Yes We Did: Strategic Insights from the campaign that redefined modern politics

YES WE DID Strategic insights from the campaign that redefined modern politics Rahaf Harfoush © Rahaf Harfoush 2008 11/30/08

About me © Rahaf Harfoush 2008 11/30/08

The Road to Chicago © Rahaf Harfoush 2008 11/30/08

Three Differences <ul><li>Fifty State Strategy </li></ul><ul><li>Targeted the disaffected center </li></ul><ul><li>Focused on small donations </li></ul>© Rahaf Harfoush 2008 11/30/08

Overall Funds Raised Obama McCain © Rahaf Harfoush 2008 11/30/08

Overall Funds Raised <ul><li>McCain $360 million </li></ul>Obama McCain © Rahaf Harfoush 2008 11/30/08

Overall Funds Raised <ul><li>McCain $360 million </li></ul>Obama McCain Obama $639 million © Rahaf Harfoush 2008 11/30/08

Obama Fundraising September 2008 $150 Million © Rahaf Harfoush 2008 11/30/08

Deconstructing the Elements © Rahaf Harfoush 2008 11/30/08

Social Networking Numbers © Rahaf Harfoush 2008 11/30/08 3, 279,102 friends 620,359 friends 1,043, 850 friends 218,172 friends 1,824 videos uploaded Channel Views: 20,024,491 330 videos uploaded Channel Views: 2,221,268 137, 206 followers 4, 848 Followers

Email <ul><li>Over 13 million email addresses collected </li></ul><ul><ul><li>John Kerry 2004 : 3 million </li></ul></ul><ul><li>1 Billion Emails </li></ul><ul><li>Hyper-Segmented </li></ul>© Rahaf Harfoush 2008 11/30/08

Text Messaging & Mobile <ul><li>1 million subscribers </li></ul><ul><li>Battleground subscribers received +3 messages on election day </li></ul><ul><li>20 messages each month on average </li></ul>© Rahaf Harfoush 2008 11/30/08

iPhone Application © Rahaf Harfoush 2008 11/30/08

MyBO Numbers <ul><li>2 Million profiles created </li></ul><ul><li>35,000 volunteer groups </li></ul><ul><li>400,000 blog posts </li></ul><ul><li>200,000 offline events </li></ul>© Rahaf Harfoush 2008 11/30/08

MyBO Dashboard © Rahaf Harfoush 2008 11/30/08

Activity Index © Rahaf Harfoush 2008 11/30/08

Personal Fundraising Page © Rahaf Harfoush 2008 11/30/08

MyBO Find an Event Near You © Rahaf Harfoush 2008 11/30/08

Neighbor to Neighbor © Rahaf Harfoush 2008 11/30/08

Voter Script & Reporting Screen © Rahaf Harfoush 2008 11/30/08

Before we begin… © Rahaf Harfoush 2008 11/30/08

© Rahaf Harfoush 2008 11/30/08

1. Give New Media A Seat at the Table <ul><li>New Media as a department. </li></ul><ul><li>Requires investments of time, people, and money. </li></ul><ul><li>The role of New Media within corporations is evolving. </li></ul>© Rahaf Harfoush 2008 11/30/08

© Rahaf Harfoush 2008 11/30/08

2. Tools are useless without a blueprint <ul><li>Half of all New Media campaigns fail. </li></ul><ul><li>No off the shelf solution. </li></ul><ul><li>Find the sweet spot </li></ul>© Rahaf Harfoush 2008 11/30/08

Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08

Apple © Rahaf Harfoush 2008 11/30/08

3. Know the lay of the land <ul><li>Find the conversations </li></ul><ul><li>Easy to find, easy to use </li></ul><ul><li>Map out your digital landscape. </li></ul>© Rahaf Harfoush 2008 11/30/08

Questions to Ask <ul><ul><li>Why are we entering this space? </li></ul></ul><ul><ul><li>How will this improve our brand, product or reputation? </li></ul></ul><ul><ul><li>What value are we adding? </li></ul></ul><ul><ul><li>Is this a good fit? </li></ul></ul>© Rahaf Harfoush 2008 11/30/08

A good fit… <ul><li>100,000 installs in the first 72 hours </li></ul><ul><li>300,000 active users in six days </li></ul><ul><li>Uninstall rate of less than 10% </li></ul>© Rahaf Harfoush 2008 11/30/08

4. Build Relationships <ul><li>Learn the social etiquette – it varies by network. </li></ul><ul><li>Be authentic – you can’t fake it. </li></ul><ul><li>Listen. </li></ul>© Rahaf Harfoush 2008 11/30/08

5. Call to Action <ul><li>Have a purpose or a mission </li></ul><ul><li>Online Organizing = Offline action </li></ul>© Rahaf Harfoush 2008 11/30/08

MyBO Action <ul><li>In the four days before the election, 3 million calls were made using Neighbor to Neighbor </li></ul><ul><li>Weekend before election over one million doors were knocked on in PA alone. </li></ul><ul><li>70,000 people raised $30 million on personal fund pages </li></ul>© Rahaf Harfoush 2008 11/30/08

6. Give up control <ul><li>Empower brand ambassadors </li></ul><ul><li>Embrace co-creation. </li></ul><ul><li>Let your brand evolve. </li></ul>© Rahaf Harfoush 2008 11/30/08

Yes We Did: Strategic Insights from the campaign that redefined modern politics

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