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The Obama Campaign: 7 New Rules of Participation

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A presentation about how the Obama campaign helped define the 7 new rules of participation. Presented at Innotech and Voices that Matter Conference in 2008.

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The Obama Campaign: 7 New Rules of Participation

  1. YES DID An Insider’s Look At How Social Media Built the Obama Brand
  2. A note about innovation • Fifty State Strategy • Targeted the disaffected center • Focused on small donations
  3. Overall Funds Raised McCain Obama
  4. Overall Funds Raised McCain $360 million McCain Obama
  5. Overall Funds Raised McCain $360 million McCain Obama $750 million Obama
  6. Obama Fundraising September 2008: $150 Million Offline 33% Online 67%
  7. Key Success Factors • Online Organizing = Offline Action • Consistent Branding & Design • Power of strategy in an integrated media campaign • Iterations
  8. My BO
  9. MyBO Dashboard
  10. MyBO Numbers • 2 Million profiles created • 35,000 volunteer groups • 400,000 blog posts • 200,000 offline events
  11. 1. Redefining Engagement
  12. Creating New Engagement Opportunities 3, 279,102 friends 620,359 friends 1,043,850 friends 218,172 friends 1,824 videos uploaded 330 videos uploaded Channel Views: + 20 Channel Views: + 2 Million million 137, 206 followers 4,848 followers
  13. Creating New Engagement Opportunities • Be Wary of Arbitrary Metrics • Focus on quality • Value Added Consumers
  14. Neighbor to Neighbor: High Value
  15. Voter Script & Reporting Screen
  16. 2. Converting Low End Users
  17. Email • 1 Billion Emails • Hyper - Segmented • Over 13 million email addresses collected • The Ask vs. The Nudge
  18. 3. Facilitate Existing Behavior
  19. iPhone Application
  20. iPhone Application
  21. 4. Incenting the Right Actions
  22. Activity Index
  23. 5. Personalizing the Mission
  24. Personal Fundraising Page
  25. 6. Empowering Co-Innovation
  26. MyBO Find an Event Near You
  27. 7. Embracing the Unexpected
  28. Yes We Carve
  29. The New Rules of Participation 1. Redefining Engagement 2. Identifying and Converting Low End Users 3. Facilitating Existing Behavior 4. Incenting the Right Actions 5. Personalizing The Mission 6. Empowering Co-Innovation 7. Embracing the Unexpected
  30. MyBO Action • In the last four days of the election, 3 million calls were made using Neighbor to Neighbor • 70,000 people raised $30 million on personal fund pages • Weekend before election over one million doors were knocked on in PA alone.
  31. Thank You www.rahafharfoush.com rahaf@rahafharfoush.co m www.twitter.com/rahafhar foush

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