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How to organize a political campaign

“Learning from Obama’s Campaign”
LESSONS LEARNED



1.Develop Political Message & Plan of Delivery !

2.Allocate Budget & Fundraising Sources, at least for the launch

3.Staff the Campaign Executive Team & setup their Office Space

4.Go out, Spread the Message, engage voters, recruit volunteers, attend events

5.Advertise on streets, events, flyers, online, in newspapers, media channels, ....
5 WS OF STRATEGY

‣   Who : is the candidate?

‣   What : is his/her goal & objectives?

‣   When : does he/she want to reach them ?

‣   Where : will you campaign ?

‣   Why : are YOU campaigning for him/her ?
5 WS OF STRATEGY +

‣   Who are the ACTORS (demographics) ?

‣   What do I want them to do ?

‣   When do I want them to do it ?

‣   Where do I want them to do it ?

‣   Why do I want them to do it ?
POLITICAL REALITY

‣   Undeveloped political landscape ( DEVELOP IT! )

‣   Biased public & private media ( Press, PR, Media )

‣   Easily-led public opinion (Public Awareness)

‣   Strong opponents (Character Branding)

‣   Lack of financial muscle (Intuitive low-cost Tools)
REACH OUT TO VOTERS
KEEP IT SIMPLE
OUTLINE YOUR STRATEGY
KEEP IT TRANSPARENT
KEEP IT FOCUSED
LOOK BETTER THAN OTHERS
INFORM THE PUBLIC
CHOOSE THE RIGHT STAFF
CAMPAIGN STRUCTURE

Fundraising    Web|Social     Design &     PhotoVideo   Logistical
& Expenses     Networks        Print       Production   Support


                            control room



Candidate                                  Media & PR   Volunteers
              Events team   Voters team
  team                                       team         team
SOCIAL MEDIA LESSONS
‣   Start early; Build to scale

‣   Innovate where necessary;

    ๏   Do everything else incrementally better

‣   Make it easy to find, forward and act

‣   Pick where you want to play

‣   Channel online enthusiasm into specific, targeted activities that
    further the campaign’s goals

‣   Integrate online advocacy into every element of the campaign
130,000 friends so that the campaign could take control of it.19 But it was able to overcome these


                                                                                            PIECE BY PIECE
                                                    miscues by giving its supporters more and better opportunities to create their own social pulpits than
                                                    any campaign had ever given before.


                                                            Establish online credibility and trust through a stepped approach
The Crawl, Walk, Run Methodology for Social Media




                                                                      CRAWL                               WALK                                RUN                        FLY
                                                                   Establish an                                                          Engage online
                                                                                                     Enrich content                                            Embrace community
                                                                 online presence                                                          influencers




                                                             Web site                           Podcasting                         Blogger Outreach           Blogger tours
                                                             Conversation audit                 Video                              Blogger conference calls   Thought leadership blog
                                                                                                Games                              Advertising                Social networks
                                                                                                Widgets                            Ally development           Advocacy
                                                                                                                                   Sponsorships               Contests
                                                                                                                                                              Mobile


                                                                                                                Online Monitoring
                                                            SOURCE: Edelman
GO WHERE PEOPLE ARE
SOCIAL SHARING NETWORKS
VIDEOS, TV & SATELLITE
FUNDRAISING
                                  $                                    $


Big Donors            Gala                                                    Small Donors
                   Meet & Greet

                                                                                   WWW
                                      Traditional            Online
Fundraiser          Dinner            Campaign              Campaign
                                                                              Campaign.com
                                                                              Users, Online Donations,
                                                                              Organization, Downloads
      Celebrities
                                                    VOTES

    Classical    Merchandise      TOUR &                               Social      Video            SMS
   Advertising                    EVENTS                               Facebook     Youtube
                                                                        Twitter      Vimeo



                                           Voter Base
COMBAT SMEARS
RECRUITING VOLUNTEERS




Identify   Enlist   Train   Equip
IDENTIFY & ENLIST
KEEP THEM ENGAGED
KEEP THEM INFORMED
PULL & PUSH WITH PRESS
•   Don’t wait for the press to reach out to you.

