Bloggen internetPartiet

OBAMA’08: Fra passive vælgere til selv mobiliserede partivælger kampagner med sociale medier

Bo Arlind — Mon, 08 Feb 2010 16:57:56 +0000

Jeg har skrevet et oplæg til Socialdemokratiet om Obamas brug af sociale medier under primærvalget - selvom oplægget blev skrevet under primærvalget, så ramte oplægget plet under præsidentvalget og teorien bag udvikles fortsat.

Hent og læs oplægget her: "OBAMA’08: Fra passive vælgere til selv organiserede partivælger kampagner med sociale medier".

Clintons valgkamp fra 92/96 har gået sin sejrsgang verden over med Blair, Schröder og Fogh. Hillary har forfinet strategien igennem så mange år, at hun til sidst så uovervindelig ud til at blive Demokraternes præsidentkandidat. Hillary tabte og dermed også Blairs, Schröders og Foghs strategi.

Enhver politisk kampagnestrategi har taget udgangspunkt i vilkårene for kommunikation og organisering af aktive. Den politiker, som har forstået og udnyttet vilkårene bedst, har vundet. Dette er derfor ikke kun historien om Obamas sejr, men om nye sociologiske vilkår for kommunikation og organisering.

Obama førte ikke en bedre Clinton valgkamp end Hillary – han førte en hel anden og overlegen form for valgkamp baseret på en ny sociologi for selv organisering og netværkskommunikation. Obamas organisering har været den traditionelle partiorganisation overlegen til mobilisering af trofaste vælgere. Obamas kommunikation har været de gamle massemedier overlegen til at overbevise nye vælgere.

Af Bo Arlind, cand. scient. soc. og tidl. kampagnekonsulent hos S med ansvar for sociale medier

E-bog: Sådan kan kandidater bruge internettet til at vinde (USA)

Bo Arlind — Mon, 08 Feb 2010 15:57:48 +0000

Bloggen e.politics har lavet en god og kort introduktion til, hvordan kandidater kan bruge internettet til at vinde. Den er bestemt værd at læse for alle som har en interesse for web-kampagner, hvad enten man er kandidat eller rådgiver.

Bogen beskriver de næste skridt for den danske web-kampagner:

Mail-kampagner
Online Fundraising and Mobilization

Begge dele bygger på Constituent Relationship Management (CRM), som Progrssivt NET tilbyder. I kan også læse min analyse af Obamas valgkamp og brug af sociale medier.

Bogen består af følgende afsnit

Introduction: How Candidates Can Use the Internet to Win in 2010
Chapter Two: Tools, Time and Resources
Chapter Three: Online Outreach
Chapter Four: Online Fundraising and Mobilization
Conclusion: Putting the Pieces Together

Opsamling på blogs om Barack Obamas kampagne II

Bo Arlind — Sat, 03 Jan 2009 21:16:13 +0000

Obama's Donor Base: A Partial Revolution, At Best - techPresident.com:

The most interesting finding of the CFI analysis is how many of Obama's donors started out "small" and then, by giving repeat donations, became mid-range or large givers. This, no doubt, is where the online revolution probably had its biggest influence, because now it is so easy to move from information to motivation to action, with just a click or two of a mouse:

Many of the repeat donors who started off small ended up in the $201-$999 middle range. Among Obama's total pool of 403,000 disclosed donors on August 31, more than half (about 212,000) started off by giving undisclosed contributions of $200 or less. About 93,000 of these repeaters gave in cumulative amounts of no more than $400 for the full primary season. Another 106,000 repeaters ended up between $401 and $999. Finally, not many of Obama's 212,000 small-donor repeaters ended up in the top group. Despite colorful press stories, only about 13,000 crossed the $1,000 threshold in their cumulative contributions.

A 10-point action plan to strengthen and modernize the Republican Party - rebuildtheparty.com:

2008 made one thing clear: if allowed to go unchecked, the Democrats' structural advantages, including their use of the Internet, their more than 2-to-1 advantage with young voters, their discovery of a better grassroots model -- will be as big a threat to the future of the GOP as the toxic political environment we have faced the last few years. The time is now to set in motion the changes needed to rebuild our party from the grassroots up, modernize the way we run campaigns, and attract different, energetic, and younger candidates at all levels.

