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Lessons from Barack Obama campaign

Lessons from Barack Obama campaign

Today I attended an excellent conference Harfoush Rahaf in BDigital Global Congress in Barcelona. Harfoush is co-director of the online platform of the Forum of Davos and was campaign strategist for the communication of new technologies with Barack Obama.

The speaker explained to us as she saw the Obama campaign and how new technologies have an impact on people, both workers and volunteers as Obama supporters and voters, as established relationships and conversations.

entire campaign itself was a constant innovation, based on three basic lessons: present in all States (challenge all opponents where possible); look indecisive and public discontent, and focus grants to low amounts, but Many people (managed $ 750 million-360 million-McCain and 67% were found.)

Key Issues and success in the campaign:

1. fully integrated campaign, using ICT as organizational concept
2. online stocks moved offline, the neighborhood, looking for personal contacts, convenience, trust your neighbors, relatives and friends .
3. A brand and a consistent and coherent design. Always used the same colors and markings, in person, but online, watching a lot of what was shown on social networking sites, twitter, ... even in the mítings, who was not wearing the right colors, could not get on television or in photographs Repeats
4. message. Slow Forward, track by track

Each supporter had a potential cyber tool: MyBarackObama.com, with two million and 35,000 profiles created volunteer groups created. Among them, 200,000 events were created and 400,000 posts about Obama.

In summary, Rafah Hafoush indicates that seven lessons could be drawn from the Obama campaign:

1. Redefine's commitment to citizenship. We must create opportunities to do something, to act, to participate in the campaign, and this was achieved mainly through social networking, with many people involved in these networks: Facebook - Friends 3,279,102, 1,043,850 Myspace friends YouTube - 1,824 videos uploaded (and 20,000,000 viewed), Twitter - 137,206 followers ... The social networks created by these new forms of communication, especially through networking. The news arrived here before (and, custom) than through traditional media.
also participated in minority networks, highly segmented, and not just large ones. To Harfoush, much credit has not only focus on how many people follow you, but to focus on the value created, communications that are made, as implied by the people, the activities generated. Not everyone participates, but there is some prescribers. They are targeted because they are who will attract more people.

2. Convert public did not vote. It was through e-mails, and in total were sent billions of emails, hypersegmented postal codes and personal traits, history of donations (respecting contribution) ...
addresses 13 million were achieved. Not only called for the vote or participate in any activity, but in the case of the undecided were direct requests were softer, even called a friend, donate $ 5, watch a video ... Of these messages, sent 5 million of the more hesitant.

3. Facilitate pre-existing behaviors. You can not change the way people and be outgoing again who is not. The public is accustomed to talking to friends and acquaintances, and that is why applications were created so they could do, and expedite passage way of knowing who had called and who is not, and who would vote for Obama. A good example is the iPhone application, in which the phone itself became a pro-campaign office.

4. Right actions in the activity index of MyBO. Ways to support the campaign: points were given for writing a post, uploading a video, make a call ... And from there it created a ranking. The algorithm looked at what date did you do something and if you were not lowered your active each week in the ranking. It created competition among the volunteers to get the prize: to attend a conference and meet Obama.

5. Customizing mission. We had to get people to feel participant, partners and the Obama campaign. This also was created through donations widgets (called "personal fundraising pages") to start blogs, social networks or your own personal profile MyBO.com.
So not only endorsing Obama (economically) but also a neighbor or friend who requested it, and climbing in the ranking. It was all through one's personal relationships. In total, 75 000 people made 300 million dollars and to strengthen links between users.

6. More power to co-innovation. Were created continuous events, they could all see through google maps, for example, where advertised. Anyone could make your party or meeting in any U.S. neighborhood.

7. Embrace the unexpected. On the Internet, there is often a lack of control, and that creates fear in many companies. By contrast, Obama was happy and never objected to either create something with your image, logo or with images or text. Obama and his campaign wanted to participate in the conversation. A good example is "Yes we carve " or graffiti, video from Will.i.am (who saw 27 million people), .... that were created from outside the campaign.