http://commons.wikimedia.org/wiki/File:Military_despotism!_Arbitrary_arrest_of_a_judge.jpg

Photographer George Skadding, LIFE, June
1944

Photographer Paul Schutzer, LIFE, October
1960

http://aiyagriculture.blogspot.com/2008/11/vegans-vote-for-obama.html

By the Numbers*

Disclaimers *Technology can’t write *The
message is critical *Content & conversation are king

Obama Everywhere
CONNECTING

The Social Pulpit Barack Obama’s
Social Media Toolkit www.edelman.com

Fish where the fish are
The Social Pulpit Barack Obama’s Social Media Toolkit www.edelman.com

Join the crowd conversation

E-mail is still king…

“I’d be hard-pressed to find
a single message that didn’t have some type of action to follow.” – Stephen Geer, Obama’s national e-mail director

…but mobile is HOT

Voters Students

Short Message Service
http://en.wikipedia.org/wiki/Short_message_service
http://www.cellsigns.com/industry.shtml

Integrate, integrate, integrate Presidential Inauguration,
January 20th 2009

Be persistent, stay in-sync •
Repeat messages more than once • Stick to the core message • Believe in people to deliver your message. Online Politics 101 Version 1.5 / June 2008 Colin Delany, epolitics.com

“We believed in human being
to human being communication.” – David Plouffe, Obama’s campaign manager MarketingProfs Digital Marketing World Spring 2009 Art of the Possible: Online Branding Strategies and Tactics David Plouffe, Barack Obama's 2008 Presidential Campaign Manager

Join Us
RECRUITING

Technology wasn’t an add-on •
“…a carefully considered element of almost every campaign function.” • Technology’s critical role: “moving online supporters toward real-world action.” Welcome to the New Media Campaign Tools of 2012 March 13, 2009 Michael Silberman, MotherJones.com

If you want to communicate,
make it easy! • “Join Us” was about building lists • First, get the e-mail address, then follow- up for details • Don’t forget mobile!

Yes We Can
EMPOWERING

Empower self-service

“Content should come from the
bottom up, not from the top down.” - Jalali Hartman, “Obamanomics” http://www.yovia.com/Obamanomics.pdf

http://www.youtube.com/user/CalvinCollege

Online-offline hybrid model • Fundamentals
of organizing haven’t changed • Heavy investment to facilitate the “last mile” of physical-world organizing • How do we use technology to scale grassroots efforts beyond what’s been possible? Welcome to the New Media Campaign Tools of 2012 March 13, 2009 Michael Silberman, MotherJones.com

Call to action: Be specific

Remember the “Third Ask” •
Forward to a friend • “Join us this weekend!” • Ask a question • Take a survey • Talk to your neighbors • Donate now • “Get out the vote!”

“Never forget that your subscribers
are in it for what they want, not what you want.” – Colin Delany, epolitics.com Online Politics 101 Version 1.5 / June 2008 Colin Delany, epolitics.com

Questions? Luke Robinson luker@calvin.edu twitter.com/luker
luker.tumblr.com Please, download & share www.slideshare.net/lukerobinson