A Different Kind of Offline Campaign - thenextright.com:

Many of the tactical postmortems on the Obama campaign have been focused online. But it's worth remembering that that is only one piece of the puzzle. The fact is that Obama ran a better kind of offline campaign. A couple of parts really stand out from the Lloyd Grove interview of David Plouffe:

David Plouffe: The Obama Campaign Used Grassroots Data and Computer Modeling to Allocate Resources in Real Time - e.politics:

David Plouffe gave an extended description of how the Obama campaign used volunteer-produced data to create computer-generated models of states — down to segments of a media market — to determine how the campaign was doing at any given moment. And it wasn’t an idle mental exercise, since they used these simulations to make essentially overnight changes in how and where to concentrate resources, including candidate and surrogate visits.

Marshall Ganz on the Future of the Obama Movement - techPresident.com:

More important for the present moment, Ganz was the architect of Barack Obama's grassroots organizing juggernaut. He played a central role in the "Camp Obama" training sessions--three-day intensive workshops attended by something like 23,000 local organizers--and his teachings on the theory and practice of community organizing were widely influential on the campaign's local efforts.

merchandise: The swag they carried - beaconfire:

I’m going to focus on a very small part of the Obama electoral machine and the lessons non-profits can take away: merchandise. So what lessons can non-profits take from the Obama campaign if they aren’t as big or cool as Obama? Four do’s and one big don’t, and how your non-profit can learn from their example:

Opsamling på blogs om Barack Obamas kampagne

Bo Arlind — Sat, 03 Jan 2009 20:40:00 +0000

John McCain v. Social Media: The People Win - e.Politics:

The lesson: political professionals need to realize that they don’t have a monopoly on political messaging — from T. Boone Pickens to Will.i.am to Ms. Hilton, average citizens can now go toe-to-toe with them and even win a few rounds. It helps to have Pickens’s millions to spread the word, but good creative and a good subject can combine with the world of blogs, social networks and free video hosting to get a piece in front of a massive audience. How many more people will see Paris Hilton’s response than McCain’s original video? By which I mean, how many more people will imbibe an anti-McCain message presented by a compelling host?

Five Simple Rules for Online Politics - e.Politics:

1. Think about the ends before you think about the means
2. Brilliance almost always takes second place to persistence
3. Integrate, integrate, integrate.
4. Content is key
5. Is selling an idea (or a candidate) like selling soap? Yep.

Which ad would you click through? - The Next Right:

So I was doing some research for a panel that I am speaking on at RightOnline, and I was curious. So I searched on Google for "obama healthcare" and "mccain healthcare". I was shocked by what I found. First the ads:

Which of these would you click on? The one that asks you to register at campaign events or get to know someone? Or the one that asks you for money. I bet that Barack Obama's ad has a lot higher click-through.

Microtargeting Myth vs. Fact - The Next Right:

There's a lot of hype surrounding microtargeting -- which is the process of targeting voters scientifically based on consumer and demographic data. This piece in Salon yesterday on "Obama's super marketing machine" is no different. But as someone with a bit more than a passing understanding of what microtargeting is, I have to shake my head a little at articles like this. Because the media gets it almost completely wrong -- whether it's hyping relatively mundane technologies or celebrating "sexy" examples (dial up 40 year old Vodka drinking Volvo drivers!) that have almost no bearing on microtargeting's usefulness in real life.

Insider's Guide to Video and YouTube for Nonprofits - frogloop:

In keeping with our coverage of video for nonprofits, we spoke with Ramya Raghavan, Nonprofits and Activism Specialist at YouTube. In this interview, she shares her insights into the strategic and the tactical information nonprofits might find useful as they consider their approach to using video to reach their communications goals.

PdF2008: Shirky, Teachout, Rushkoff, Jones, Clift Keynotes Are Up on Blip.tv + Final Plenary on Leadership - techPresident.com:

We've posted another chunk of video of plenary sessions from "Personal Democracy Forum 2008: Rebooting the System"

Interview med leverandøren bag Obamas hjemmeside

Bo Arlind — Sat, 03 Jan 2009 20:10:30 +0000

Her er 3 videoer med Blue State Digitals Jascha Franklin-Hodge, CTO and co-founder, som leverede Barack Obamas hjemmeside.

Her hovedpointerne:

Here are a few observations I took away from our conversation:
Online U.S. political communities will morph from a campaign fundraising role to a governing role. Regardless of whether Obama or McCain wins in November, every 2012 political campaign, even the laggards, will be as sophisticated as Obama is today- and any campaign with that much momentum won’t be able to stop community participation at the White House door or the Capitol steps (“thanks for all the money and support, I‘ll see you in four years”). Online communities will follow politicians into their governing roles. This summer when MyBarackObama experienced the FISA revolt within his own community this became clear. This has far more transformative potential than the fundraising juggernaut we are seeing now. Powerful communities may come to dominate the agenda of incumbent politicians providing feedback, direction and policy input.

