Sen. Barack Obama, D-Ill., right, is dressed as a Somali Elder by Sheikh Mahmed Hassan, left, during his visit to Wajir, a rural area in northeastern Kenya, near the borders with Somalia and Ethiopia in this file photo from Aug. 27, 2006. The garb was presented to Obama by elders in Wajir. Obama's estranged late father was Kenyan and Obama visited the country in 2006, attracting thousands of well-wishers. (AP Photo)
Case study: Barack Obama and Social Media Module 01b:
Barack Obama: Yes We Can? <ul><li>A black guy… </li></ul><ul><li>With a funny name… </li></ul><ul><li>And that notorious middle name… </li></ul><ul><li>Having serious inexperience problems … </li></ul><ul><li>Wearing this outfit…. </li></ul><ul><li>Wants to be the next president? </li></ul>
Obama vs McCain <ul><li>Obama web team was led by Blue State Digital formerly from Howard Dean’s 2004 campaign who built the social network My.Barack.Obama. </li></ul><ul><li>Key member who joined team was Chris Hughes, a co-founder of Facebook </li></ul><ul><li>Team posted more varied content in many more online sites. Eg: 1819 videos on YouTube compared to 330 on McCain’s channel. </li></ul><ul><li>He followed everyone who followed him on Twitter. </li></ul><ul><li>His emails sounded personal and were crucial in raising over US$300m of the US$650m he raised </li></ul>
Connecting online <ul><li>Easy: MyBO made it easy to recruit others, create your own group, organize fundraisers, host an event and get updates. </li></ul><ul><li>Familiar: Online tools used were similar to Facebook, MySpace, Meetup and other popular tools – learning curve was easy. </li></ul><ul><li>Go to the people: Posted content on 15 social networks – fished where the fish were. </li></ul><ul><li>Apps and widgets : Released free iPhone app that gave people up-to-date information on key events in their area. </li></ul>
Lessons from Obama 08 <ul><li>Fish where the fish are </li></ul><ul><li>Be transparent and authentic </li></ul><ul><li>Use social media tools that people are familiar with, don’t try to re-invent the wheel. </li></ul><ul><li>Your constituents (fans, followers, readers, audience, advocates) expect you to react to their feedback </li></ul><ul><li>Show up and engage with them in real life </li></ul>
Media brands are increasingly defined more by the community http://www.flickr.com/photos/hankins/
<ul><li>Never doubt that a small group of thoughtful, committed citizens can change the world. </li></ul>Indeed, it's the only thing that ever has. Margaret Mead, cultural anthropologist
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