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YES WE DID Strategic insights from the campaign that redefined modern politics Rahaf Harfoush © Rahaf Harfoush 2008 11/30/08
About me © Rahaf Harfoush 2008 11/30/08
The Road to Chicago  © Rahaf Harfoush 2008 11/30/08
Three Differences Fifty State Strategy Targeted the disaffected center Focused on small donations © Rahaf Harfoush 2008 11/30/08
Overall Funds Raised Obama McCain  © Rahaf Harfoush 2008 11/30/08
Overall Funds Raised McCain  $360 million  Obama McCain  © Rahaf Harfoush 2008 11/30/08
Overall Funds Raised McCain  $360 million  Obama McCain  Obama $639 million © Rahaf Harfoush 2008 11/30/08
Obama Fundraising September 2008 $150 Million  © Rahaf Harfoush 2008 11/30/08
Deconstructing the Elements © Rahaf Harfoush 2008 11/30/08
Social Networking Numbers © Rahaf Harfoush 2008 11/30/08 3, 279,102 friends 620,359 friends 1,043, 850 friends 218,172 friends 1,824 videos uploaded  Channel Views: 20,024,491 330 videos uploaded  Channel Views: 2,221,268  137, 206 followers  4, 848 Followers
Email Over 13 million email addresses collected John Kerry 2004 : 3 million  1 Billion Emails Hyper-Segmented © Rahaf Harfoush 2008 11/30/08
Text Messaging & Mobile 1 million subscribers Battleground subscribers received +3 messages on election day 20 messages each month on average © Rahaf Harfoush 2008 11/30/08
iPhone Application  © Rahaf Harfoush 2008 11/30/08
iPhone Application  © Rahaf Harfoush 2008 11/30/08
MyBO Numbers 2 Million profiles created 35,000 volunteer groups 400,000 blog posts 200,000 offline events © Rahaf Harfoush 2008 11/30/08
MyBO Dashboard © Rahaf Harfoush 2008 11/30/08
Activity Index  © Rahaf Harfoush 2008 11/30/08
Personal Fundraising Page © Rahaf Harfoush 2008 11/30/08
MyBO Find an Event Near You © Rahaf Harfoush 2008 11/30/08
Neighbor to Neighbor © Rahaf Harfoush 2008 11/30/08
Voter Script & Reporting Screen © Rahaf Harfoush 2008 11/30/08
Before we begin… © Rahaf Harfoush 2008 11/30/08
© Rahaf Harfoush 2008 11/30/08
1. Give New Media A Seat at the Table New Media as a department. Requires investments of time, people, and money.  The role of New Media within corporations is evolving.  © Rahaf Harfoush 2008 11/30/08
© Rahaf Harfoush 2008 11/30/08
2. Tools are useless without a blueprint Half of all New Media campaigns fail. No off the shelf solution.  Find the sweet spot © Rahaf Harfoush 2008 11/30/08
Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08
Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08
Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08
Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08
Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08
Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08
Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08
Apple © Rahaf Harfoush 2008 11/30/08
3. Know the lay of the land Find the conversations Easy to find, easy to use Map out your digital landscape. © Rahaf Harfoush 2008 11/30/08
Questions to Ask Why are we entering this space? How will this improve our brand, product or reputation? What value are we adding?  Is this a good fit?  © Rahaf Harfoush 2008 11/30/08
A good fit… 100,000 installs in the first 72 hours 300,000 active users in six days Uninstall rate of less than 10% © Rahaf Harfoush 2008 11/30/08
4. Build Relationships Learn the social etiquette – it varies by network. Be authentic – you can’t fake it. Listen.  © Rahaf Harfoush 2008 11/30/08
© Rahaf Harfoush 2008 11/30/08
Twitter © Rahaf Harfoush 2008 11/30/08
© Rahaf Harfoush 2008 11/30/08
5. Call to Action  Have a purpose or a mission Online Organizing = Offline action © Rahaf Harfoush 2008 11/30/08
MyBO Action  In the four days before the election, 3 million calls were made using Neighbor to Neighbor Weekend before election over one million doors were knocked on in PA alone. 70,000 people raised $30 million on personal fund pages © Rahaf Harfoush 2008 11/30/08
© Rahaf Harfoush 2008 11/30/08
6. Give up control Empower brand ambassadors Embrace co-creation.  Let your brand evolve. © Rahaf Harfoush 2008 11/30/08
© Rahaf Harfoush 2008 11/30/08
Thank You www.rahafharfoush.com [email_address] www.twitter.com/rahafharfoush © Rahaf Harfoush 2008 11/30/08

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Yes We Did: Strategic Insights from the campaign that redefined modern politics

  • 1. YES WE DID Strategic insights from the campaign that redefined modern politics Rahaf Harfoush © Rahaf Harfoush 2008 11/30/08