Microcampaigns and Swarm Politics: Rather than one centrally governed behemoth, MyBO is enabling a thousand small campaigns to flourish. MyBO puts the tools into the hands of anyone that wants to get active; from having your own blog, downloading voter lists to make calls with “Neighbor to Neighbor” or having your own fundraising dashboard to mark your progress. This kind of swarm politics has generated enormous amounts of energy (and money) from ordinary citizens. Jascha sums it up best “We are helping them run thousands and thousands of little local campaigns that roll up to a central set of issues or candidate or goal” That is unbelievably powerful.

Technology (infrastructure and know-how) will become a necessary core competence in all U.S. political campaigns. Jascha points out that campaigns traditionally mirror movie productions, with all of the resources, technology and logistics brought together for a short burst of activity and then disappearing once the final scene is shot; this results in an enormous loss of knowledge and skills that need to be relearned once the next campaign begins. Campaigns that maintain or are able to tap into a continuity of software, infrastructure and human capital will have serious advantage. Blue State Digital was conceived to fill that gap on the Democratic side of the aisle…

Open Data and transparent government. Part Three of the video series digs into the value of open data in government to allow citizens to hack and remix at will. When lobbyist data, earmark data etc. is available in standard formats it will be a great leap forward for more transparency in government. Great stuff.

Respect. Empower. Include. - bagom Obamas selv-organiserede kampagne

Bo Arlind — Sun, 16 Nov 2008 21:44:51 +0000

Her er lidt blogs og artikler om, hvordan Obamas kampagne var selv-organiseret på græsrodsplan.

The New Organizers, Part 1: What's really behind Obama's ground game

It was a huge risk for the national field program to have paid staff take the time to methodically build volunteer teams instead of rushing directly to spend all their time running voter contact activities themselves. From the point of view of the conventional wisdom of much of the pre-Obama field organizing world, the campaign is actually taking two big risks: first they are risking everything on the effectiveness of masses of volunteers, then they are risking everything again by relying on volunteer teams to lead those masses. What if teams was just a bunch of hippy nonsense? What if it turned out there just weren't that many unpaid activists capable of running high-quality canvasses?

Jeremy Bird, the Ohio general election director and one of the driving forces behind making teams a national strategy, said, "We decided in terms of timeline that [our organizers] would not be measured by the amount of voter contacts they made in the summer—but instead by the number of volunteers that they were recruiting, training and testing. It was much more an infrastructure focus. So there would be no calls from Chicago saying, 'Why haven't you made more calls?!' Instead there would be calls saying, 'Where are your neighborhood team volunteers?' Or, if the numbers seemed high, 'Are they real?' It was a whole shift in mentality that was really, really good."

We saw glimpses of the potential for this kind of organizing campaign in MoveOn's 2004 and 2006 volunteer operations, the Dean Campaign and even the Bush and Kerry campaigns. And there are great examples of this kind of organizing if you go back to the social movements of several decades ago. But the Obama campaign is the first in the Internet era to realize the dream of a disciplined, volunteer-driven, bottom-up-AND-top-down, distributed and massively scaleable organizing campaign. For anyone who knows how many times this has failed to happen, this is practically an apocryphal event. Marashal Ganz, who is an advisor to the national field campaign, and one of the main architects of the team model, said he's been waiting 40 years for it.

Obama basic training

She urged volunteers to hone their own stories of how they came to Obama – something they could compress into 30 seconds on the phone.
"Work on that, refine that, say it in the mirror," she said. "Get it down."
She told the volunteers that potential voters would no doubt confront them with policy questions. Mack's direction: Don't go there. Refer them to Obama's Web site, which includes enough material to sate any wonk.
The idea behind the personal narratives is to reclaim "values" politics from the Republican Party, said Marshall Ganz, a one-time labor organizer for Cesar Chavez and the United Farm Workers who developed "Camp Obama" training sessions for volunteers.
When people tell their stories of how they made choices and what motivates them, they communicate their values, Ganz said in an interview.

Marshall Ganz (professor, som teoretisk har lavet Obamas organisering af kampagnen)

Welcome to Marshall Ganz’s Web module on organizing. Professor Ganz is a long-time organizer; a Lecturer in Public Policy at the Kennedy School of Government, Harvard University; and a principal of Harvard’s Hauser Center for Nonprofit Organizations.

