The document discusses how Barack Obama successfully leveraged social media in his 2008 presidential campaign. It describes how his campaign used platforms like YouTube, Facebook, and Twitter to share its message, organize supporters, fundraise, and ultimately engage more voters than previous campaigns. The use of new media helped Obama connect directly with constituents, lower costs, and empower grassroots supporters to take ownership over the campaign. This level of online participation and continual engagement after the election represented a significant change from previous top-down campaign models.

1. ADRIAN TEO Founder & CEO PepperConn 26 April 2009 PepperConn Social Media Solutions www.pepperconn.com NorthWest PAP Branch New Media Training An Introduction to Social Media

4. Main Social Media Platforms

5. Key Social Media Concepts

8. Six Valuable Attributes of Social Media Reference :Joel Postman – SocialCorp : Social Media Goes Corporate Postman

10. Social Technographics of Users by Forrester Research

13. Social media and the US Elections (Summary)

15. Obama’s and McCain’s Official websites Source: Compete.com More visitor traffic to Obama’s website compared to McCain’s

16. PERVASIVENESS - LEVERAGING SOCIAL MEDIA Obama on Facebook > 2.6 million supporters McCain on Facebook 623,144 supporters McCain’s YouTube Channel - 29K subscribers, 2.1 million views Obama’s YouTube Channel – 135K subscribers, 19.5 million channel views Obama on Twitter 134,121 followers McCain on Twitter 4,853 followers McCain’s proprietary social network Obama on Flickr

20. Supporter tools to organize fund raising, support, events, community creation, communication with peers.

21. Website section targeted at GLBT community BlackPlanet – online social network targeting African American community FaithBase – online social network for Christians Eons – online social network for baby boomers

22. Supporters’ Interest Groups

25. Clear stance on a range of key Issues – pertinent to dealing with diversity and making choices that affects individual needs and interest

26. Post election application : Continual engagement in gathering support and buy-in from the people

27. New media and the US Elections (Summary)

28. “ Provide the opportunity for discussion, for debate, for disagreement and we hope for constructive new ideas to emerge .” Accountability Action oriented Openness to Alternative Views Constructive Feedback Participation Virtual Grassroots Communities Connection with Constituent Addressing the fear of Reprisals Netizens Govt

29. Framework © 2008 Nokia External facing platforms Intra-platforms Participation, content creation, engagement, peer communications Internet : Empowerment & self organization tools, neutral websites, syndicated websites, virtual grassroots, intranet sites, seeded blogs, etc Multimedia creation, editorial, publication, seeding, fuelling Participatory & engagement platforms Traditional Media : Print/publications, information channels, etc Mobile : Organization and mobilization tools. Information dissemination. Targeted Segments Channels Audience Content Platforms Key Messages

31. Further Queries email : adrian@pepperconn.com www.pepperconn.com PepperConn Social Media Solutions