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Lessons from Obama’s Social Media Campaign

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Lessons from Obama’s Social Media Campaign based on work of Igor Beuker, Paul van Veenendaal, Karlijn van den Berg, Thijs Sprangers, David Nieborg, Monte Lutz, Adam Cahill

Published in: News & Politics, Technology

Lessons from Obama’s Social Media Campaign

  1. 1. Communication in the digital age It’s all about socialising, sharing and creating Lessons from Obama’s Social Media Campaign Marco Derksen november 2009
  2. 2. Obama is already converting the President’s bully pulpit into a social pulpit, delivering a message that is designed to be taken up and spread by others, with the tools and techniques learned during his others campaign. Instead of relying on the traditional one-way, top-down approach to communications, the incoming administration is harnessing the power of public engagement to influence the conversation across various spheres of cross-influence
  3. 3. Lessons from Obama’s Social Media Campaign By the numbers
  4. 4. Lessons from Obama’s Social Media Campaign 1. Laddering support through tiers of engagement
  5. 5. Lessons from Obama’s Social Media Campaign 1. Laddering support through tiers of engagement
  6. 6. Lessons from Obama’s Social Media Campaign 2. Empowering super users
  7. 7. Lessons from Obama’s Social Media Campaign 3. Providing source materials for user-generated content
  8. 8. Lessons from Obama’s Social Media Campaign 4. Going where the people are
  9. 9. Lessons from Obama’s Social Media Campaign 4. Going where the people are Facebook (official) 1,110 1 110 Facebook Glee (“1M Strong”) 2 587 Twitter MyBarackObama 46 930 Mi Gente Black Planet 54 490 You Tube MySpace M S 75% of the communityy 62 415 exists “out there”
  10. 10. Lessons from Obama’s Social Media Campaign 5. Using tools people are familiar with
  11. 11. Lessons from Obama’s Social Media Campaign 6. Ensuring that people can find your content
  12. 12. Lessons from Obama’s Social Media Campaign 7. Mobilizing supporters through mobile devices
  13. 13. Lessons from Obama’s Social Media Campaign 8. Harnessing analytics to improve engagement activities
  14. 14. Lessons from Obama’s Social Media Campaign 9. Building the online operation to scale
  15. 15. Lessons from Obama’s Social Media Campaign 10. Choosing the right team
  16. 16. 3.0 million contributors 6.5 million online donations 93% less than $100 $80 Average online donation $500 million raised online
  17. 17. Lessons from Obama’s Social Media Campaign Credits http://www.slideshare.net/saydowin/obama-social p y http://www.slideshare.net/socialmedia8/case-study- the-barack-obama-strategy http://www.slideshare.net/montelutz/social-pulpit- barack-obamas-social-media-toolkit http://www.csnblog.nl/de waarde van obamas social http://www csnblog nl/de-waarde-van-obamas-social- media-strategie-voor-nederlandse-politici/ http://www.sg.uu.nl/prog/2009b/plug_in.html Thanks to Igor Beuker, Paul van Veenendaal, Karlijn van den Berg, Thijs Sprangers, Sprangers David Nieborg Monte Lutz, Adam Cahill Nieborg, Lutz

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