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

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.”

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]

“ 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

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

Open

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

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’

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

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.

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

Raise money

Raise awareness and engagement

Foster organisation

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

Increase sales

Raise awareness and engagement

Foster advocacy

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

Leo Ryan

Ryan*MacMillan

[email_address]

+44 7946 603 981