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‘Big
Obama
Head’
Tshirt
by
STOLEN
-
http://www.merchline.com/stolengoodies/categorydisplay.3118.c.htm
The
Obama
Way
using
online
social
networks
to
promote
your

 cause,
empower
supporters
and
raise
funds



 kevin
lim
//
cyberculturalist
//
22nd
April
2009
“[...]
when
powerful
technologies
merge,
new
media
become

available,
and
people
appropriate
those
media
and
make
things

          from
them,”
says
Howard
Rheingold
(2002)
quot;Communications
tools
don't
get
socially
interesting
until

they
get
technologically
boring,quot;
says
Clay
Shirky
(2008)
As
we
get
increasingly

networked,
“rest
of
us”

 become
exponentially

      empowered
What
can
we
learn?
How
Obama
did
for
the
2008
Election
                        • 8.5
million
more
ballots
cast;
200
more

                              electoral
votes
than
Senator
McCain
                        • Social
networks,
e-mail
advocacy,
text

                              messaging,
online
video

                        • Converted
everyday
people
into
engaged

                              and
empowered
volunteers
                        • Obama
is
now
the
first
president
to

                              govern
with
BlackBerry
in
hand…

                              13
million
advocates
at
his
fingertips
             “Barack
Obama’s
Social
Media
Toolkit”
by
Monte
Lutz
(Feb
2009)
 http://www.slideshare.net/montelutz/social-pulpit-barack-obamas-social-media-toolkit
“How
Obama
Reinvented
Campaign
Finance”
by
XPLANE™


•


http://www.xplane.com/obama
“How
Obama
Reinvented
Campaign
Finance”
by
XPLANE™


•


http://www.xplane.com/obama
In
2004,
Howard
Dean’s
campaign
was
among
the
first
to

          harness
the
Internet
for
political
fundraising.

Internet
Revolutionizes
Campaign
Fundraising:
Successful
fundraising
efforts
appeal
to
average
people
online
(July
10,
2008)
         http://www.america.gov/st/elections08-english/2008/July/20080710130812mlenuhret0.6269953.html
“How
Obama
Reinvented
Campaign
Finance”
by
XPLANE™


•


http://www.xplane.com/obama
The Obama Way: Using Online Social Networks to Promote Your Cause
Fast
Company:
The
Kid
Who
Made
Obama
President
(April
2009)
         http://www.fastcompany.com/magazine/134/boy-wonder.html
The Obama Way: Using Online Social Networks to Promote Your Cause
Some
ideas
 take
a
life
of
their
own
they
go
viral
user

generated

 content
obama
by
BohPhoto                                         Change
Has
Come
to
America
by
Tony
the
Misfit




          No.
of
“Obama”
photos
on

            Flickr.com
=
660,315


                A
Vision
for
America
by
Tony
the
Misfit                   Jan08
378
by
Lord
Jim
No.
of
“Obama”
videos
on

 Youtube.com
=
495,000
14K
gold
Obama
YES
WE
CAN

                                               pendant
by
strandbyme




                                                                              Obama
Rocks
print
by
toastmania



            No.
of
handmade
“Obama”

            items
on
Etsy.com
=
2774
                                      peth
  Barack
Obama
painting
by
Robin
Huds

                                                                             Obama
Inspired
Lim
                                                                                                ited
Edition

                                                                          BATMOBAMA
and
R
                                                                                          OBIDEN
Giclee
Prin
                                                                                                              ts

                                                                                    by
PaulyPants

                                                Obama
NEW
ERA
T-shirt
Obama
Necklace
DESIGNER
                                                   by
57thirtythree
     by
LePhotique
Social
web

can
be
a
force

  multiplier
but
it’s
not
that
simple
Barack
Obama’s
disputed
MySpace
page
http://www.epolitics.com/2007/05/02/ugly-scene-follows-obama-takeover-of-volunteer-run-myspace-site/
The Obama Way: Using Online Social Networks to Promote Your Cause
http://www.briansolis.com/2008/08/introducing-conversation-prism.html
Where
do

 I
start?
Should
I
be

   blogging,

   tweeting,

  youtubing,
 facebooking,

blah-blah-ing?
Amy
Jo
Kim’s
Community
Building
on
the
Web
(Peachpit,
2000)

Ladder
of
citizen
participation




Arnstein,
Sherry
R.
quot;A
Ladder
of
Citizen
Participation,quot;
JAIP,
Vol.
35,
No.
4,
July
1969
 http://lithgow-schmidt.dk/sherry-arnstein/ladder-of-citizen-participation.html
Social
Technographics
Ladder




Social
Technographics
Ladder
from
Groundswell,
Forrester
Research
(2008)
http://blogs.forrester.com/groundswell/2007/04/forresters_new_.html
Tiers
of
Social
Media
Engagement
                                               

Recruit
others
to
donate
        ADVOCATE                               
Create
a
group
                                               Host
an
event

                                       



Post
pictures/videos
      SOCIAL                           


Write
a
blog
post
                                       
Join
a
group

                              






Create
a
profile
                              





Post
a
comment
PERSONAL
                              



Make
a
donation
                              

Sign
up
for
e-mail/SMS
                              Friend
on
social
networks

             “Barack
Obama’s
Social
Media
Toolkit”
by
Monte
Lutz
(Feb
2009)
 http://www.slideshare.net/montelutz/social-pulpit-barack-obamas-social-media-toolkit
Obama’s
Social
Media
Campaign


                 sibility
           Acces
                            Share-ability
               PERSONAL
                             SOCIAL

            Empowerment
               ADVOCATE
Obama’s
Social
Media
Campaign

                           ssibility
                      Acce
                                PERSONAL
                     • go
where

                         people
are
                     •   multiple

                         touchpoints
                     •   ease
of

                         donation
Obama’s
Social
Media
Campaign

                     Share-ability
                    SOCIAL

                     • visible

                         affiliation
                     •   collectable
                     •   remixable

                         media
Obama’s
Social
Media
Campaign

                     Empowerment
                        ADVOCATE

                    • activism
tools
                    • mobile
alerts
                    • ease
of

                      volunteering
take
aways
         Murph:
Do
I
look
big
in
this?
by
Murph
&
Billy
  http://www.flickr.com/photos/murph_billy/2303750974/
social
media

 is
not
“be

 all
end
all”
controls

get
handed

  to
fans
fans
feel
a

 sense
of

ownership
balance

risk
with

rewards
Thank
You.
Reach
me
on
twitter
at
@brainopera
Questions
How
often
should
we

communicate
with
our

 supporters
through

Twitter,
and
Facebook?
Who
in
my
small
shop

 should
manage
our

  social
networking

accounts?
Volunteer?
What
should
my

  organization's

Facebook
fan
page

 really
look
like?
Do
you
see
social
web
being
over-populated

 with
cause
related

     marketing?
Will
I
quot;turn
offquot;

 traditional
donors

 with
all
this
hype

about
social
media?
How
do
I
overcome
a

bad
remark
about
our

organization
through

   the
social
web?

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