How Obama Used Web 2.0 To Win the Presidency

Obamas Wahlkampf 2.0 http://twitter.com/ Presented by: John Della Volpe [http://twitter.com/dellavolpe] Harvard University & SocialSphere Strategies March 30, 2009 Tuesday, March 31, 2009

A New Framework for Politics What It Meant to Barack Obama What it Means for Government What It Could Mean for Your Organization Tuesday, March 31, 2009

Late 2006. Barack Obama decides he wants to be the 44th President of the United States. His advisors decide that he likely cannot win using traditional campaign tactics. Tuesday, March 31, 2009

They ask three big questions: - How are we different? - Who do we target? - How do we mobilize? Tuesday, March 31, 2009

How are we different? Tuesday, March 31, 2009

Politics 1.0: Endorsements Money Paid Media Tuesday, March 31, 2009

Politics 2.0: Endorsements Money Paid Media Tuesday, March 31, 2009

Politics 2.0: Endorsements Money Paid Media ... and Dialogue, Efﬁciency, Respect Tuesday, March 31, 2009

Who do we target? Tuesday, March 31, 2009

75% 63M 62M 52M 50M 50% 25% Millennials Gen X Boomers Greatest [US Census: Estimated Population by Generation & 2000 Turnout by Age] Tuesday, March 31, 2009

Millennials don’t vote. We start and ﬁnish with Boomers and Seniors (+ women, labor). 75% 50% 25% Millennials Gen X Boomers Greatest Tuesday, March 31, 2009

75% 50% 25% Millennials Gen X Boomers Greatest Hillary has strong relationship with Boomers and Seniors. What happens if we start with Millennials? Will they turn out? Inﬂuence others? Tuesday, March 31, 2009

2000 2004 Millennials don’t vote. We start and ﬁnish with Boomers and Seniors (+ women, labor). 75% 50% 25% Millennials Gen X Boomers Greatest Hillary has strong relationship with Boomers and Seniors. What happens if we start with Millennials? Will they turn out? Inﬂuence others? Tuesday, March 31, 2009

2000 2004 75% 50% 25% Millennials Gen X Boomers Greatest Hillary has strong relationship with Boomers and Seniors. What happens if we start with Millennials? Will they turn out? Inﬂuence others? Tuesday, March 31, 2009

I. They are the biggest generation in the history of the world. They account for about 1/3 of the world’s population and 1/4 of U.S. population. Tuesday, March 31, 2009

II. They have a more expansive world view than others and also care deeply about their community. More than 60% of college students in the U.S. volunteer on a regular basis (and have been doing so for many years). Tuesday, March 31, 2009

III. They crave opportunities to make an impact. In school, at home, in their communities, at work -- in politics. They will help if asked. Tuesday, March 31, 2009

Iowa Caucus % of Millennial Vote 57% 14% 11% ★ More than 3X as many Millennials caucused in 2008 than 2004; ★ Obama won that segment by 43 points; ★ Hillary won voters over age 30. Tuesday, March 31, 2009

How do we mobilize them? Tuesday, March 31, 2009

Tuesday, March 31, 2009

On MyBO, 2 million proﬁles were created. 200,000 ofﬂine events were planned, 400,000 blog posts were written and 35,000+ volunteer groups were created. Tuesday, March 31, 2009

★ Email list contained 13 million addresses. Kerry’s had 3 million; Dean’s 600,000. ★ 3 million donors made a total of 6.5 million donations online adding up to more than $500 million. ★ Of those 6.5 million donations, 6 million were in increments of $100 or less. ★ The average online donation was $80, and the average Obama donor gave more than $750,000,000 Raised. once. Tuesday, March 31, 2009

★ On nomination night, more than 30,000 phones of the 75,000 in the crowd were used to text in to join the program. ★ 3 million calls were made in the ﬁnal four days of the campaign using MyBO's virtual phone-banking platform. 1,000,000 signed up for TXT program. Tuesday, March 31, 2009

[Source: The New York Times] Tuesday, March 31, 2009

How do we govern? Tuesday, March 31, 2009

So, I’m not running for President ... Tuesday, March 31, 2009

★ Find your most passionate advocates. Tuesday, March 31, 2009

★ Find your most passionate advocates. ★ Empower them. Tuesday, March 31, 2009

★ Find your most passionate advocates. ★ Empower them. ★ Ask for more. Tuesday, March 31, 2009

Obamas Wahlkampf 2.0 http://twitter.com/ Presented by: John Della Volpe [http://twitter.com/dellavolpe] Harvard University & SocialSphere Strategies March 30, 2009 Tuesday, March 31, 2009

How Obama Used Web 2.0 To Win the Presidency

by John Della Volpe on Mar 31, 2009

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How Obama Used Web 2.0 To Win the Presidency — Presentation Transcript