The Social Pulpit: Barack Obama’s  Social Media Toolkit Monte Lutz
Election 2009: Snapshot <ul><li>8.5 million more ballots cast; 200 more electoral votes than Senator McCain </li></ul><ul>...
Obama’s Social Media Program – Wordle Version
Changing the Way Businesses Communicate <ul><ul><li>Revealed force multipliers  </li></ul></ul><ul><ul><li>Already being a...
Obama’s Social Media Success <ul><ul><li>Did everything incrementally better </li></ul></ul><ul><ul><li>Identified, priori...
Formula for Electoral Victory Obama vs. McCain 2x 4x 5x 10x 365 electoral votes 66.8 million popular votes Web Traffic You...
By the Numbers Communication Strategy Result E-mail 13 million people on the e-mail list Received 7,000 variations of more...
Let’s Play Phone Tag Nokia 8860 BlackBerry 850 iPhone 3G Motorola Brick McCain Bush Dean Obama
Public Engagement Model: Spheres of Cross-Influence
Driving Media, Politics and Consumers 92% of journalists  research online  while writing  a story (Vocus) 90% of Congressi...
The President’s Social Pulpit <ul><li>Social media is an indicator of how the administration will operate </li></ul><ul><l...
Organizing for America <ul><li>Jan. 17 launch </li></ul><ul><li>“ Continue to fight for change in your communities” </li><...
Are You Ready to House Party?
Lessons from Obama’s Social Media Campaign <ul><li>Laddering support through tiers of engagement </li></ul><ul><li>Empower...
Lesson One: Laddering Support  Through Tiers of Engagement Provide a  way  for people to get involved  based on their  lev...
Lesson Two: Empowering Super Users <ul><li>Additional, personalized support to the most active MyBarackObama.com community...
You may not have a rock star at the top of the ticket, but you have an Army of Davids looking to you for leadership.  What...
Lesson Three:  Providing Source Materials for User-generated Content   <ul><li>Supporters could discuss and advocate in th...
Edelman Trust Barometer: Who Do You Trust?
Lesson Four: Going Where People Are   To reach an audience,  know where they are  and  connect with them there
Lesson Five: Use Tools People Are Familiar With   <ul><li>Obama had more than 3 million Facebook friends in total; support...
Lesson Five Corollary: Don’t Do It Yourself You Can’t Out-Google Google Sully Me
Lesson Six: Ensuring People Can Find Content    <ul><li>90% of people click on page one search results </li></ul><ul><li>C...
Lesson Seven: Mobilizing Supporters Through Mobile <ul><li>90% of Americans are within 3 feet of their cell phones 24 hour...
Lesson Eight: Harnessing Analytics to Improve Engagement <ul><li>Tracked the success of every e-mail, text message and Web...
Lesson Nine: Building the Online Operation to Scale Plan an online strategy  before  the intensity of a campaign kicks in
Lesson Ten: Choosing the Right Team   <ul><li>Core online team started with 11, grew to 30, more toward end of campaign </...
What Does This Mean for Your Organization? <ul><li>How will you adapt? </li></ul><ul><li>How are your competitors and your...
Details, Details, Details <ul><li>White Paper:  http://tinyurl.com/socialpulpit </li></ul><ul><li>Wordle:  http://tinyurl....
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Social Pulpit: Barack Obama's Social Media Toolkit

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Presentation on grassroots and communications lessons that can be learned from Obama's social media program, as presented at the 2009 Public Affairs Council Grassroots Conference.

