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THE MOMENT:
LESSONS FROM CHICAGO
                 Sam Graham-Felsen | New Media Strategist
http://farm4.static.flic
 kr.com/3035/2951978
 999_1411d3f12a_o.jp
 g




SO HOW DID
THIS HAPPEN?


                      ...
WHAT MAKES
A MOVEMENT?
AND WHAT ROLE
DID THE INTERNET
PLAY?
We knew our candidate was extraordinary,
         but far from a shoe-in.
We also knew he wasn’t…


                          going to get many
                          big endorsements.

       ...
BUT WE HAD A
FEELING THAT
THE PEOPLE WOULD
BE THERE

                   7
HOW TO HARNESS
THAT ENERGY?
HOW TO WIN?
We knew had to happen from the bottom up.
MESSAGE
THE POWER OF
ONLINE CONTENT

                 11
AUTHENTICITY.
THIS CAMPAIGN IS
ABOUT YOU.
       Joe Rospars
       Partner, Blue State Digital
       February 28, 2009
STORIES
ARE ESSENTIAL
Thousands of blog posts, many never
mentioned Obama.
                         Being an African American Male,
            ...
They Were About Our Supporters.


     Josh Stroman           Amy Chicos




                                         16
YouTube

Over 2,000 videos uploaded

5 times as many videos as
other campaigns

1 billion minutes of web video
content con...
2,000 years of straight viewing




                                  19
Behind the
scenes
provided genuine
transparency

built a sense of access
and community




                          20
Blueprint for
Change
short, simple,
graphics-rich
educational videos
around issues

aesthetically pleasing
and digestible ...
Mini-docs
supporters are hungry
for in-depth content

they will be patient
with longer videos as
long as they were rich
wi...
7.5 million people watched Obama’s
37-minute race speech on YouTube
Capitalizing on Supporter-Generated content
and Defining “Key Moments”
The game is changing


Traditional Media                  New Media
TV Commercials                     Online Videos
Direc...
CONTENT IS
THE GLUE
THAT HOLDS THE
CAMPAIGN
TOGETHER
                 26
MONEY
HOW TO RAISE
HALF A BILLION   (J/K)
OUR LITTLE SECRET:
WE NEVER MADE IT
ABOUT MONEY
Dinner with Barack


                     Breaking down
                     barriers to access

                     More...
This is our moment: New York

                               Profiled dozens of
                               supporters ...
CREATING
MOMENTS
VERSUS
RIDING MOMENTS
I wasn’t planning on
sending you something
tonight. But if you saw
what I saw from the
Republican Convention,
you know it ...
Expanding the Universe:
      List Building
How did we get 13 million email addresses?

Contests (Dinner with Barack, Front Row to History)

Making the most of rallie...
The Match Game


              TRADITIONAL
                MATCH

One Wealthy                    Existing
Donor           ...
$500 MILLION
RAISED ONLINE
2/3 of Total Campaign Contributions

                        Out of the $750,000,000
                        raised, $500,...
MOBILIIZATION
EMPOWERING
GRASSROOTS
ORGANIZERS
Grassroots Groups

Essential to our
success in the
General Election

Organized on their
own before we could
reach them,
es...
WE BUILT REAL
RELATIONSHIPS
            Joe Rospars
            Partner, Blue State Digital
            February 28, 2009
WE PUT PEOPLE
  TO WORK
HISTORY.   Joe Rospars
           Partner, Blue State Digital
           February 28, 2009
SO…
WHAT’S NEXT?
SAME PRINCIPLES
NEW TOOLS
iPhone & iPad                      Square




Foursquare               Facebook Connect            Twitter
THE MOST IMPORTANT
TOOL OF THE FUTURE
GRACIAS.
contact me:
sam@samgf.org
Nuevas tecnologías para campañas electorales
Nuevas tecnologías para campañas electorales
Nuevas tecnologías para campañas electorales
Nuevas tecnologías para campañas electorales
Nuevas tecnologías para campañas electorales
Nuevas tecnologías para campañas electorales
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Nuevas tecnologías para campañas electorales

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Ponencia de Sam Graham-Felsen, blogger principal de la campaña de Barack Obama en 2008.

