Case Study: The Barack Obama Strategy

Saw this via Politics Online.  An incredibly detailed slideshow of the Obama communications strategy–both online and off.  Has lots of stats about the online strategy, with some mind-blowing comparisons to the McCain numbers.

How to Reach Baby Boomers with Social Media – ReadWriteWeb

Repost from From Sarah Perez over at ReadWriteWeb:

A new report from Forrester Research revealed some surprising information: apparently Baby Boomers aren’t exactly the technology Luddites that people think they are. In fact, more than 60 percent of those in this generational group actively consume socially created content like blogs, videos, podcasts, and forums. What’s more, the percentage of those participating is on the rise.

In 2007, the percentage of Boomers consuming social media was 46% for younger Boomers (ages 43 to 52) and 39% for older Boomers (ages 53 to 63). By 2008, those number increased to 67% and 62%, respectively.

The number of Boomers responding to content posted online, as opposed to just passively consuming it, is also going up. For example, the proportion of older Boomers responding to content doubled from 15% in 2007 to 34% in 2008. According to Forrester, this is now a percentage that’s high enough to target this group with a social application.

Joining social networks is also becoming a widely popular among the younger Boomers. Today, almost one in four younger Boomers are active in social networks, up from 15% in 2007.

boomer_data.png

The one thing that Boomers are less likely to do in the online world is actually create content – outside of updating their online profiles and leaving blog comments, that is. Boomers are still not involved heavily in writing blog articles or creating videos and posting them online. In 2008, 16% younger Boomers were involved in content creation (up from 12% in 2007) and 15% of older Boomers were (up from 8%). Although both groups saw an increase, it’s still the least popular activity.

What This Means

For companies wanting to reach out to the Baby Boomers online, this data shows that spending at least a portion of your budget on social applications for the group isn’t entirely a waste of time and money. The group isn’t as active online as younger generations are, but their participation levels are now moderate and increasing.

The best bets for getting Boomers interested in your content is to create blogs or videos that relate to the life or work-style of Boomers, Forrester suggests. And if you’re looking for feedback and contributions from the Boomers themselves – like comments or criticisms – make that process dead simple. Don’t introduce overly complex sign up forms or processes. Instead, encourage low-effort contributions such as star ratings.

Marketers can also look into reaching Boomers through social networks now – specifically those favored by this generation like Classmates Online, Eons, BOOMj.com, TeeBeeDee, and even the AARP’s online community. There is some participation in these social spaces now, but even more growth is expected over the next 12-month period.

Measuring Twitter Engagement : Codswallop

Measuring Twitter Engagement : via Codswallop.

I’ve been twittering a lot this week, and thought this post was thought provoking. It makes the point that its not followers that count, but conversations.  And it outlines some ways to measure those, such as RetweetRank and  Twitter Search.

Obama Campaign’s internet dominance quantified

Catching up on some posting.  I love numbers and here are some amazing ones.  The Washington Post reports that in his 21 months of campaigning, Obama raised 745 million dollars online. And check out the rest of the stats:

  • 3 million donors made a total of 6.5 million donations online adding up to more than $500 million.
  • Of those 6.5 million donations, 6 million were in increments of $100 or less. Obama’s e-mail list contains upwards of 13 million addresses.
  • In total, more than 1 billion e-mails landed in inboxes…To put this in perspective, John Kerry’s ’04 campaign collected 3 million email addresses and Howard Dean had roughly 600,000 email addresses on his list.
  • Obama’s e-mail list contains upwards of 13 million addresses.
  • A million people signed up for Obama’s text- messaging program.
  • 2 million profiles were created on Obama’s social network, MyBarackObama.com in addition to the 5 million supporters in other social networking sites such as Facebook and MySpace.
  • MyBarackObama.com housed over 400,000 blog posts. Individuals in all 50 states created 35,000 volunteer groups and organized over 200,000 offline events. Each member was measured on an activity index including events hosted, events attended, calls made, doors knocked, amount raised, and groups joined. The higher the activity index, the more access that member was given to training tools and key campaign staff. Personal fundraising pages told others where each member stood and why they should be supported.

