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Barack Obama͛s
Social Media Toolkit

Monte Lutz

  
ï 
million more ballots cast; 200 more
electoral votes than Senator McCain

ï Converted everyday people into engaged

and empowered volunteers

ï Social networks, e-mail advocacy, text

messaging, online video

ï Obama loves technology He is the first

president to govern with BlackBerry in
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ï mevealed force multipliers 
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Start early
ï Already being adopted by advocacy Build the program to scale
groups Innovate when necessary

Enable content to be easy to find,

ï Ladder engagement among natural forward and act
allies Pick where he wanted to play

Channel online enthusiasm into

ï metool communication by specific, targeted activities

leveraging social media Integrated online advocacy into

every element of the campaign
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ï Mid everything incrementally better

ï Identified, prioritized and tracked

voters all the way to the polls

ï Strategic decisions made at the

granular level: every voter, e-mail,
dollar and vote needed to win

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E-mail 13 million people on the e-mail list
meceived 7,000 variations of more than 1 billion e-mails
Monors 3 million online donors
Who contributed 6
million times
Social networks
million "friends" on more than 1
social networking sites
3 million friends on Facebook alone
Web site 3
million monthly visitors to MyBarackObama com
2 million user profiles with 400,000 blog posts
3
,000 volunteer groups that held 200,000 offline events
70,000 fundraising hubs that raised $30 million

Video Nearly 2,000 official YouTube videos

Watched more than 0 million times, with 13
,000 subscribers
442,000 user-generated videos on YouTube
Mobile 3 million people signed up for the text messaging program
meceived five to 20 messages per month
Phone calls 3 million personal phone calls placed in the last 4 days of the campaign
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ï Social media is an indicator of how the

administration will operate

ï More than two million people visited

Change gov in the first month

ï
,000 people commented on a

Change gov video featuring Tom Maschle

ï Thousands of house parties

ï Exhibits how new administration can give

people the opportunity to demonstrate
their support for its policies
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1 Laddering support through tiers of engagement
2 Empowering super users
3 Providing materials for user generated content
4 oing where the people are

sing tools people are familiar with
6 Ensuring people can find your content
7 Mobilizing supporters through text messaging
 Harnessing analytics to improve engagement
9 Building the operation to scale
10 Choosing the right team
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ï Additional, personalized support to

the most active MyBarackObama com
community members

ï Tracking and measurement to identify

and understand their online activism;
content developed to meet those
needs

ï Super users were given something

͞more͟ than the average user

Identify the connectors
 

and 


to activate others
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ï Supporters could discuss and
advocate in the first-person
ï MyBarackObama com: encouraged
C with raw materials for
speeches, videos, photos, how-to
guides
ï More than 400,000 videos created
and shared on YouTube and
400,000-plus blog posts on
MyBarackObama com

Edelman Trust Barometer 200:




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ï Obama had more than 3 million
Facebook friends in total; supporters
used Facebook tools to spread the
message
ï More than 900,000 people joined the
One Million Strong for Obama Facebook
group
ï Facebook groups for almost every
college in America

Participation 



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creates as many touch points as possible
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ï 90% of people click on page one

search results
ï Campaign created Web sites
with the mLs of popular search
terms to increase findabilty
ï IsBarackObamaAMuslim com
ï Campaign understood ͞related
videos͟ on YouTube and
mimicked tags
ï One-third of people do not
distinguish between organic and
paid results
Be found on 

 
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ï 90% of Americans are within 3 feet of
their cell phones 24 hours a day
ï
to 20 targeted messages each month
ï SMS announcement of Biden as running
mate was the largest mobile marketing
event in the  S to date
ï More than 30,000 people signed-up
while waiting to hear Obama͛s
nomination acceptance speech
ï iPhone application: up-to-date info and
organized contacts for you

With text messaging and mobile web, reach supporters

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ï Tracked the success of every e-mail,

text message and Web site visit

ï Multiple versions of every ad and e-

mail were created to determine
what worked

ï More than 7,000 customized e-mails

tailored to individual prospects

ï meal-time improvements and daily

adjustments

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to improve conversion rates
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Plan an online strategy

the intensity of a campaign kicks in

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ï Core online team started with 11,
grew to 30, more toward end of
campaign
ï Medicated Head of Social Media and
Chief Technology Advisor roles;
reported directly to the campaign
manager
ï Facebook and Orbitz veterans
ï Advisors included oogle CEO Eric
Schmidt and Craig͛s List founder
Craig Newmark

Factor internet and mobile 

 
of a campaign

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ï How will you adapt?

ï How are your competitors and your
opposition already using this new
public engagement model?
ï Mo you have a social media
strategy? How is it integrated with
grassroots? Communications?
ï What can you do to optimize your
existing grassroots program?
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