A presentation to highlight the top 10 key lessons learned from the successful Barack Obama social media campaign.
- 1.10 Social Media lessons from the Obama campaign Delivered by Mark McNally firstname.lastname@example.org 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
- 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)
- 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
- 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
- No room for command and control