The document discusses Obama's successful use of social media in his presidential campaigns, providing a framework and analysis of his key strategies. It examines three objectives - fundraising, engagement, and organization - and how Obama achieved them through building his own social media tools like MyBarackObama.com, using existing platforms like FriendFeed and Meetup, and joining existing online conversations. The analysis highlights how Obama was able to raise money, spread his message, engage supporters, and help self-organization through a knowledgeable, useful, desirable, open, and shareable social media approach.

1. Obama 2.0: Social media lessons in KUDOS

4. 3,707,567 supporters

11. KUDOS Framework for managing

12. Knowledgeable

13. Useful

14. Desirable

15. Open

16. Sharable

20. Dean 2004: Democratic Primaries

23. 2006: Watershed year

24. 2006: Mid terms

30. 2008: Complete control

33. Examining Obama’s social media

36. 1. Build your own: MyBarackObama.com

38. 250,00 members

43. MyBO.com KUDOS 19 21 Total 3 Spread message & request organisation & help. 5 Can invite friends to join. S 3 Take feedback from supporters 2 Customisable contact with to the Obama campaign O 3 Differentiates from competition 4 Reward system, feel part of a team D 5 Raise money, awareness, helps organisation 5 Helps them find likeminded and organise events etc. U 5 Voter, donor, volunteer data in unprecedented detail 5 The branded content and assets, knowledge of other members K Obama Supporters

46. 2. Use existing: friendfeed

55. Friendfeed KUDOS 24 25 5 Want supporters to share this with others 5 Share with friends if they so wish. S 5 All the info all the time 5 Can decide which bits to follow and which not to O 5 Makes them look totally on top of social media, keeps their message alive 5 Stay up-to-date in a rapidly changing political race D 5 Keeps followers up to date 5 They can use this to write their own blogs, go to rallies, hold meetings, etc. U 4 Is knowledge only the Obama brand has 5 Lets them know what Obama is up to, when, where. All the latest news. K Obama Supporters

56. 2. Use existing: Meetup

58. CRM = CMR Relations Management Managed Relations Customer Customer Social Traditional

59. Meetup KUDOS 25 25 5 Sharing info again. 5 Pass the info on to friends S 5 Campaign set up the account, use as they like 5 On their terms and in their own way O 5 Better organised advocates in greater numbers = votes 5 Self organising D 5 Get people to attend meetings about Obama 5 Don’t miss meetings, or attract supporters to mine U 5 Times and locations of meetings 5 Where’s the next meeting? or advertising my meeting K Obama Supporters

60. Hillary Blog 3 - 4 daily / Obama Blog 10 - 12 daily

61. Following: 170,958 Followers: 165,414 / Updates: 262

62. Following: 0 Followers: 7,576 / Updates: 162

63. 3. Join existing conversations

64. A tale of two Williams