Social Media: 3 Case studiesAutumn 2013

Mala Sarat Chandra@malachandra

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Love stories that mobilized an ongoing drive to save lives

A grassroots movement that elected the 1st Black President of the USA in 2008 &

Re-elected him in 2012

The many ways to engage audiences with content at NYPL

Sameer Bhatia

Vinay Chakravarthy

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Case Studies

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Using Social Media to Save LivesThe Dragonfly Effect

3http://www.youtube.com/watch?feature=player_embedded&v=zGoUZoKm3pI#t=10

https://www.facebook.com/100kCheeks

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Using Social Media to Elect and Re-elect President Barack Obama“Obama (and Howard Dean before him) weren’t successful because they understood computers, they were successful because they understood how to make technology harness the passion of their supporters”- Republican Strategist Mark McKinnon

42008 Victory Speech 2012 Victory SpeechSource: http://www.nationaljournal.com/2012-election/word-cloud-comparison-of-obama-s-two-victory-speeches-20121107

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New Media Goals

Acquisition

Activation

Advocacy

“There’s nothing more valuable than a human being talking to another

human being. Nothing.” - David Plouffe, Campaign Manager.

Organizing for America Campaign 2008

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Democratic Party Goal: Get Obama elected PresidentOFA Goal: Get people to get other people to

Sign-up VolunteersRegister VotersRaise fundsGet out the vote

OBAMA CAMPAIGN 2008

“All of our goals and metrics were derivative of the larger campaign goals. You could track everything we did back to dollars or more volunteers.”- Joe Rospars

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S.M.A.R.T. GoalsSpecific, Measurable, Actionable, Relevant, Timely

Results Focused, Data Driven

Goal KPI Metric

Sign-up Volunteers

BarackObama.com RegistrationsActive Volunteers by State

% website visitors

Number registered and activity level on MyBo site

Register Voters Volunteer-team performance against targetsEmail-ids gathered

Number of events organizedEmail-ids from events and list conversions

Raise Funds Website, email and offline donations Number of 1st time/repeat website visitor donationsAve Contribution/donorEmail campaign yield

Get out the Vote Number, frequency, location of offline eventsUser generated content and engagement on Social Media

Attendance at events

Number of Voter registrations 7

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Iterate: Measure, Analyze, Test, Improve

Email Signup DonateCostPer Click

Sign-UpRate

$PerRecipient

$ per pageview

Website

DonateCostPer Click

Sign-UpRate

$PerRecipient

$ per pageview

Email Signup

Define Quantifiable Success Metrics

Find and FixWeak Links

Source: Dan Siroker 8

Website

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Splash Page Design Multivariate Testing

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Media Variations

MLEARN ORE

SIGN UP

JOIN US NOW

SIGN UP NOW

Button Variations

24 combinations to test 3 still photographs 3 videos 4 button word choicesSource: Dan Siroker

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The Results

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The Winner – 40% conversion rate

310,382 visitors to the splash page during the test period.24 combinations tested.Each combination was seen by 13,000 people.Source: Dan Siroker

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Organizational Structure

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Campaign Headquarters

Regional Headquarters

Volunteer Teams

Data Analyst

Social Media Director

Barack Obama

David Plouffe

New Media

Marketing

eMail

Blog

Video

Design

Analytics

Organizing

Communications Paid Media

Field Operations Policy

Correspondence Finance

81 Paid Staff89 Volunteers

ProfessionalsFilm-makersData AnalystsDevelopersWriters

Industry ExpertsJoe RosparsChris HughesMichael SlabyKevin Malover

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Volunteers and the Grass-roots Movement

Team Leader

Data Manager

Phone Bank Coordinator

Campus Coordinator

Volunteer Coordinator

Replicable, standard team structure

Mandatory Training

Accountability for voter contact and getting votes

Clear goals, context and information for teams

Culture of inclusion in planning and communications

High motivation, passion and morale

Trusted Volunteers12

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Content that stimulates Conversations that build Communities that engagePeople-focused DisciplinedEngaging

AuthenticTransparentCustomizable

Data-drivenNimbleOptimized

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Holistic, Coordinated “New Media” GOST

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A personal content hub for supporters (“MyBO” website)Host events that were searchable, send out invitationsUpload photos and videos, write a personal blogAccess databases of phone numbers of people to callDownloadable signs, posters, literature and guidelines

Easy to find, SEO optimized for organic and paid searchesWell written Content that is consistent Online and Offline

Easy access, permission to customize, no copyright issues

VoteForChange.comActive Video Campaign Stories from the field of supporters and volunteers

Fast response to negative publicity from the oppositionMimic tag words to increase chances of finding the response alongside the critique

Content Strategy

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Conversation Strategy

Dinner with BarackComments enabled on all online channelsBe the First to Know: V.P. Announcement via SMSTremendous buzz from bloggers and mainstream media

House Parties and Event Sign-UpsCreate authentic experiences with EmailRallying cry “supporters like you” with calls to actioNurture one-on-one relationships with online supporters

Videos and Streaming VideosLocal Real-World StoriesExclusive “One-on-One” Reports to campaign supporters

BloggingAuthentic stories written by grass-roots volunteers about what mattered to their constituents

Online promotions including Twitter updates

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Tiers of Engagement

Menu of Options for Prospective Supporters

Source: Edelman16

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Communities Strategy

Presence on popular social networking sitesFacebookOne Million Strong for Barack ObamaI Endorse Barack Obama – and I’m telling my friends!One Click for Barack ObamaI have more Foreign Policy Experience than Sarah Palin

