yes we can - barak obama and social media
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barack obama + social media
learnings for volunteering organisationsTuesday, 16 June 2009
an unlikely story
Tuesday, 16 June 2009
he was a political unknown until 2004
Tuesday, 16 June 2009
he’d only been in the Senate for 4 years
Tuesday, 16 June 2009
he was
46
Tuesday, 16 June 2009
nobody was looking for obama
Tuesday, 16 June 2009
he’s black in a country which until recently practiced apartheid
Tuesday, 16 June 2009
his middle name
is Hussein
Tuesday, 16 June 2009
and his surname rhymes
with Osama
Tuesday, 16 June 2009
young people don’t care and don’t win elections, right?
Tuesday, 16 June 2009
13 million email subscribers 3 million profiles created
3.9 million donations 93% less than $100
200,000 offline events planned35,000 groups created
3.2 million Facebook friends$640million raised
5 million volunteers3,600 volunteers in 1 State
gave 6 weeks of unpaid work
Tuesday, 16 June 2009
http://www.youtube.com/watch?v=zK7pWOgRqYM
Tuesday, 16 June 2009
so how did Obama use social media to mobilise
volunteers?
Tuesday, 16 June 2009
he spent time where the young people are
16Official Social Spaces
Tuesday, 16 June 2009
Facebook (official)1,110
MyBarackObama930
Facebook(“1M Strong”)
587
Black Planet490
MySpace415
YouTube
62
MiGente
54
Twitter46
Glee2
75% of the
community exists
“out there” he was part of their
communities
Tuesday, 16 June 2009
he used their media and their language
Tuesday, 16 June 2009
he made it about ‘you’
your choices
your responsibility
your benefits
Tuesday, 16 June 2009
he gave volunteers their own identity
volunteers have personalised profilesTuesday, 16 June 2009
everything they do is recorded
and displayed on a public
dashboard
Tuesday, 16 June 2009
volunteers set their own targets
a thermometer shows their progress
the difference they made is plain to seeTuesday, 16 June 2009
volunteers motivated by competition
they get points for achievements
their ranking increases as they do moreTuesday, 16 June 2009
volunteering is on their doorstep
Tuesday, 16 June 2009
volunteers recruit their own friends
peers recruit peers
Tuesday, 16 June 2009
volunteers are given a voice via the blogging
platform
they talk about what
they have done
it gets published on the main site
Tuesday, 16 June 2009
“...In our own campaign, polling was just one way we viewed how we were doing in a state in the general election. We had a lot of voter identification work. We had a lot of field data. We don't have to wait for a state to report in how they did that night; we can look at it, down to the volunteer level, because we trusted our volunteers. We gave them the voter file, we said here are the people on your block, you go talk to 'em, you record the result of the conversation. And we in Chicago could look at that in real-time and help us plan our resource” David Plouffe, Obama Campaign Director
volunteers were given responsibility. they became a trusted data source.they were part of the infrastructure. Tuesday, 16 June 2009
they give their time in fun, creative
ways
songs, photos, diaries,
designs,
he harnessed their urge
for creativityTuesday, 16 June 2009
he gave them the tools to take action in their own time in easy ways
in innovative ways Tuesday, 16 June 2009
“At least 60,000 people have applied to be volunteers during the days of activities surrounding the inauguration of U.S...People want to get involved. People want to be a part of this thing ... a part of history.“ Transition committee spokesman Kevin Griffis
he made volunteers feel part of something
bigger
Tuesday, 16 June 2009
thanked. in real time.
directly. Tuesday, 16 June 2009
new methods enhanced the
campaign but did not replace traditional
methods
Tuesday, 16 June 2009
nice rewards
Tuesday, 16 June 2009
"Volunteer citizens were involved at every level and no one was rejected. Everyone had a role: harnessing the power of the web, making phone calls, transporting electors, reaching the uninvolved” Hans Riemer, national youth vote director for the Obama campaign
tailored tasks
Tuesday, 16 June 2009
"It's not rocket science," he says. "What we have to do is give them the tools to create a plan and just keep in touch with them as they create their plan and execute it. Winning an election is just a matter of breaking it down into manageable pieces, so we show them what those pieces are, and then turn them loose. As long as we can do that, there's no problem. They can make it happen." Hans Riemer, national youth vote director for the Obama campaign
bite-size tasks
Tuesday, 16 June 2009
"We had a volunteer headquarters that we all pretty much lived in," says Liz Lempert, who co-chaired an Obama group in Princeton, N.J., that will meet next week. "Moving out of that office is really hard. People just want to keep those ties together."
focused on the human
focused on the emotional
Tuesday, 16 June 2009
key learnings
leverage young people’s urge for competition and sociability
give young people the tools and the responsibility to use them
use digital to communicate, to feedback, to thank, in real time
go to where young people are, instead of expecting them to come to us
use social media to enhance but not replace traditional methods
make young people feel part of something bigger
Tuesday, 16 June 2009
3 things you can do tomorrow
create a twitter feed as a record of activity
record and display everything they do
create a youtube channel for video volunteer diaries
Tuesday, 16 June 2009
thank you*
sidekickstudios.net
*especially to all those people I got images and charts from but haven’t credited
Tuesday, 16 June 2009
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