0
Obama 2.0: Social media lessons in KUDOS
 
 
3,707,567 supporters
Agenda <ul><li>What do we mean by social media? </li></ul><ul><li>A framework to plan and evaluate </li></ul><ul><li>A lit...
Social media defined <ul><ul><ul><li>All of the activities, platforms and practices that enable users to create and share ...
Most trusted source <ul><li>“ the most trusted source of information about products & services (71%) is the opinion of fri...
Social media includes <ul><li>Blogs and commenting on blogs </li></ul><ul><li>Forums and posting on forums </li></ul><ul><...
 
 
KUDOS Framework for managing
Knowledgeable
Useful
Desirable
Open
Sharable
 
 
 
Dean 2004: Democratic Primaries
 
 
2006: Watershed year
2006: Mid terms
 
 
 
Democrat control in 2006 <ul><li>202-233 deficit in the House </li></ul><ul><li>To a 233-202 majority </li></ul><ul><li>Fr...
<ul><li>Grassroots + online  </li></ul><ul><li>= ‘ netroots’ </li></ul>
2008: Complete control
 
 
Examining Obama’s social media
3 Objectives <ul><li>Quick + Easy donations = fundraising </li></ul><ul><li>Engage with audience = profile for themselves ...
3 Effective strategies <ul><li>Making your own social media tool  </li></ul><ul><li>Making effective use of existing socia...
1. Build your own: MyBarackObama.com
 
250,00 members
 
 
 
 
MyBO.com KUDOS 19 21 Total 3 Spread message & request organisation & help. 5 Can invite friends to join. S 3 Take feedback...
 
 
2. Use existing: friendfeed
 
 
 
 
 
 
 
 
Friendfeed KUDOS 24 25 5 Want supporters to share this with others 5 Share with friends if they so wish. S 5 All the info ...
2. Use existing: Meetup
 
CRM = CMR Relations Management Managed Relations Customer Customer Social Traditional
Meetup KUDOS 25 25 5 Sharing info again. 5 Pass the info on to friends S 5 Campaign set up the account, use as they like 5...
Hillary Blog 3 - 4 daily / Obama Blog 10 - 12 daily
Following: 170,958 Followers: 165,414 / Updates: 262
Following: 0 Followers: 7,576 / Updates: 162
3. Join existing conversations
A tale of two Williams
 
 
 
A role for social media in politics? <ul><li>Raise money </li></ul><ul><li>Raise awareness and engagement </li></ul><ul><l...
And for business? <ul><li>Increase sales </li></ul><ul><li>Raise awareness and engagement </li></ul><ul><li>Foster advocac...
Thank-you and goodnight <ul><li>Leo Ryan </li></ul><ul><li>Ryan*MacMillan </li></ul><ul><li>[email_address] </li></ul><ul>...
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Ryan * MacMillan Obama 2.0 Kudos analysis

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The slides from a presentation given at the Digital Training Company's Obama 2.0 social media lessons from the Presidential campaign.

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Transcript of "Ryan * MacMillan Obama 2.0 Kudos analysis"

