New Media and the Obama Campaign Present for BOND eCampaigning Course By Duane Raymond duane@fairsay.com 3 Dec 2008 making campaigning count

Obama won for many reasons Personal charisma, demeanour and story Opportunity: sick of Bush, poor economy Strategy: people’s campaign, inclusive, networking Integrated communications, including the Internet Inspired people: “change you can believe in” Consistency Anticipated, outsmarted and outpaced competitors Tactics: local everywhere (people, ads, events) A talented team = Planning + Message + Opportunity Adapted from: http://discussionleader.hbsp.com/quelch/2008/11/how_better_marketing_elected_b.html making campaigning count

Obama used new media smartly No new tools, just: Well integrated Optimised Managed Tools put into the hands of local supporters to: Promote the campaign locally Coordinate other local supporters Act by contacting voters = Self organise Donating was a regular specific campaign ask making campaigning count

Success is in the planning Your overall panning needs to be good great Clear objectives Power analysis including role of new media Research and analyse Campaign story arc / narrative Continuity plans Your new media planning needs to be great Clear contribution to objectives Clear role of new media Story arc consistent with other media Track, test, analyse, refine Proactive continuity plans making campaigning count

making campaigning count

making campaigning count

making campaigning count

The New Media Planning Get experienced people to manage tools All the basic tools from day 1 of candidacy Networking: start early, build continuously, numbers count Continuity Planning A Post Feb 5 (Super Tuesday) Team to focus only on primaries after Super Tuesday Change.gov was up the day after the election A plan to involve supporters after the win making campaigning count

The New Media Tools making campaigning count

Four key ways to self organise making campaigning count

Self organising locally is the key making campaigning count

Connecting people creates bonds Host Mary Hart, an art professor in her 50s, said that Obama and his website made her "open my house to strangers and really get something going." She added, "I'm e-mailing people I haven't seen in 20 years. We have this tremendous ability to use this technology to network with people. Why don't we use it?" Host Sachielle Samedi, 34, said that support for the Obama candidacy drew neighbors together. At the party, Wayne Dudley, a retired history professor, met a kindred spirit: Brian Murdoch, a 54-year-old Episcopal priest. Dudley predicted that Obama would bring about "a new world order centered on people of integrity." Murdoch nodded vigorously. It was a fine MyBO moment. Host Rebecca Herst, 23, said that MyBO--unlike Facebook--allowed her to quickly upload her entire Gmail address book, grafting her network onto Obama's. "It will be interesting to see what develops after this party, because now I'm connected to all these people," she shouted over the growing din. making campaigning count

Tools focused on relationships making campaigning count

Network, not platform, centric making campaigning count

Experience produces results making campaigning count

How to campaign like Obama Hire people who know what they are doing Robust campaign planning and research Attract people through inspirational communication Create tools that can be put in the hands of everyone Ask ordinary people to do extra to be extraordinary Have separate teams working on continuity plans making campaigning count

making campaigning count

Want more? FairSay Blog: FairSay.com/blog eCampaigning Forum network: FairSay.com/ecflist BOND eCampaigning Strategy course in Feb 09 FairSay eCampaigning Training: FairSay.com/training eCampaigning Forum 31 Mar–1 Apr: FairSay.com/ecf Me: Duane Raymond Duane@fairsay.com Skype: fairsay 0207 993 4200 making campaigning count