The document summarizes key insights from Harper Reed and Rayid Ghani about their work on the Obama 2012 presidential campaign. Some of the main points they discussed include: seeing "big data" as overhyped and that meaningful insights come from directly engaging customers; avoiding "vanity metrics" and incorporating social metrics into business metrics; creating your own strategies rather than copying competitors; the growing importance of teaching kids to code; and the importance of listening as a leadership skill.

1. What Obama taught me..
@Harper
@rayidghani
#SalesforceCeBIT
Image: http://specials-images.forbes.com/imageserve/0bjX6KM3oL3oY/0x600.jpg?fit=scale&background=000000

2. overview
I recently had the chance hear Harper Reed and Rayid Ghani, the
driving forces behind Obama For America campaign, participate
in a Q&A.
The following covers off some of the main insights they shared.
With thanks to Salesforce (Australia).
Image: www.educationaltoysplanet.com

3. This is a term used back in 2007 when nobody had anywhere to store their data.
The reality is, most data sets you deal with are actually quite small
*
Big data is bullshit *

4. It’s not the size of your data *
…it’s the magic in it.
Everyone has data – about their brand, about their customers, about their products. It’s meaningless
without insight.
If you want to know something about your customers, ask them. Trying to triangulate what car they drive
with where they live and what they eat for breakfast tells you nothing useful.
The brand that makes the best sense from their data will be the one that wins.
*
Image: http://www.vintageandretro.com.au

5. Vanity metrics are lazy metrics *
Measuring fans and followers as a definition of success in digital is vain.
Tracking reach, brand resonance and reaction can be hooked directly into existing business metrics.
Incorporate social metrics into multi-touch attribution.
*
Image: http://www.bdb.co.uk/wp-content/uploads/2010/09/Robot.jpg

6. Create your own wisdom *
Just because your competitor does it doesn’t make it right.
Use listening strategies to create your own ‘in-house’ wisdom rather than buying it in from external sources
*
Image: http://www.onkaparingacity.com

7. Coding is the new LEGO *
Teaching kids how to code is society’s next frontier of enablement
Within the next 5-10 years the ability to code will be as important as the ability to read and write.
*
Image: http://images.amazon.com/images/G/01/toys/detail-page/c26-B000NO9GT4-4-l.jpg

8. Ssssssshhhhhhh *
Listen.
To listen properly you need to stop talking first.
Listening starts at the top of the business. If the CEO is active on Twitter (for example) it shows that they
understand how to listen.
*
Image: www.heykillah.bigcartel.com

9. Thank you
@fionas_h