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Scaling Obama: Lessons from 2008

Scaling Obama: Lessons from 2008. Colin Delany, Judith Freeman, Scott Goldstein, Julia Rosen. What, How and Why to run an Engagement Campaign. Campaigns Before Radio. Campaigns Before TV. Campaigns Before the Internet. Campaigns Now. A Changing Context and its Consequences.

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Scaling Obama: Lessons from 2008

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  1. Scaling Obama: Lessons from 2008 Colin Delany, Judith Freeman, Scott Goldstein, Julia Rosen

  2. What, How and Why to run an Engagement Campaign

  3. Campaigns Before Radio

  4. Campaigns Before TV

  5. Campaigns Before the Internet

  6. Campaigns Now

  7. A Changing Context and its Consequences Increasing Media Fragmentation Increased Trust of Word of Mouth Rising Internet Use Decreased Effectiveness of Ads Neighbors and Family Are Trusted Messengers People Expect 2-way Communication

  8. What does this mean for how you communicate on smaller races and campaigns? • Unique – based on personal story • Aspirational – hope • Authentic – online and off-line • Succinct - • Feedback loop-heavy – listen to people

  9. Campaign Tools for Engagement • My.BarackObama.com (shout out Amy H!) • Email programs • Mobilization (and Money and Message) • Video – none in 2004, race speech video over 2 M views

  10. What does this mean for Field and Online Organizing? OR

  11. What is an Engagement Campaign?

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