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Updated presentation showing 8 key guidelines Obama campaign used for audience empowerment. We show how they can apply to nonprofits, especially at GlobalGiving
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Case Study:How
Obama became presiden
t through social media
From this
to this…
(1) A good message is simple, short,memorable, and even iconic
CHANGE
“Yes we can”
Because someone may want to spread your message for you…
Template for painting Obama’s logo
Examples of Obama fan-grafiti
Websites Obama heldd about 2,000 town meetings in 18 months.
35,000 volunteer groups held 200,000 events (100X)
Videos 2,000 “official” youtube videos
442,000 youtube videos posted by supporters(221X more!)
Supporters harness the power of “we”
“We” can do much more than any leader if given a simple message.
(2) Your supporters must spread (2) Your supporters must spread the message.the message.
some success
greater potential
Your friends will be the first to adopt your message:
my cause = our cause
Who is at the center of the effort?
Obama vs. McCain
2x 4x 5x 10x
365 electoral
votes
(2:1 margin)
66.8 million popular votes
WebTraffic
YouTubeViewers
FacebookFriends
Online Staff
Source: Edelman “The Social Pulpit: Barack Obama’s Social Media Toolkit
Obama obliterated McCain on social media, in spite of receiving equal air-time on TV news coverage
• Additional, personalized support to the most active MyBarackObama.com community members
• Tracking and measurement to identify and understand their online activism; content developed to meet those needs
• Super users were given something “more” than the average user
Empower your biggest
supporters and give them the
tools to encourage
others
Source: Edelman “The Social Pulpit: Barack Obama’s Social Media Toolkit
(3) Make your message a
cause!
(4) Make Time your ally in the race.
Give, Donate, Send money
now.
You
mu
st ta
ke a
ctio
n.
We a
re c
om
petin
g.
(5) Your supporters need different messages and languages.
Whe
re is
this
?
(6) Strategic planning!
Germanyhas no voters,
but Obama will need
future allies
(7) Always seek honest
dialogue.
Take the good with the bad.
If you talk openly about failure, most people will want to
help you.
(8) Build Credibility through listening.
Listening to America:The Democratic Platform for Change
http://feedback.keystoneaccountability.org/view.aspx?viewkey=8b9fc135
We ask for
honest feedback and make it public.
Corporate
= control = democracy++