The document discusses lessons learned from Barack Obama's successful use of new media in his 2008 and 2012 presidential campaigns. It outlines how Obama was able to raise over $550 million online through leveraging new media as "impulse candy" and a "greeter" to efficiently reach niche audiences. It also discusses how to streamline paths to action, leverage urgency and special moments, continuously test and improve, and share content to encourage grassroots participation.

1. Obama New Media Lessons Learned AKPD MEDIA THE STRATEGY GROUP

4. Barack Obama raised over $550+ million online. But, did you ever see an Obama internet ad which asked for a donation? LEVERAGE NEW MEDIA AS “IMPULSE CANDY” AND “GREETER”

5. Voter Target NEW MEDIA IS HIGHLY EFFICIENT AT REACHING (NICHE) AUDIENCES

6. LEVERAGE URGENCY, ANGER, FEAR, AND SPECIAL MOMENTS

7. STREAMLINE PATHS TO ACTION

9. GRASSROOTS PARTIPATION REQUIRES SHARING CONTENT CONTROL

10. FRESH LEADS ∝ POWER TIME RESPONSE REATE GENERAL PATTERN OF EMAIL LIST RESPONSIVENESS AS LEADS AGE

19. DEMOGRAPHICS CREATE LIMITED PROFILES WITH LITTLE VARIATION

22. PROFILE FOCUSES ON MONEYMAKERS AND DISCARDS THE REST 10 9 8 7 6 5 4 3 2 1

23. THANK YOU Questions? AKPD MEDIA THE STRATEGY GROUP