The Obama Campaign: 7 New Rules of Participation
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A presentation about how the Obama campaign helped define the 7 new rules of participation. Presented at Innotech and Voices that Matter Conference in 2008.
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The Obama Campaign: 7 New Rules of Participation
- 1. YES DID An Insider’s Look At How Social Media Built the Obama Brand
- 3. A note about innovation • Fifty State Strategy • Targeted the disaffected center • Focused on small donations
- 4. Overall Funds Raised McCain Obama
- 5. Overall Funds Raised McCain $360 million McCain Obama
- 6. Overall Funds Raised McCain $360 million McCain Obama $750 million Obama
- 7. Obama Fundraising September 2008: $150 Million Offline 33% Online 67%
- 8. Key Success Factors • Online Organizing = Offline Action • Consistent Branding & Design • Power of strategy in an integrated media campaign • Iterations
- 9. My BO
- 10. MyBO Dashboard
- 11. MyBO Numbers • 2 Million profiles created • 35,000 volunteer groups • 400,000 blog posts • 200,000 offline events
- 14. Creating New Engagement Opportunities 3, 279,102 friends 620,359 friends 1,043,850 friends 218,172 friends 1,824 videos uploaded 330 videos uploaded Channel Views: + 20 Channel Views: + 2 Million million 137, 206 followers 4,848 followers
- 15. Creating New Engagement Opportunities • Be Wary of Arbitrary Metrics • Focus on quality • Value Added Consumers
- 16. Neighbor to Neighbor: High Value
- 17. Voter Script & Reporting Screen
- 18. 2. Converting Low End Users
- 19. Email • 1 Billion Emails • Hyper - Segmented • Over 13 million email addresses collected • The Ask vs. The Nudge
- 20. 3. Facilitate Existing Behavior
- 23. 4. Incenting the Right Actions
- 24. Activity Index
- 25. 5. Personalizing the Mission
- 28. MyBO Find an Event Near You
- 29. 7. Embracing the Unexpected
- 30. Yes We Carve
- 32. The New Rules of Participation 1. Redefining Engagement 2. Identifying and Converting Low End Users 3. Facilitating Existing Behavior 4. Incenting the Right Actions 5. Personalizing The Mission 6. Empowering Co-Innovation 7. Embracing the Unexpected
- 33. MyBO Action • In the last four days of the election, 3 million calls were made using Neighbor to Neighbor • 70,000 people raised $30 million on personal fund pages • Weekend before election over one million doors were knocked on in PA alone.