Joint project

1
(No Transcript)
2
Joint project
3
Authors
Alan Rosenblatt Center for American Progress
Andrew Sherry Center for American Progress
Jonas Hellman Prime Group
Johanna Rehnvall Prime Group
4
Content

1. Our definition of Tech President
2. How technology can transform government
3. The future of Obamas movement
4. Where Obama got it from
5. Key success factors
6. The role of think tanks
7. How this affects the communication industry
8. What will happen next?

5
Our definition of Tech president

• Part 1

6
Definition In what sense is Obama the first tech
president?
7
Obamas personal relation to new technologies
A PDA-less Obama is as like a caged lion padding
restlessly around the West Wing, wondering what's
happening on the other side of the iron bars that
surround the People's House.
8
How technology can transform goverment

• Part 2

9
Obama on technology vision
10
Transparency
New paradigm of governing means citizens have
more transparency
11
Two-way communication
12
Data-driven decision making 
Information technology has increased the
opportunities for data driven decision making
13
Better understanding of science and technology
within government

An innovative infrastructure is necessary to
compete on the global stage
14
What challenges will he face? 

• Cyber security issues
• Lack of knowledge among staff
• Lack of tools
• Information overload
• Difficulties keeping up quality
• Risk of lower interest
• Culture!

15
The future of obamas movement

• Part 3

16
The future of Obamas movement
Hidden slide!
What will happen to Obamas movement, referred to
as "OFA2" (Obama for America II) by some
organizers?
17
Obamas movement in numbers
8.5 million montly site visitors2 million created user profiles and wrote 400000 blog posts35,000 volunteer groups held 200000 offline events
3 million signed up for the sms program which procuded 5-20 sms/month13 million people on the e-mial list which sent 7000 varations of more than 1 billion e-mails
20000 YouTube videos uploaded and watched more than 80 million times 154,000 subscribes442,000 user generated videos
5 million friends on more than 15 social netwoorking sites3 million friends on Facebook
3 million personal phone calls placed in the last four days of the campaign
700000 fundrasing hubs that raised 30 million3 million online donors contribued 6,5 million times
18
How will he use it?

• External political force for fundraising and
  issue activism
• Crowdsourcing policy proposals and solutions 
• Connecting with the home districts of
  constituents
• Encourage community service to keep movement
  active

19
Two major challenges for the movement
Absence of an election campaign
1
Decreasing enthusiasm due to unpopular decisions
2
20
Where obama got it from

• Part 4

21
Not the first
Hidden slide!

• The frist president to appear on TV was FDR.
• Online advocacy campaigns started in earnest in
  mid 1990's.
• MoveOn.org Civic Action had hundreds of thousands
  of individuals signed up when founded in 1998

22
Obama is Howard Dean 2.0
Howard Deans campaign was the first that
exploited social networks and worked with the
blogosphere.
23
Other key persons that put Obama on the track
Joe Rospars
Chris Huges
Scott Goodstein
Macon Philips
24
Yes, new technology made a difference

• Internet played a major role in Obamas
  fundraising
• MyBO was a crucial complement when organizing
  volunteers showed how Obama respected dissent
• Online ad campaign was extensive and effective
• Huge symbolic value!

25
Key technologies/channels
26
Obama on Twitter
27
Key success factors

• Part 5

28
Obama vs McCain
29
Why Obama succeeded
The right message and messenger
Effective integration of online and offline
strategy and tactics
30
To what extent is it possible to copy his
campaign?
It is possible to copy strategy and tactics, but
unless messenger and message equally
compelling, it won't be the same.
31
The role of think tanks

• Part 6

32
What can think tanks supply?
33
How this affects the communication industry

• Part 7

34
Message Substance Instant benefit
Communicating product
Concept
Substance
35
An effective mix of own, paid and earned channels
Earned channels
Paid channels

• Newspapers
• Radio
• TV
• Web
• Billboards

• Traditional media
• New media
• Internet - Communities
• New techniques (SMS, MMS, web etc)
• Word-of-mouth/trend

Concept
Owned channels

• Offices
• Seminars
• Website
• E-mail
• Books

• Sales staff
• CEO
• Staff
• Retailers and product pres.

36
What will happen next

• Part 9

37
Technology during transition
Change.gov was just a first step
38
The cultural aspect how does this change how
politicians communicate

• Scripted campaigns are in their last throes
• Authenticity joins message discipline as key
  communication principle

x
39
What will happen next for political campaigns?
1
Technology will play an essential role
Networked communications will be liberated from
the desktop
2
3
Content is crucial the good story
40
Contact

• The Prime Group
• Slussplan 9
• Stockholm
• 46-8-503 146 00 (swithboard)
• www.primegroup.com
• Jonas Hellman (New York)
• Partner and senior consultant
• 646-465-3774 (US cell phone)
• jonas.hellman_at_primegroup.com

• Center for American Progress
• 1333 H Street NW, 10th Floor
• Washington, D.C.  20005
• 1-202 682 1611 (swithboard) 
• www.americanprogress.org
• Andrew Sherry (Washington, DC)
• SVP, Online Communications
• 1-202-481 8149 (direct)
• asherry_at_americanprogress.org