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

2. 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:
making campaigning count

3. 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

4. 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

5. making campaigning count

6. making campaigning count

7. making campaigning count

8. 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

9. The New Media Tools
making campaigning count

10. Four key ways to self organise
making campaigning count

11. Self organising locally is the key
making campaigning count

12. 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 ing 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

13. Tools focused on relationships
making campaigning count

14. Network, not platform, centric
making campaigning count

15. Experience produces results
making campaigning count

16. 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

17. making campaigning count

18. 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
Skype: fairsay
making campaigning count