YES YOU CANHow to organize a political campaign“Learning from Obama’s Campaign”
LESSONS LEARNED1.Develop Political Message & Plan of Delivery !2.Allocate Budget & Fundraising Sources, at least for the launch3.Staff the Campaign Executive Team & setup their Ofﬁce Space4.Go out, Spread the Message, engage voters, recruit volunteers, attend events5.Advertise on streets, events, ﬂyers, online, in newspapers, media channels, ....
5 WS OF STRATEGY‣ Who : is the candidate?‣ What : is his/her goal & objectives?‣ When : does he/she want to reach them ?‣ Where : will you campaign ?‣ Why : are YOU campaigning for him/her ?
5 WS OF STRATEGY +‣ Who are the ACTORS (demographics) ?‣ What do I want them to do ?‣ When do I want them to do it ?‣ Where do I want them to do it ?‣ Why do I want them to do it ?
POLITICAL REALITY‣ Undeveloped political landscape ( DEVELOP IT! )‣ Biased public & private media ( Press, PR, Media )‣ Easily-led public opinion (Public Awareness)‣ Strong opponents (Character Branding)‣ Lack of ﬁnancial muscle (Intuitive low-cost Tools)
CAMPAIGN STRUCTUREFundraising Web|Social Design & PhotoVideo Logistical& Expenses Networks Print Production Support control roomCandidate Media & PR Volunteers Events team Voters team team team team
SOCIAL MEDIA LESSONS‣ Start early; Build to scale‣ Innovate where necessary; ๏ Do everything else incrementally better‣ Make it easy to ﬁnd, forward and act‣ Pick where you want to play‣ Channel online enthusiasm into speciﬁc, targeted activities that further the campaign’s goals‣ Integrate online advocacy into every element of the campaign
130,000 friends so that the campaign could take control of it.19 But it was able to overcome these PIECE BY PIECE miscues by giving its supporters more and better opportunities to create their own social pulpits than any campaign had ever given before. Establish online credibility and trust through a stepped approachThe Crawl, Walk, Run Methodology for Social Media CRAWL WALK RUN FLY Establish an Engage online Enrich content Embrace community online presence inﬂuencers Web site Podcasting Blogger Outreach Blogger tours Conversation audit Video Blogger conference calls Thought leadership blog Games Advertising Social networks Widgets Ally development Advocacy Sponsorships Contests Mobile Online Monitoring SOURCE: Edelman
PULL & PUSH WITH PRESS• Don’t wait for the press to reach out to you.• Create events & activities & pull them to you.• Voice your candidate’s opinion on issues• Release blog articles in your candidates name• Participate in events with strong press coverage• If a crisis happens, voice a response or the media will do it for you.