The goal was simple, "Win the White House." The strategy: "How?" Barack Obama and his team choose to embrace the Internet as a key strategy for connecting, recruiting and empowering millions of Americans to take action. Learn what higher education can learn from Obama's Internet strategy for reaching enrollment and endowment goals.

2. http://commons.wikimedia.org/wiki/File:Military_despotism!_Arbitrary_arrest_of_a_judge.jpg

3. Photographer George Skadding, LIFE, June 1944

4. Photographer Paul Schutzer, LIFE, October 1960

6. http://aiyagriculture.blogspot.com/2008/11/vegans-vote-for-obama.html

8. By the Numbers*

9. Disclaimers
*Technology can’t write
*The message is critical
*Content & conversation are king

10. Obama Everywhere
CONNECTING

11. The Social Pulpit
Barack Obama’s Social Media Toolkit
www.edelman.com

12. Fish where the fish are
The Social Pulpit
Barack Obama’s Social Media Toolkit
www.edelman.com

13. Join the crowd conversation

19. E-mail is still king…

20. “I’d be hard-pressed to find a
single message that didn’t have
some type of action to follow.”
– Stephen Geer, Obama’s
national e-mail director

21. …but mobile is HOT

26. Voters Students

27. Short Message Service
http://en.wikipedia.org/wiki/Short_message_service
http://www.cellsigns.com/industry.shtml

30. Integrate, integrate, integrate
Presidential Inauguration, January 20th 2009

31. Be persistent, stay in-sync
• Repeat messages more than once
• Stick to the core message
• Believe in people to deliver your
message.
Online Politics 101
Version 1.5 / June 2008
Colin Delany, epolitics.com

32. “We believed in human being to
human being communication.”
– David Plouffe, Obama’s
campaign manager
MarketingProfs Digital Marketing World Spring 2009
Art of the Possible: Online Branding Strategies and Tactics
David Plouffe, Barack Obama's 2008 Presidential Campaign Manager

33. Join Us
RECRUITING

34. Technology wasn’t an add-on
• “…a carefully considered element of
almost every campaign function.”
• Technology’s critical role: “moving online
supporters toward real-world action.”
Welcome to the New Media Campaign Tools of 2012
March 13, 2009
Michael Silberman, MotherJones.com

35. If you want to communicate,
make it easy!
• “Join Us” was about building lists
• First, get the e-mail address, then follow-
up for details
• Don’t forget mobile!

40. Yes We Can
EMPOWERING

42. Empower self-service

43. “Content should come from the
bottom up, not from the top
down.”
- Jalali Hartman,
“Obamanomics”
http://www.yovia.com/Obamanomics.pdf

46. http://www.youtube.com/user/CalvinCollege

47. Online-offline hybrid model
• Fundamentals of organizing haven’t
changed
• Heavy investment to facilitate the “last
mile” of physical-world organizing
• How do we use technology to scale
grassroots efforts beyond what’s been
possible?
Welcome to the New Media Campaign Tools of 2012
March 13, 2009
Michael Silberman, MotherJones.com

48. Call to action: Be specific

49. Remember the “Third Ask”
• Forward to a friend
• “Join us this weekend!”
• Ask a question
• Take a survey
• Talk to your neighbors
• Donate now
• “Get out the vote!”

50. “Never forget that your
subscribers are in it for what
they want, not what you want.”
– Colin Delany, epolitics.com
Online Politics 101
Version 1.5 / June 2008
Colin Delany, epolitics.com

51. Questions?
Luke Robinson
luker@calvin.edu
twitter.com/luker
luker.tumblr.com
Please, download & share
www.slideshare.net/lukerobinson