barack obama + social media




                          learnings for volunteering organisations
Tuesday, 16 June 2009
an unlikely story

Tuesday, 16 June 2009
he was a political unknown until 2004




Tuesday, 16 June 2009
he’d only been in the
                           Senate for 4 years




Tuesday, 16 June 2009
he was

              46


Tuesday, 16 June 2009
nobody was looking for obama




Tuesday, 16 June 2009
he’s black in a country which
    until recently practiced apartheid




Tuesday, 16 June 2009
his
                        middle name
                          is Hussein




Tuesday, 16 June 2009
and his
    surname rhymes
               with

          Osama
Tuesday, 16 June 2009
young people don’t care and
                           don’t win elections, right?
Tuesday, 16 June 2009
13 million email subscribers
                              3 million profiles created
                                   3...
http://www.youtube.com/watch?v=zK7pWOgRqYM

Tuesday, 16 June 2009
so how did
                        Obama use social
                        media to mobilise
                            ...
he spent time where the
young people are




                               16
                          Official Social S...
75% of
                                                                 the
                        Facebook              ...
he used their media and
their language



Tuesday, 16 June 2009
he made
                        it about ‘you’
                                your
                             choices
 ...
he gave volunteers their own identity




volunteers have personalised profiles
Tuesday, 16 June 2009
everything they
                          do is recorded
                        and displayed on
                        ...
volunteers set their own targets
        a thermometer shows their progress
the difference they made is plain to see
Tuesd...
volunteers motivated by competition
they get points for achievements
        their ranking increases as they do more
Tuesd...
volunteering is on their doorstep




Tuesday, 16 June 2009
volunteers recruit their own friends
peers recruit peers




Tuesday, 16 June 2009
volunteers are given a
                         voice via the blogging
                                       platform

  ...
“...In our own campaign, polling was just one way we
         viewed how we were doing in a state in the general
         ...
they give         songs,            he
     their time in       photos,   harnessed
    fun, creative        diaries,   th...
he gave them the tools to take action
   in their own time             in easy ways
                        in innovative ...
he made volunteers
                                  feel part of something
                                              ...
thanked.
                        in real time.
                             directly.
Tuesday, 16 June 2009
new methods
                              enhanced the
                        campaign but did not
                      ...
nice rewards
Tuesday, 16 June 2009
tailored tasks

     "Volunteer citizens were involved at every
       level and no one was rejected. Everyone
       had ...
bite-size tasks

     "It's not rocket science," he says. "What we have
        to do is give them the tools to create a p...
focused on the human
     "We had a volunteer headquarters that we
       all pretty much lived in," says Liz Lempert,
   ...
key learnings

go to where young people are, instead of expecting them to come to us

give young people the tools and the ...
3 things you can do tomorrow

                         create a twitter feed
                        as a record of activi...
thank you*
                                                      sidekickstudios.net




            *especially to all th...
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Yes We Can - Barak Obama and Social Media

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How Obama used Social Media to moibilise volunteers. From Sidekick.

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Yes We Can - Barak Obama and Social Media

