Obama presentation team
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The Obama campaign gathered a team of experienced new media experts to lead its digital strategy. This included hiring Chris Hughes from Facebook to lead internal organizing, and bringing on Scott Goodstein and Kate Albright-Hannah to direct external online efforts and videos. The campaign used social networks, email, texting, and online videos to develop a grassroots movement of engaged volunteers who felt empowered to make a difference. Data integration across the new media department and campaign was critical to their success in collecting voter information, customizing messages, and increasing involvement.
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Obama presentation team
- 1. Case Study Obama Group 2
- 3. Strategic Components • Integrated campaign goals 1)Voters 2) Money 3)Involvement and engagement • Communications Objective: To develop a groundswell of empowered volunteers who felt that they could make a difference. • Social networks, e-mail advocacy, text messaging and online video. • Gathering a FIRST CLASS team
- 4. Operational Components Gathering first class team • Gathering first class team • Kevin Malover CTO • Joe Rospars director of New Media Department • Chris Hughes, one of the cofounders of Facebook, as the director of internal organizing. By 2007 „People were sharing more and connecting to other people they knew or people they wanted to know more often“ • Scott Goodstein as the campaign’s external online director. • Sam Graham-Felsen as the content team director. Writer of The Nation (youth politics) • Kate Albright-Hannah as the video team director. Emmy-winning documentary filmmaker. • Dan Siroker, product manager of the Chrome browser , led the analytics team. Ladder of commitment Advocacy level Personal level Social level Supporter Third step First step Second step
- 5. Information Intelligence Democratic National Committee’s New Media Department External technical resources Internal technology group The integration of the New Media Department with the rest of the campaign was critical to the group’s success
- 6. Power of data integration Collect data Unique message Involvement
- 7. Role of voter information Obama made normal people feel special support money vote
- 10. Comparison of campaign activity
- 11. 2008
- 12. 2012
- 13. Comparison 2008 – 2012
Editor's Notes
- Kevin Malover CTO Joe Rospars 25 years.- New Media Department Chris Hughes, one of the cofounders of Facebook, as the director of internal organizing. 25 years key players behind MyBO. Set up Obama‘s Facebook profile Text messaging program, voter registration program, and the structural issues around integrating with the field program. Scott Goodstein as the campaign’s external online director. 33 YEARS OLD he created and implemented Obama Mobile, an advanced communication tool featuring text messaging, downloads, interactive voice response communication, a mobile web site (WAP) and an iPhone App. He also developed the campaign’s lifestyle marketing strategy, including the “street team” materials used in battleground states. Sam Graham-Felsen how to tell the emotional and human stories of Obama’s supporters. Kate Albright-Hannah CNN According to Edelman Research: “As a supporter moves up the ladder, each rung requires more commitment, creates more value, and will tend to hold fewer people.”13 Edelman Research called the first level the “personal,” where users could “friend” Obama on a social network, then sign up for text messages and e-mails, then make a donation or register to vote. The next level was the “social” level where supporters could post a comment on a friend’s MyBO profile or even create their own profile, then possibly create a group. The third level was the “advocate” level where the supporter could try to drive interest to the group by posting pictures, writing blog posts, or creating video and posting it on YouTube. An advocate could be in touch with the campaign directly and host an event with the campaign’s materials
- responsible for all these different aspects of the campaign related to organizing, communications, and fundraising, but we would also integrate and coordinate with other parts of the campaign
- Obama’s team didnt want to create a campaign like it was used to do in the past, the wanted to involve more normal people in the process. In order to involve more normal people they had to know them before. They managed, with a greatful use of data, to collect tons of data about people and, after an accurate analysis, to find their behaviours and their needs. This leaded in the creation of personal messages targeted to specific people. They sent 8.000-10.000 unique message to their supporters.
- Obama’s team reversed traditional campaign involvement asking people not only votes and money but also their time. People who want to give their time for the cause are really involved in the campaign and they feel more part of it. The role of that players was extremely important for the all campaign because those people were responsible to organize by themselves fundraising events and involve more people in the campaign. People organised 200.000 events, wrote 400.000 blogs, created 35.000 volunteer groups and raised over 30 million USD on 70.000 personal fundraising. Moreover they interviewed people and asked what were their expectation from Obama and that leaded to create a powerful imagine around the all campaign. That made other people feel more involved in the campaign because they could see that it was about them and not only about asking money and votes.