Aaron Marks

$1,000,000,000

2006: full-time on U.S. Senate campaign Post-2006: Three Group Mission Control software solution Clients: Presidential, Congressional, statewide Spoken at national political conferences State of politics online Future of politics + information systems Social Networking

2006: full-time on U.S. Senate campaign

Post-2006: Three Group

Mission Control software solution

Clients: Presidential, Congressional, statewide

Spoken at national political conferences

State of politics online

Future of politics + information systems

Social Networking

IS in politics = “new media” or “eCampaign” Primary vs. General Election Two major political parties in U.S.: Democratic Party Liberal Republican Party (GOP) Conservative

IS in politics = “new media” or “eCampaign”

Primary vs. General Election

Two major political parties in U.S.:

Democratic Party

Liberal

Republican Party (GOP)

Conservative

2000-2004: Web 1.0 “ Age of Information” GOP dominant online Won “info war” Rove: Microtargeting 2004-2008: Web 2.0 “ Age of Participation” Dems dominant online Obama ‘got it’! GOP still using 2000-2004 tactics

2000-2004: Web 1.0

“ Age of Information”

GOP dominant online

Won “info war”

Rove: Microtargeting

2004-2008: Web 2.0

“ Age of Participation”

Dems dominant online

Obama ‘got it’!

GOP still using 2000-2004 tactics

How would Wikinomics authors feel about microtargeting in the “Age of Participation”? Is it sufficient? Effective?

How would Wikinomics authors feel about microtargeting in the “Age of Participation”? Is it sufficient? Effective?

McCainSpace – McCain’s social network Lightly used Gave information and actions, but little peer production Generally, stuck in 2000-2004 mindset One notable success: YouTube ad contest So…what about the other side?

McCainSpace – McCain’s social network

Lightly used

Gave information and actions, but little peer production

Generally, stuck in 2000-2004 mindset

One notable success: YouTube ad contest

So…what about the other side?

Chris Hughes: Facebook co-founder Result: MyBarackObama.com!

Chris Hughes: Facebook co-founder

Result: MyBarackObama.com!

MyBarackObama.com 2 million profiles created 200,000 offline events planned 400,000 blog posts written 3 million calls made through internet 70,000 people  own fundraising pages for $30 million $500 million raised online (McCainSpace so unsuccessful no numbers available!)

MyBarackObama.com

2 million profiles created

200,000 offline events planned

400,000 blog posts written

3 million calls made through internet

70,000 people  own fundraising pages for $30 million

$500 million raised online

(McCainSpace so unsuccessful no numbers available!)

“ No other major campaign this cycle put technology and the Internet at the heart of its operation at this scale.” http://voices.washingtonpost.com/the-trail/2008/11/20/obama_raised_half_a_billion_on.html

“ No other major campaign this cycle put technology and the Internet at the heart of its operation at this scale.”

http://voices.washingtonpost.com/the-trail/2008/11/20/obama_raised_half_a_billion_on.html

Branding! CTO plus new media director! Groundbreaking use of IS! Specific segment targeting Young Voters, Older Voters, Minorities vs.

Branding!

CTO plus new media director!

Groundbreaking use of IS!

Specific segment targeting

Young Voters, Older Voters, Minorities

“ Ron Paul Revolution” – fringe? Consistently polled: < 5% Free grassroots organization!! Meetup.com, other existing services 86,600 members; over 51,000 offline events But others (mainstream) weren’t so successful…

“ Ron Paul Revolution” – fringe?

Consistently polled: < 5%

Free grassroots organization!!

Meetup.com, other existing services

86,600 members; over 51,000 offline events

But others (mainstream) weren’t so successful…

How Mass Collaboration Through Social Networking Changed Politics

How Mass Collaboration Through Social Networking Changed Politics

A website that: Allows multiple users to publish personalized content Allows each user to create a “profile” Consists of a community of users who have something in common Connects people at low or no cost

A website that:

Allows multiple users to publish personalized content

Allows each user to create a “profile”

Consists of a community of users who have something in common

Connects people at low or no cost

Supporters  organize events without campaign FREE grassroots organizations Need far less staffers – supporters doing work

Supporters  organize events without campaign

FREE grassroots organizations

Need far less staffers – supporters doing work

Over 2,200,000 Users

Instant information Off-shore drilling vote  #dontgo movement @replies and #tags – concise Connect with people/orgs. at unparalleled level Comcast, Southwest Airlines, MC Hammer, Snoop Dogg

Instant information

Off-shore drilling vote  #dontgo movement

@replies and #tags – concise

Connect with people/orgs. at unparalleled level

Comcast, Southwest Airlines, MC Hammer, Snoop Dogg

Obama’s 13 million e-mail address and 1 million phone numbers  long term movement 2010 Midterm (Senate & House) Election: want to replicate Obama’s successes in new media

Obama’s 13 million e-mail address and 1 million phone numbers  long term movement

2010 Midterm (Senate & House) Election: want to replicate Obama’s successes in new media

Looking to rebuild GOP Prominent movement: www.rebuildtheparty.com The Internet: Our #1 Priority in the Next Four Years Recruit 5 million new Republican online activists. 2012 Presidential nominee: raise over 50% of their money from the Internet. Rebuilding Our Grassroots Infrastructure through information technology. Transform party’s image & use new media better  2010

Looking to rebuild GOP

Prominent movement: www.rebuildtheparty.com

The Internet: Our #1 Priority in the Next Four Years

Recruit 5 million new Republican online activists.

2012 Presidential nominee: raise over 50% of their money from the Internet.

Rebuilding Our Grassroots Infrastructure through information technology.

Transform party’s image & use new media better  2010

E-mail: [email_address] Website: www.threegroup.net Phone: 412-551-9812 AIM/gTalk: threegroup350 Facebook: http://www.facebook.com/people/Aaron_Marks/4811168 Twitter: http://twitter.com/aaronmmarks

E-mail: [email_address]

Website: www.threegroup.net

Phone: 412-551-9812

AIM/gTalk: threegroup350

Facebook: http://www.facebook.com/people/Aaron_Marks/4811168

Twitter: http://twitter.com/aaronmmarks

Why did Obama win the election? How much of it was due to his use of Information Systems? Why was he able to raise so much money? What lessons from Wikinomics apply to John McCain’s campaign? Barack Obama’s? In terms of IS, what should Democrats do to stay in the majority? And Republicans to retake the majority? How would you run an eCampaign? What functionality would you offer?

Why did Obama win the election? How much of it was due to his use of Information Systems?

Why was he able to raise so much money?

What lessons from Wikinomics apply to John McCain’s campaign? Barack Obama’s?

In terms of IS, what should Democrats do to stay in the majority? And Republicans to retake the majority?

How would you run an eCampaign? What functionality would you offer?