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Social Pulpit: Barack Obama's Social Media Toolkit

1) Barack Obama's 2008 presidential campaign successfully utilized social media and new technologies to engage millions of volunteers and supporters online. 2) The campaign developed innovative strategies like empowering super users, providing user-generated content materials, and leveraging platforms like Facebook and YouTube to spread their message. 3) By harnessing analytics and testing different online tactics, the campaign continuously improved engagement and optimized their digital strategies, which helped contribute to Obama's electoral victory.

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The Social Pulpit: Barack Obama’s  Social Media Toolkit Monte Lutz
Election 2009: Snapshot ,[object Object],[object Object],[object Object],[object Object]
Obama’s Social Media Program – Wordle Version
Changing the Way Businesses Communicate ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Obama’s Social Media Success ,[object Object],[object Object],[object Object],[object Object]
Formula for Electoral Victory Obama vs. McCain 2x 4x 5x 10x 365 electoral votes 66.8 million popular votes Web Traffic YouTube Viewers Facebook Friends Online  Staff 

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Social Pulpit: Barack Obama's Social Media Toolkit

  • 1. The Social Pulpit: Barack Obama’s Social Media Toolkit Monte Lutz
  • 2.
  • 3. Obama’s Social Media Program – Wordle Version
  • 4.
  • 5.
  • 6. Formula for Electoral Victory Obama vs. McCain 2x 4x 5x 10x 365 electoral votes 66.8 million popular votes Web Traffic YouTube Viewers Facebook Friends Online Staff 
  • 7. By the Numbers Communication Strategy Result E-mail 13 million people on the e-mail list Received 7,000 variations of more than 1 billion e-mails Donors 3 million online donors Who contributed 6.5 million times Social networks 5 million "friends" on more than 15 social networking sites 3 million friends on Facebook alone Web site 3.5 million monthly visitors to MyBarackObama.com 2 million user profiles with 400,000 blog posts 35,000 volunteer groups that held 200,000 offline events 70,000 fundraising hubs that raised $30 million Video Nearly 2,000 official YouTube videos Watched more than 80 million times, with 135,000 subscribers 442,000 user-generated videos on YouTube Mobile 3 million people signed up for the text messaging program Received five to 20 messages per month Phone calls 3 million personal phone calls placed in the last 4 days of the campaign
  • 8. Let’s Play Phone Tag Nokia 8860 BlackBerry 850 iPhone 3G Motorola Brick McCain Bush Dean Obama
  • 9. Public Engagement Model: Spheres of Cross-Influence
  • 10. Driving Media, Politics and Consumers 92% of journalists research online while writing a story (Vocus) 90% of Congressional offices use blogs to help determine constituent opinion (National Journal) 60% of consumers have changed their opinion of a brand based on what they read online (Pew)
  • 11.
  • 12.
  • 13. Are You Ready to House Party?
  • 14.
  • 15. Lesson One: Laddering Support Through Tiers of Engagement Provide a way for people to get involved based on their level of engagement Advocate Social Personal Recruit others to donate Create a group Host an event Post pictures/videos Write a blog post Join a group Create a profile Post a comment Make a donation Sign up for e-mail/SMS Friend on social networks
  • 16.
  • 17. You may not have a rock star at the top of the ticket, but you have an Army of Davids looking to you for leadership. What is your political footprint? Lesson Two Corollary: Know Your Political Footprint
  • 18.
  • 19. Edelman Trust Barometer: Who Do You Trust?
  • 20. Lesson Four: Going Where People Are To reach an audience, know where they are and connect with them there
  • 21.
  • 22. Lesson Five Corollary: Don’t Do It Yourself You Can’t Out-Google Google Sully Me
  • 23.
  • 24.
  • 25.
  • 26. Lesson Nine: Building the Online Operation to Scale Plan an online strategy before the intensity of a campaign kicks in
  • 27.
  • 28.
  • 29.