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YESWEDID Strategic insights
from the campaign that redefined modern politics
Rahaf Harfoush© Rahaf Harfoush 200811/30/08 1
About me
© Rahaf Harfoush 200811/30/08 2
The Road to Chicago
© Rahaf Harfoush 200811/30/08 3
Three Differences
• Fifty State Strategy
• Targeted the disaffected center
• Focused on small donations
© Rahaf Harfoush 200811/30/08 4
Overall Funds Raised
Obama
McCain
© Rahaf Harfoush 200811/30/08 5
Overall Funds Raised
McCain $360 million
Obama
McCain
© Rahaf Harfoush 200811/30/08 6
Overall Funds Raised
McCain $360 million
Obama
McCain
Obama $639 million
© Rahaf Harfoush 200811/30/08 7
Obama Fundraising September 2008
$150 Million
© Rahaf Harfoush 200811/30/08 8
Deconstructing the Elements
© Rahaf Harfoush 200811/30/08 9
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
© Rahaf Harfoush 200811/30/08 10
•Over 13 million email addresses collected– John Kerry 2004 : 3 million
• 1 Billion Emails•Hyper-Segmented
© Rahaf Harfoush 200811/30/08 11
Text Messaging & Mobile
• 1 million subscribers
• Battleground subscribers received +3 messages on election day
• 20 messages each month on average
© Rahaf Harfoush 200811/30/08 12
iPhone Application
© Rahaf Harfoush 200811/30/08 13
iPhone Application
© Rahaf Harfoush 200811/30/08 14
MyBO Numbers
• 2 Million profiles created
• 35,000 volunteer groups• 400,000 blog posts
• 200,000 offline events
© Rahaf Harfoush 200811/30/08 15
MyBO Dashboard
© Rahaf Harfoush 200811/30/08 16
Activity Index
© Rahaf Harfoush 200811/30/08 17
Personal Fundraising Page
© Rahaf Harfoush 200811/30/08 18
MyBO Find an Event Near You
© Rahaf Harfoush 200811/30/08 19
Neighbor to Neighbor
© Rahaf Harfoush 200811/30/08 20
Voter Script & Reporting Screen
© Rahaf Harfoush 200811/30/08 21
Before we begin…
© Rahaf Harfoush 200811/30/08 22
© Rahaf Harfoush 200811/30/08 23
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.
© Rahaf Harfoush 200811/30/08 24
© Rahaf Harfoush 200811/30/08 25
2. Tools are useless without a blueprint
• Half of all New Media campaigns fail.
• No off the shelf solution.
• Find the sweet spot
© Rahaf Harfoush 200811/30/08 26
Hope. Change. Action.
© Rahaf Harfoush 200811/30/08 27
Hope. Change. Action.
© Rahaf Harfoush 200811/30/08 28
Hope. Change. Action.
© Rahaf Harfoush 200811/30/08 29
Hope. Change. Action.
© Rahaf Harfoush 200811/30/08 30
Hope. Change. Action.
© Rahaf Harfoush 200811/30/08 31
Hope. Change. Action.
© Rahaf Harfoush 200811/30/08 32
Hope. Change. Action.
© Rahaf Harfoush 200811/30/08 33
Apple
© Rahaf Harfoush 200811/30/08 34
3. Know the lay of the land
• Find the conversations
• Easy to find, easy to use
• Map out your digital landscape.
© Rahaf Harfoush 200811/30/08 35
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?
© Rahaf Harfoush 200811/30/08 36
A good fit…
•100,000 installs in the first 72 hours
•300,000 active users in six days
• Uninstall rate of less than 10%
© Rahaf Harfoush 200811/30/08 37
4. Build Relationships
• Learn the social etiquette – it varies by network.
• Be authentic – you can’t fake it.
• Listen.
© Rahaf Harfoush 200811/30/08 38
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© Rahaf Harfoush 200811/30/08 41
5. Call to Action
• Have a purpose or a mission
• Online Organizing = Offline action
© Rahaf Harfoush 200811/30/08 42
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
© Rahaf Harfoush 200811/30/08 43
© Rahaf Harfoush 200811/30/08 44
6. Give up control
• Empower brand ambassadors• Embrace co-
creation. • Let your brand
evolve.
© Rahaf Harfoush 200811/30/08 45
© Rahaf Harfoush 200811/30/08 46
