How the Obama campaign worked with bloggers

On Election Day 2008, an amazing 25 percent of Barack Obama voters were already directly linked to him through social media, including blogs, Facebook, Twitter, and other social sites according to The Nation. Putting aside politics and just considering the election from a marketing standpoint, I am absolutely convinced that Obama won the U.S. presidential election because he was the candidate who most strongly embraced new marketing. Way back before he even declared himself a candidate, Obama and his staff and volunteers jumped into the online world.

I had an opportunity to learn details about strategy when I sat down with Kevin Flynn, who worked on the Obama Campaign's New Media Blogging Team, a Chicago-based core group of online campaigners. "I was part of the blogging team, and in the midst of the new media braintrust," he says. "I ended up working on the social media efforts for fifteen states. Each state had their own blog, which had localized content, and I built contacts with people in each state who sent me stories, photos, and other information for the blogs. People were so excited to have someone in the organization who wanted to help, so they all fed me great content. Once they saw their photos on the national campaign pages, they got even more excited."

During the campaign, Flynn was responsible for editing and creating posts for a collection of state blogs that included Alaska, Arizona, Georgia, Hawaii, Kansas, and Texas. "The Obama candidacy was exciting for his supporters and those of us working in the campaign," Flynn says. "The technology is easy. If you provide people with the technology tools and there is excitement, then people will make it successful."

Of course, the Obama campaign marketed itself in many more ways than just through social media. But the use of television, direct mail, door-to-door outreach, and rallies have been used for decades and are subject to limitations. "There is no way to talk back with traditional marketing like radio and TV," Flynn says. "With blogging, it creates a conversation and the campaign gets feedback. If there is interest in a topic, then the campaign can change quickly. People can get involved because it is two-way instead of just one-direction. You can grow when there is a dialogue."

Prior to working on the Obama campaign, Flynn had worked in the Chicago financial markets, so he has an ideal perspective to offer advice to corporations on blogging and social media. "Don't be afraid of change," he says. "Don't be afraid to hear things that are uncomfortable, because only by hearing things will you be able to adjust and grow. In this rapidly changing world, you need to listen; otherwise you won’t be able to survive."

The staff and volunteers from the Obama campaign worked very closely with the bloggers who cover politics and provided them with valuable information that helped them to write better posts. While some enlightened organizations do focus on influencing important bloggers by reaching out to them, most have a policy of ignoring bloggers, even as they spend a great deal of effort attempting to cultivate relationships with members of the mainstream media. This is a mistake. Bloggers are important voices. Just ask the Obama campaign—bloggers helped elect a president of the United States.

The Obama campaign example shows that making a concerted effort to integrate other bloggers' content into your own works very well. Although this example is from politics, similar strategies for engaging and influencing other bloggers can work for almost any organization. Another organization that's boldly working with bloggers is the New York Islanders professional ice hockey team. The team created what they call the Islanders Blog Box, a program that provides bloggers with press credentials for games. The program started at the beginning of the 2007-2008 season and was among the first of its kind for a major professional sports team. Each season, about a dozen bloggers are chosen to receive credentials, and the team links to their blogs from its site.

Other organizations set up "blogger days" where people who write blogs that are influential in their industry get the chance to spend the day with the company. They are treated to information about new product releases, have lunch with employees, and sometimes even meet with the CEO or other executives (like General Motors did with me a few weeks ago).

These outreach programs are critical to providing bloggers with the information they need to tell your story for you.

"Skip the Obama Dog" image courtesy of Kevin Flynn

Comments

[John Patella]

Excellent post. You can't ignore bloggers. You also can't just treat them like a "list" and blast them information. Treat them like you would any reporter. Get to know their stuff and, if it's a good place for your message, reach out with the same consideration you'd show any mainstream reporter.

As for the Islanders, they haven't accomplished much on the ice for a long time, but at least someone there knows a thing or two about PR!

[Carolyn Winter]

Dear David

It's only since reading your book World Wide Rave, and following your blog and twitter posts recently that I have finally been able to "get it" about social media marketing. The story of the Obama campaign really shows for me how information organically moves back and forth from one audience to the next spreading the message. It works because the people involved were mastering the only controls possible - acting with integrity, listening, responding and listening again - all in real time AND having the courage to put social media network in place to facilitate honest listening. .

Two years ago, I caved in and opened Wordpress accounts for myself and the practitioners association where I served on the board. I felt so burdened with yet another thing to do but was obviously not getting it as I left these projects like an unattended garden. The burden is about the new skills involved in being able (and courageous) to write in the moment and get over any self-image problems in being seen. At least I think that's the problem for most self employed or small business owners depending on your work. Those who write for a living I imagine have an easier time. Once you discover the real purpose of your blog voice to be an active part of our profoundly interconnected world, (and master some writing skills!) - you naturally become part of the world conversation. It becomes easier and natural to do so.

It strikes me that we are in an amazing dawning of a new age in marketing where integrity wins the game and winning is mutual on the grid. I don't think we'll ever go back. Gourmet magazine and their lost ad revenue is not coming back. My thought is that the sooner companies start realizing those 'new rules of marketing' the quicker our economies I believe will rebound.

All the best,
Carolyn

[David Meerman Scott]

John - Yes, the NY Islanders are struggling a bit on the ice. But they treat their most rabid supports (those who care enough to blog about them) very well.

Carolyn - Wow. I love your comment. Hey, if you can write like this in a comment, then you've got those writing skills. Good for you to learn this stuff. Many thanks for taking the time to comment here. Keep up the good work.

David

[Omar Halabieh]

Hi David,

Your blog post made me think about a parallel in the IT world, namely open source development. The power of the community, in this case developers, is harnessed in a constructive way. Instead of trying to develop everything from scratch themselves, companies or professional bodies leverage expertise that is both proven and effective (for example RedHat). I am not sure if you have read "Wikinomics", but as I read more about social media, I am seeing more and more parallels between it and other forms of mass collaboration described in that book and elsewhere.

[Anne Sorensen (Marketing Is Us)]

Hi David

Great post - thanks!

It seems Kevin and his team created their own World Wide Rave during the campaign - even if it was focussed Stateside.

Love the term 'new media brains trust' and the reminder 'Don't be afraid of change!'

Also like how the Obama team, enabled by their social media platforms, was listening to their constituents and could respond accordingly.

Reaching out to key influencers via blogger days will also surely be integrated into the strategic tactical mix from hereon as a mandatory activity. Social media seems to make the process of identifying and communicating with key influencers so much more seamless than previously.

Thanks David.

Have a great weekend!
Thanks.:)

Anne

[Andrew Davis]

David,
Great post! I also think their content distribution strategy was a core element of their success.

I created a video of the Obama universe a couple of months ago. What do you think?
http://www.youtube.com/watch?v=3LIzp73gAns

Look forward to seeing you again soon!

[Livemercial Sarah]

Awesome information and great content. This is the most interesting article I've read today and although I didn't vote for Obama, I have to admire the intelligence of his staff and volunteers for taking the social media route with this campaign. Thanks again!

[Maggie@losasso]

Great post! I think it really addresses how engaging with your online community will set you apart from your competition.

There are so many segments of American industry that have yet to address their online audience--they are really falling behind.

John McCain was one of the first politicians to see that happen, but as we near another election year I think we will see more and more of that!

[Junene Reid]

Hi David,
Great post, useful information. Your blog made me think of a new way to develop and market my business (OrganoGold Healthy Coffee)