overview of obama and social media

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Editorial Board Meeting | Lessons Learned from Obama November 10, 2008

Social Media Lessons Learned from Barack Obama

Laura Lee S. DooleyOnline Engagement StrategistWorld Resources Institute (www.wri.org)twitter.com/[email protected]



People like doing business with people they know …

… and love doing business with people they trust.

Edelman Trust Barometer



Satisfaction in Engagement

Ambassador/Evangelist

Ownership

Word of Mouth

Repeat Customers

WRI and Obama: Similar Goals



Obama Campaign online operations stats • 3M online donors

• 6.5M online donations– more than $500M– 6M = $100 or less

• >13M addresses captured• >1B e-mails sent during campaign• ~1M mobile phone numbers collected• 2M profiles created on

MyBarackObama.com social network• 5M supporters on other social networking

and multimedia sharing sites



• Getting the message out.• Keeping the message fresh.• Sticking to the story.• Tracking and staying in touch with

the interested visitor.• Developing a worthwhile engaging

relationship with those who can support you and your concerns.



http://www.cnn.com/ELECTION/2008/map/fundraising/



1. Donate online2. Thank you email from Obama3. Email from Joe Biden 4. Email from Michelle Obama



“It has never been about

me.It has always

been about you.”



Election Day



The Day After



Obama’s blog continues . . .



“LEARN” rather than “ABOUT”



Civil Rights ● Defense ● Disabilities ● Economy ● Education ● Energy & Environment ● Ethics ● Faith ● Family ● Fiscal ● Foreign Policy ● Healthcare ● Homeland Security ● Immigration ● Iraq ● Poverty ● Rural ● Service ● Seniors & Social Security ● Taxes ●

Technology ● Urban Policy ● Veterans ● Women ● Additional Issues



MEDIA = Multimedia for All



Free downloads reflecting YOUR interests



How do YOU want to get involved?



Wanna volunteer?



You can still buy gear – on sale!



Asian Americans & Pacific Islands ● African Americans ● Americans Abroad ● Americans with Disabilities ● Arab Americans ● European & Mediterranean Americans

for Obama ● Environmentalists ● First Americans ● Generation Obama ● Jewish Americans ● Kids ● Labor ● Latinos ● LGBT ● People of Faith ● Rural Americans ● Seniors ● Small Business ● Sportsmen ● Students ● Veterans & Military Families ●

Women



Kids! YOU can get involved, too!



Connecting to Local Community



Ways to Take Action



YouTube Videos



MyBO



Welcome! Get Involved!



Obama Mobile 62222



After the debate …



How much I’ll save under Obama-Biden



Pass It On!



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