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01b.Barack Obama


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01b.Barack Obama

  1. 1. Case study: Barack Obama and Social Media Module 01b:
  2. 2. Social media and the banana leaf
  3. 3. Digital banana leaf
  4. 4. 1 st Social Media President
  5. 5. Barack Obama: Yes We Can? <ul><li>A black guy… </li></ul><ul><li>With a funny name… </li></ul><ul><li>And that notorious middle name… </li></ul><ul><li>Having serious inexperience problems … </li></ul><ul><li>Wearing this outfit…. </li></ul><ul><li>Wants to be the next president? </li></ul>
  6. 11. The stats Source: Edelman
  7. 12. Obama vs McCain <ul><li>Obama web team was led by Blue State Digital formerly from Howard Dean’s 2004 campaign who built the social network My.Barack.Obama. </li></ul><ul><li>Key member who joined team was Chris Hughes, a co-founder of Facebook </li></ul><ul><li>Team posted more varied content in many more online sites. Eg: 1819 videos on YouTube compared to 330 on McCain’s channel. </li></ul><ul><li>He followed everyone who followed him on Twitter. </li></ul><ul><li>His emails sounded personal and were crucial in raising over US$300m of the US$650m he raised </li></ul>
  8. 13. Connecting online <ul><li>Easy: MyBO made it easy to recruit others, create your own group, organize fundraisers, host an event and get updates. </li></ul><ul><li>Familiar: Online tools used were similar to Facebook, MySpace, Meetup and other popular tools – learning curve was easy. </li></ul><ul><li>Go to the people: Posted content on 15 social networks – fished where the fish were. </li></ul><ul><li>Apps and widgets : Released free iPhone app that gave people up-to-date information on key events in their area. </li></ul>
  9. 14. Blog
  10. 15. Facebook and 14 other social networks
  11. 16. 1,800 YouTube videos
  12. 17. Podcasts
  13. 18. Staying connected in 2010
  14. 20. Lessons from Obama 08 <ul><li>Fish where the fish are </li></ul><ul><li>Be transparent and authentic </li></ul><ul><li>Use social media tools that people are familiar with, don’t try to re-invent the wheel. </li></ul><ul><li>Your constituents (fans, followers, readers, audience, advocates) expect you to react to their feedback </li></ul><ul><li>Show up and engage with them in real life </li></ul>
  15. 21. Media brands are increasingly defined more by the community
  16. 22. <ul><li>Never doubt that a small group of thoughtful, committed citizens can change the world. </li></ul>Indeed, it's the only thing that ever has. Margaret Mead, cultural anthropologist