barack obama + social media three principles and a handful of recommendations

an unlikely story

tonight we gather to affirm the greatness of our nation. “ ” July 27, 2004

nobody was looking for obama

political change cultural change social change

1.7 million contributors 2.9 million donations 93% less than $100

one

there is no there

build things where people are, not where we want them to be.

500 + Facebook Groups 16 Official Social Spaces 1 MyBarackObama.com

Facebook (official) 1,110 MyBarackObama 930 Facebook (“1M Strong”) 587 Black Planet 490 MySpace 415 You Tube 62 Mi Gente 54 Twitter 46 Glee 2 75% of the community exists “out there”

from destination to distribution

two

brand as silly putty

the brand police need a new beat

consistent , but not the same

together we will begin the next great chapter in the american story with three words that will ring out from coast to coast, from sea to shining sea... “ ”

you’re into border security… let’s break this border between you and me. “ ”

three

advertising never started a movement

powered by the web, not advertised on it.

advertising says. social does .

in a connected world, power shifts to those best able to connect. HOW, by Dov Seidman “ ”

the social architect

the brand is the host

the host makes the introductions

the host keeps the conversation alive

what’s your movement?

lastly

social is not “emerging”

I. there is no there II. brand as silly putty III. advertising never started a movement thank you