scaling obama: lessons from 2008
Post on 06-Jan-2016
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Scaling Obama: Lessons from 2008
Colin Delany, Judith Freeman, Scott Goldstein, Julia Rosen
What, How and Why to run an Engagement Campaign
Campaigns Before Radio
Campaigns Before TV
Campaigns Before the Internet
Campaigns Now
A Changing Context and its Consequences
Increasing MediaFragmentation Rising Internet Use
Increased Trust ofWord of Mouth
DecreasedEffectiveness of Ads
Neighbors and FamilyAre Trusted Messengers
People Expect 2-wayCommunication
What does this mean for how you communicate on smaller races and campaigns?
•Unique – based on personal story•Aspirational – hope•Authentic – online and off-line•Succinct - •Feedback loop-heavy – listen to people
Campaign Tools for Engagement
• My.BarackObama.com (shout out Amy H!)• Email programs– Mobilization (and Money and Message)
• Video – none in 2004, race speech video over 2 M views
What does this mean for Field and Online Organizing?
OR
What is an Engagement Campaign?
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