Officer/Co-founder
MIXX Canada | 2009-03-05

who we are
 Founded in 2004
 DC, Boston, NYC, L
ondon
 75 Employees
 200+ Clients
 Design
 Technology
 Strategy
MIXX Canada | 2009-03-05

obama ‘08 by the numbers
 >1B Emails to 13M  $770,000,000 Raised
Addresses
 >1M SMS Subscribers
 200,000 Offline Events Offline
Planned via Web 35% Online
65%
 35,000 Local Volunteer
Groups
 14.5M YouTube Viewing
Hours
MIXX Canada | 2009-03-05

how we did it (and how you can too)
1. Drive Action
2. Be Authentic
3. Create Ownership
4. Be Relevant
5. Create a Strong, Open Brand
6. Measure Everything
MIXX Canada | 2009-03-05

Off to a bad start
MIXX Canada | 2009-03-05

Much improved
MIXX Canada | 2009-03-05

Low barrier to action
MIXX Canada | 2009-03-05

Action-oriented social networking
MIXX Canada | 2009-03-05

Give people a reason to act
MIXX Canada | 2009-03-05

set high expectations
Multiple or recurring donors;
Multiple
top advocates (70% from 10%)
Donations
One-time donors; peer recruiters;
action-takers
Donation
Potential donors;
low-barrier action-takers
Surrogacy/Outreach
Subscribers; occasional
Low-level action readers
Inactive; don’t read
Basic signup email
MIXX Canada | 2009-03-05

2. Be Authentic
MIXX Canada | 2009-03-05

be authentic
MIXX Canada | 2009-03-05

Thank you letter? Or, ransom note?
MIXX Canada | 2009-03-05

Watch full video
Go behind the scenes
MIXX Canada | 2009-03-05

3. Create Ownership
MIXX Canada | 2009-03-05

Turn users into
advocates
MIXX Canada | 2009-03-05

It’s all about the
network
MIXX Canada | 2009-03-05

grassroots matching
Traditional Match
One Wealthy Donor Existing Donors + Non-Donors
Grassroots Match
Non-Donors
Existing Donors
MIXX Canada | 2009-03-05

grassroots matching
Ownership through personal connection
MIXX Canada | 2009-03-05

neighbor to neighbor
MIXX Canada | 2009-03-05

neighbor to neighbor
Volunteer gives us her home address
MIXX Canada | 2009-03-05

neighbor to neighbor
We provide targeted voters
MIXX Canada | 2009-03-05

neighbor to neighbor
Then do it a few million times
MIXX Canada | 2009-03-05

4,000,000
1,000,000
2,000,000
3,000,000
5,000,000
6,000,000
7,000,000
0
9-Jul
13-Jul
17-Jul
21-Jul
25-Jul
29-Jul
2-Aug
6-Aug
10-Aug
14-Aug
18-Aug
22-Aug
26-Aug
30-Aug
3-Sep
7-Sep
11-Sep
MIXX Canada | 2009-03-05
15-Sep
19-Sep
23-Sep
27-Sep
1-Oct
6.1 million times, to be exact
Knocks & Calls
5-Oct
9-Oct
13-Oct
17-Oct
21-Oct
25-Oct
29-Oct
6,122,837
2-Nov
neighbor to neighbor

Recognize your
leaders and
engage them
MIXX Canada | 2009-03-05

Multiple or recurring donors;
Multiple
top advocates (70% from 10%)
Donations
One-time donors; peer recruiters;
action-takers
Donation
Potential donors;
low-barrier action-takers
Surrogacy/Outreach
Subscribers; occasional
Low-level action readers
Inactive; don’t read
Basic signup email
70% from 10%. No excuse not to engage.
MIXX Canada | 2009-03-05

4. Be Relevant
MIXX Canada | 2009-03-05

#1 Obama Fundraiser. Thanks, Sarah.
MIXX Canada | 2009-03-05

“You can send a crystal clear message.”
MIXX Canada | 2009-03-05

Watch full video
Don’t just react, anticipate
MIXX Canada | 2009-03-05

5. Build a Strong, Open Brand
MIXX Canada | 2009-03-05

vs.
Brand professionally
MIXX Canada | 2009-03-05

vs.
Brand consistently
MIXX Canada | 2009-03-05

Don’t forget your plane
MIXX Canada | 2009-03-05

Empower people
to do interesting
things. Why?
MIXX Canada | 2009-03-05

They might paint their barn…
MIXX Canada | 2009-03-05

Or, illuminate their bicycle…
MIXX Canada | 2009-03-05

Or, they might
create iconic art.
MIXX Canada | 2009-03-05

Artists for Obama
MIXX Canada | 2009-03-05

6. Measure Everything
MIXX Canada | 2009-03-05

measure everything
 Emails
 Online advertising
 Engagement
 Fundraising
 Persuasion
 Election Activities
MIXX Canada | 2009-03-05

What you saw
MIXX Canada | 2009-03-05

Why you saw it
MIXX Canada | 2009-03-05

6 core principles
1. Drive Action
2. Be Authentic
3. Create Ownership
4. Be Relevant
5. Create a Strong, Open Brand
6. Measure Everything
MIXX Canada | 2009-03-05

thank you
http://www.bluestatedigital.com/
MIXX Canada | 2009-03-05