ObamaNation - Lessons from the Front Lines of Social Media

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BAMANATIONLessons from the Front Lines of Social Media

Team 5

Five Powerful Ideas

Change the Rules Simplify the Message, Sell the Vision Create Asynchronous Conversations Use Technology to Scale Horizontally Measure for Immediate Impact

Change the Rules

Unknown Product Unknown Brand Limited Distribution Preconceived

Expectations Under Capitalized

Change the Rules

Win Iowa!! Visible

Endorsements Build Active

Communities People’s Candidate Online Funding

Change the Rules - Distribution

Change the Rules - Revenues

3.0 million contributors 6.5 million online donations 93% less than $100 $80 Average online donation $500 million raised online

Simplify the Message

Sell the Vision

MY story.YOUR story.OUR story.

Create Asynchronous Discussions

People discuss the Brand

People modify the Brand

People own the Brand Encourage the

Discussion Facilitate the

Discussion

Use Technology to Scale Horizontally

1/10th the Cost Ubiquitous Content Multiple Channels Mine & Reuse the

Data Distribute Data to

the Edges

Measure for Immediate Impact

Avoid the Pitfalls

Stale Messaging Lack of Authenticity Lack of Consistency Misalignment with

Targets Failure to Convert

Five Powerful Ideas (Your Company)

Change the Rules Simplify the Message, Sell the Vision Create Asynchronous Conversations Use Technology to Scale Horizontally Measure for Immediate Impact

Closing Credits

“The Social Pulpit” (Edelman, 2008) “The Barack Obama Campaign”

(SocialMedia8, 2009) “The Kid who made Obama” (Fast

Company, April 2009) “Obama’s Seven Lessons for Radical

Innovation” (Harvard Business Press - Edge Economy, Nov.2008

BAMANATIONLessons from the Front Lines of Social Media