Ryan * MacMillan Obama 2.0 Kudos analysis

Obama 2.0: Social media lessons in KUDOS

3,707,567 supporters

Agenda
What do we mean by social media?
A framework to plan and evaluate
A little history
How Obama used social media
A KUDOS analysis of 3 key elements
A workshop

Social media defined
All of the activities, platforms and practices that enable users to create and share knowledge, opinions and content.”

Most trusted source
“ the most trusted source of information about products & services (71%) is the opinion of friends, family and colleagues.” [Forrester]

Social media includes
Blogs and commenting on blogs
Forums and posting on forums
Creating widgets and tools
Creating and distributing content in all of its various forms
And engaging with communities

KUDOS Framework for managing

Knowledgeable

Useful

Desirable

Sharable

Dean 2004: Democratic Primaries

2006: Watershed year

2006: Mid terms

Democrat control in 2006
202-233 deficit in the House
To a 233-202 majority
From a 44-55 deficit in the Senate
To a 51-49 majority (including 2 independents who caucus with the Dems

Grassroots + online
= ‘ netroots’

2008: Complete control

Examining Obama’s social media

3 Objectives
Quick + Easy donations = fundraising
Engage with audience = profile for themselves and their policies
Organisation = mobilisation & self organisation of supporters

3 Effective strategies
Making your own social media tool
Making effective use of existing social media tools
Using social media to join in with existing conversations.

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 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

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 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

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 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

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?
Raise money
Raise awareness and engagement
Foster organisation

And for business?
Increase sales
Raise awareness and engagement
Foster advocacy

Thank-you and goodnight
Leo Ryan
Ryan*MacMillan
[email_address]
+44 7946 603 981

Ryan * MacMillan Obama 2.0 Kudos analysis

by Leo Ryan on Jan 14, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

1 Embed 5

Statistics

Ryan * MacMillan Obama 2.0 Kudos analysis — Presentation Transcript