Mixx Canada Jascha Franklin Hodge Obama Juggernaut

MIXX Canada | 2009-03-05

welcome

Inside the Obama Social Media Marketing Juggernaut

Jascha Franklin-HodgeChief Technology Officer/Co-founder


Founded in 2004 DC, Boston, NYC,

London 75 Employees 200+ Clients

Design Technology Strategy

who we are


obama ‘08 by the numbers

>1B Emails to 13M Addresses

>1M SMS Subscribers 200,000 Offline Events

Planned via Web 35,000 Local Volunteer

Groups 14.5M YouTube Viewing

Hours

$770,000,000 Raised

On-line65%

Off-line35%


how we did it (and how you can too)

1. Drive Action2. Be Authentic3. Create Ownership4. Be Relevant5. Create a Strong, Open Brand6. Measure Everything


Off to a bad start


Much improved


Low barrier to action


Action-oriented social networking


Give people a reason to act


set high expectations

Basic signup

Low-level action

Surrogacy/Outreach

Donation

Multiple Donations

Multiple or recurring donors; top advocates (70% from 10%)

One-time donors; peer recruiters; action-takers

Potential donors; low-barrier action-takers

Subscribers; occasionalreaders

Inactive; don’t read email


2. Be Authentic


be authentic


Thank you letter? Or, ransom note?


Go behind the scenes

Watch full video

http://www.youtube.com/watch?v=wUAiGbNp8oI


3. Create Ownership


Turn users into advocates


It’s all about the network


grassroots matching

Existing Donors Non-Donors

Existing Donors + Non-Donors

Traditional Match

One Wealthy Donor

Grassroots Match


grassroots matching

Ownership through personal connection


neighbor to neighbor



Volunteer gives us her home address



We provide targeted voters



Then do it a few million times



6.1 million times, to be exact

9-Ju

l13

-Jul

17-J

ul21

-Jul

25-J

ul29

-Jul

2-A

ug6-

Aug

10-A

ug14

-Aug

18-A

ug22

-Aug

26-A

ug30

-Aug

3-Se

p7-

Sep

11-S

ep15

-Sep

19-S

ep23

-Sep

27-S

ep1-

Oct

5-O

ct9-

Oct

13-O

ct17

-Oct

21-O

ct25

-Oct

29-O

ct2-

Nov

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000 6,122,837

Knocks & Calls


Recognize your leaders and engage them


70% from 10%. No excuse not to engage.

Basic signup

Low-level action

Surrogacy/Outreach

Donation

Multiple Donations

Multiple or recurring donors; top advocates (70% from 10%)

One-time donors; peer recruiters; action-takers

Potential donors; low-barrier action-takers

Subscribers; occasionalreaders

Inactive; don’t read email


4. Be Relevant


#1 Obama Fundraiser. Thanks, Sarah.


“You can send a crystal clear message.”


Don’t just react, anticipate

Watch full video

http://www.youtube.com/watch?v=23uz3rormKY


5. Build a Strong, Open Brand


Brand professionally

vs.


Brand consistently

vs.


Don’t forget your plane


Empower people to do interesting things. Why?


They might paint their barn…


Or, illuminate their bicycle…


Or, they might create iconic art.


Artists for Obama


6. Measure Everything


measure everything

Emails Online advertising Engagement Fundraising Persuasion Election Activities


What you saw


Why you saw it


6 core principles

1. Drive Action2. Be Authentic3. Create Ownership4. Be Relevant5. Create a Strong, Open Brand6. Measure Everything


thank you

http://www.bluestatedigital.com/

Mixx Canada Jascha Franklin Hodge Obama Juggernaut

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