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usingonlinesocialnetworkstopromoteyourcause,empowersupportersandraisefunds

kevinlim//cyberculturalist//22ndApril2009

TheObamaWay

“[...]whenpowerfultechnologiesmerge,newmediabecomeavailable,andpeopleappropriatethosemediaandmakethings

fromthem,”saysHowardRheingold(2002)

"Communicationstoolsdon'tgetsociallyinterestinguntiltheygettechnologicallyboring,"saysClayShirky(2008)

Aswegetincreasinglynetworked,“restofus”becomeexponentially

empowered

Whatcanwelearn?

• 8.5millionmoreballotscast;200moreelectoralvotesthanSenatorMcCain

• Socialnetworks,e-mailadvocacy,textmessaging,onlinevideo

• Convertedeverydaypeopleintoengagedandempoweredvolunteers

• ObamaisnowthefirstpresidenttogovernwithBlackBerryinhand…13millionadvocatesathisfingertips

HowObamadidforthe2008Election

“BarackObama’sSocialMediaToolkit”byMonteLutz(Feb2009)http://www.slideshare.net/montelutz/social-pulpit-barack-obamas-social-media-toolkit

“HowObamaReinventedCampaignFinance”byXPLANE™•http://www.xplane.com/obama

“HowObamaReinventedCampaignFinance”byXPLANE™•http://www.xplane.com/obama

InternetRevolutionizesCampaignFundraising:Successfulfundraisingeffortsappealtoaveragepeopleonline(July10,2008)http://www.america.gov/st/elections08-english/2008/July/20080710130812mlenuhret0.6269953.html

In2004,HowardDean’scampaignwasamongthefirsttoharnesstheInternetforpoliticalfundraising.

“How

Oba

maR

einv

ente

dCa

mpa

ign

Finan

ce”

byX

PLAN

E™

•h

ttp:

//ww

w.xp

lane.

com

/oba

ma

FastCompany:TheKidWhoMadeObamaPresident(April2009)http://www.fastcompany.com/magazine/134/boy-wonder.html

Someideastakealife

oftheirown

theygoviral

usergeneratedcontent

ChangeHasCometoAmericabyTonytheMisfitobamabyBohPhoto

AVisionforAmericabyTonytheMisfit Jan08378byLordJim

No.of“Obama”photosonFlickr.com=660,315

No.of“Obama”videosonYoutube.com=495,000

BarackObamapaintingbyRobinHudspeth

ObamaRocksprintbytoastmania

ObamaNEWERAT-shirtby57thirtythree

ObamaInspiredLimitedEditionBATMOBAMAandROBIDENGicleePrintsbyPaulyPants

No.ofhandmade“Obama”itemsonEtsy.com=2774

ObamaNecklaceDESIGNERbyLePhotique

14KgoldObamaYESWECANpendantbystrandbyme

Socialwebcanbeaforce

multiplier

butit’snotthatsimple

BarackObama’sdisputedMySpacepagehttp://www.epolitics.com/2007/05/02/ugly-scene-follows-obama-takeover-of-volunteer-run-myspace-site/

http

://w

ww.b

rians

olis.

com

/200

8/08

/int

rodu

cing-

conv

ersa

tion-

prism

.htm

l

WheredoIstart?

ShouldIbeblogging,tweeting,youtubing,

facebooking,blah-blah-ing?

AmyJoKim’sCommunityBuildingontheWeb(Peachpit,2000)

Arnstein,SherryR."ALadderofCitizenParticipation,"JAIP,Vol.35,No.4,July1969http://lithgow-schmidt.dk/sherry-arnstein/ladder-of-citizen-participation.html

Ladderofcitizenparticipation

SocialTechnographicsLadderfromGroundswell,ForresterResearch(2008)http://blogs.forrester.com/groundswell/2007/04/forresters_new_.html

SocialTechnographicsLadder

TiersofSocialMediaEngagement

“BarackObama’sSocialMediaToolkit”byMonteLutz(Feb2009)http://www.slideshare.net/montelutz/social-pulpit-barack-obamas-social-media-toolkit

ADVOCATE

SOCIAL

PERSONAL

RecruitotherstodonateCreateagroupHostanevent

Postpictures/videosWriteablogpostJoinagroup

CreateaprofilePostacommentMakeadonationSignupfore-mail/SMSFriendonsocialnetworks

Empowerment

Obama’sSocialMediaCampaign

Share-abilityAccessibility

ADVOCATE

SOCIAL

PERSONAL

• gowherepeopleare

• multipletouchpoints

• easeofdonation

Obama’sSocialMediaCampaign

Accessibility

PERSONAL

Obama’sSocialMediaCampaign

Share-ability

• visibleaffiliation

• collectable

• remixablemedia

SOCIAL

Obama’sSocialMediaCampaign

• activismtools

• mobilealerts

• easeofvolunteering

Empowerment

ADVOCATE

takeawaysMurph:DoIlookbiginthis?byMurph&Billy

http://www.flickr.com/photos/murph_billy/2303750974/

socialmediaisnot“beallendall”

controlsgethanded

tofans

fansfeelasenseof

ownership

balanceriskwithrewards

ThankYou.Reachmeontwitterat@brainopera

Questions

Howoftenshouldwecommunicatewithour

supportersthroughTwitter,andFacebook?

Whoinmysmallshopshouldmanageoursocialnetworking

accounts?Volunteer?

Whatshouldmyorganization's

Facebookfanpagereallylooklike?

Doyouseesocialwebbeingover-populated

withcauserelatedmarketing?

WillI"turnoff"traditionaldonorswithallthishype

aboutsocialmedia?

HowdoIovercomeabadremarkaboutourorganizationthrough

thesocialweb?