obama facebook campaign 2008 & 2012 strategies
TRANSCRIPT
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Obama 2.0 Social Media Campaign For Elec3on 2008 & 2012 From Media Perspec3ve To Technology Edge By : Eddy Yansen
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Question : Benarkah ini ? “Inilah Kenyataan, sebuah media sosial akan memiliki kekuatan untuk menentukan siapakah yang mengendalikan pemerintahan kita di masa depan.” – Forbes, 18/11/14
Sepotong algoritma yang ditulis para programmer kini memungkinkan kita untuk mengetahui : -‐ Apa yang sahabat kita diskusikan. -‐ Apa dari mereka yang paling dekat kita pedulikan saat ini. -‐ Apa yang masyarakat pikirkan saat ini.
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Questions : Benarkah ini ?
Saat orang skep?s dengan informasi poli?k dari media mainstream, informasi dari sahabat mereka di facebook memiliki efek lebih besar dan diterima luas. Peneli&an dilakukan Tahun 2010, Pada Pemilu Kongres AS.
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Questions : Benarkah ini ?
• Efek dari Self Expression. ( I Voted ). • Pertumbuhan jumlah pemilih 0.6% hanya karena 1 message di facebook. ( Social Message lebih efek3U daripada informa3onal ).
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Questions : Benarkah ini ?
• Sebuah pesan dari sahabat dekat memiliki kekuatan 4x lipat daripada pesan informasi poli3k biasa.
• Walaupun 3dak membuk3kan facebook dapat memenangkan salah satu kandidat, namun membuk3kan facebook mampu melakukan mobilisasi massa yang efek3f.
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Questions : Benarkah ini ?
• Facebook, Sebuah alat yang murah yang kini menjadi kekuatan pilar utama dalam bisnis poli?k, dimana memiliki
kemampuan untuk melakukan “mass persuasion” -‐ Ben Smith ( Buzzfeed )
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Rede9ine Campaign
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The Winning
1. Pemilih terbanyak dalam sejarah.
2. Jarak usia Pemilih terjauh ( Demokrat vs Republikan )
3. Largest + Most Expensive Social Media Campaign
4. 5 Juta pendukung di social media.
5. 572.383 wall post diciptakan. 6. Selling Government 2.0
dimana penduduk menyuarakan suaranya & idenya.
7. Raise >500 Million USD dari online.
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The Architect Chris Hughes – Co-‐Founder of Facebook
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The Brain Joe Rospars – DM Strategist
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Obama Digital Campaign
• 13 Juta Email Newsleger List – 7.000 Message Sent.
• 1 Juta orang terdahar pada SMS berlangganan Obama. 20
SMS terkirim per bulan per orang. ( 20 Juta SMS / bulan ).
• MyBarrackObama.com – 2 Juta orang bergabung, 200.000
event terencana, 400.000 blog post tercipta.
• 5 Juta pendukung di Facebook.
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Facebook Obama Facts
Total Likes Obama saat ini : 44.632.063 Total Likes Jokowi : 5.936.821
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Facebook Obama Facts
Pertumbuhan +100.000 Likes / Bulan
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The Data • Pew Internet & American Life Project pada Juni 2008 melaporkan 46% warga Amerika menggunakan internet, email dan SMS untuk mendapatkan berita mengenai Pemilu.
• 35% melaporkan menonton tayangan Kampanye secara online.
• 10% melaporkan menggunakan facebook untuk terlibat dalam kampanye.
• 6% warga amerika melakukan kontribusi secara online ( pos3ng ) mengenai kampanye.
• 11% warga amerika forward / posted comment mengenai kampanye.
• 22% menyatakan terlibat dalam kampanye secara online.
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New Public Sphere
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New Public Sphere • Abad 18, dimana awal demokrasi lahir, Public Sphere adalah milik kaum cendikiawan dan bangsawan.
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New Public Sphere • Abad 19 & 20, media menjadi ins3tusi Public Sphere Utama.
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New Public Sphere • Seiring komersialisasi dan penguasaan media oleh para konglomerat, Dirasakan media lama 3dak lagi memainkan fungsi demokrasinya meliankan manipulasinya. Social media lahir menawarkan jawaban.
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New Public Sphere • Y Genera3on ( Millenial ) 1977 – 1992 memainkan peran pen3ng dalam perubahan social poli3c dunia saat ini.
