Barack Obama's Digital Media Campaign for 2012 Elections
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This presentation gives an in-depth analysis of Barack Obama's Digital Media Campaign for 2012 Elections called Organizing For America (OFA) 2.0
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Barack Obama's Digital Media Campaign for 2012 Elections
- 1. BARACK OBAMA: ORGANIZING FOR AMERICA 2.0 Anand Gupta Abhishek Bhowmik Arjun Parekh Krithika Aravindan Rohan Bharaj Miral Shah Syed Mujtaba Naren Shetty Varun Shivani
- 2. Social Media in Business Source: Edelman 2009 “Obama (and Howard Dean before him) weren’t successful because they understood computers, they were successful because they understood how to make technology harness the passion of their supporters” - Republican Strategist Mark McKinnon
- 3. Social Media in Business Organizing for America Campaign 2008 “There’s nothing more valuable than a human being talking to another human being. Nothing.” - David Plouffe, Campaign Manager. New Media Goals
- 4. Social Media in Business OBAMACAMPAIGN2008 Bythenumbers $500,000,000 raised online. $156,000,000 raised offline. 3 million online donors contributed 6.5 million times 365 Electoral Votes. 69,456,97 Popular Votes. 5 million “friends” on 15 social networking sites 3 million on Facebook alone 13 million email list 3 million signed up to receive between 5 to 20 SMS per month 35,000 volunteer groups held 200,000 offline events 8.5 million monthly visitors to MyBarackObama.com at peak 2 million profiles with 400,000 blog posts 70,000 fund-raising hubs raised $30,000,000 2,000 official YouTube videos watched 80,000,000 times 442,000 user-generated videos on YouTube Source: Edelman 2009
- 5. Social Media in Business Democratic Party Goal: Get Obama elected President CAMPAIGN 2008 OFA Goal: Get people to get other people to Sign-up Volunteers Register Voters Raise funds Get out the vote “All of our goals and metrics were derivative of the larger campaign goals. You could track everything we did back to dollars or more volunteers.” - Joe Rospars
- 6. Social Media in Business Goal KPI Metric Sign-up Volunteers BarackObama.com Registrations Active Volunteers by State % website visitors Number registered and activity level on MyBo site Register Voters Volunteer-team performance against targets Email-ids gathered Number of events organized Email-ids from events and list conversions Raise Funds Website, email and offline donations Number of 1st time/repeat website visitor donations Ave Contribution/donor Email campaign yield Get out the Vote Number, frequency, location of offline events User generated content and engagement on Social Media Attendance at events Number of Voter registrations For the duration of the campaign Obama Campaign 2008: S. M. A. R. T. Goals*, Results focused, Data Driven * Specific, Measurable, Actionable, Relevant, Timely
- 7. Social Media in Business OBAMA CAMPAIGN 2008 Iterate: Measure, Analyze, Test, Improve Website Email Signup Donate Cost Per Click Sign- Up Rate $ Per Recipient $ per pageview Website Donate Cost Per Click Sign- Up Rate $ Per Recipient $ per pageview Email Signup Define Quantifiable Success Metrics Find and Fix Weak Links Source: Dan Siroker
- 8. Social Media in Business OBAMA CAMPAIGN 2008 Multivariate Testing Using Google Website Optimizer SIGN UP LEARN MORE JOIN US NOW SIGN UP NOW Source: Dan Siroker
- 9. Social Media in Business OBAMA CAMPAIGN 2008 “New Media” Sponsorship from the Top New Media reported directly to David Plouffe Team of 81 paid staff and 89 volunteers Professionals Film-makers Writers Data Analysts Developers Industry Experts Joe Rospars Chris Hughes Michael Slaby Kevin Malover Source: Dan Siroker Barack Obama David Plouffe Communications New Media Paid Media Marketing Field Email Policy Blog Operations Video Correspondence Design Finance Analytics Organizing
- 10. Social Media in Business OBAMA CAMPAIGN 2008 Organizational Structure Campaign HQ Staff Campaign HQ Staff Regional HQ Staff Regional HQ Staff Volunteer Teams Voluntee r Teams Volunteer Teams Volunteer Teams Volunteer Teams
- 11. Social Media in Business OBAMA CAMPAIGN 2008 Volunteers and Grass-roots Movement Standard team structure, replicable everywhere Training was mandatory, for team members and neighbourhood volunteers they organized Teams held accountable to meet clearly set goals for vote-getting and voter-contact Teams were well informed about campaign goals, strategy, with plenty of context for their work Motivation, passion and morale were high due to a culture of inclusion in campaign planning and communications Volunteers were trusted to deliver the message accurately to local constituents and the press alike
- 12. Social Media in Business Positioning Strategy A campaign that brings about: •A systematic change •Overhaul of ‘politics as usual’ mentality •And turns the page on the politics chapter “YES, WE CAN” campaign slogan along with technology empowerment.
