The numbers Driving Innovation 10 Social Media lessons - Barack Obama election campaign

The numbers Driving Innovation

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 <ul><li>Mission - To become president </li></ul><ul><li>Key Objective - To raise funds for the campaign </li></ul><ul><li>Key Objective - To engage the wider community to raise money and get other people to vote </li></ul>Driving Innovation
4. 2.0 Drive action <ul><li>Email is still king and stimulates most action </li></ul><ul><li>Ensure low barriers to action </li></ul><ul><li>Focus on making things happen </li></ul><ul><li>Action delivers objectives </li></ul>Driving Innovation
5. 3.0 Allow people to engage at all levels <ul><li>Different levels of engagement </li></ul><ul><li>Opportunities for most casual supports to stay involved </li></ul><ul><li>Drive up commitment by offering more value </li></ul>Driving Innovation
6. 4.0 Identifying and empowering superusers - manage the community <ul><li>Identify connectors early </li></ul><ul><li>Empower committed advocates </li></ul><ul><li>Give super users tools to activate others - Social and fundraising groups, event organising on MyBo community site. </li></ul><ul><li>Connections not just left to chance </li></ul>Driving Innovation
7. 5.0 Fish where the fish are <ul><li>Go where the people are </li></ul><ul><li>Objective to make sure that each supporter online regardless of where they are, has a connection with Obama. </li></ul><ul><li>Used other social spaces to drive conversation back to MyBO community site. </li></ul><ul><li>MyBO focused on more specific activities - raising finance, campaigning </li></ul>Driving Innovation
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9. 6.0 Be relevant <ul><li>Listen to what is being said </li></ul><ul><li>Identify touchpoints (where are people already talking about you and what are they saying) </li></ul><ul><li>Be ready to react </li></ul><ul><li>Engage and add value to existing conversations </li></ul>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 <ul><li>Get people to act offline - using online to facilitate offline line activities </li></ul><ul><li>Maximise offline activity by sharing the experiences in the online space </li></ul><ul><li>Both totally compliment each other </li></ul>Driving Innovation
11. 8.0 Ensure people can find your content <ul><li>90% of people find content through a search engine click (Source Google) </li></ul><ul><li>You have to be on the first page of search results of you won’t be found. </li></ul><ul><li>Create simple websites with the URLs of popular search terms. </li></ul><ul><li>People use You Tube related videos so mimic original critique tags in the Obama response (don’t do a habitat!) </li></ul><ul><li>1/3 of people don’t distinguish between organic search results and paid results so they aggressively purchased search ads and adwords. </li></ul>Driving Innovation
12. <ul><li>Track the success of every email </li></ul><ul><li>Very cheap to track effectiveness </li></ul><ul><li>Use the users to test </li></ul><ul><li>Subject of email has probably biggest impact on whether it is opened or not. </li></ul><ul><li>Campaign found open rate could be doubled from 15% to 30% by just changing the subject line - why not test before you send </li></ul><ul><li>Campaign developed more than 7000 customised emails tailored to individual prospects making real time improvements </li></ul><ul><li>Conversion rates improved through the campaign </li></ul>9.0 Measure everything Driving Innovation
13. 10.0 Choosing the right team <ul><li>Online was not an add on - online team were pulled together early </li></ul><ul><li>Team of 11 with the time and skills to deliver. Team had worked on the Dean campaign. </li></ul><ul><li>Team/advisors of experts - Chris Hughes - co founder of Facebook and Eric Schmidt to name a few. </li></ul><ul><li>Head of social media reported directly to the campaign manager - integrated social media across the whole organisation </li></ul>Driving Innovation
14. 10+ Culture <ul><li>Social media central to the campaign - not a sideline </li></ul><ul><li>Agile approach to responding </li></ul><ul><li>Accepting some chaos </li></ul><ul><li>No room for command and control </li></ul><ul><li>Open and transparent </li></ul><ul><li>Set ground rules </li></ul>Driving Innovation