1. YES YOU CAN
How to organize a political campaign
āLearning from Obamaās Campaignā
2. LESSONS LEARNED
1.Develop Political Message & Plan of Delivery !
2.Allocate Budget & Fundraising Sources, at least for the launch
3.Staff the Campaign Executive Team & setup their Ofļ¬ce Space
4.Go out, Spread the Message, engage voters, recruit volunteers, attend events
5.Advertise on streets, events, ļ¬yers, online, in newspapers, media channels, ....
3. 5 WS OF STRATEGY
ā£ Who : is the candidate?
ā£ What : is his/her goal & objectives?
ā£ When : does he/she want to reach them ?
ā£ Where : will you campaign ?
ā£ Why : are YOU campaigning for him/her ?
4. 5 WS OF STRATEGY +
ā£ Who are the ACTORS (demographics) ?
ā£ What do I want them to do ?
ā£ When do I want them to do it ?
ā£ Where do I want them to do it ?
ā£ Why do I want them to do it ?
5. POLITICAL REALITY
ā£ Undeveloped political landscape ( DEVELOP IT! )
ā£ Biased public & private media ( Press, PR, Media )
ā£ Easily-led public opinion (Public Awareness)
ā£ Strong opponents (Character Branding)
ā£ Lack of ļ¬nancial muscle (Intuitive low-cost Tools)
14. CAMPAIGN STRUCTURE
Fundraising Web|Social Design & PhotoVideo Logistical
& Expenses Networks Print Production Support
control room
Candidate Media & PR Volunteers
Events team Voters team
team team team
15. SOCIAL MEDIA LESSONS
ā£ Start early; Build to scale
ā£ Innovate where necessary;
ą¹ Do everything else incrementally better
ā£ Make it easy to ļ¬nd, forward and act
ā£ Pick where you want to play
ā£ Channel online enthusiasm into speciļ¬c, targeted activities that
further the campaignās goals
ā£ Integrate online advocacy into every element of the campaign
16. 130,000 friends so that the campaign could take control of it.19 But it was able to overcome these
PIECE BY PIECE
miscues by giving its supporters more and better opportunities to create their own social pulpits than
any campaign had ever given before.
Establish online credibility and trust through a stepped approach
The Crawl, Walk, Run Methodology for Social Media
CRAWL WALK RUN FLY
Establish an Engage online
Enrich content Embrace community
online presence inļ¬uencers
Web site Podcasting Blogger Outreach Blogger tours
Conversation audit Video Blogger conference calls Thought leadership blog
Games Advertising Social networks
Widgets Ally development Advocacy
Sponsorships Contests
Mobile
Online Monitoring
SOURCE: Edelman
26. PULL & PUSH WITH PRESS
ā¢ Donāt wait for the press to reach out to you.
ā¢ Create events & activities & pull them to you.
ā¢ Voice your candidateās opinion on issues
ā¢ Release blog articles in your candidates name
ā¢ Participate in events with strong press
coverage
ā¢ If a crisis happens, voice a response or the
media will do it for you.
28. SUCCESS DRIVERS
ā£ Start at Grass-Roots
ā£ Integrate Social-Media in your campaign
ā£ Create & maintain Connections
ā£ Stand out with Unique Values