C O M M U N I C A T I O N     2.0

 

Main lessons from the Obama Campaign

 

 

A.       Key new elements in the Obama on-line strategy:

 

·         A clear and mobilising message

          

-          TIME FOR CHANGE

-          YES WE CAN

 

·         Mobilising millions of people via the web and text messages

 

·         Giving the mobilised an In-Knowing feeling. Empower them

 

·         Stimulate a dynamic network where people communicate

with each other – inspire, exchange ideas & experience

                 

·         Collect crucial information on-line permanently from the

the activists  ( active data mining )

 

B.       How to Do It in Practice:

 

·         Have a very dynamic and modern Web Site:

 

            Main functions on the site:

 

-          Latest news ( with RSS feeds )

 

-          TV  ( like the ObamaTV )

 

-          A chapter to mobilise people  ( like MyBo )

 

-          Sign up for e-mails

 

-          Sign up for mobile phones ( for text messages )

 

-          Mobile access to all ( pull and push )

 

-          Personalise the site  ( like Meet….  )

 

 

-          Political issues – well and clearly explained

 

-          Offer downloads ( i.e. screensavers, ring tones, etc.)

 

-          Campaign store  ( with online purchase and pay )

 

-          Special chapter for the media

 

 

 

·         Mobilise supporters via the web:

 

-          Use the pyramid principle ( you find 10, who each    find 10, etc.   Obama mobilised 11 million people

 

-          Give them priority to new and hot news

 

-          Encourage them on what to do and how

 

-          Empower them in all possible way

 

-          Ask them for special feedback – also for data mining

 

-          See Obama’s  MyBarackObama site   ( called MyBo )

 

·         Be actively present on all relevant social communities

 

-          Obama was present on 16 huge networks

 

-          Most interesting:  Facebook, MySpace, LinkedIn, Digg, Twitter, hi5, Plaxo

 

·         Build a huge data base of mobile phone numbers   ( for text messages )

 

·         Create a similar database of incoming e-mail addresses

 

·         Use YouTube very actively in distributing your videos ( mostly full videos from meetings, etc. NOT short sound bites )

 

·         Send out text messages / e-mails before you upload important videos on YouTube

 

·         Use also Flickr actively with photos from all sorts of ongoing activities

 

·         Be aware of the increasing importance of the Web News Sites ( like Google News, Yahoo News, Web News from “normal” media ) Make a special priority service for them

 

·         Use Infomercials   (  paid prime time broadcasts on key TV stations – where possible ). And if possible with part of it as a direct programme from an important event )

 

·         Make sufficient resources available to monitor feedback and adapt rightaway when necessary

 

·         Make absolutely sure that all activities continue to be dynamic and inspiring   at all times – no slow-down siesta period

 

 

 

 

                     C.      This is:     


                 COMMUNICATION 2.0   

 

                      Second generation       communication for the 21^st  century

 

 

 

                     Niels Jørgen Thøgersen

 

                  November 2008     


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