From „brochureware” to “people-power”<br />Moderator: Toni Richard Crisolli       					FNSt Western Balkans Project<br />
Socialmedia integration in U.S. electoral campaigns in 2000 - 2003/4 - 2008<br />The terms:<br />“Brochureware”= A term th...
Presidential campaigns we will look into<br />Al Gore Campaign 2000<br />2. Howard Dean 2003/2004<br />3. Barack Hussein O...
Gore Campaign 2000  - Social media integration<br /><ul><li> 	Visitors were considered undecided voters who want to learn ...
 	Websites were copies of flyers and brochures– long policy statements.
No “contribute” options
E-mailswere already used to send messages around
 	Website was open-source and allowed certain users to make changes to the source code</li></li></ul><li>
Dean Campaign 2003/4 - SoMediaintegration <br /><ul><li> Visitors were no longer considered undecided voters, but as a vot...
 The campaign used social networks as vessels for their messages.“DeanLink” used networks to send out agendas.A blog was i...
Reminder:
 The only social networking sites at that time were, even if they were not called like that back than, were Meetup(offline...
Barack Hussein Obama`s Social Media Campaigns 2008<br />Toni Richard Crisolli  			FNSt Western Balkans Project<br />
Unique moments in time<br />THE BAD NEWS:<br />The success of the OFA campaign was something that cannot be replicated (no...
Unique candidate
Unique opportunities
Electorate and volunteer base incredibly motivated
Unprecedented energy and enthusiasm</li></li></ul><li>Unique moments in time<br />THE GOOD NEWS:<br />Most successful new ...
Authentic content to tell compelling story
Use of email, phone and social media for offline action
Technologystrives to meet the needs of campaigners</li></li></ul><li>The Social Media Campaign  in numbers<br />Toni Richa...
By the numbers 									1/4<br />The backbone of Obama`s social media electoral campaign was … <br /><ul><li>13 million me...
3 million mobile and SMS subscribers
10-to-1 advantage in online staff
Advantages in Web site traffic, YouTube viewers and social networking friends
Excellent coordinated and executed effort</li></li></ul><li>By the numbers 									2/4<br />
By the numbers - Fundrasing3/4<br />Out of $ 750.000.000 raised,<br />$ 560.000.000 was raised online<br />Most donations ...
By the numbers – mybo.com4/4<br />By the time the campaign was over, volunteers had used MyBarackObama.comto: <br /><ul><l...
 Plan 200,000real-world events
 Form 35,000 volunteer groups
 Post 400,000 blogs
 Raise $30 millionon 70,000 people's own fund-raising pages
2+ billion emails were sent </li></ul>(1/5 votes on list)<br />
11/30/08<br />17<br />Obama VS McCain<br />
Why did he succeed where others failed?<br />Toni Richard Crisolli  			FNSt Western Balkans Project<br />
Candidate Obama’s Social Media Success<br />Barack Hussein Obama was not the first presidential candidate to …<br /><ul><l...
However …<br />Obama recognized the importance of social media early on. Almostflawless implementation. <br />Everything d...
Used the data to drive strategic decisions down to granular detail
(for every voter, every e-mail, every dollar and every vote that was needed to win)
Used all tools of to give supporters access to resources usually reserved for professional campaign operatives</li></li></...
Grassroot level ideal to adopt & spread messages
Social media gives supporters a voice and a role
Difficult balance between inspiring the kinetic energy of a movement and convert the enthusiasm into action
Social media allows leverage of masses of supporters to invoke a moral authority
The interplaybetween online engagement and offline actionare integral to modern campaign success</li></li></ul><li>The fun...
