Date post: | 09-May-2015 |
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Technology |
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Driving Innovation
10 Social Media lessons from the Obama campaignDelivered by Mark McNally [email protected]
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Driving Innovation
The numbers
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1.0 Have clear objectives for your campaign• Mission - To become president
• Key Objective - To raise funds for the campaign
• Key Objective - To engage the wider community to raise money and get other people to vote
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Driving Innovation
2.0 Drive action• Email is still king and
stimulates most action
• Ensure low barriers to action
• Focus on making things happen
• Action delivers objectives
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Driving Innovation
3.0 Allow people to engage at all levels• Different levels of
engagement
• Opportunities for most casual supports to stay involved
• Drive up commitment by offering more value
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Driving Innovation
4.0 Identifying and empowering superusers - manage the community• Identify connectors early
• Empower committed advocates
• Give super users tools to activate others - Social and fundraising groups, event organising on MyBo community site.
• Connections not just left to chance
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Driving Innovation
5.0 Fish where the fish are• Go where the people are
• Objective to make sure that each supporter online regardless of where they are, has a connection with Obama.
• Used other social spaces to drive conversation back to MyBO community site.
• MyBO focused on more specific activities - raising finance, campaigning
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6.0 Be relevant• Listen to what is being said
• Identify touchpoints (where are people already talking about you and what are they saying)
• Be ready to react
• Engage and add value to existing conversations
Sarah Palin - Obama campaign most successful fundraiser - $11 million raised in one day following Sarah Palin speech - Campaign reacted community via email. Giving the cynical speech as a reason the to donate money to ensure Palin could not succeed
No.1 Obama FundraiserNo.1 Obama Fundraiser
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7.0 Combine online and offline• Get people to act offline - using
online to facilitate offline line activities
• Maximise offline activity by sharing the experiences in the online space
• Both totally compliment each other
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8.0 Ensure people can find your content• 90% of people find content through a search engine
click (Source Google)
• You have to be on the first page of search results of you won’t be found.
• Create simple websites with the URLs of popular search terms.
• People use You Tube related videos so mimic original critique tags in the Obama response (don’t do a habitat!)
• 1/3 of people don’t distinguish between organic search results and paid results so they aggressively purchased search ads and adwords.
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Driving Innovation
• Track the success of every email
• Very cheap to track effectiveness
• Use the users to test
• Subject of email has probably biggest impact on whether it is opened or not.
• Campaign found open rate could be doubled from 15% to 30% by just changing the subject line - why not test before you send
• Campaign developed more than 7000 customised emails tailored to individual prospects making real time improvements
• Conversion rates improved through the campaign
9.0 Measure everything
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10.0 Choosing the right team• Online was not an add on - online team
were pulled together early
• Team of 11 with the time and skills to deliver. Team had worked on the Dean campaign.
• Team/advisors of experts - Chris Hughes - co founder of Facebook and Eric Schmidt to name a few.
• Head of social media reported directly to the campaign manager - integrated social media across the whole organisation
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Driving Innovation
10+ Culture • Social media central to the
campaign - not a sideline
• Agile approach to responding
• Accepting some chaos
• No room for command and control
• Open and transparent
• Set ground rules