Obamas kampanj 2012 Mix av slipad affärsmodell och politiskt laboratorium? KommITS vårkonferens i Örebro

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1 Obamas kampanj 2012 Mix av slipad affärsmodell och politiskt laboratorium?

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3 Remember! First you arrange things in different groups. But if you only have a few things, one group is enough. It is important to be in control, so that the things don t get mixed up in the wrong way. One little thing in the wrong group can destroy everything if you are unlucky. When you are done, you must organize everything again in different groups. Because some of the things don t belong together, but others do, and it has all been mixed up. When you have used everything, the whole process must be done all over again

4 Laundry! First you arrange things in different groups. But if you only have a few things, one group is enough. It is important to be in control, so that the things don t get mixed up in the wrong way. One little thing in the wrong group can destroy everything if you are unlucky. When you are done, you must organize everything again in different groups. Because some of the things don t belong together, but others do, and it has all been mixed up. When you have used everything, the whole process must be done all over again

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7 Framåt! Eller bakåt? Source: BarackObama.com on YouTube

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9 Sociala medier i siffror Obama had 1.2 million active Facebook app users. The key was using a simple app throughout the campaign, allowing to add features down the road. Obama had more than 34 million fans on Facebook. 98% of the US population on Facebook was friends with someone who liked Barack Obama. Obama had more than 24 million followers on tweeted times daily. The social media team was small: Four people. Source: Engage.com

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12 Ett nytt demografiskt landskap

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14 Source: 2012 Obama Campaign Legacy Report

15 However, 50% of year old targets were unreachable on phone. But 85% of them were friends with an Obama 2012 Facebook app user OFA launched targeted sharing on Facebook. Source: Engage.com

16 people reached five million voters. 20% of those five million took some action (registering to vote etc). Source: Engage.com

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18 Kärnan i kampanjen var inte iögonfallande eller ens särskilt innovativ förutom i kampanjledningens vilja att lyssna på medarbetare som kunde sina siffror snarare än på konsulter som körde på gammal magkänsla. Source: TechPresident, through Engage.com

19 Source: Engage.com

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21 Frontend: Responsive design

22 Dashboard: Ett fältkontor i din hand! neighborhood teams across the US. Contact new user within 72 hours!

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26 Modell: Snöflingan 80% fler volontärer jämfört med % bodde inom 10 km från ett volontärcenter. 351 av anställda var i övriga delstater (2008:1 277). Source: 2012 Obama Campaign Legacy Report

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28 Kostnaden att anställa i Virginia Start tomorrow Work 15 hours, 7 days a week Earn $ a month Full benefits (of course) Stay chez Obama-supporter Get laptop, bring own car Dashboard, build snowflake!

29 Mix av strategi beroende på data i varje delstat

30 Nevada in the bank months before election day

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32 The price of politics

33 Quick Donate: Wallet app, one click, stored info. Donors gave 4 times as often, 3 times as much. 25% traffic from mobile => drunk donating. Source: Engage.com

34 Return on investment: 3% improvement great when you do 150 million door knocks and phone calls. Test, test, test! Obama s campaign conducted 240 A/B tests on their donation page. Use your results! 49% increase in conversion rate! Speed is King! Platforms got 60% quicker => 14% increase in donations. Source: The sceince behind those Obama campaign s (Bloomberg Businessweek) and Engage.com

35 Source: Washington Post

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38 Source: Washington Post

39 Två skyltar i Chicago sammanfattar

40 Liksom den mest retweetade bilden

41 A message to y all from Chicago!

42 Thanks y all! eric.sundstrom@arenagruppen.se Photo credits: Wikimedia Commons, BarackObama.com, print screens with acknowledged sources, and my own private photos. Read: The Victory Lab (Sasha Issenberg); Inside the cave (Engage.com); 2012 Obama Campaign Legacy Report (BarackObama.com). And: Thanks Cordial & Svenska Institutet for supporting my latest US-trip!