Stay on message; say one thing at a time and make a call-to-actionclear and singular; offersmall victories along the path
Know to who you are talking to – target group
Test everything, ALWAYS</li></ul>GOAL:<br />„To lower the barrier to entry while raising the level of expertations“<br />
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US Presidential Campaigns ans Social Media 2000-2008

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US Presidential Campaigns ans Social Media 2000-2008

  1. 1. From „brochureware” to “people-power”<br />Moderator: Toni Richard Crisolli FNSt Western Balkans Project<br />
  2. 2. Socialmedia integration in U.S. electoral campaigns in 2000 - 2003/4 - 2008<br />The terms:<br />“Brochureware”= A term that describes how political campaigning looked like prior to 2003-2004<br />“People-power”= post-2008 political campaigning<br />
  3. 3. Presidential campaigns we will look into<br />Al Gore Campaign 2000<br />2. Howard Dean 2003/2004<br />3. Barack Hussein Obama 2008<br />
  4. 4.
  5. 5. Gore Campaign 2000 - Social media integration<br /><ul><li> Visitors were considered undecided voters who want to learn more about the candidates and their agendas
  6. 6. Websites were copies of flyers and brochures– long policy statements.
  7. 7. No “contribute” options
  8. 8. E-mailswere already used to send messages around
  9. 9. Website was open-source and allowed certain users to make changes to the source code</li></li></ul><li>
  10. 10. Dean Campaign 2003/4 - SoMediaintegration <br /><ul><li> Visitors were no longer considered undecided voters, but as a voter who is already committed and maybe wants to contribute to the cause.
  11. 11. The campaign used social networks as vessels for their messages.“DeanLink” used networks to send out agendas.A blog was introduced later on.That was VERY advanced in 2003/2004!!!
  12. 12. Reminder:
  13. 13. The only social networking sites at that time were, even if they were not called like that back than, were Meetup(offline meetings) and Friendster(early Facebook-like site; still around). </li></li></ul><li>The Aftermath<br />The Dean Campaign showed that social networks were most important for approaching and utilizing supporters.<br />12 consultancy and new media firms were born out of the Dean Campaign – among them ... <br />
  14. 14. Barack Hussein Obama`s Social Media Campaigns 2008<br />Toni Richard Crisolli FNSt Western Balkans Project<br />
  15. 15. Unique moments in time<br />THE BAD NEWS:<br />The success of the OFA campaign was something that cannot be replicated (no even by himself!)<br /><ul><li>Urgent needs (hope & change)
  16. 16. Unique candidate
  17. 17. Unique opportunities
  18. 18. Electorate and volunteer base incredibly motivated
  19. 19. Unprecedented energy and enthusiasm</li></li></ul><li>Unique moments in time<br />THE GOOD NEWS:<br />Most successful new media strategies for the campaign were all things that can – and should – be replicated<br /><ul><li>Data-driven and analytical to improve conversion and ROI
  20. 20. Authentic content to tell compelling story
  21. 21. Use of email, phone and social media for offline action
  22. 22. Technologystrives to meet the needs of campaigners</li></li></ul><li>The Social Media Campaign in numbers<br />Toni Richard Crisolli FNSt Western Balkans Project<br />
  23. 23. By the numbers 1/4<br />The backbone of Obama`s social media electoral campaign was … <br /><ul><li>13 million member e-mail list
  24. 24. 3 million mobile and SMS subscribers
  25. 25. 10-to-1 advantage in online staff
  26. 26. Advantages in Web site traffic, YouTube viewers and social networking friends
  27. 27. Excellent coordinated and executed effort</li></li></ul><li>By the numbers 2/4<br />
  28. 28. By the numbers - Fundrasing3/4<br />Out of $ 750.000.000 raised,<br />$ 560.000.000 was raised online<br />Most donations were made in allotments of $ 83 or less<br />Average donor gave more than 2 ½ times<br />But it was never about the money;<br />It was about getting people involved in the process.<br />
  29. 29. By the numbers – mybo.com4/4<br />By the time the campaign was over, volunteers had used MyBarackObama.comto: <br /><ul><li> Create more than 2 million profiles
