Yes We Can - Barak Obama and Social Media
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Yes We Can - Barak Obama and Social Media

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How Obama used Social Media to moibilise volunteers. From Sidekick.

How Obama used Social Media to moibilise volunteers. From Sidekick.

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  • 1. barack obama + social media learnings for volunteering organisations Tuesday, 16 June 2009
  • 2. an unlikely story Tuesday, 16 June 2009
  • 3. he was a political unknown until 2004 Tuesday, 16 June 2009
  • 4. he’d only been in the Senate for 4 years Tuesday, 16 June 2009
  • 5. he was 46 Tuesday, 16 June 2009
  • 6. nobody was looking for obama Tuesday, 16 June 2009
  • 7. he’s black in a country which until recently practiced apartheid Tuesday, 16 June 2009
  • 8. his middle name is Hussein Tuesday, 16 June 2009
  • 9. and his surname rhymes with Osama Tuesday, 16 June 2009
  • 10. young people don’t care and don’t win elections, right? Tuesday, 16 June 2009
  • 11. 13 million email subscribers 3 million profiles created 3.9 million donations 93% less than $100 200,000 offline events planned 35,000 groups created 3.2 million Facebook friends $640million raised 5 million volunteers 3,600 volunteers in 1 State gave 6 weeks of unpaid work Tuesday, 16 June 2009
  • 12. Tuesday, 16 June 2009
  • 13. so how did Obama use social media to mobilise volunteers? Tuesday, 16 June 2009
  • 14. he spent time where the young people are 16 Official Social Spaces Tuesday, 16 June 2009
  • 15. 75% of the Facebook community (official) 1,110 exists Facebook “out there” Glee (“1M Strong”) 2 587 he was Twitter 46 MyBarackObama 930 part of their Mi Gente Black Planet communities 54 490 You Tube 62 MySpace 415 Tuesday, 16 June 2009
  • 16. he used their media and their language Tuesday, 16 June 2009
  • 17. he made it about ‘you’ your choices your responsibility your benefits Tuesday, 16 June 2009
  • 18. he gave volunteers their own identity volunteers have personalised profiles Tuesday, 16 June 2009
  • 19. everything they do is recorded and displayed on a public dashboard Tuesday, 16 June 2009
  • 20. volunteers set their own targets a thermometer shows their progress the difference they made is plain to see Tuesday, 16 June 2009
  • 21. volunteers motivated by competition they get points for achievements their ranking increases as they do more Tuesday, 16 June 2009
  • 22. volunteering is on their doorstep Tuesday, 16 June 2009
  • 23. volunteers recruit their own friends peers recruit peers Tuesday, 16 June 2009
  • 24. volunteers are given a voice via the blogging platform they talk about what they have done it gets published on the main site Tuesday, 16 June 2009
  • 25. “...In our own campaign, polling was just one way we viewed how we were doing in a state in the general election. We had a lot of voter identification work. We had a lot of field data. We don't have to wait for a state to report in how they did that night; we can look at it, down to the volunteer level, because we trusted our volunteers. We gave them the voter file, we said here are the people on your block, you go talk to 'em, you record the result of the conversation. And we in Chicago could look at that in real-time and help us plan our resource” David Plouffe, Obama Campaign Director volunteers were given responsibility. they became a trusted data source. they were part of the infrastructure. Tuesday, 16 June 2009
  • 26. they give songs, he their time in photos, harnessed fun, creative diaries, their urge ways designs, for creativity Tuesday, 16 June 2009
  • 27. he gave them the tools to take action in their own time in easy ways in innovative ways Tuesday, 16 June 2009
  • 28. he made volunteers feel part of something bigger “At least 60,000 people have applied to be volunteers during the days of activities surrounding the inauguration of U.S...People want to get involved. People want to be a part of this thing ... a part of history.“ Transition committee spokesman Kevin Griffis Tuesday, 16 June 2009
  • 29. thanked. in real time. directly. Tuesday, 16 June 2009
  • 30. new methods enhanced the campaign but did not replace traditional methods Tuesday, 16 June 2009
  • 31. nice rewards Tuesday, 16 June 2009
  • 32. tailored tasks "Volunteer citizens were involved at every level and no one was rejected. Everyone had a role: harnessing the power of the web, making phone calls, transporting electors, reaching the uninvolved” Hans Riemer, national youth vote director for the Obama campaign Tuesday, 16 June 2009
  • 33. bite-size tasks "It's not rocket science," he says. "What we have to do is give them the tools to create a plan and just keep in touch with them as they create their plan and execute it. Winning an election is just a matter of breaking it down into manageable pieces, so we show them what those pieces are, and then turn them loose. As long as we can do that, there's no problem. They can make it happen." Hans Riemer, national youth vote director for the Obama campaign Tuesday, 16 June 2009
  • 34. focused on the human "We had a volunteer headquarters that we all pretty much lived in," says Liz Lempert, who co-chaired an Obama group in Princeton, N.J., that will meet next week. "Moving out of that office is really hard. People just want to keep those ties together." focused on the emotional Tuesday, 16 June 2009
  • 35. key learnings go to where young people are, instead of expecting them to come to us give young people the tools and the responsibility to use them make young people feel part of something bigger leverage young people’s urge for competition and sociability use digital to communicate, to feedback, to thank, in real time use social media to enhance but not replace traditional methods Tuesday, 16 June 2009
  • 36. 3 things you can do tomorrow create a twitter feed as a record of activity record and display everything they do create a youtube channel for video volunteer diaries Tuesday, 16 June 2009
  • 37. thank you* *especially to all those people I got images and charts from but haven’t credited Tuesday, 16 June 2009