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Social Media Using Social Media For Political Campaigns
Social Media Using Social Media For Political Campaigns
| Using Social Media For Political Campaigns |
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There are a whole host of strategies that go into managing a major presidential campaign, from using social media to spread a message to developing analytics.
(Coverage of SES Chicago continues at WebProNews Videos. Keep an eye on WebProNews for more notes and videos from the event this week.)
Dan Siroker, former Deputy New Media Director, Obama Presidential Transition and Founder of CarrotSticks spoke about his work on the campaign.
Dan-Siroker
Siroker was the head of the Obama analytics team during the campaign. He shares some social media stats about the candidates.
Facebook friends: Obama 2.4 million, McCain 600,000
YouTube: Obama 90 million, McCain 20 million
Unique visitors: 50 million for Obama and 30 million for McCain
When it came to money McCain raised $201 million and Obama raised $656 million. Obama raised over $500 million online and $156 million offline.
Lesson 1: Define quantifiable success
Success can be broken down by looking at CPC, website sign up rate, email sign up, and money raised per recipient.
Lesson 2:Question assumptions
He tried different variations on buttons and media (sign up vs. join us now; media, family picture, change video, other images and videos). Siroker said they did various tests with Google Website Optimizer and utilized the data.
Lesson 3:Divide and conquer
He talks about the different donation buttons they experimented with such as Donate Now, Please Donate, Why Donate and Donate and Get a gift.
Lesson 4:Take advantage of circumstances
As an example Siroker shows a clip of Sarah Palin being critical of Obama's community organizer position. The campaign used the clip in an email to supporters and raised $10 million.
Lesson 5:Turn customers into evangelists
Siroker says you can use all this as a business model. Supporters of the campaign were connected and easy to share. He calls it social affiliate marketing.
WebProNews Reporter/Anchor Abby Johnson contributed to this report.
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