- 13. Social Media in Businessmala.sarat.chandra@gmail.com A Holistic, Coordinated “New Media” Strategy Content that stimulates Conversations that build Communities that engage People-focused Authentic Data-driven Disciplined Transparent Nimble Engaging Customizable Optimized OBAMA CAMPAIGN 2008
- 14. Social Media in Business OBAMA CAMPAIGN 2008 Content Strategy MyBO website serving as a personal content hub for supporters Create a personal web page Host events that were searchable, send out invitations Upload photos and videos, write a personal blog Access databases of phone numbers of people to call Downloadable signs, posters, literature and guidelines VoteforChange.com Easy to find, SEO optimized for organic and paid searches Well written Content that is consistent Online and Offline Easy access, permission to customize, no copyright issues Active Video Campaign Respond quickly to negative publicity from the opposition Mimic tag words to increase chances of finding the response alongside the original critique.
- 15. Social Media in Business OBAMA CAMPAIGN 2008 Conversation Strategy “Dinner with Barack” Comments enabled on all online channels Be the First to Know: V.P. Announcement via SMS Tremendous buzz from bloggers and mainstream media House Parties and Event Sign-Ups Create authentic experiences with Email Rallying cry “supporters like you” with calls to action Nurture one-on-one relationships with online supporters Videos and Streaming Videos Local Real-World Stories Exclusive “One-on-One” Reports to campaign supporters Blogging Widespread online promotions including Twitter updates
- 16. Social Media in Business OBAMA CAMPAIGN 2008 Tiers of Engagement Provide a Menu of Options for Prospective Supporters to choose from Source: Edelman
- 17. Social Media in Business OBAMA CAMPAIGN 2008 Communities Strategy Establish presence on popular social networking sites Embrace Facebook Community One Million Strong for Obama I Endorse Barack Obama – and I’m telling my friends! One Click for Barack Obama I have more Foreign Policy Experience than Sarah Palin Design MyBo website with familiar tools from other SN sites Official Barack Obama YouTube Channel In-game advertising on Xbox LIVE to reach 18-34 year-olds
- 18. V/S
- 19. Social Media in Business THE TURNING POINT
- 20. Social Media in Business ROLE OF MyBO
- 21. V/S
- 22. Social Media in Business ROLE OF MyBO
- 23. Social Media in Business
- 24. Social Media in Business Obama Campaign 2008 Media Spend Media Spend $
- 25. Social Media in Business OFA’s Achievements • 13 million e-mail addresses • 4 million contributors • > 2 million user accounts on MyBO • 2 million active volunteers • 2,00,000 planned offline events • 35,000 groups formed • 4,00,000 blog posts • $30 million raised on 70,000 personal fundraising pages • 62% of eligible voters voted in 2008 election • More number of Latino, African-American and Young Voters
- 26. Social Media in Business Why did Obama want to convert OFA to OFA 2.0? • To mobilize communities to place pressure on key legislators to support the president’s political agenda • To maintain an organizational structure to support future elections • To stimulate civic engagements and keep open lines of communication between the public and the Oval Office
- 27. Social Media in Business Do you think OFA 2.0 is a successful proposition? YES It will support Obama administration’s legislative agenda, especially ‘Obamacare’ It will act as a ‘Permanent campaign’ and will help other Democrats contesting in 2010 mid-term elections It will keep alive and even strengthen, Obama’s grass-roots network and voter and contributor databases, to be ready for the president’s reelection campaign in 2012