10 Ways to Increase Twitter Followers

via TechCrunch today:  Kevin Rose: 10 Ways To Increase Your Twitter Followers:

Ten Ways To Increase Your Twitter Followers:

  1. Explain to your followers what retweeting is and encourage them to retweet your links. Retweeting pushes your @username into foreign social graphs, resulting in clicks back to your profile. Track your retweets using retweetist.
  2. Fill out your bio. Your latest tweets and @replies don’t mean much to someone that doesn’t know you. Your bio is the only place you have to tell people who you are. Also, your bio is displayed on Twitter’s Suggested Users page. Leaving it blank or non-descriptive doesn’t encourage people to add you.
  3. As @garyvee says, “link it up.” Put links to your Twitter profile everywhere. Link it on your Digg, LinkedIn, Facebook, blog, email signature, and everywhere else you live online. Also, check out the great feedburner-like badges from TwitterCounter for your blog.
  4. Tweet about your passions in life and #hash tag them. Quality content coupled with an easy way to find it never fails. If others enjoy your content, they’ll add you. Learn more about #hash tagging here.
  5. Bring your twitter account into the physical world. Every time I give a talk, speak on a panel, shoot a podcast, present slides, or hand out business cards, I figure out a way to broadcast or display my twitter account.
  6. Take pictures. Pictures are heavily retweeted/spread around. This one from US Airways Flight 1549 has been viewed 350,000+ times. For mobile pics use iPhone apps such as Tweetie or Twitterific, both which support on the go uploading.
  7. Start a contest. @jasoncalacanis offered a free macbook air if he reached the #1 most followed spot. That never happened, but Jason added thousands of followers…brilliant.
  8. Follow the top twitter users and watch what they tweet. Pay attention to the type of content they sent out and how they address their audiences.
  9. Reply to/get involved in #hash tag memes. search.twitter.com lists the hot ‘trending topics. Look for the #hash topics and jump in on the conversation (see #4 for links to #hash instructions).
  10. Track your results. TwitterCounter will show you how many new users you’re adding per day and Qwitter will email you when someone unfollows you after a tweet.

If you enjoy this content, add me at twitter.com/kevinrose, thank you.

The 22 Step Social Media Marketing Plan

via Mashable, here’s a framework of 22 social media marketing strategies to consider with notable brand examples.  For an even LONGER, way longer list, check out Peter Kim’s list here.

1. Blogs (Johnson & Johnson, Delta Air Lines)
2. Bookmarking/Tagging (Adobe, Kodak)
3. Brand monitoring (Dell, MINI)
4. Content aggregation (Alltop, EMC)
5. Crowdsourcing/Voting (Oracle, Starbucks)
6. Discussion boards and forums (IBM, Mountain Dew)
7. Events and meetups (Molson, Pampers)
8. Mashups (Fidelity Investments, Nike)
9. Microblogging (method, Whole Foods)
10. Online video (Eukanuba, Home Depot)
11. Organization and staffing (Ford, Pepsi)
12. Outreach programs (Nokia, Yum Brands)
13. Photosharing (Rubbermaid, UK Government)
14. Podcasting (Ericsson, McDonalds)
15. Presentation sharing (CapGemini, Daimler AG)
16. Public Relations – social media releases (Avon, Intel)
17. Ratings and reviews (Loblaws, TurboTax)
18. Social networks: applications, fan pages, groups, and personalities (British Airways, Saturn)
19. Sponsorships (Coca-Cola, Whirlpool)
20. Virtual worlds (National Geographic, Toyota)
21. Widgets (Southwest Airlines, Target)
22. Wikis (Second Life, T-Mobile Sidekick)

5.4M Facebookers Say They Voted Yesterday

via Hotline on Call

Barry Schnitt, a spokesman for Facebook, passes along additional election-related statistics:

-Preliminary data shows an increase of more than 20% in activity on the site on Election Day vs. last Tuesday (measured by page views).

-More than 5.44M people clicked the “I voted” button on Facebook to tell their friends they voted.

-John McCain has 625K supporters on Facebook.

-Barack Obama has 2.5M supporters – the most popular page on Facebook (no. 2 is Michael Phelps with 1.6M).

-Since 9/5, McCain added more than 330k fans and Obama added more than 750k fans.

-On Facebook, Obama added 18k+ supporters Sunday night, 25k+ Monday night, and added more than 40k+ supporters on election day. That is the largest single day of growth we have on record.

-McCain lost about 300 Facebook supporters on election day.

-Total election-related virtual gifts given: more than 2M.

-Shortly after midnight on Nov 4, about 1M people’s Facebook Statuses were simultaneously set with a unified message to remind their friends to vote today. This rippled across Facebook, blanketing user’s feeds with reminders from their friends to go vote. This kicked off the largest online rally in history, with more than 1.5M people participating and growing quickly. So far 4,500,000 status messages have been posted.

-We also launched an election day event to remind and motivate people to vote. In just two weeks more than 2.4 million people have RSVP’d that they’re coming.

-In the days leading up to Nov. 4, we were averaging about 200k wall posts per day related to the election. On election day, wall posts mentioning Obama surged to more than 1.1M and those mentioning McCain went to 280k. Users sent up 2M wall posts yesterday related to the election yesterday.