politics and social media - how the democratic party won in 08

    Politics and Social Media

Sarah Burt @4th_Sector

@iBurt

sarahburt@fourthsectorconsulting.com

The Dean Scream

The Dean Scream

2004            People Online                                                Action  • Meetups - Neighbors Meeting Neighbors• Move On • Blogging - Daily Kos

Data Data Data

• Centralized Database - the Voter Activation Network • Around Since 02’• State Parties Contributes to It• What's In It?  

• Public data from the SOS.• Responses from past surveys.• Marketing Data.• Contribution Data.• Likely Party Score.

Mountain of Data+Strategic Objectives*

• Didn't concede any states. • Solidify Wins in Key States: Nevada, Colorado, New

Mexico and Florida.• Top priorities in battleground states

1.Voter Registration2.Helping elect Democrats down the ballot3.Build grassroots organization in every state

• Stick with issue spots vs McCain’s attack spots. Install confidence within the people. Use attack spots only in states with very small margins.

• Focus on small donations.   Media Price Tag:  427.6 Million   http://www.opensecrets.org/pres08/expend.php?cycle=2008&cid=n00009638 *http://www.slideshare.net/socialmedia8/case-study-the-barack-obama-strategy?src=embed

What can you do with all that money?

 Chris Hughes, co-Founder of Facebook

MyBarackObama.com

Talk with your neighbors, make sure they're registered, get them out to vote.

Tools + Materials + Labor = Success

What Does Interactive Success Look Like?

• 2 million profiles were created• In addition, 200,000 offline events were planned• About 400,000 blog posts were written• more than 35,000 volunteer groups were

     created - at least 1,000 of them on Feb. 10, 2007,      the day Obama announced his candidacy.

Source: http://voices.washingtonpost.com/the-trail/2008/11/20/obama_raised_half_a_billion_on.html

Experimented with Emerging Technology

Social Media was a tool to create action & conversation on the campaign. 

Question:  How did this kind of marketing potentially benefit Obama's Brand?

So You Got Elected! What Next?

Shift from talking about what you want to do when elected, to what you are doing. 

Relate the District to home district. 

Incorporate feedback from the district into decisions in DC.

You Get a Flip Camera.Ellison Interviews Colleagues on House Floor

6/19/09

You Start Tweeting

Twitter Strategy

• Conveys his personality; introduces people to him.

• He uses it to engage his constituents and ask questions.

• He tweets to raise awareness around the issues he's a leader on.