YES YOU CANHow to organize a political campaign

“Learning from Obama’s Campaign”

LESSONS LEARNED

1.Develop Political Message & Plan of Delivery !

2.Allocate Budget & Fundraising Sources, at least for the launch

3.Staff the Campaign Executive Team & setup their Office Space

4.Go out, Spread the Message, engage voters, recruit volunteers, attend events

5.Advertise on streets, events, flyers, online, in newspapers, media channels, ....

5 WS OF STRATEGY

‣ Who : is the candidate?

‣ What : is his/her goal & objectives?

‣ When : does he/she want to reach them ?

‣ Where : will you campaign ?

‣ Why : are YOU campaigning for him/her ?

5 WS OF STRATEGY +

‣ Who are the ACTORS (demographics) ?

‣ What do I want them to do ?

‣ When do I want them to do it ?

‣ Where do I want them to do it ?

‣ Why do I want them to do it ?

POLITICAL REALITY

‣ Undeveloped political landscape ( DEVELOP IT! )

‣ Biased public & private media ( Press, PR, Media )

‣ Easily-led public opinion (Public Awareness)

‣ Strong opponents (Character Branding)

‣ Lack of financial muscle (Intuitive low-cost Tools)

REACH OUT TO VOTERS

KEEP IT SIMPLE

OUTLINE YOUR STRATEGY

KEEP IT TRANSPARENT

KEEP IT FOCUSED

LOOK BETTER THAN OTHERS

INFORM THE PUBLIC

CHOOSE THE RIGHT STAFF

CAMPAIGN STRUCTURE

control room

Candidate team

Events team Voters team Media & PR team

Volunteers team

Fundraising & Expenses

Web|Social Networks

Design & Print

PhotoVideo Production

Logistical Support

SOCIAL MEDIA LESSONS ‣ Start early; Build to scale

‣ Innovate where necessary;

๏ Do everything else incrementally better

‣ Make it easy to find, forward and act

‣ Pick where you want to play

‣ Channel online enthusiasm into specific, targeted activities that further the campaign’s goals

‣ Integrate online advocacy into every element of the campaign

PIECE BY PIECE

© Edelman 2009 | 11

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The campaign had a few early missteps, including the initial rollout of the mobile campaign featuring

ringtones that were widely derided, and an embarrassing public spat with Joe Anthony, a devoted early

supporter who was forced by the campaign to forfeit his MySpace.com/BarackObama page and its

130,000 friends so that the campaign could take control of it.19 But it was able to overcome these

miscues by giving its supporters more and better opportunities to create their own social pulpits than

any campaign had ever given before.

SOURCE: Edelman

CRAWL WALK RUN FLY

Establish an online presence

Enrich contentEngage online

influencersEmbrace community

Web site Conversation audit

Podcasting

Video

Games

Widgets

Blogger Outreach

Blogger conference calls

Advertising

Ally development

Sponsorships

Blogger tours

Thought leadership blog

Social networks

Advocacy

Contests

Mobile

Online Monitoring

Establish online credibility and trust through a stepped approach

GO WHERE PEOPLE ARE

SOCIAL SHARING NETWORKS

VIDEOS, TV & SATELLITE

FUNDRAISING

Small Donors

WWW

Campaign.comUsers, Online Donations, Organization, Downloads

SocialFacebookTwitter

VideoYoutubeVimeo

SMS

Voter Base

Classical Advertising

Merchandise TOUR & EVENTS

Big Donors

Fundraiser

Celebrities

Dinner

Gala Meet & Greet

Traditional Campaign

Online Campaign

VOT

ES

$ $

COMBAT SMEARS

RECRUITING VOLUNTEERS

Identify Enlist Train Equip

IDENTIFY & ENLIST

KEEP THEM ENGAGED

KEEP THEM INFORMED

PULL & PUSH WITH PRESS

• Don’t wait for the press to reach out to you.

• Create events & activities & pull them to you.

• Voice your candidate’s opinion on issues

• Release blog articles in your candidates name

• Participate in events with strong press coverage

• If a crisis happens, voice a response or the media will do it for you.

OTHER IDEAS

SUCCESS DRIVERS

‣ Start at Grass-Roots

‣ Integrate Social-Media in your campaign

‣ Create & maintain Connections

‣ Stand out with Unique Values

THANK YOU