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

Learning from Obama:Lessons for Online

Communicators in 2009 & Beyond

• Free E-book (PDF)

• Download at Epolitics.com

Basic Lessons from the Obama campaign:

Basic Lessons from the Obama campaign:

1. Tools are less important than how you use them

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

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

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

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

Real Obama Victory: Putting People to Work

1. Supporters can often spread the word on your behalf more effectively than you can alone

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

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

Key Obama Tools:

1. Supporter database

Key Obama Tools:

2. A website designed to build that database, provide tools, distribute messaging & take donations

Key Obama Tools:

3. Email, email, email

Key Obama Tools:

4. MyBarackObama.com – toolkit/custom social network

Key Obama Tools:

5. Facebook, MySpace and niche social networks (good for outreach, source of recruits for email list)

Key Obama Tools:

6. Video (useful for training, recruitment and message distribution)

Key Obama Tools:

7. Cellphones/text msgs (limited by structural constraints, but useful for mobilization and for hitting certain audiences)

Key Obama Tools:

8. Advertising, particularly search advertising (Google Ads)

Key Obama Tools:

9. Blogger outreach

Big Difference Between Presidential and other campaigns:

Big Difference Between Presidential and other campaigns:

Presidential campaigns have to do EVERYTHING.

Most local and even state campaigns must choose…

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!

Choosing Tools: The Essentials

1. Online Hub (website)

2. Way to stay in touch (email)

3. Way to influence online discussion

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

Contact:

Colin Delany, Epolitics.com202-422-4682cpd@epolitics.com