Mixx Canada Jascha Franklin Hodge Obama Juggernaut

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Jascha Franklin Hodge, of Obama's New Media team presented at the IAB Mixx Canada Conference on March 5, 2009. The presentation outlines some detailed examples and strategies used in the campaign, as well as some of the results.

Technology News & Politics

MIXX Canada | 2009-03-05 welcome Inside the Obama Social Media Marketing Juggernaut Jascha Franklin-Hodge Chief Technology Officer/Co-founder

StrategyMIXX Canada | 2009-03-05 who we are

obama ‘08 by the numbers >1B Emails to 13M Addresses >1M SMS Subscribers 200,000 Offline Events Planned via Web 35,000 Local Volunteer Groups 14.5M YouTube Viewing Hours $770,000,000 Raised MIXX Canada | 2009-03-05

MIXX Canada | 2009-03-05 Off to a bad start

MIXX Canada | 2009-03-05 Low barrier to action

MIXX Canada | 2009-03-05 Action-oriented social networking

MIXX Canada | 2009-03-05 Give people a reason to act

set high expectations MIXX Canada | 2009-03-05 Multiple Donations Multiple or recurring donors; top advocates (70% from 10%) Donation One-time donors; peer recruiters; action-takers Surrogacy/Outreach Potential donors; low-barrier action-takers Low-level action Subscribers; occasional readers Basic signup Inactive; don’t read email

2. Be Authentic MIXX Canada | 2009-03-05

MIXX Canada | 2009-03-05 Thank you letter? Or, ransom note?

MIXX Canada | 2009-03-05 Watch full video Go behind the scenes

3. Create Ownership MIXX Canada | 2009-03-05

MIXX Canada | 2009-03-05 Turn users into advocates

MIXX Canada | 2009-03-05 It’s all about the network

grassroots matching MIXX Canada | 2009-03-05 Traditional Match Existing Donors + Non-Donors One Wealthy Donor Grassroots Match Non-Donors Existing Donors

grassroots matching MIXX Canada | 2009-03-05 Ownership through personal connection

neighbor to neighbor MIXX Canada | 2009-03-05

neighbor to neighbor MIXX Canada | 2009-03-05 Volunteer gives us her home address

neighbor to neighbor MIXX Canada | 2009-03-05 We provide targeted voters

neighbor to neighbor MIXX Canada | 2009-03-05 Then do it a few million times

neighbor to neighbor MIXX Canada | 2009-03-05 6.1 million times, to be exact

MIXX Canada | 2009-03-05 Recognize your leaders and engage them

MIXX Canada | 2009-03-05 Multiple Donations Donation Multiple or recurring donors; top advocates (70% from 10%) Surrogacy/Outreach One-time donors; peer recruiters; action-takers Low-level action Potential donors; low-barrier action-takers Basic signup Subscribers; occasional readers Inactive; don’t read email 70% from 10%. No excuse not to engage.

MIXX Canada | 2009-03-05 #1 Obama Fundraiser. Thanks, Sarah.

MIXX Canada | 2009-03-05 “You can send a crystal clear message.”

MIXX Canada | 2009-03-05 Watch full video Don’t just react, anticipate

MIXX Canada | 2009-03-05 Don’t forget your plane

MIXX Canada | 2009-03-05 Empower people to do interesting things. Why?

MIXX Canada | 2009-03-05 They might paint their barn…

MIXX Canada | 2009-03-05 Or, illuminate their bicycle…

MIXX Canada | 2009-03-05 Or, they might create iconic art.

MIXX Canada | 2009-03-05 Artists for Obama

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Mixx Canada Jascha Franklin Hodge Obama Juggernaut

1. MIXX Canada | 2009-03-05 welcome Inside the Obama Social Media Marketing Juggernaut Jascha Franklin-Hodge Chief Technology Officer/Co-founder

3. DC, Boston, NYC, London

4. 75 Employees

5. 200+ Clients

6. Design

7. Technology

8. StrategyMIXX Canada | 2009-03-05 who we are

9. obama ‘08 by the numbers >1B Emails to 13M Addresses >1M SMS Subscribers 200,000 Offline Events Planned via Web 35,000 Local Volunteer Groups 14.5M YouTube Viewing Hours $770,000,000 Raised MIXX Canada | 2009-03-05

