http://commons.wikimedia.org/wiki/File:Military_despotism!_Arbitrary_arrest_of_a_judge.jpg

Photographer George Skadding, LIFE, June 1944

Photographer Paul Schutzer, LIFE, October 1960

http://aiyagriculture.blogspot.com/2008/11/vegans-vote-for-obama.html

By the Numbers*

Disclaimers
*Technology can’t write
*The message is critical
*Content & conversation are king

Obama Everywhere
CONNECTING

The Social Pulpit
Barack Obama’s Social Media Toolkit
www.edelman.com

Fish where the fish are
The Social Pulpit
Barack Obama’s Social Media Toolkit
www.edelman.com

Join the crowd conversation

E-mail is still king…

“I’d be hard-pressed to find a
single message that didn’t have
some type of action to follow.”
– Stephen Geer, Obama’s
national e-mail director

…but mobile is HOT

Voters Students

Short Message Service
http://en.wikipedia.org/wiki/Short_message_service
http://www.cellsigns.com/industry.shtml

Integrate, integrate, integrate
Presidential Inauguration, January 20th 2009

Be persistent, stay in-sync
• Repeat messages more than once
• Stick to the core message
• Believe in people to deliver your
message.
Online Politics 101
Version 1.5 / June 2008
Colin Delany, epolitics.com

“We believed in human being to
human being communication.”
– David Plouffe, Obama’s
campaign manager
MarketingProfs Digital Marketing World Spring 2009
Art of the Possible: Online Branding Strategies and Tactics
David Plouffe, Barack Obama's 2008 Presidential Campaign Manager

Join Us
RECRUITING

Technology wasn’t an add-on
• “…a carefully considered element of
almost every campaign function.”
• Technology’s critical role: “moving online
supporters toward real-world action.”
Welcome to the New Media Campaign Tools of 2012
March 13, 2009
Michael Silberman, MotherJones.com

If you want to communicate,
make it easy!
• “Join Us” was about building lists
• First, get the e-mail address, then follow-
up for details
• Don’t forget mobile!

Yes We Can
EMPOWERING

Empower self-service

“Content should come from the
bottom up, not from the top
down.”
- Jalali Hartman,
“Obamanomics”
http://www.yovia.com/Obamanomics.pdf

http://www.youtube.com/user/CalvinCollege

Online-offline hybrid model
• Fundamentals of organizing haven’t
changed
• Heavy investment to facilitate the “last
mile” of physical-world organizing
• How do we use technology to scale
grassroots efforts beyond what’s been
possible?
Welcome to the New Media Campaign Tools of 2012
March 13, 2009
Michael Silberman, MotherJones.com

Call to action: Be specific

Remember the “Third Ask”
• Forward to a friend
• “Join us this weekend!”
• Ask a question
• Take a survey
• Talk to your neighbors
• Donate now
• “Get out the vote!”

“Never forget that your
subscribers are in it for what
they want, not what you want.”
– Colin Delany, epolitics.com
Online Politics 101
Version 1.5 / June 2008
Colin Delany, epolitics.com

Questions?
Luke Robinson
luker@calvin.edu
twitter.com/luker
luker.tumblr.com
Please, download & share
www.slideshare.net/lukerobinson