Juice Digital, Making you Digitally Famous

Recently, we blogged about how lessons from Obama’s presidential campaign could be applied to nearly every business or organisation.

Here are ten lessons based on the writing of David Meerman Scott who publishes a blog called Web Ink Now.

1. Social media are now mainstream. The other campaigns seemed to be fighting using the rules of past campaigns. Hillary Clinton was relying on what worked to elect Bill Clinton. John McCain was relying on what worked to elect George W Bush. Obama realized that to become president, he had to deliver information to people online as a primary tool, not an afterthought.

2. Embrace citizen journalists. Steve Garfield is a well-known videoblogger: he’s got tens of thousands of followers. During the primaries, Garfield attended several rallies held by various candidates but when he asked to go to the media section at a Hillary Clinton rally in Boston he was turned away (because he was “not a real journalist”) and had to cover it from the back of the crowd. However, Obama’s campaign immediately brought him into the media section where he was placed with print reporters from the major dailies and TV crews from the networks. The Obama campaign understood that citizen journalists have immense power.

3. Articulate what you want people to believe. From the beginning, Obama was about “change.” The word “change” was everywhere in his campaign, so much that the entire world knew what Obama stood for. A group of 300 people in Riyadh, Saudi Arabia were asked what was the one word they think of when Barack Obama is mentioned and all in the room said “change”.

4. People don’t care about products and services. Instead, they care about themselves and about solving their problems. Obama understood that his job was to solve the problems facing voters. He also knew that voters were buying into solutions, not just an individual. Did you notice in speeches how often Obama referred to his audience compared to how often he referred to himself? How about the other candidates in the primaries? How about John McCain? The other candidates talked about themselves a lot more than Obama did.

5. Don’t obsess over the competition. Did you notice that Obama rarely talked about his competition? Once in a while he would, but mainly he talked about the problems facing voters. McCain talked a lot about Obama. Interestingly, Clinton and McCain both tried to associate themselves with the “change” word (the competition’s word) but both failed because people already associated it with Obama.

6. Put your fans first. Obama had many ways to make an inclusive campaign and alert fans about developments first. People found out on Twitter that Joe Biden was to be Obama’s running mate: Obama told his supporters first before he announced it in mainstream media. (Of course, smart reporters were following his Twitter feed).

7. People don’t like tele-marketing. Do you like getting phone calls at tea time? McCain supporters seemed to think so as they unleashed a barrage of so-called robo-calls, which seemed to have backfired.

8. Negativity doesn’t sell. Obama’s theme of hope and the idea that life can be better with change was uplifting to many people. The other campaigns of fear didn’t work this time around.

9. When someone becomes a customer, they want to talk about it. Obama tapped over three million donors who provided $640 million to the campaign. The majority contributed small amounts online. Once someone donates money, they have a vested interest in the candidate. So lots of small donors are better than a few fat cats.

10. Work/life balance. Obama took time to be with his wife and daughters when he could have done another rally somewhere. He took several days at the end of the race to spend time with his ailing grandmother. While he was pulled away from “work”, people respected his devotion to family.