MyBarackObama.comOfficial Barack Obama YouTube ChannelXbox Live In game advertising to reach 18-34 year olds

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Take Advantage of Special Circumstances

“I guess a small town mayor is like a community organizer, except you have actual responsibilities”

From David Plouffe to supportersRaised over $10 Million with 24 hours

Source: Online Tactics & Success by M+R Services

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rs$500,000,000 raised online. $156,000,000 raised offline.3 million online donors contributed 6.5 million times

365 Electoral Votes. 69,456,97 Popular Votes.

5 million “friends” on 15 social networking sites3 million on Facebook alone

13 million email list3 million signed up to receive between 5 to 20 SMS per month

35,000 volunteer groups held 200,000 offline events

8.5 million monthly visitors to MyBarackObama.com at peak2 million profiles with 400,000 blog posts70,000 fund-raising hubs raised $30,000,000

2,000 official YouTube videos watched 80,000,000 times442,000 user-generated videos on YouTube

Source: Edelman 2009

Social Media in Business, UW PCE

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Obama Strategy LessonsClear Goals, Objectives, Strategy, Tactics

Specific Measurable Actionable Relevant Timely

Target AudienceFind them wherever they are online and listen to them

EngagementProvide them with interesting, relevant content

Influencers and Brand AdvocatesEmpower them with content aligned with their interests, easy to customize and shareChannel online enthusiasm into specific, targeted activities to further the campaign’s goals

Executive SponsorshipProfessional team organized for successEstablish a technological foundation

Data-driven DecisionsKey Performance Indicators and MetricsTest, Measure, Change, Iterate

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Social Media played a bigger role in 2012

2008

• Facebook Likes: 2million people• Twitter: 115,000 followers• 15 social sites – Facebook, Twitter and

YouTube were the big ones• Mainstream Press clips were used

heavily

2012

• Facebook Likes: 32 million people• Twitter: 21 million followers• Added Google + (1.9M) and Instagram

(1.2M)• State by State Content tuning using geo-

location and mobile technologies• Mainstream Press severely limited• Obama’s website has no “News” section• Campaign news came from the campaig

and the “Truth Team” 21

Source: http://www.mysocialagency.com/obama-social-media-campaign-then-and-now/3759/

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Obama Campaign 2012

Link

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The Truth Team

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"People don't just want to hear from campaign statements or ads -- they want to hear from the family and friends they trust," - Stephanie Cutter, Deputy Campaign Manager

http://www.barackobama.com/truth-team/attack-watch

http://www.barackobama.com/truth-team/romney-reality

http://www.barackobama.com/truth-team/keeping-his-word

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Obama 2012 on Tumblr

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Obama 2012 on Instagram and Pinterest

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http://www.pinterest.com/barackobama/obama-2012-in-action/http://www.barackobama.com/photos-from-the-field/

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Micro-targeting

26Source http://www.theatlantic.com/politics/archive/2012/04/the-creepiness-factor-how-obama-and-romney-are-getting-to-know-you/255499/#slide2

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References

Learning from Obama: Lessons for Online Communicators in 2009 and BeyondColin Delany, August, 2009

Online Tactics & Success:An Examination of the Obama For America New Media CampaignSarah DiJulio, Executive Vice President and Andrea Wood, M+R Strategic Services

Obamanomics: A Study in Social Velocity, Jalali Hartman, 2008-2009

How We Used Data to Win the Presidential ElectionDan Siroker, 8 May 2009. Online video clip. Stanford Universityhttp://cobb.stanford.edu/courses/cs547/090508/090508-cs547-300.wmv

The Social Pulpit: Barack Obama’s Social Media ToolkitMonte Lutz, Edelman 2009http://www.edelman.com/image/insights/content/Social%20Pulpit%20-%20Barack%20Obamas%20Social%20Media%20Toolkit%201.09.pdf

Obama and the Power of Social Media and Technology

Tour of MyBo websitehttp://www.youtube.com/watch?v=uRY720HE0DE&NR=1

Yes We Canhttp://www.youtube.com/watch?v=jjXyqcx-mYY&feature=related

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NYPL Using Social Media to Reach a Global Audience

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NYPL Content Strategy (1): Map Warper

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NYPL Content Strategy (2): Voicestream

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NYPL Content Strategy (3): Flickr

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NYPL Content Strategy (4): Flickr

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NYPL Content Strategy (5): Tumblr

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NYPL Increased Card Sign-ups by 35% During National Library Card Sign-up Month (Sept 2012)

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“A fine quotation is a diamond in the hand of a man of wit and a pebble in the hand of a fool.” – James Roux

“If there’s one thing that always gets attention, it is quotes from celebrities.” – NYPL Analytics Insight

Results: Unique page views to the

library card registration page increased by 34%

Library card sign-ups were 21% higher than September 2011

The NYPL’s sign-ups were 35% higher than the average number of monthly online library card applications

Source: http://sherpablog.marketingsherpa.com/online-marketing/nypl-social-media-marketing/

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Lessons Learned

Present a focused message and visionHope, Change, Action

Map out your digital landscape Know social influencers, the top bloggers, the top social networks and the central communication hubs

Build relationshipsListen, be authentic, ask questions

Have a clear call to actionEvery action was geared toward achieving a focused goalThe purpose of online activity is to create offline activity

Empower brand ambassadorsEmbrace co-creation; let the brand evolve without you directing all the evolution

Source: The Dragonfly Effect

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