10 Social Media lessons - Barack Obama election campaign

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A presentation to highlight the top 10 key lessons learned from the successful Barack Obama social media campaign.

Text of 10 Social Media lessons - Barack Obama election campaign

  • 1.10 Social Media lessons from the Obama campaign Delivered by Mark McNally mark.mcnally@mindcloud.eu Driving Innovation

2. The numbers Driving Innovation 3. 1.0 Have clear objectives for your campaign

  • Mission - To become president
  • Key Objective - To raise funds for the campaign
  • Key Objective - To engage the wider community to raise money and get other people to vote

Driving Innovation 4. 2.0 Drive action

  • Email is still king and stimulates most action
  • Ensure low barriers to action
  • Focus on making things happen
  • Action delivers objectives

Driving Innovation 5. 3.0 Allow people to engage at all levels

  • Different levels of engagement
  • Opportunities for most casual supports to stay involved
  • Drive up commitment by offering more value

Driving Innovation 6. 4.0 Identifying and empowering superusers - manage the community

  • Identify connectors early
  • Empower committed advocates
  • Give super users tools to activate others - Social and fundraising groups, event organising on MyBo community site.
  • Connections not just left to chance

Driving Innovation 7. 5.0 Fish where the fish are

  • Go where the people are
  • Objective to make sure that each supporter online regardless of where they are, has a connection with Obama.
  • Used other social spaces to drive conversation back to MyBO community site.
  • MyBO focused on more specific activities - raising finance, campaigning

Driving Innovation 8. Driving Innovation 9. 6.0 Be relevant

  • Listen to what is being said
  • Identify touchpoints (where are people already talking about you and what are they saying)
  • Be ready to react
  • Engage and add value to existing conversations

Driving Innovation Sarah Palin - Obama campaign most successful fundraiser - $11 million raised in one day following Sarah Palin speech - Campaign reacted community via email. Giving the cynical speech as a reason the to donate money to ensure Palin could not succeed No.1 Obama Fundraiser 10. 7.0 Combine online and offline

  • Get people to act offline - using online to facilitate offline line activities
  • Maximise offline activity by sharing the experiences in the online space
  • Both totally compliment each other

Driving Innovation 11. 8.0 Ensure people can find your content

  • 90% of people find content through a search engine click (Source Google)
  • You have to be on the first page of search results of you wont be found.
  • Create simple websites with the URLs of popular search terms.
  • People use You Tube related videos so mimic original critique tags in the Obama response (dont do a habitat!)
  • 1/3 of people dont distinguish between organic search results and paid results so they aggressively purchased search ads and adwords.

Driving Innovation 12.

  • Track the success of every email
  • Very cheap to track effectiveness
  • Use the users to test
  • Subject of email has probably biggest impact on whether it is opened or not.
  • Campaign found open rate could be doubled from 15% to 30% by just changing the subject line - why not test before you send
  • Campaign developed more than 7000 customised emails tailored to individual prospects making real time improvements
  • Conversion rates improved through the campaign

9.0 Measure everything Driving Innovation 13. 10.0 Choosing the right team

  • Online was not an add on - online team were pulled together early
  • Team of 11 with the time and skills to deliver. Team had worked on the Dean campaign.
  • Team/advisors of experts - Chris Hughes - co founder of Facebook and Eric Schmidt to name a few.
  • Head of social media reported directly to the campaign manager - integrated social media across the whole organisation

Driving Innovation 14. 10+ Culture

  • Social media central to the campaign - not a sideline
  • Agile approach to responding
  • Accepting some chaos
  • No room for command and control
  • Open and transparent
  • Set ground rules

Driving Innovation