Scaling Obama: Applying the Online Campaigning Lessons of '08 to State and Local Races
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Scaling Obama: Applying the Online Campaigning Lessons of '08 to State and Local Races
Colin Delany, Epolitics.com Judith Freeman, New Organizing Institute
Scott Goodstein, Revolution Messaging
Julia Rosen, Courage Campaign
@epolitics / @judithfreeman @neworganizing / @sgcatalyst @revmsg / @juliarosen
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Learning from Obama:Lessons for Online
Communicators in 2009 & Beyond
• Free E-book (PDF)
• Download at Epolitics.com
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Basic Lessons from the Obama campaign:
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Basic Lessons from the Obama campaign:
1. Tools are less important than how you use them
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Basic Lessons from the Obama campaign:
1. Tools are less important than how you use them
2. Online outreach is incremental and rewards an early start
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Basic Lessons from the Obama campaign:
1. Tools are less important than how you use them
2. Online outreach is incremental and rewards an early start
3. Simple improvements can make all the difference
![Page 7: Scaling Obama: Applying the Online Campaigning Lessons of '08 to State and Local Races](https://reader031.fdocuments.in/reader031/viewer/2022020417/568147e8550346895db52181/html5/thumbnails/7.jpg)
Basic Lessons from the Obama campaign:
1. Tools are less important than how you use them
2. Online outreach is incremental and rewards an early start
3. Simple improvements can make all the difference
4. Most tools are cheap in money but expensive in time
![Page 8: Scaling Obama: Applying the Online Campaigning Lessons of '08 to State and Local Races](https://reader031.fdocuments.in/reader031/viewer/2022020417/568147e8550346895db52181/html5/thumbnails/8.jpg)
Basic Lessons from the Obama campaign:
1. Tools are less important than how you use them
2. Online outreach is incremental and rewards an early start
3. Simple improvements can make all the difference
4. Most tools are cheap in money but expensive in time
5. Online/offline integration is absolutely essential
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Real Obama Victory: Putting People to Work
1. Supporters can often spread the word on your behalf more effectively than you can alone
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Real Obama Victory: Putting People to Work
1. Supporters can often spread the word on your behalf more effectively than you can alone
2. Volunteers will require education, motivation and channels for activism
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Real Obama Victory: Putting People to Work
1. Supporters can often spread the word on your behalf more effectively than you can alone
2. Volunteers will require education, motivation and channels for activism
3. Online fundraising can be decisive – both to raise money and to connect people to your organization
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Key Obama Tools:
1. Supporter database
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Key Obama Tools:
2. A website designed to build that database, provide tools, distribute messaging & take donations
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Key Obama Tools:
3. Email, email, email
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Key Obama Tools:
4. MyBarackObama.com – toolkit/custom social network
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Key Obama Tools:
5. Facebook, MySpace and niche social networks (good for outreach, source of recruits for email list)
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Key Obama Tools:
6. Video (useful for training, recruitment and message distribution)
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Key Obama Tools:
7. Cellphones/text msgs (limited by structural constraints, but useful for mobilization and for hitting certain audiences)
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Key Obama Tools:
8. Advertising, particularly search advertising (Google Ads)
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Key Obama Tools:
9. Blogger outreach
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Big Difference Between Presidential and other campaigns:
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Big Difference Between Presidential and other campaigns:
Presidential campaigns have to do EVERYTHING.
Most local and even state campaigns must choose…
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Big Difference Between Presidential and other campaigns:
Presidential campaigns have to do EVERYTHING.
Most local and even state campaigns must choose… SO PLAY TO YOUR STRENGTHS!
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Choosing Tools: The Essentials
1. Online Hub (website)
2. Way to stay in touch (email)
3. Way to influence online discussion
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What Do I Do First?
1. Get a website/CRM package & build that list!
2. Social networking outreach (Facebook, Twitter)
3. Blog Outreach
4. Online Video
5. Google Ads
6. Fundraising/Email program