Download - Joint project
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Joint project
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Authors
Alan RosenblattCenter for American Progress
Andrew SherryCenter for American Progress
Jonas HellmanPrime Group
Johanna RehnvallPrime Group
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Content
1. Our definition of ”Tech President”
2. How technology can transform government
3. The future of Obama’s movement
4. Where Obama got it from5. Key success factors6. The role of think tanks7. How this affects the
communication industry8. What will happen next?
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OUR DEFINITION OF ”TECH PRESIDENT”
Part 1
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Definition: In what sense is Obama the first tech president?
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Obama’s personal relation to new technologies
”A PDA-less Obama is as like a caged lion padding restlessly around the West Wing, wondering what's happening on the other side of the iron bars that surround the People's House”.
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HOW TECHNOLOGY CAN TRANSFORM GOVERMENT
Part 2
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Obama on technology vision
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Transparency
New paradigm of governing means citizens have more transparency
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Two-way communication
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Data-driven decision making
Information technology has increased the opportunities for data driven decision making
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Better understanding of science and technology within government
An innovative infrastructure is necessary to compete on the global stage
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What challenges will he face?
Cyber security issues Lack of knowledge among
staff Lack of tools Information overload Difficulties keeping up
quality Risk of lower interest Culture!
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THE FUTURE OF OBAMA’S MOVEMENT
Part 3
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The future of Obama’s movement
What will happen to Obama’s movement, referred to as "OFA2" (Obama for America II) by some organizers?
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Obama’s movement – in numbers
8.5 million montly site visitors2 million created user profiles and wrote 400000 blog posts35,000 volunteer groups held 200000 offline events
3 million signed up for the sms program which procuded 5-20 sms/month13 million people on the e-mial list which sent 7000 varations of more than 1 billion e-mails
20000 YouTube videos uploaded and watched more than 80 million times 154,000 subscribes442,000 user generated videos
5 million friends on more than 15 social netwoorking sites3 million friends on Facebook
3 million personal phone calls placed in the last four days of the campaign
700000 fundrasing hubs that raised $30 million3 million online donors contribued 6,5 million times
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How will he use it?
External political force for fundraising and issue activism
Crowdsourcing policy proposals and solutions
Connecting with the home districts of constituents
Encourage community service to keep movement active
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Two major challenges for the movement
Absence of an election campaign
Decreasing enthusiasm due to unpopular decisions
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WHERE OBAMA GOT IT FROMPart 4
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Not the first
The frist president to appear on TV was FDR.
Online advocacy campaigns started in earnest in mid 1990's.
MoveOn.org Civic Action had hundreds of thousands of individuals signed up when founded in 1998
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Obama is Howard Dean 2.0
Howard Dean’s campaign was the first that exploited social networks and worked with the blogosphere.
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Other key persons that put Obama on the track
Joe Rospars Chris Huges
Scott Goodstein
Macon Philips
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Yes, new technology made a difference
Internet played a major role in Obama’s fundraising
MyBO was a crucial complement when organizing volunteers + showed how Obama respected dissent
Online ad campaign was extensive and effective
Huge symbolic value!
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Key technologies/channels
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Obama on Twitter
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KEY SUCCESS FACTORSPart 5
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Obama vs McCain
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Why Obama succeeded
The right message and messenger
Effective integration of online and offline strategy and tactics
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To what extent is it possible to copy his campaign?
It is possible to copy strategy and tactics, but unless messenger and message equally compelling, it won't be the same.
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THE ROLE OF THINK TANKSPart 6
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What can think tanks supply?
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HOW THIS AFFECTS THE COMMUNICATION INDUSTRY
Part 7
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Message + Substance = ”Instant benefit”
Concept
Communicating product
Substance
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Owned channels• Sales staff• CEO• Staff• Retailers and
product pres.
• Offices• Seminars• Website• E-mail• Books
Paid channels
• Newspapers• Radio• TV• Web• Billboards
Earned channels
• Traditional media• New media• Internet -
Communities• New techniques (SMS,
MMS, web etc)• Word-of-mouth/trend
Concept
An effective mix of own, paid and earned channels
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WHAT WILL HAPPEN NEXTPart 9
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Technology during transition
Change.gov was just a first step
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The cultural aspect – how does this change how politicians communicate
Scripted campaigns are in their last throes
Authenticity joins message discipline as key communication principle
’12
x
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What will happen next for political campaigns?
1
2
Technology will play an essential role
Networked communications will be liberated from the desktop
Content is crucial – the good story3
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Contact
The Prime GroupSlussplan 9 Stockholm+46-8-503 146 00
(swithboard)www.primegroup.com
Jonas Hellman (New York)Partner and senior consultant646-465-3774 (US cell phone) [email protected]
om
Center for American Progress1333 H Street NW, 10th FloorWashington, D.C. 20005 +1-202 682 1611 (swithboard) www.americanprogress.org
Andrew Sherry (Washington, DC)
SVP, Online Communications +1-202-481 8149 (direct)[email protected]