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Obama campaign 2008 use of social media, a case study prepared for the UW Certificate program, Social Media in Business
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Social Media in Business Social Media in Business
Instructor: Mala Sarat Chandra
Gmail: [email protected]
University of Washington
March 29 – June 7, 2011
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Session 1 Agenda
Business Lessons: Organizing for America 2008 Campaign
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Source: Edelman 2009
“Obama (and Howard Dean before him) weren’t successful because they understood computers, they were successful because they understood how to make technology harness the passion of their supporters”- Republican Strategist Mark McKinnon
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New Media Goals
“There’s nothing more valuable than a human being talking to another human being. Nothing.”
- David Plouffe, Campaign Manager.
Organizing for America Campaign 2008
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Democratic Party Goal: Get Obama elected President
CAMPAIGN 2008
OFA Goal: Get people to get other people to Sign-up Volunteers Register Voters Raise funds Get out the vote
“All of our goals and metrics were derivative of the larger campaign goals. You could track everything we did back to dollars or more volunteers.”- Joe Rospars
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Goal KPI Metric
Sign-up Volunteers BarackObama.com RegistrationsActive Volunteers by State
% website visitors
Number registered and activity level on MyBo site
Register Voters Volunteer-team performance against targetsEmail-ids gathered
Number of events organizedEmail-ids from events and list conversions
Raise Funds Website, email and offline donations Number of 1st time/repeat website visitor donationsAve Contribution/donorEmail campaign yield
Get out the Vote Number, frequency, location of offline eventsUser generated content and engagement on Social Media
Attendance at events
Number of Voter registrations
For the duration of the campaign
Obama Campaign 2008:
S. M. A. R. T. Goals*, Results focused, Data Driven* Specific, Measurable, Actionable, Relevant, Timely
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OBAMA CAMPAIGN 2008
Iterate: Measure, Analyze, Test, Improve
Website Email Signup DonateCostPer Click
Sign-UpRate
$PerRecipient
$ per pageview
Website DonateCostPer Click
Sign-UpRate
$PerRecipient
$ per pageview
Email Signup
Define Quantifiable Success Metrics
Find and FixWeak Links
Source: Dan Siroker
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OBAMA CAMPAIGN 2008
Multivariate TestingUsing Google Website Optimizer
SIGN UP LEARN MORE
JOIN US NOW SIGN UP NOWSource: Dan Siroker
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OBAMA CAMPAIGN 2008
Multivariate Test Results
Learn More button outperforms baseline by 18%Family Image outperforms baseline by 13%
Source: Dan Siroker
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OBAMA CAMPAIGN 2008
Multivariate Test Results
Winning combination is the LEARN MORE Button and Family ImageImproved conversion rate by 40%Translated to 4 Million (out of 13) email addresses over time
Source: Dan Siroker
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OBAMA CAMPAIGN 2008
Additional Testing
Source: Dan Siroker
Maximum value in the campaign time of the supporter
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OBAMA CAMPAIGN 2008
“New Media” Sponsorship from the Top
New Media reported directly to David Plouffe
Team of 81 paid staff and 89 volunteers
Professionals Film-makers Writers Data Analysts Developers
Industry Experts Joe Rospars Chris Hughes Michael Slaby Kevin Malover
Source: Dan Siroker
Barack Obama
David Plouffe
Communications New Media
Paid Media Marketing
Field Email
Policy Blog
Operations Video
Correspondence Design
Finance Analytics
Organizing
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OBAMA CAMPAIGN 2008
Organizational Structure
CampaignHQ Staff
CampaignHQ Staff
Regional HQ Staff
Regional HQ Staff
Volunteer Teams
Volunteer Teams
Volunteer Teams
Volunteer Teams
Volunteer Teams
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OBAMA CAMPAIGN 2008
Volunteers and Grass-roots Movement
Standard team structure, replicable everywhere
Training was mandatory, for team members and neighbourhood volunteers they organized
Teams held accountable to meet clearly set goals for vote-getting and voter-contact
Teams were well informed about campaign goals, strategy, with plenty of context for their work
Motivation, passion and morale were high due to a culture of inclusion in campaign planning and communications
Volunteers were trusted to deliver the message accurately to local constituents and the press alike
Page 15 Social Media in [email protected]
A Holistic, Coordinated “New Media” StrategyContent that stimulates Conversations that build Communities that engage
People-focused Authentic Data-driven
Disciplined Transparent Nimble
Engaging Customizable [email protected]
OBAMA CAMPAIGN 2008
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OBAMA CAMPAIGN 2008
Content StrategyMyBO website serving as a personal content hub for supporters Create a personal web page Host events that were searchable, send out invitations Upload photos and videos, write a personal blog Access databases of phone numbers of people to call Downloadable signs, posters, literature and guidelines
VoteforChange.com
Easy to find, SEO optimized for organic and paid searches
Well written Content that is consistent Online and Offline Easy access, permission to customize, no copyright issues
Active Video Campaign
Respond quickly to negative publicity from the opposition Mimic tag words to increase chances of finding the response alongside the original critique.
