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?