  30. 30. Plan 200,000real-world events
  31. 31. Form 35,000 volunteer groups
  32. 32. Post 400,000 blogs
  33. 33. Raise $30 millionon 70,000 people's own fund-raising pages
  34. 34. 2+ billion emails were sent </li></ul>(1/5 votes on list)<br />
  35. 35. 11/30/08<br />17<br />Obama VS McCain<br />
  36. 36. Why did he succeed where others failed?<br />Toni Richard Crisolli FNSt Western Balkans Project<br />
  37. 37. Candidate Obama’s Social Media Success<br />Barack Hussein Obama was not the first presidential candidate to …<br /><ul><li>raise money online </li></ul> (McCain ’00, failed to convert his online donors into votes)<br /><ul><li>use social networks to mobilize online supporters</li></ul> (Dean ’04, failed to channel efforts into effective ground support)<br />
  38. 38. However …<br />Obama recognized the importance of social media early on. Almostflawless implementation. <br />Everything done was incrementally better than of the competition.<br /><ul><li>Identified, prioritized and tracked prospective voters(Houdini database)
  39. 39. Used the data to drive strategic decisions down to granular detail
  40. 40. (for every voter, every e-mail, every dollar and every vote that was needed to win)
  41. 41. Used all tools of to give supporters access to resources usually reserved for professional campaign operatives</li></li></ul><li>Obama`s staff fully understands …<br /><ul><li>Social media inspiresand connectspeople
  42. 42. Grassroot level ideal to adopt & spread messages
  43. 43. Social media gives supporters a voice and a role
  44. 44. Difficult balance between inspiring the kinetic energy of a movement and convert the enthusiasm into action
  45. 45. Social media allows leverage of masses of supporters to invoke a moral authority
  46. 46. The interplaybetween online engagement and offline actionare integral to modern campaign success</li></li></ul><li>The fundamental guidelines to obey<br /><ul><li>Create and maintain a narrative (and think ahead)
  47. 47. Stay on message; say one thing at a time and make a call-to-actionclear and singular; offersmall victories along the path
  48. 48. Know to who you are talking to – target group
  49. 49. Test everything, ALWAYS</li></ul>GOAL:<br />„To lower the barrier to entry while raising the level of expertations“<br />
  50. 50. Lessons learned from Obama’s Social Media Campaign<br />Moderator: Toni Richard Crisolli FNSt Western Balkans Project<br />
  51. 51. “The real drivers were old school.<br />They were email. And they were web.” <br />– David Plouffe, Chief Campaign Manager OFA<br />
  52. 52. How to better engage and activate supporters<br />Laddersupport through tiers of ENGAGEMENT<br />Provide opportunitiesfor the most casual supporters to stay involved, while also providing more engaging opportunities for the smaller core of activists.<br /><ul><li>An e-mailis easy to send
  53. 53. A phone call requires more effort and carries more weight
  54. 54. A personal visit is the most compelling but also requires the most commitment</li></li></ul><li>2. Empower super users<br />Offer further support (e.g. data base access) to most committed advocates. Help createsocial and fundraising groups or organize networks of supporters.<br />Providesource materials for user-generated content<br />Authentic supporter-generated content is more compelling and generates more support than official productions!<br />- 400,000 pro-Obama videos on YouTube<br /> - 400,000 blog posts on the MyBO.com<br />Gowhere the people are<br />-60% of adults in the US are on social networks<br /> - Profiles on 15social networks<br /> - First presidential candidate to have profiles on AsianAve.com, MiGente.com and BlackPlanet.com. Influential social networks for the Asian, Hispanic and African-American communities<br />
  55. 55. 5. Know where not to go<br /> - Obama limitedhis official presence to 15 social networks and leveraged these platforms to direct people to the MyBO.com.<br />6. Using tools people are familiar with <br /> - The Obama campaign leveraged existing platforms to maximize the social velocity of its outreach efforts. It leveraged participation on these existing networks to reinforce messages across platforms and create as many touch points as possible.<br />