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New Public Sphere
Perbedaan Gen.Y dalam ak3fitas Poli3k.
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New Public Sphere
Seberapa ak3f gen Y dalam berpoli3k
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New Public Sphere
Social Media – Facebook melampaui Myspace di bulan 11/2008.
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The Strategy : Speed ! • Social media memungkinkan pre-‐nomina3on campaign berjalan lebih awal, lebih mudah, bahkan mendapatkan dana kampanye lebih besar, lebih luas dan lebih banyak.
• Obama mendapatkan dukungan 45 Juta dollar dalam 1 bulan, Ron Paul mendapatkan 6 juta dollar dalam 1 hari secara online. 26% diantaranya menyumbang rata – rata $200.
• Kekuatan ini terjadi karena kecepatan penyebaran di level grassroot.
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Obama Pages
Terdapat lebih dari 93 Pages tercipta untuk mendukung Obama, diantaranya Women for Obama ( 109K ), Student For Barrack Obama ( 266K ), Obama Ac3on Wire (55K),
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Obama Pages • Custom made Social Media in facebook for poli3cian, membuat kemungkinan perhitungan cepat voters yang menimbulkan perlombaan psikologis antar pemilih lebih cepat dan terjadi lebih panas.
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The Strategy : Special Tailored
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The Strategy : Special Tailored
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The Strategy : Special Tailored
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The Strategy : Facebook Effect
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The Strategy : Facebook Effect
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The Strategy : Facebook Effect
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Obama Group
• Grup memiliki kekuatan komunitas yang kuat, diskusi dan menyebarkan ideologi. Grup Fb One Million Strong For Barrack adalah grup resmi beliau, masih ada lebih dari 1000+ grup lain pendukung Obama. (c
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Obama Events
• Tercatat lebih dari 200.000 Event Tercipta oleh Obama, dan mencatatkan lebih dari 2,4 Juta orang yang mendaharkan diri sebagai pendukungnya dalam 1 event yg di monitor.
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The Strategy : Online2Of9line • “Internet alone is not going to win the elec3on, we need people to organize on the ground”.
• Gerakan online yang berubah menjadi offline, lebih dari 200.000 event tercipta, tersebar secara online melalui social media, dan dihadiri oleh mereka yang mendapatkan no3fikasi kurang dari 24 jam !
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Discussion ( Public Sphere )
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Discussion ( Public Sphere )
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Obama Apps Instant Obama Dona3on Box, created using facebook Apps.
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The 2012 Changes
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The 2012 Changes Online Dona>on as in-‐page apps. Raise 690 million dollar Digitally in 2012 campaign.
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The 2012 Changes
• Apps have been introduced into the game, commitment is made earlier.
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The 2012 Changes
• Apps have been introduced into the game, commitment is made earlier.
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2012-‐ Of9icial Facebok Support
• hgps://www.facebook.com/business/a/poli3cs-‐industry
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2012-‐ Of9icial Facebok Support
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2012-‐ Of9icial Facebok Support
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2012-‐ Friend To Supporter
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2012-‐ Friend To Supporter
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2012-‐ Friend To Supporter
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2012-‐ More Engage
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2012-‐ More Advance
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2012-‐ More Advance
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2012-‐ More Advance
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2012-‐ More Advance
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Interesting Research
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Interesting Research
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Interesting Research
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Interesting Research
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Jadi ?
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Jadi ?
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Jadi ? • Social Media memainkan peranan sangat pen3ng untuk Kaum Muda ( Pemilih Pertama / Young Adult / Y Genera3on ) untuk terlibat dalam poli3k.
• Penyebaran informasi menjadi semakin luas walaupun tanpa dicari dengan sengaja, karena kefasihan teknologi kaum Y Genera3on.
• Kesempatan untuk terlibat, menyuarakan pendapat poli3k, memberikan penguatan ja3 diri pada kaum muda. Merubah suara yang biasanya hanya dikuasai oleh kaum yg lebih tua di media konvensional. (c
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Ditulis & Presentasikan Oleh
EDDY YANSEN, S.E, S.Kom – 7703 Ilmu Komunikasi – Universitas Pelita Harapan
© Eddy Yansen, All Right Reserved. This material may not reproduced, modified or distributed without express permission of the copyright holder ( creator ). For permission visit www.eddyyansen.com
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