  1. 1. Obama 2.0: Social media lessons in KUDOS
  2. 4. 3,707,567 supporters
  3. 5. Agenda <ul><li>What do we mean by social media? </li></ul><ul><li>A framework to plan and evaluate </li></ul><ul><li>A little history </li></ul><ul><li>How Obama used social media </li></ul><ul><li>A KUDOS analysis of 3 key elements </li></ul><ul><li>A workshop </li></ul>
  4. 6. Social media defined <ul><ul><ul><li>All of the activities, platforms and practices that enable users to create and share knowledge, opinions and content.” </li></ul></ul></ul>
  5. 7. Most trusted source <ul><li>“ the most trusted source of information about products & services (71%) is the opinion of friends, family and colleagues.” [Forrester] </li></ul>
  6. 8. Social media includes <ul><li>Blogs and commenting on blogs </li></ul><ul><li>Forums and posting on forums </li></ul><ul><li>Creating widgets and tools </li></ul><ul><li>Creating and distributing content in all of its various forms </li></ul><ul><li>And engaging with communities </li></ul>
  7. 11. KUDOS Framework for managing
  8. 12. Knowledgeable
  9. 13. Useful
  10. 14. Desirable
  11. 15. Open
  12. 16. Sharable
  13. 20. Dean 2004: Democratic Primaries
  14. 23. 2006: Watershed year
  15. 24. 2006: Mid terms
  16. 28. Democrat control in 2006 <ul><li>202-233 deficit in the House </li></ul><ul><li>To a 233-202 majority </li></ul><ul><li>From a 44-55 deficit in the Senate </li></ul><ul><li>To a 51-49 majority (including 2 independents who caucus with the Dems </li></ul>
  17. 29. <ul><li>Grassroots + online </li></ul><ul><li>= ‘ netroots’ </li></ul>
  18. 30. 2008: Complete control
  19. 33. Examining Obama’s social media
  20. 34. 3 Objectives <ul><li>Quick + Easy donations = fundraising </li></ul><ul><li>Engage with audience = profile for themselves and their policies </li></ul><ul><li>Organisation = mobilisation & self organisation of supporters </li></ul>
  21. 35. 3 Effective strategies <ul><li>Making your own social media tool </li></ul><ul><li>Making effective use of existing social media tools </li></ul><ul><li>Using social media to join in with existing conversations. </li></ul>
  22. 36. 1. Build your own: MyBarackObama.com
  23. 38. 250,00 members
  24. 43. MyBO.com KUDOS 19 21 Total 3 Spread message & request organisation & help. 5 Can invite friends to join. S 3 Take feedback from supporters 2 Customisable contact with to the Obama campaign O 3 Differentiates from competition 4 Reward system, feel part of a team D 5 Raise money, awareness, helps organisation 5 Helps them find likeminded and organise events etc. U 5 Voter, donor, volunteer data in unprecedented detail 5 The branded content and assets, knowledge of other members K Obama Supporters
  25. 46. 2. Use existing: friendfeed
  26. 55. Friendfeed KUDOS 24 25 5 Want supporters to share this with others 5 Share with friends if they so wish. S 5 All the info all the time 5 Can decide which bits to follow and which not to O 5 Makes them look totally on top of social media, keeps their message alive 5 Stay up-to-date in a rapidly changing political race D 5 Keeps followers up to date 5 They can use this to write their own blogs, go to rallies, hold meetings, etc. U 4 Is knowledge only the Obama brand has 5 Lets them know what Obama is up to, when, where. All the latest news. K Obama Supporters
  27. 56. 2. Use existing: Meetup
  28. 58. CRM = CMR Relations Management Managed Relations Customer Customer Social Traditional
  29. 59. Meetup KUDOS 25 25 5 Sharing info again. 5 Pass the info on to friends S 5 Campaign set up the account, use as they like 5 On their terms and in their own way O 5 Better organised advocates in greater numbers = votes 5 Self organising D 5 Get people to attend meetings about Obama 5 Don’t miss meetings, or attract supporters to mine U 5 Times and locations of meetings 5 Where’s the next meeting? or advertising my meeting K Obama Supporters
  30. 60. Hillary Blog 3 - 4 daily / Obama Blog 10 - 12 daily
  31. 61. Following: 170,958 Followers: 165,414 / Updates: 262
  32. 62. Following: 0 Followers: 7,576 / Updates: 162
  33. 63. 3. Join existing conversations
  34. 64. A tale of two Williams
  35. 68. A role for social media in politics? <ul><li>Raise money </li></ul><ul><li>Raise awareness and engagement </li></ul><ul><li>Foster organisation </li></ul>
  36. 69. And for business? <ul><li>Increase sales </li></ul><ul><li>Raise awareness and engagement </li></ul><ul><li>Foster advocacy </li></ul>
  37. 70. Thank-you and goodnight <ul><li>Leo Ryan </li></ul><ul><li>Ryan*MacMillan </li></ul><ul><li>[email_address] </li></ul><ul><li>+44 7946 603 981 </li></ul>
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