Case Study: How Obama became president through social media
From  this
to this…
(1) A good message is simple, short, memorable , and even  iconic CHANGE “ Yes we can”
Because someone may want to spread your message for you… Template for painting Obama’s logo
Examples of  Obama fan-grafiti
Supporters harness the power of  “we” “ We” can do much more than any leader if given a simple message. 442,000 youtube vi...
(2) Your supporters must spread the message. some success greater potential
Your  friends  will be the first to adopt your message: my cause  =   our cause
 
Who is at the center of the effort?
Source: Edelman “The Social Pulpit: Barack Obama’s Social Media Toolkit Obama obliterated McCain on social media, in spite...
<ul><li>Additional,  personalized support  to the most active MyBarackObama.com community members </li></ul><ul><li>Tracki...
(3) Make your message a   cause!
(4) Make  Time   your ally in the race. Give , Donate, Send money  now .  You must  take action .  We are  competing.
(5) Your supporters need different messages and languages.
 
Where is this?
(6) Strategic planning! Germany has no voters, but Obama will need future allies
(7) Always seek honest dialogue . Take the good with the bad.  If you talk openly about failure, most people will want to ...
 
(8) Build Credibility through listening. Listening to America: The Democratic Platform  for  Change
STORYTELLING PROJECT
http://feedback.keystoneaccountability.org/view.aspx?viewkey=8b9fc135 We ask for honest feedback and make it public.
Corporate = control = democracy + +
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Obama Social Media

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Updated presentation showing 8 key guidelines Obama campaign used for audience empowerment. We show how they can apply to nonprofits, especially at GlobalGiving

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Obama Social Media

  1. 1. Case Study: How Obama became president through social media
  2. 2. From this
  3. 3. to this…
  4. 4. (1) A good message is simple, short, memorable , and even iconic CHANGE “ Yes we can”
  5. 5. Because someone may want to spread your message for you… Template for painting Obama’s logo
  6. 6. Examples of Obama fan-grafiti
  7. 7. Supporters harness the power of “we” “ We” can do much more than any leader if given a simple message. 442,000 youtube videos posted by supporters ( 221X more!) 2,000 “official” youtube videos Videos 35,000 volunteer groups held 200,000 events ( 100X ) Obama heldd about 2,000 town meetings in 18 months. Websites
  8. 8. (2) Your supporters must spread the message. some success greater potential
  9. 9. Your friends will be the first to adopt your message: my cause = our cause
  10. 11. Who is at the center of the effort?
  11. 12. Source: Edelman “The Social Pulpit: Barack Obama’s Social Media Toolkit Obama obliterated McCain on social media, in spite of receiving equal air-time on TV news coverage Obama vs. McCain 2x 4x 5x 10x 365 electoral votes (2:1 margin) 66.8 million popular votes Web Traffic YouTube Viewers Facebook Friends Online Staff 
  12. 13. <ul><li>Additional, personalized support to the most active MyBarackObama.com community members </li></ul><ul><li>Tracking and measurement to identify and understand their online activism; content developed to meet those needs </li></ul><ul><li>Super users were given something “more” than the average user </li></ul>Empower your biggest supporters and give them the tools to encourage others Source: Edelman “The Social Pulpit: Barack Obama’s Social Media Toolkit
  13. 14. (3) Make your message a cause!
  14. 15. (4) Make Time your ally in the race. Give , Donate, Send money now . You must take action . We are competing.
  15. 16. (5) Your supporters need different messages and languages.
  16. 18. Where is this?
  17. 19. (6) Strategic planning! Germany has no voters, but Obama will need future allies
  18. 20. (7) Always seek honest dialogue . Take the good with the bad. If you talk openly about failure, most people will want to help you.
  19. 22. (8) Build Credibility through listening. Listening to America: The Democratic Platform  for  Change
  20. 23. STORYTELLING PROJECT
  21. 24. http://feedback.keystoneaccountability.org/view.aspx?viewkey=8b9fc135 We ask for honest feedback and make it public.
  22. 25. Corporate = control = democracy + +
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