Published in: News & Politics

Social Pulpit: Barack Obama's Social Media Toolkit

  1. 1. The Social Pulpit: Barack Obama’s Social Media Toolkit Monte Lutz
  2. 2. Election 2009: Snapshot <ul><li>8.5 million more ballots cast; 200 more electoral votes than Senator McCain </li></ul><ul><li>Converted everyday people into engaged and empowered volunteers </li></ul><ul><li>Social networks, e-mail advocacy, text messaging, online video </li></ul><ul><li>Obama loves technology. He is the first president to govern with BlackBerry in hand… and 13 million advocates at his fingertips </li></ul>
  3. 3. Obama’s Social Media Program – Wordle Version
  4. 4. Changing the Way Businesses Communicate <ul><ul><li>Revealed force multipliers </li></ul></ul><ul><ul><li>Already being adopted by advocacy groups </li></ul></ul><ul><ul><li>Ladder engagement among natural allies </li></ul></ul><ul><ul><li>Retool communication by leveraging social media </li></ul></ul><ul><ul><li>Social media lessons from the Obama campaign </li></ul></ul><ul><ul><li>Start early </li></ul></ul><ul><ul><li>Build the program to scale </li></ul></ul><ul><ul><li>Innovate when necessary </li></ul></ul><ul><ul><li>Enable content to be easy to find, forward and act </li></ul></ul><ul><ul><li>Pick where he wanted to play </li></ul></ul><ul><ul><li>Channel online enthusiasm into specific, targeted activities </li></ul></ul><ul><ul><li>Integrated online advocacy into every element of the campaign </li></ul></ul>
  5. 5. Obama’s Social Media Success <ul><ul><li>Did everything incrementally better </li></ul></ul><ul><ul><li>Identified, prioritized and tracked voters all the way to the polls </li></ul></ul><ul><ul><li>Strategic decisions made at the granular level: every voter, e-mail, dollar and vote needed to win </li></ul></ul><ul><ul><li>Did the cool things well and the boring things really well </li></ul></ul>
  6. 6. Formula for Electoral Victory Obama vs. McCain 2x 4x 5x 10x 365 electoral votes 66.8 million popular votes Web Traffic YouTube Viewers Facebook Friends Online Staff 
  7. 7. By the Numbers Communication Strategy Result E-mail 13 million people on the e-mail list Received 7,000 variations of more than 1 billion e-mails Donors 3 million online donors Who contributed 6.5 million times Social networks 5 million &quot;friends&quot; on more than 15 social networking sites 3 million friends on Facebook alone Web site 3.5 million monthly visitors to MyBarackObama.com 2 million user profiles with 400,000 blog posts 35,000 volunteer groups that held 200,000 offline events 70,000 fundraising hubs that raised $30 million Video Nearly 2,000 official YouTube videos Watched more than 80 million times, with 135,000 subscribers 442,000 user-generated videos on YouTube Mobile 3 million people signed up for the text messaging program Received five to 20 messages per month Phone calls 3 million personal phone calls placed in the last 4 days of the campaign
  8. 8. Let’s Play Phone Tag Nokia 8860 BlackBerry 850 iPhone 3G Motorola Brick McCain Bush Dean Obama
  9. 9. Public Engagement Model: Spheres of Cross-Influence
  10. 10. Driving Media, Politics and Consumers 92% of journalists research online while writing a story (Vocus) 90% of Congressional offices use blogs to help determine constituent opinion (National Journal) 60% of consumers have changed their opinion of a brand based on what they read online (Pew)
  11. 11. The President’s Social Pulpit <ul><li>Social media is an indicator of how the administration will operate </li></ul><ul><li>More than two million people visited Change.gov in the first month </li></ul><ul><li>5,000 people commented on a Change.gov video featuring Tom Daschle </li></ul><ul><li>Thousands of house parties </li></ul><ul><li>Exhibits how new administration can give people the opportunity to demonstrate their support for its policies </li></ul>
  12. 12. Organizing for America <ul><li>Jan. 17 launch </li></ul><ul><li>“ Continue to fight for change in your communities” </li></ul><ul><li>Operated within the DNC </li></ul><ul><li>Led by David Plouffe </li></ul><ul><li>Economic debate </li></ul><ul><li>More house parties </li></ul>
  13. 13. Are You Ready to House Party?
  14. 14. Lessons from Obama’s Social Media Campaign <ul><li>Laddering support through tiers of engagement </li></ul><ul><li>Empowering super users </li></ul><ul><li>Providing materials for user generated content </li></ul><ul><li>Going where the people are </li></ul><ul><li>Using tools people are familiar with </li></ul><ul><li>Ensuring people can find your content </li></ul><ul><li>Mobilizing supporters through text messaging </li></ul><ul><li>Harnessing analytics to improve engagement </li></ul><ul><li>Building the operation to scale </li></ul><ul><li>Choosing the right team </li></ul>
