YESWEDID Strategic insights

from the campaign that redefined modern politics

Rahaf Harfoush© Rahaf Harfoush 200811/30/08 1

About me

© Rahaf Harfoush 200811/30/08 2

The Road to Chicago

© Rahaf Harfoush 200811/30/08 3

Three Differences

• Fifty State Strategy

• Targeted the disaffected center

• Focused on small donations

© Rahaf Harfoush 200811/30/08 4

Overall Funds Raised

Obama

McCain

© Rahaf Harfoush 200811/30/08 5

Overall Funds Raised

McCain $360 million

Obama

McCain

© Rahaf Harfoush 200811/30/08 6

Overall Funds Raised

McCain $360 million

Obama

McCain

Obama $639 million

© Rahaf Harfoush 200811/30/08 7

Obama Fundraising September 2008

$150 Million

© Rahaf Harfoush 200811/30/08 8

Deconstructing the Elements

© Rahaf Harfoush 200811/30/08 9

3, 279,102 friends 620,359 friends

1,043, 850 friends 218,172 friends

1,824 videos uploaded Channel Views: 20,024,491

330 videos uploaded Channel Views: 2,221,268

137, 206 followers 4, 848 Followers

Social Networking Numbers

© Rahaf Harfoush 200811/30/08 10

Email

•Over 13 million email addresses collected– John Kerry 2004 : 3 million

• 1 Billion Emails•Hyper-Segmented

© Rahaf Harfoush 200811/30/08 11

Text Messaging & Mobile

• 1 million subscribers

• Battleground subscribers received +3 messages on election day

• 20 messages each month on average

© Rahaf Harfoush 200811/30/08 12

iPhone Application

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iPhone Application

© Rahaf Harfoush 200811/30/08 14

MyBO Numbers

• 2 Million profiles created

• 35,000 volunteer groups• 400,000 blog posts

• 200,000 offline events

© Rahaf Harfoush 200811/30/08 15

MyBO Dashboard

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Activity Index

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Personal Fundraising Page

© Rahaf Harfoush 200811/30/08 18

MyBO Find an Event Near You

© Rahaf Harfoush 200811/30/08 19

Neighbor to Neighbor

© Rahaf Harfoush 200811/30/08 20

Voter Script & Reporting Screen

© Rahaf Harfoush 200811/30/08 21

Before we begin…

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1. Give New Media A Seat at the Table

• New Media as a department.• Requires investments of time,

people, and money. • The role of New Media within

corporations is evolving.

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2. Tools are useless without a blueprint

• Half of all New Media campaigns fail.

• No off the shelf solution.

• Find the sweet spot

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Hope. Change. Action.

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Hope. Change. Action.

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Hope. Change. Action.

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Hope. Change. Action.

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Hope. Change. Action.

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Hope. Change. Action.

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Hope. Change. Action.

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Apple

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3. Know the lay of the land

• Find the conversations

• Easy to find, easy to use

• Map out your digital landscape.

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Questions to Ask

•Why are we entering this space?

•How will this improve our brand, product or reputation?•What value are we adding?

• Is this a good fit?

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A good fit…

•100,000 installs in the first 72 hours

•300,000 active users in six days

• Uninstall rate of less than 10%

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4. Build Relationships

• Learn the social etiquette – it varies by network.

• Be authentic – you can’t fake it.

• Listen.

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Twitter

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5. Call to Action

• Have a purpose or a mission

• Online Organizing = Offline action

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MyBO Action

• In the four days before the election, 3 million calls were made using Neighbor to Neighbor

• Weekend before election over one million doors were knocked on in PA alone.

• 70,000 people raised $30 million on personal fund pages

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6. Give up control

• Empower brand ambassadors• Embrace co-

creation. • Let your brand

evolve.

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© Rahaf Harfoush 200811/30/08 46

Thank You

www.rahafharfoush.comrahaf@rahafharfoush.comwww.twitter.com/rahafharfoush

© Rahaf Harfoush 200811/30/08 47