  1. 1. barack obama + social media learnings for volunteering organisations Tuesday, 16 June 2009
  2. 2. an unlikely story Tuesday, 16 June 2009
  3. 3. he was a political unknown until 2004 Tuesday, 16 June 2009
  4. 4. he’d only been in the Senate for 4 years Tuesday, 16 June 2009
  5. 5. he was 46 Tuesday, 16 June 2009
  6. 6. nobody was looking for obama Tuesday, 16 June 2009
  7. 7. he’s black in a country which until recently practiced apartheid Tuesday, 16 June 2009
  8. 8. his middle name is Hussein Tuesday, 16 June 2009
  9. 9. and his surname rhymes with Osama Tuesday, 16 June 2009
  10. 10. young people don’t care and don’t win elections, right? Tuesday, 16 June 2009
  11. 11. 13 million email subscribers 3 million profiles created 3.9 million donations 93% less than $100 200,000 offline events planned 35,000 groups created 3.2 million Facebook friends $640million raised 5 million volunteers 3,600 volunteers in 1 State gave 6 weeks of unpaid work Tuesday, 16 June 2009
  12. 12. http://www.youtube.com/watch?v=zK7pWOgRqYM Tuesday, 16 June 2009
  13. 13. so how did Obama use social media to mobilise volunteers? Tuesday, 16 June 2009
  14. 14. he spent time where the young people are 16 Official Social Spaces Tuesday, 16 June 2009
  15. 15. 75% of the Facebook community (official) 1,110 exists Facebook “out there” Glee (“1M Strong”) 2 587 he was Twitter 46 MyBarackObama 930 part of their Mi Gente Black Planet communities 54 490 You Tube 62 MySpace 415 Tuesday, 16 June 2009
  16. 16. he used their media and their language Tuesday, 16 June 2009
  17. 17. he made it about ‘you’ your choices your responsibility your benefits Tuesday, 16 June 2009
  18. 18. he gave volunteers their own identity volunteers have personalised profiles Tuesday, 16 June 2009
  19. 19. everything they do is recorded and displayed on a public dashboard Tuesday, 16 June 2009
  20. 20. volunteers set their own targets a thermometer shows their progress the difference they made is plain to see Tuesday, 16 June 2009
  21. 21. volunteers motivated by competition they get points for achievements their ranking increases as they do more Tuesday, 16 June 2009
  22. 22. volunteering is on their doorstep Tuesday, 16 June 2009
  23. 23. volunteers recruit their own friends peers recruit peers Tuesday, 16 June 2009
  24. 24. volunteers are given a voice via the blogging platform they talk about what they have done it gets published on the main site Tuesday, 16 June 2009
  25. 25. “...In our own campaign, polling was just one way we viewed how we were doing in a state in the general election. We had a lot of voter identification work. We had a lot of field data. We don't have to wait for a state to report in how they did that night; we can look at it, down to the volunteer level, because we trusted our volunteers. We gave them the voter file, we said here are the people on your block, you go talk to 'em, you record the result of the conversation. And we in Chicago could look at that in real-time and help us plan our resource” David Plouffe, Obama Campaign Director volunteers were given responsibility. they became a trusted data source. they were part of the infrastructure. Tuesday, 16 June 2009
  26. 26. they give songs, he their time in photos, harnessed fun, creative diaries, their urge ways designs, for creativity Tuesday, 16 June 2009
  27. 27. he gave them the tools to take action in their own time in easy ways in innovative ways Tuesday, 16 June 2009
  28. 28. he made volunteers feel part of something bigger “At least 60,000 people have applied to be volunteers during the days of activities surrounding the inauguration of U.S...People want to get involved. People want to be a part of this thing ... a part of history.“ Transition committee spokesman Kevin Griffis Tuesday, 16 June 2009
  29. 29. thanked. in real time. directly. Tuesday, 16 June 2009
  30. 30. new methods enhanced the campaign but did not replace traditional methods Tuesday, 16 June 2009
  31. 31. nice rewards Tuesday, 16 June 2009
  32. 32. tailored tasks "Volunteer citizens were involved at every level and no one was rejected. Everyone had a role: harnessing the power of the web, making phone calls, transporting electors, reaching the uninvolved” Hans Riemer, national youth vote director for the Obama campaign Tuesday, 16 June 2009
  33. 33. bite-size tasks "It's not rocket science," he says. "What we have to do is give them the tools to create a plan and just keep in touch with them as they create their plan and execute it. Winning an election is just a matter of breaking it down into manageable pieces, so we show them what those pieces are, and then turn them loose. As long as we can do that, there's no problem. They can make it happen." Hans Riemer, national youth vote director for the Obama campaign Tuesday, 16 June 2009
  34. 34. focused on the human "We had a volunteer headquarters that we all pretty much lived in," says Liz Lempert, who co-chaired an Obama group in Princeton, N.J., that will meet next week. "Moving out of that office is really hard. People just want to keep those ties together." focused on the emotional Tuesday, 16 June 2009
  35. 35. key learnings go to where young people are, instead of expecting them to come to us give young people the tools and the responsibility to use them make young people feel part of something bigger leverage young people’s urge for competition and sociability use digital to communicate, to feedback, to thank, in real time use social media to enhance but not replace traditional methods Tuesday, 16 June 2009
  36. 36. 3 things you can do tomorrow create a twitter feed as a record of activity record and display everything they do create a youtube channel for video volunteer diaries Tuesday, 16 June 2009
  37. 37. thank you* sidekickstudios.net *especially to all those people I got images and charts from but haven’t credited Tuesday, 16 June 2009

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