  56. 56. 7. Ensuring that people can find your content<br />- 90 percent of people use search engine <br /> - When criticized, the campaign released content that used the same tags so that its positive response could be found when people searched for the original post<br /> - it aggressively purchased search ads to increase the likelihood that users would be driven to friendly information<br />8. Mobilizing supporters through mobile devices (GADGETRY)<br /> - 90 % of Americans are within 1 meter of their cell phones 24 hours a day<br /> -$1.56 per vote, much cheaper than the cost of door-to-door canvassing or phone banking, at a cost of $20 to $30 per vote<br />- Joe Biden announcement biggest mobile campaign in U.S. campaign history<br />
  57. 57. 9. Building the online operation to scale<br /> - used a “crawl, walk, run” approach to integrate new (and improved) social media elements<br />
  58. 58. 11. Kaizen - concept of constant improvement<br />- Harnessing analyticsto constantly improve engagement activities<br /> - Each ad and e-mail must be created in multiple versions (e.g., different headers, buttons vs. links, video vs. audio vs. plain text) to test what worksand what not<br /> - Developed more than 7,000 customized e-mails<br /> - Make daily adjustments to improve performance and conversion<br />12. And finally ... Choose the right people to help you<br /> - David Plouffe - Champaign Manager<br /> - Joe Rospars - Head of social media<br /> - Chris Hughes - Co-founder of Facebook<br /> - Kevin Malover - Orbitz<br /> - Julius Genachowski - Chief Technology Advisor<br /> - Eric Schmidt - Google CEO <br /> - Craig Newmark- Craigslist founder<br />
  59. 59. Learning from Obama’s Online Success<br />Toni Richard Crisolli FNSt Western Balkans Project<br />
  60. 60. Social media lessons leaned<br /><ul><li>Start early
  61. 61. Build to scale
  62. 62. Innovate; do everything else incrementally better
  63. 63. Make it easy to find, forward and act
  64. 64. Pick where you want to play
  65. 65. Channel online enthusiasm into specific, targeted activities that further the campaign’s goals
  66. 66. Integrate online advocacy into every element of the campaign</li></li></ul><li>General principles<br />The Obama organization integrated online communications into its overall structure and processes<br />New media team director Joe Rosparsreported directly to campaign manager David Plouffe, and he and others on his staff worked alongside liaisons from other campaign areas such as field organizing and fundraising<br />
  67. 67. General principles<br />Internet communications strategy aims at concrete, focusedand measurable goals, both online and in the real world<br />Build carefully, innovate only if needed, and invest only in promising projects that seem to have a chance to win.<br />Hunt supporters through as many online channels. Provide them as many potential tiers of engagement. Get as much effort and value out of each volunteer as he or she is willing to give.<br />
  68. 68. MyBo.com sneak peak<br />Toni Richard Crisolli FNSt Western Balkans Project<br />
  69. 69. Campaign’s Hub and Spoke Model<br />
  70. 70.
  71. 71.
  72. 72. The Heart of Obama`s new media campaign MyBarackObama.com<br />
  73. 73. Activity Index <br />11/30/08<br />40<br />
  74. 74. Personal Fundraising Page<br />11/30/08<br />41<br />
  75. 75. MyBO Find an Event Near You<br />11/30/08<br />42<br />
  76. 76. Neighbor to Neighbor<br />11/30/08<br />43<br />
  77. 77. Voter Script & Reporting Screen<br />11/30/08<br />44<br />
  78. 78. iPhone Application <br />11/30/08<br />45<br />Riding the Apps wave<br />
  79. 79. 11/30/08<br />46<br />Design matters – Psychology of Hope, Change, and Action<br />
  80. 80. 11/30/08<br />47<br />Design matters – Psychology of Hope, Change, and Action<br />
  81. 81. 11/30/08<br />48<br />Design matters – Psychology of Hope, Change, and Action<br />
  82. 82. Thank you for listening!<br />Questions?<br />Moderator: Toni Richard Crisolli FNSt Western Balkans Project<br />

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