  • 2. About me © Rahaf Harfoush 2008 11/30/08
  • 3. The Road to Chicago © Rahaf Harfoush 2008 11/30/08
  • 4. Three Differences Fifty State Strategy Targeted the disaffected center Focused on small donations © Rahaf Harfoush 2008 11/30/08
  • 5. Overall Funds Raised Obama McCain © Rahaf Harfoush 2008 11/30/08
  • 6. Overall Funds Raised McCain $360 million Obama McCain © Rahaf Harfoush 2008 11/30/08
  • 7. Overall Funds Raised McCain $360 million Obama McCain Obama $639 million © Rahaf Harfoush 2008 11/30/08
  • 8. Obama Fundraising September 2008 $150 Million © Rahaf Harfoush 2008 11/30/08
  • 9. Deconstructing the Elements © Rahaf Harfoush 2008 11/30/08
  • 10. Social Networking Numbers © Rahaf Harfoush 2008 11/30/08 3, 279,102 friends 620,359 friends 1,043, 850 friends 218,172 friends 1,824 videos uploaded Channel Views: 20,024,491 330 videos uploaded Channel Views: 2,221,268 137, 206 followers 4, 848 Followers
  • 11. Email Over 13 million email addresses collected John Kerry 2004 : 3 million 1 Billion Emails Hyper-Segmented © Rahaf Harfoush 2008 11/30/08
  • 12. Text Messaging & Mobile 1 million subscribers Battleground subscribers received +3 messages on election day 20 messages each month on average © Rahaf Harfoush 2008 11/30/08
  • 13. iPhone Application © Rahaf Harfoush 2008 11/30/08
  • 14. iPhone Application © Rahaf Harfoush 2008 11/30/08
  • 15. MyBO Numbers 2 Million profiles created 35,000 volunteer groups 400,000 blog posts 200,000 offline events © Rahaf Harfoush 2008 11/30/08
  • 16. MyBO Dashboard © Rahaf Harfoush 2008 11/30/08
  • 17. Activity Index © Rahaf Harfoush 2008 11/30/08
  • 18. Personal Fundraising Page © Rahaf Harfoush 2008 11/30/08
  • 19. MyBO Find an Event Near You © Rahaf Harfoush 2008 11/30/08
  • 20. Neighbor to Neighbor © Rahaf Harfoush 2008 11/30/08
  • 21. Voter Script & Reporting Screen © Rahaf Harfoush 2008 11/30/08
  • 22. Before we begin… © Rahaf Harfoush 2008 11/30/08
  • 23. © Rahaf Harfoush 2008 11/30/08
  • 24. 1. Give New Media A Seat at the Table New Media as a department. Requires investments of time, people, and money. The role of New Media within corporations is evolving. © Rahaf Harfoush 2008 11/30/08
  • 25. © Rahaf Harfoush 2008 11/30/08
  • 26. 2. Tools are useless without a blueprint Half of all New Media campaigns fail. No off the shelf solution. Find the sweet spot © Rahaf Harfoush 2008 11/30/08
  • 27. Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08
  • 28. Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08
  • 29. Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08
  • 30. Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08
  • 31. Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08
  • 32. Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08
  • 33. Hope. Change. Action. © Rahaf Harfoush 2008 11/30/08
  • 34. Apple © Rahaf Harfoush 2008 11/30/08
  • 35. 3. Know the lay of the land Find the conversations Easy to find, easy to use Map out your digital landscape. © Rahaf Harfoush 2008 11/30/08
  • 36. Questions to Ask Why are we entering this space? How will this improve our brand, product or reputation? What value are we adding? Is this a good fit? © Rahaf Harfoush 2008 11/30/08
  • 37. A good fit… 100,000 installs in the first 72 hours 300,000 active users in six days Uninstall rate of less than 10% © Rahaf Harfoush 2008 11/30/08
  • 38. 4. Build Relationships Learn the social etiquette – it varies by network. Be authentic – you can’t fake it. Listen. © Rahaf Harfoush 2008 11/30/08
  • 39. © Rahaf Harfoush 2008 11/30/08
  • 40. Twitter © Rahaf Harfoush 2008 11/30/08
  • 41. © Rahaf Harfoush 2008 11/30/08
  • 42. 5. Call to Action Have a purpose or a mission Online Organizing = Offline action © Rahaf Harfoush 2008 11/30/08
  • 43. MyBO Action In the four days before the election, 3 million calls were made using Neighbor to Neighbor Weekend before election over one million doors were knocked on in PA alone. 70,000 people raised $30 million on personal fund pages © Rahaf Harfoush 2008 11/30/08
  • 44. © Rahaf Harfoush 2008 11/30/08
  • 45. 6. Give up control Empower brand ambassadors Embrace co-creation. Let your brand evolve. © Rahaf Harfoush 2008 11/30/08
  • 46. © Rahaf Harfoush 2008 11/30/08
  • 47. Thank You www.rahafharfoush.com [email_address] www.twitter.com/rahafharfoush © Rahaf Harfoush 2008 11/30/08