•   Create events & activities & pull them to you.

•   Voice your candidate’s opinion on issues

•   Release blog articles in your candidates name

•   Participate in events with strong press
    coverage

•   If a crisis happens, voice a response or the
    media will do it for you.
OTHER IDEAS
SUCCESS DRIVERS


‣   Start at Grass-Roots

‣   Integrate Social-Media in your campaign

‣   Create & maintain Connections

‣   Stand out with Unique Values
THANK   YOU

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How to organise a political campaign

  • 1. YES YOU CAN How to organize a political campaign “Learning from Obama’s Campaign”
  • 2. LESSONS LEARNED 1.Develop Political Message & Plan of Delivery ! 2.Allocate Budget & Fundraising Sources, at least for the launch 3.Staff the Campaign Executive Team & setup their Office Space 4.Go out, Spread the Message, engage voters, recruit volunteers, attend events 5.Advertise on streets, events, flyers, online, in newspapers, media channels, ....
  • 3. 5 WS OF STRATEGY ‣ Who : is the candidate? ‣ What : is his/her goal & objectives? ‣ When : does he/she want to reach them ? ‣ Where : will you campaign ? ‣ Why : are YOU campaigning for him/her ?
  • 4. 5 WS OF STRATEGY + ‣ Who are the ACTORS (demographics) ? ‣ What do I want them to do ? ‣ When do I want them to do it ? ‣ Where do I want them to do it ? ‣ Why do I want them to do it ?
  • 5. POLITICAL REALITY ‣ Undeveloped political landscape ( DEVELOP IT! ) ‣ Biased public & private media ( Press, PR, Media ) ‣ Easily-led public opinion (Public Awareness) ‣ Strong opponents (Character Branding) ‣ Lack of financial muscle (Intuitive low-cost Tools)
  • 6. REACH OUT TO VOTERS
  • 14. CAMPAIGN STRUCTURE Fundraising Web|Social Design & PhotoVideo Logistical & Expenses Networks Print Production Support control room Candidate Media & PR Volunteers Events team Voters team team team team
  • 15. SOCIAL MEDIA LESSONS ‣ Start early; Build to scale ‣ Innovate where necessary; ๏ Do everything else incrementally better ‣ Make it easy to find, forward and act ‣ Pick where you want to play ‣ Channel online enthusiasm into specific, targeted activities that further the campaign’s goals ‣ Integrate online advocacy into every element of the campaign
  • 16. 130,000 friends so that the campaign could take control of it.19 But it was able to overcome these PIECE BY PIECE miscues by giving its supporters more and better opportunities to create their own social pulpits than any campaign had ever given before. Establish online credibility and trust through a stepped approach The Crawl, Walk, Run Methodology for Social Media CRAWL WALK RUN FLY Establish an Engage online Enrich content Embrace community online presence influencers Web site Podcasting Blogger Outreach Blogger tours Conversation audit Video Blogger conference calls Thought leadership blog Games Advertising Social networks Widgets Ally development Advocacy Sponsorships Contests Mobile Online Monitoring SOURCE: Edelman
  • 19. VIDEOS, TV & SATELLITE
  • 20. FUNDRAISING $ $ Big Donors Gala Small Donors Meet & Greet WWW Traditional Online Fundraiser Dinner Campaign Campaign Campaign.com Users, Online Donations, Organization, Downloads Celebrities VOTES Classical Merchandise TOUR & Social Video SMS Advertising EVENTS Facebook Youtube Twitter Vimeo Voter Base
  • 22. RECRUITING VOLUNTEERS Identify Enlist Train Equip
  • 26. PULL & PUSH WITH PRESS • Don’t wait for the press to reach out to you. • Create events & activities & pull them to you. • Voice your candidate’s opinion on issues • Release blog articles in your candidates name • Participate in events with strong press coverage • If a crisis happens, voice a response or the media will do it for you.
  • 28. SUCCESS DRIVERS ‣ Start at Grass-Roots ‣ Integrate Social-Media in your campaign ‣ Create & maintain Connections ‣ Stand out with Unique Values
  • 29. THANK YOU