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YESWEDID Strategic insights
from the campaign that redefined modern politics
Rahaf Harfoush© Rahaf Harfoush 200811/30/08 1
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About me
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The Road to Chicago
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Three Differences
• Fifty State Strategy
• Targeted the disaffected center
• Focused on small donations
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Overall Funds Raised
Obama
McCain
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Overall Funds Raised
McCain $360 million
Obama
McCain
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Overall Funds Raised
McCain $360 million
Obama
McCain
Obama $639 million
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Obama Fundraising September 2008
$150 Million
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Deconstructing the Elements
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3, 279,102 friends 620,359 friends
1,043, 850 friends 218,172 friends
1,824 videos uploaded Channel Views: 20,024,491
330 videos uploaded Channel Views: 2,221,268
137, 206 followers 4, 848 Followers
Social Networking Numbers
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•Over 13 million email addresses collected– John Kerry 2004 : 3 million
• 1 Billion Emails•Hyper-Segmented
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Text Messaging & Mobile
• 1 million subscribers
• Battleground subscribers received +3 messages on election day
• 20 messages each month on average
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iPhone Application
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iPhone Application
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MyBO Numbers
• 2 Million profiles created
• 35,000 volunteer groups• 400,000 blog posts
• 200,000 offline events
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MyBO Dashboard
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Activity Index
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Personal Fundraising Page
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MyBO Find an Event Near You
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Neighbor to Neighbor
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Voter Script & Reporting Screen
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Before we begin…
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1. Give New Media A Seat at the Table
• New Media as a department.• Requires investments of time,
people, and money. • The role of New Media within
corporations is evolving.
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2. Tools are useless without a blueprint
• Half of all New Media campaigns fail.
• No off the shelf solution.
• Find the sweet spot
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Hope. Change. Action.
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Hope. Change. Action.
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Hope. Change. Action.
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Hope. Change. Action.
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Hope. Change. Action.
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Hope. Change. Action.
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Hope. Change. Action.
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Apple
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3. Know the lay of the land
• Find the conversations
• Easy to find, easy to use
• Map out your digital landscape.
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Questions to Ask
•Why are we entering this space?
•How will this improve our brand, product or reputation?•What value are we adding?
• Is this a good fit?
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A good fit…
•100,000 installs in the first 72 hours
•300,000 active users in six days
• Uninstall rate of less than 10%
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4. Build Relationships
• Learn the social etiquette – it varies by network.
• Be authentic – you can’t fake it.
• Listen.
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5. Call to Action
• Have a purpose or a mission
• Online Organizing = Offline action
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MyBO Action
• In the four days before the election, 3 million calls were made using Neighbor to Neighbor
• Weekend before election over one million doors were knocked on in PA alone.
• 70,000 people raised $30 million on personal fund pages
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6. Give up control
• Empower brand ambassadors• Embrace co-
creation. • Let your brand
evolve.
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