Published in: News & Politics

Nuevas tecnologías para campañas electorales

  1. 1. THE MOMENT: LESSONS FROM CHICAGO Sam Graham-Felsen | New Media Strategist
  2. 2. http://farm4.static.flic kr.com/3035/2951978 999_1411d3f12a_o.jp g SO HOW DID THIS HAPPEN? 2
  3. 3. WHAT MAKES A MOVEMENT?
  4. 4. AND WHAT ROLE DID THE INTERNET PLAY?
  5. 5. We knew our candidate was extraordinary, but far from a shoe-in.
  6. 6. We also knew he wasn’t… going to get many big endorsements. going to draw many big donors. going to be given a very serious shot to win by the establishment. 6
  7. 7. BUT WE HAD A FEELING THAT THE PEOPLE WOULD BE THERE 7
  8. 8. HOW TO HARNESS THAT ENERGY? HOW TO WIN?
  9. 9. We knew had to happen from the bottom up.
  10. 10. MESSAGE THE POWER OF ONLINE CONTENT 11
  11. 11. AUTHENTICITY.
  12. 12. THIS CAMPAIGN IS ABOUT YOU. Joe Rospars Partner, Blue State Digital February 28, 2009
  13. 13. STORIES ARE ESSENTIAL
  14. 14. Thousands of blog posts, many never mentioned Obama. Being an African American Male, to have that positive role model in Senator Obama, it’s given me so much hope. TO be able to look at my daughter one day and tell her, ‘You can be anything you want in the world’… In the past I might have said’ You can be anything you want to be. But President? No’… But now, he’s given me that light.
  15. 15. They Were About Our Supporters. Josh Stroman Amy Chicos 16
  16. 16. YouTube Over 2,000 videos uploaded 5 times as many videos as other campaigns 1 billion minutes of web video content consumed
  17. 17. 2,000 years of straight viewing 19
  18. 18. Behind the scenes provided genuine transparency built a sense of access and community 20
  19. 19. Blueprint for Change short, simple, graphics-rich educational videos around issues aesthetically pleasing and digestible way to understand policy 21
  20. 20. Mini-docs supporters are hungry for in-depth content they will be patient with longer videos as long as they were rich with substance 22
  21. 21. 7.5 million people watched Obama’s 37-minute race speech on YouTube
  22. 22. Capitalizing on Supporter-Generated content and Defining “Key Moments”
  23. 23. The game is changing Traditional Media New Media TV Commercials Online Videos Direct Mail Email Press releases Blogs One way communication Two way conversation Aimed at the press Aimed at empowering our supporters Aimed at winning over undecideds Getting Votes Building a Movement 25
  24. 24. CONTENT IS THE GLUE THAT HOLDS THE CAMPAIGN TOGETHER 26
  25. 25. MONEY HOW TO RAISE HALF A BILLION (J/K)
  26. 26. OUR LITTLE SECRET: WE NEVER MADE IT ABOUT MONEY
  27. 27. Dinner with Barack Breaking down barriers to access More than a gimmick, it was about collecting and sharing stories Videotaped the dinner and showed footage online
  28. 28. This is our moment: New York Profiled dozens of supporters in the lead-up Phone calling campaigns into every state on eastern seaboard Repeated emails promoting the event Everyone had heard about this by the time the event happened “Hey”
  29. 29. CREATING MOMENTS VERSUS RIDING MOMENTS
  30. 30. I wasn’t planning on sending you something tonight. But if you saw what I saw from the Republican Convention, you know it demands a response. I saw John McCain’s attack squad of negative cynical politicians politicians. They lied about Barack Obama and Joe Biden, and they attacked you for being a part of this campaign
  31. 31. Expanding the Universe: List Building
  32. 32. How did we get 13 million email addresses? Contests (Dinner with Barack, Front Row to History) Making the most of rallies “Tell a friend” feature Social Networks Effective Online Ads Intensive Analytics
  33. 33. The Match Game TRADITIONAL MATCH One Wealthy Existing Donor Donors GRASS ROOTS MATCH Non-Donor Non-Donor Activists Activists
  34. 34. $500 MILLION RAISED ONLINE
  35. 35. 2/3 of Total Campaign Contributions Out of the $750,000,000 raised, $500,000,00 was raised online Most donations were made in allotments of $100 or less. Our average donor gave more than twice.
  36. 36. MOBILIIZATION EMPOWERING GRASSROOTS ORGANIZERS
  37. 37. Grassroots Groups Essential to our success in the General Election Organized on their own before we could reach them, especially in rural areas Without the help of campaign staff, they built infrastructure
  38. 38. WE BUILT REAL RELATIONSHIPS Joe Rospars Partner, Blue State Digital February 28, 2009
  39. 39. WE PUT PEOPLE TO WORK
  40. 40. HISTORY. Joe Rospars Partner, Blue State Digital February 28, 2009
  41. 41. SO… WHAT’S NEXT?
  42. 42. SAME PRINCIPLES NEW TOOLS
  43. 43. iPhone & iPad Square Foursquare Facebook Connect Twitter
  44. 44. THE MOST IMPORTANT TOOL OF THE FUTURE
  45. 45. GRACIAS. contact me: sam@samgf.org

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