Obama's Secret Weapons: Internet, Databases and Psychology

In 2003, the Sierra Club realized that its local grassroots volunteer programs weren't effective. In late 2005, it commissioned the Harvard scholars to undertake a two-year research project to figure out why, and how to fix it. The researchers discovered that the kind of volunteers that the Sierra Club attracted were "lone ranger" types who focused on accomplishing goals on their own, rather than effectively working with others with "shared purpose."
The danger of this approach, Ganz says, is that individuals burn out easily. They try to do everything themselves rather than breaking the goals out into specific tasks that members of interdependent teams can accomplish in pieces. That's why relationships are so important, they found. Ganz and Wageman's model gets members of teams to find out more about one another's experiences, and draw on each member's expertise. The model also uses personal storytelling during workshops as a way to motivate peers and potential recruits to action.

"Ultimately, your story should move people to specific action by painting a detailed picture of how things might be different if we act, giving us hope that if we act now we can make real that different future," explains the training manual.
The stories are an exercise in relationship building, says Ganz.
"What we've been doing is trying to teach people to do what Obama does during his speeches — to tell their own stories to motivate others," he says. "You're building this sense of commitment to both the values and people, but you're structuring it purposefully to achieve goals like, 'In this district, we need 2,000 votes.'"
The Obama campaign first experimented with the Ganz-Wageman system during the primaries, trying it out in Iowa and South Carolina. It won in both states, while in New Hampshire, where it ran a more-traditional marketing campaign, Obama lost. The campaign began phasing in the system nationwide in June. More than 23,000 people have participated in at least eight or more hours of leadership training provided by Camp Obama, according to Ganz.

Blogs om Barack Obamas brug af mobil telefoner og SMS

Bo Arlind — Sun, 16 Nov 2008 21:37:13 +0000

Hele Obamas kampagne er organiseret om sociale medier og vælger til vælger kontakt - dette skal selvfølgelig også kopieres over på mobilen - det er ikke mediet, nettet eller mobilen, men de sociale redskaber for kommunikation, som er afgørende.

Obama's New Mobile Platform is More Than TXT MY VP

Clean design, nice viral features (share the hope) that allows the campaign to collect additional phone numbers through text-a friend features. Clearly, there is a push in the campaign to collect as many numbers as possible -- presumably for get-out-the vote efforts and conversion to email and donations.

Texts You Can Believe In

These findings create an obvious difficulty for campaigns: It's expensive and time-consuming to run the kind of personal mobilization efforts that science shows work best. Green and Gerber estimate that a door-canvassing operation costs $16 per hour, with six voters contacted each hour; if you convince one of every 14 voters you canvass, you're paying $29 for each new voter. A volunteer phone bank operation will run you even more—$38 per acquired voter. This is the wondrous thing about text-messaging: Studies show that text-based get-out-the-vote appeals win one voter for every 25 people contacted. That's nearly as effective as door-canvassing, but it's much, much cheaper. Text messages cost about 6 cents per contact—only $1.50 per new voter.

The texts reminded me to watch the convention and the debates and to donate money to the Red Cross when Hurricane Gustav hit. In September, Obama asked me to text him my ZIP code. I did, and now I get location-specific messages—alerts to phone banks and debate-watching parties in my area, reminders of registration deadlines in my state, and appeals for me to volunteer in neighboring states. The messages are rendered in a friendly, professional tone (they refer to the candidate as Barack) and have been free of both fundraising appeals and any kind of negative campaigning.

Because text messages allow for such precise targeting, it seems likely that over the next week the Obama campaign will direct its appeals to voters in battleground states, especially first-time voters that the campaign has registered during the past year. In 2006, political science grad students Aaron Strauss and Allison Dale studied how newly registered voters responded to text-message reminders sent out just before the election. The text messages increased turnout by 3.1 percentage points. Strauss says there's a simple reason why: "The most prevalent excuse for registered voters who don't cast a ballot is, 'I'm too busy' or 'I forgot.' Texting someone is a convenient, targeted, and noticeable reminder for them to schedule their Election Day activities with a block of time set aside for going to the polling place." In a post-election survey, Strauss and Dale asked voters whether they found the text messages helpful; 59 percent said yes.