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OBAMA CAMPAIGN 2008
Conversation Strategy
“Dinner with Barack” Comments enabled on all online channels
Be the First to Know: V.P. Announcement via SMS Tremendous buzz from bloggers and mainstream media
House Parties and Event Sign-Ups
Create authentic experiences with Email Rallying cry “supporters like you” with calls to action Nurture one-on-one relationships with online supporters
Videos and Streaming Videos Local Real-World Stories Exclusive “One-on-One” Reports to campaign supporters
Blogging
Widespread online promotions including Twitter updates
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OBAMA CAMPAIGN 2008
Tiers of Engagement
Provide a Menu of Options for Prospective Supporters to choose from
Source: Edelman
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OBAMA CAMPAIGN 2008
Communities Strategy
Establish presence on popular social networking sites Embrace Facebook Community One Million Strong for Obama I Endorse Barack Obama – and I’m telling my friends! One Click for Barack Obama I have more Foreign Policy Experience than Sarah Palin
Design MyBo website with familiar tools from other SN sites
Official Barack Obama YouTube Channel
In-game advertising on Xbox LIVE to reach 18-34 year-olds
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OBAMA CAMPAIGN 2008
Take Advantage of Special Circumstances
“I guess a small town mayor is like a community organizer, except you have actual responsibilities” From David Plouffe to supporters
Raised over $10 Million with 24 hoursSources: Dan Siroker
Online Tactics & Success by M+R Services
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OB
AM
A C
AM
PA
IGN
200
8B
y t
he
nu
mb
ers
$500,000,000 raised online. $156,000,000 raised offline.3 million online donors contributed 6.5 million times
365 Electoral Votes. 69,456,97 Popular Votes.
5 million “friends” on 15 social networking sites3 million on Facebook alone
13 million email list3 million signed up to receive between 5 to 20 SMS per month
35,000 volunteer groups held 200,000 offline events
8.5 million monthly visitors to MyBarackObama.com at peak2 million profiles with 400,000 blog posts70,000 fund-raising hubs raised $30,000,000
2,000 official YouTube videos watched 80,000,000 times442,000 user-generated videos on YouTube
Source: Edelman 2009
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OBAMA CAMPAIGN 2008
“New Media” Strategy RecapAuthentic - Transparent - Inclusive - Trust
Goal focused, Results oriented, Data driven
Crisp, consistent Messaging, coordinated Offline and Online
Offline and Online campaigns equally Important
Offline campaign expenses 10 x Online campaign expenses
Online campaign organized as a hub (MyBo website) and spokesEmail marketing central to campaign Data driven decision makingControlled testing, adapting, retesting before scaling
Community building to amplify and scale Tools for independent yet coordinated activitiesFree and easy access to campaign materialsActive encouragement and support for User Generated ContentOrganization, Training and Guidelines
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OBAMA CAMPAIGN 2008
Business Lessons Learned
Find and listen to your audience wherever they are online.
Engage with your audience by providing interesting, relevant content.
Ensure content is easy to find, follow, act on.
Start with clear goals. Specific, Measurable, Achievable, Relevant, Timely.
Empower brand advocates with content aligned with their interests, easy to customize and share.
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OBAMA CAMPAIGN 2008
Business Lessons Learned
Channel online enthusiasm into specific, targeted activities to further the campaign’s goals.
Get Executive Sponsorship.
Hire and empower a professional team; Organize for success.
Establish a technological foundation.
Make campaign decisions based on KPI and measured metrics.
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References
Learning from Obama: Lessons for Online Communicators in 2009 and BeyondColin Delany, www.epolitics.com, August, 2009
Online Tactics & Success:An Examination of the Obama For America New Media CampaignSarah DiJulio, Executive Vice President and Andrea Wood, M+R Strategic Services
Obamanomics: A Study in Social VelocityJalali Hartman, 2008-2009http://www.yovia.com/Obamanomics.pdf
How We Used Data to Win the Presidential ElectionDan Siroker, 8 May 2009. Online video clip. Stanford Universityhttp://cobb.stanford.edu/courses/cs547/090508/090508-cs547-300.wmv
The Social Pulpit: Barack Obama’s Social Media ToolkitMonte Lutz, Edelman 2009http://www.edelman.com/image/insights/content/Social%20Pulpit%20-%20Barack%20Obamas%20Social%20Media%20Toolkit%201.09.pdf
Obama and the Power of Social Media and Technologyhttp://faculty-gsb.stanford.edu/aaker/pages/documents/ObamaandthePowerofSocialMediaFINAL2009.pdf
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Tour of MyBo websitehttp://www.youtube.com/watch?v=uRY720HE0DE&NR=1
Yes We Canhttp://www.youtube.com/watch?v=jjXyqcx-mYY&feature=related
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