Barak Obama Web 2.0Barak Obama Web 2.0

MyBarackObamaMyBarackObama

Social Media Good PracticesSocial Media Good Practices MyBarackObamaMyBarackObama

MyBarackObama.com was designed to enable MyBarackObama.com was designed to enable supporters to help Obama to get elected, so its supporters to help Obama to get elected, so its features supported relevant business processes. features supported relevant business processes.

This is an important point: serving people by This is an important point: serving people by designing a digital environment that helps them to do designing a digital environment that helps them to do what they want to dowhat they want to do especially when their actions are especially when their actions are aligned with your goalsaligned with your goals; it becomes a win-win.; it becomes a win-win.

Facebook, LinkedIn, MySpace, Twitter, YouTubeFacebook, LinkedIn, MySpace, Twitter, YouTube

MyBarackObama: what is the MyBarackObama: what is the strategic frame here?strategic frame here?

Start-up vs. established business: changing the rules! Start-up vs. established business: changing the rules! The campaign was contending with established players that had The campaign was contending with established players that had

far greater resources far greater resources There were few alternatives to putting emerging social media There were few alternatives to putting emerging social media

technology and processes in the front lines of the contest (they technology and processes in the front lines of the contest (they were desperate) were desperate)

The campaign had little chance of success if it had only used The campaign had little chance of success if it had only used legacy processes legacy processes

Obama was not on the radar screen at first because he didn't Obama was not on the radar screen at first because he didn't look like a serious contender according to traditional metrics look like a serious contender according to traditional metrics

By using the technology, the Obama campaign was able to By using the technology, the Obama campaign was able to engage customers in fundamentally new ways engage customers in fundamentally new ways

Customers (voters) used the same technology to amplify the Customers (voters) used the same technology to amplify the effect effect

Compared to CRM, ERP, SCMCompared to CRM, ERP, SCM

Far-reaching b/c bottom-upFar-reaching b/c bottom-up Organization Culture - Leadership may be Organization Culture - Leadership may be

differentdifferent Low costLow cost Control unclearControl unclear Value potential huge but hard to realizeValue potential huge but hard to realize

Unlock ParticipationUnlock Participation

Transformation to a bottom-up culture needs Transformation to a bottom-up culture needs help from the tophelp from the top

best uses come from users — but they best uses come from users — but they require help to scalerequire help to scale

Appeal to the participants' egos and needs — Appeal to the participants' egos and needs — not just their walletsnot just their wallets

The right solution comes from the right The right solution comes from the right participantsparticipants

Balance the top-down and self-management Balance the top-down and self-management of riskof risk forfor authenticityauthenticity

Going ForwardGoing Forward

What are the limitations of social Media as What are the limitations of social Media as “connectivity tissue”?“connectivity tissue”?

How should Obama ‘use’ social media How should Obama ‘use’ social media post-election?post-election?

Should SM be a strategy?Should SM be a strategy? If so, what are the implications?If so, what are the implications?