  15. 15. Lesson One: Laddering Support Through Tiers of Engagement Provide a way for people to get involved based on their level of engagement Advocate Social Personal Recruit others to donate Create a group Host an event Post pictures/videos Write a blog post Join a group Create a profile Post a comment Make a donation Sign up for e-mail/SMS Friend on social networks
  16. 16. Lesson Two: Empowering Super Users <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>Identify the connectors early and give them the tools to activate others
  17. 17. You may not have a rock star at the top of the ticket, but you have an Army of Davids looking to you for leadership. What is your political footprint? Lesson Two Corollary: Know Your Political Footprint
  18. 18. Lesson Three: Providing Source Materials for User-generated Content <ul><li>Supporters could discuss and advocate in the first-person </li></ul><ul><li>MyBarackObama.com: encouraged UGC with raw materials for speeches, videos, photos, how-to guides </li></ul><ul><li>More than 400,000 videos created and shared on YouTube and 400,000-plus blog posts on MyBarackObama.com </li></ul>Edelman Trust Barometer 2008: people trust “a person like me” online
  19. 19. Edelman Trust Barometer: Who Do You Trust?
  20. 20. Lesson Four: Going Where People Are To reach an audience, know where they are and connect with them there
  21. 21. Lesson Five: Use Tools People Are Familiar With <ul><li>Obama had more than 3 million Facebook friends in total; supporters used Facebook tools to spread the message </li></ul><ul><li>More than 900,000 people joined the One Million Strong for Obama Facebook group </li></ul><ul><li>Facebook groups for almost every college in America </li></ul>Participation reinforces messages across platforms and creates as many touch points as possible
  22. 22. Lesson Five Corollary: Don’t Do It Yourself You Can’t Out-Google Google Sully Me
  23. 23. Lesson Six: Ensuring People Can Find Content <ul><li>90% of people click on page one search results </li></ul><ul><li>Campaign created Web sites with the URLs of popular search terms to increase findabilty </li></ul><ul><ul><li>IsBarackObamaAMuslim.com </li></ul></ul><ul><li>Campaign understood “related videos” on YouTube and mimicked tags </li></ul><ul><li>One-third of people do not distinguish between organic and paid results </li></ul>Be found on page one of any search – or not at all
  24. 24. Lesson Seven: Mobilizing Supporters Through Mobile <ul><li>90% of Americans are within 3 feet of their cell phones 24 hours a day </li></ul><ul><li>5 to 20 targeted messages each month </li></ul><ul><li>SMS announcement of Biden as running mate was the largest mobile marketing event in the U.S. to date </li></ul><ul><li>More than 30,000 people signed-up while waiting to hear Obama’s nomination acceptance speech </li></ul><ul><li>iPhone application: up-to-date info and organized contacts for you </li></ul>With text messaging and mobile web, reach supporters anywhere they are, any time at a lower cost
  25. 25. Lesson Eight: Harnessing Analytics to Improve Engagement <ul><li>Tracked the success of every e-mail, text message and Web site visit </li></ul><ul><li>Multiple versions of every ad and e-mail were created to determine what worked </li></ul><ul><li>More than 7,000 customized e-mails tailored to individual prospects </li></ul><ul><li>Real-time improvements and daily adjustments </li></ul>Test, measure and revise to improve conversion rates
  26. 26. Lesson Nine: Building the Online Operation to Scale Plan an online strategy before the intensity of a campaign kicks in
  27. 27. Lesson Ten: Choosing the Right Team <ul><li>Core online team started with 11, grew to 30, more toward end of campaign </li></ul><ul><li>Dedicated Head of Social Media and Chief Technology Advisor roles; reported directly to the campaign manager </li></ul><ul><li>Facebook and Orbitz veterans </li></ul><ul><li>Advisors included Google CEO Eric Schmidt and Craig’s List founder Craig Newmark </li></ul>Factor internet and mobile into every aspect of a campaign
  28. 28. What Does This Mean for Your Organization? <ul><li>How will you adapt? </li></ul><ul><li>How are your competitors and your opposition already using this new public engagement model? </li></ul><ul><li>Do you have a social media strategy? How is it integrated with grassroots? Communications? </li></ul><ul><li>What can you do to optimize your existing grassroots program? </li></ul>
  29. 29. Details, Details, Details <ul><li>White Paper: http://tinyurl.com/socialpulpit </li></ul><ul><li>Wordle: http://tinyurl.com/socialpulpitwordle </li></ul><ul><li>Op-ed: http://tinyurl.com/socialpulpitoped </li></ul><ul><li>@ montelutz </li></ul><ul><li>[email_address] </li></ul><ul><li>202.312.1086 </li></ul><ul><li>www.edelman.com </li></ul>

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