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The goal was simple, "Win the White House." The strategy: "How?" Barack Obama and his team choose to embrace the Internet as a key strategy for connecting, recruiting and empowering millions of Americans to take action. Learn what higher education can learn from Obama's Internet strategy for reaching enrollment and endowment goals.
Citation preview
http://commons.wikimedia.org/wiki/File:Military_despotism!_Arbitrary_arrest_of_a_judge.jpg
Photographer George Skadding, LIFE, June 1944
Photographer Paul Schutzer, LIFE, October 1960
http://aiyagriculture.blogspot.com/2008/11/vegans-vote-for-obama.html
By the Numbers*
Disclaimers
*Technology can’t write
*The message is critical
*Content & conversation are king
CONNECTINGObama Everywhere
The Social PulpitBarack Obama’s Social Media Toolkit
www.edelman.com
The Social PulpitBarack Obama’s Social Media Toolkit
www.edelman.com
Fish where the fish are
Join the crowd conversation
E-mail is still king…
“I’d be hard-pressed to find a single message that didn’t have some type of action to
follow.”
– Stephen Geer, Obama’s national e-mail director
…but mobile is HOT
Voters Students
http://en.wikipedia.org/wiki/Short_message_servicehttp://www.cellsigns.com/industry.shtml
Short Message Service
Integrate, integrate, integrate
Presidential Inauguration, January 20th 2009
Be persistent, stay in-sync
• Repeat messages more than once• Stick to the core message• Believe in people to deliver your
message.
Online Politics 101 Version 1.5 / June 2008
Colin Delany, epolitics.com
“We believed in human being to human being
communication.”
– David Plouffe, Obama’s campaign manager
MarketingProfs Digital Marketing World Spring 2009Art of the Possible: Online Branding Strategies and Tactics
David Plouffe, Barack Obama's 2008 Presidential Campaign Manager
RECRUITINGJoin Us
Technology wasn’t an add-on
• “…a carefully considered element of almost every campaign function.”
• Technology’s critical role: “moving online supporters toward real-world action.”
Welcome to the New Media Campaign Tools of 2012March 13, 2009
Michael Silberman, MotherJones.com
If you want to communicate,make it easy!
• “Join Us” was about building lists• First, get the e-mail address, then
follow-up for details• Don’t forget mobile!
EMPOWERINGYes We Can
Empower self-service
“Content should come from the bottom up, not from the
top down.”
- Jalali Hartman, “Obamanomics”
http://www.yovia.com/Obamanomics.pdf
http://www.youtube.com/user/CalvinCollege
Online-offline hybrid model
• Fundamentals of organizing haven’t changed
• Heavy investment to facilitate the “last mile” of physical-world organizing
• How do we use technology to scale grassroots efforts beyond what’s been possible?
Welcome to the New Media Campaign Tools of 2012March 13, 2009
Michael Silberman, MotherJones.com
Call to action: Be specific
Remember the “Third Ask”
• Forward to a friend• “Join us this weekend!”• Ask a question• Take a survey• Talk to your neighbors• Donate now• “Get out the vote!”
“Never forget that your subscribers are in it for what
they want, not what you want.”
– Colin Delany, epolitics.com
Online Politics 101 Version 1.5 / June 2008
Colin Delany, epolitics.com
Questions?
Luke [email protected]/lukerluker.tumblr.com
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