Innovative Mobile Internet Site for Barack Obama's Presidential Campaign

Opt-in to SMS alerts for appearance schedules, speeches, downloadable content (video, wallpapers, ring tones) and more
A viral "Tell-a-Friend" component on every page of the site which allows a user to easily forward the site to another person's phone
Meet Barack section with media rich bio information
News and press releases dynamically fed by the Obama Web site
Video downloads of portions of important Obama speeches
Downloadable Obama ringtones and wallpapers
"Share the Hope" viral component where the user can forward an animated image to a friend with a personal message of "hope" attached
Mobile voting page that polls the users opinions on the issues

...og Obamas støtter laver selv et iPhone program - Obama Releases iPhone App, but Why?

UPDATE: I've received a flurry of tweets that this application was actually an all-volunteer effort that was later adopted by the Obama campaign.
It makes me happy that 1.) volunteers created this slick application on their own, and 2.) that the Obama campaign embraced the application as their own.
So - congratulations to the volunteer developers, and kudos to the campaign for embracing volunteer efforts. I'm looking forward to seeing this kind of collaboration continue.

Obama and Text Messaging

The most important benefit of text messaging is its immediacy. Most people have their cell phones with them at all times, meaning text messages are received by people pretty much right after they are sent, no matter where the person is. Most people still check their email on their computers, so people won’t get messages if they are out and about. This means that text messaging is a great way to reach people when you have a timely message that needs to get out right away. It is great for get out the vote efforts, political organizing, announcing last minute appearances, responding to crisis, etc.

Flest vælgere delte Obama materiale med venner

Bo Arlind — Sun, 16 Nov 2008 21:03:20 +0000

Obamas kampagne brugte i høj grad de nye medier til at kommunikere direkte med vælgerne, men gav også vælgerne mulighed for at overbevise deres venner ved at dele materiale på nettet. Nettet og deling er blevet en væsentlig faktor for valgkampe til at ovebevise vælgere.

Democracy Corps (Carville & Greenberg) dokumenterer at Barack Obamas kampagne var mest effektiv til at nå vælgere - både i de gamle medier og nye - The Extraordinary Campaign:

The reach through society with conventional campaign techniques joined with on-line social networking to produce real face-to-face engagement is perhaps the real revolution this year. Obama’s biggest advantage after television came on being “contacted by a friend, neighbor or coworker” on behalf of the candidate. Over a quarter of all voters and 41 percent of those who voted for Obama were engaged in that way – three times the number contacted for McCain within their social network. This gave Obama an 18-point advantage on social networking communication.

By nearly two to one voters were contacted by the Obama campaign more than the McCain campaign through new forms of communication. Nearly three in ten voters (29 percent) reported that they had watched a campaign commercial online or visited a campaign-sponsored website from the Obama campaign while only one in ten did for McCain. A quarter of voters said they had received emails from the Obama campaign while just 14 percent said the same about the McCain campaign. Similarly, 14 percent of voters reported that they had received campaign or candidate information through their cell phone or PDA from the Obama campaign while just 5 percent said the same from the McCain campaign.

Den social delings-tjeneste ShareThis viser, at meget af kontakteten skete fra ven til ven, og ikke kun fra kamagne til vælger - vælgerne brugte deres sociale netværk til at overbevise deres venner om Obama. Obama Dominates Content Sharing as Election Approaches:

58% of stories shared using ShareThis are about the Senator from Illinois, compared to just 12% for the Senator from Arizona.

That said, combining the amount of sharing currently taking place of each candidate and their VP choice, and you arrive at percentages that aren’t too different than what we’re seeing in the national political polls: data over the past week has Obama/Biden receiving around 50-60% of the sharing, with McCain Palin at 40-50%.

Video: Sådan skabes en viral kampagne

Bo Arlind — Thu, 03 Jul 2008 16:24:46 +0000

Video:

Her er en video, hvor Brave New Films fortæller, hvordan de skaber deres videoer. Brave New Films er herhjemme mest kendt for dokumentaren outFoxed.

Videoer til sociale netværk

Bo Arlind — Thu, 03 Jul 2008 15:40:16 +0000

Her er et par videoer, som jeg finder interessante. Jeg har udvalgt dem, fordi de leverer deres budskab målrettet sociale netværk - de har en form, som gør, at deres målgrupper vil videresende dem i deres netværk. Derved når budskabet ud til deres målgrupper med ganske få midler.

Er du fra Texas og republikaner, så vil du sikkert kunne finde på at videresende denne video:

Dr. No fra McCain

Anti Irak

Anti McCain