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View Full Version : A MUST! Free E-Book: Learning From The Obama Campaign - How To Organize Success




libertygrl
05-20-2011, 02:04 PM
This looks great guys! Check it out:

Learning from Obama cuts through the hype and places the individual online tools used by the Obama campaign and its supporters in context, including internet video, social networking outreach, online advertising and the MyBarackObama.com activist toolkit. With a final chapter that looks toward the future of internet politics, Learning from Obama serves as both a history lesson and as a guide for future online activists and other online communicators.

Some snippets:

Social media lessons from the Obama campaign
• Start early
• Build to scale
• Innovate where necessary; do everything else incrementally better
• Make it easy to find, forward and act
• Pick where you want to play
• Channel online enthusiasm into specific, targeted activities that
further the campaign’s goals
• Integrate online advocacy into every element of the campaign

The Obama organization integrated online communications into its overall
structure and processes. New media team director Joe Rospars was not buried
in the technology or communications department, as were his counterparts in
most other presidential campaigns. Instead, he reported directly to campaign
manager David Plouffe, and he and others on his staff worked alongside
liaisons from other campaign areas such as field organizing and fundraising,
sometimes sharing desks in cramped spaces.

• Obama’s internet communications strategy aimed at concrete, focused and
measurable goals, both online and in the real world. Even with the relatively
vast resources at hand, his internet communications staff built carefully,
innovated only as needed, and invested in projects that seemed to have a real
chance of paying off in time to win. Conversely, the campaign hunted
supporters through many different online channels and provided them many
potential tiers of engagement, with an aim to get as much effort and value out
of each volunteer as he or she was willing to give.

• The campaign carefully targeted much of its online outreach, hoping to
maximize the bang-to-buck ratio by delivering the right messages to the right
people at the right time. Their emphasis on targeting is visible in everything from
customized email messages to Google keyword advertising to online videos
directed at people based on their interests or where they lived:
In addition to videos on national issues, the campaign also used
geographically-specific videos. In the important battleground state of
Ohio, for example, the campaign posted videos of Obama
canvassing door-to-door near Toledo, talking to folks about the issues
facing their state. The email and video were placed near a button
inviting viewers to sign up to volunteer.



http://www.epolitics.com/learning-from-obama/