10. how we did it (and how you can too) Drive Action Be Authentic Create Ownership Be Relevant Create a Strong, Open Brand Measure Everything MIXX Canada | 2009-03-05

11. MIXX Canada | 2009-03-05 Off to a bad start

12. MIXX Canada | 2009-03-05 Much improved

13. MIXX Canada | 2009-03-05 Low barrier to action

14. MIXX Canada | 2009-03-05 Action-oriented social networking

15. MIXX Canada | 2009-03-05 Give people a reason to act

16. set high expectations MIXX Canada | 2009-03-05 Multiple Donations Multiple or recurring donors; top advocates (70% from 10%) Donation One-time donors; peer recruiters; action-takers Surrogacy/Outreach Potential donors; low-barrier action-takers Low-level action Subscribers; occasional readers Basic signup Inactive; don’t read email

17. 2. Be Authentic MIXX Canada | 2009-03-05

18. be authentic MIXX Canada | 2009-03-05

19. MIXX Canada | 2009-03-05 Thank you letter? Or, ransom note?

20. MIXX Canada | 2009-03-05 Watch full video Go behind the scenes

21. 3. Create Ownership MIXX Canada | 2009-03-05

22. MIXX Canada | 2009-03-05 Turn users into advocates

23. MIXX Canada | 2009-03-05 It’s all about the network

24. grassroots matching MIXX Canada | 2009-03-05 Traditional Match Existing Donors + Non-Donors One Wealthy Donor Grassroots Match Non-Donors Existing Donors

25. grassroots matching MIXX Canada | 2009-03-05 Ownership through personal connection

26. neighbor to neighbor MIXX Canada | 2009-03-05

27. neighbor to neighbor MIXX Canada | 2009-03-05 Volunteer gives us her home address

28. neighbor to neighbor MIXX Canada | 2009-03-05 We provide targeted voters

29. neighbor to neighbor MIXX Canada | 2009-03-05 Then do it a few million times

30. neighbor to neighbor MIXX Canada | 2009-03-05 6.1 million times, to be exact

31. MIXX Canada | 2009-03-05 Recognize your leaders and engage them

32. MIXX Canada | 2009-03-05 Multiple Donations Donation Multiple or recurring donors; top advocates (70% from 10%) Surrogacy/Outreach One-time donors; peer recruiters; action-takers Low-level action Potential donors; low-barrier action-takers Basic signup Subscribers; occasional readers Inactive; don’t read email 70% from 10%. No excuse not to engage.

33. 4. Be Relevant MIXX Canada | 2009-03-05

34. MIXX Canada | 2009-03-05 #1 Obama Fundraiser. Thanks, Sarah.

35. MIXX Canada | 2009-03-05 “You can send a crystal clear message.”

36. MIXX Canada | 2009-03-05 Watch full video Don’t just react, anticipate

37. 5. Build a Strong, Open Brand MIXX Canada | 2009-03-05

38. MIXX Canada | 2009-03-05 vs. Brand professionally

39. MIXX Canada | 2009-03-05 vs. Brand consistently

40. MIXX Canada | 2009-03-05 Don’t forget your plane

41. MIXX Canada | 2009-03-05 Empower people to do interesting things. Why?

42. MIXX Canada | 2009-03-05 They might paint their barn…

43. MIXX Canada | 2009-03-05 Or, illuminate their bicycle…

44. MIXX Canada | 2009-03-05 Or, they might create iconic art.

45. MIXX Canada | 2009-03-05 Artists for Obama

46. 6. Measure Everything MIXX Canada | 2009-03-05

47. measure everything Emails Online advertising Engagement Fundraising Persuasion Election Activities MIXX Canada | 2009-03-05

48. MIXX Canada | 2009-03-05 What you saw

49. MIXX Canada | 2009-03-05 Why you saw it

50. 6 core principles Drive Action Be Authentic Create Ownership Be Relevant Create a Strong, Open Brand Measure Everything MIXX Canada | 2009-03-05

51. thank you MIXX Canada | 2009-03-05 http://www.bluestatedigital.com/

Mixx Canada Jascha Franklin Hodge Obama Juggernaut

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