November 29, 2008

More random notes from last night’s conversation

November 29, 2008 - Categories: Uncategorized

Notes from Rahaf Harfoush’s talk on the use of social media in Obama’s campaign

November 29, 2008 - Categories: braindump


1. Give New Media a seat at the table. – Don’t just delegate it to an intern or a junior associate. See it as an execution tool. Make the investment. Examples: Wells Fargo, Dell.

2. Tools are useless without a blueprint. – Half of social media campaigns fail because there’s no mutual purpose – fit between community and company. No off the shelf cookie cutter solution. Find the sweet spot between core vision and agility. Message clear, vision clear, interpretation creative.

3. Know the lay of the land. Map out major players, bloggers, evangelists, critics, competitors. Find the conversations. Pay attention to fit. Example: Fedex Facebook attachment application.

4. Build relationships. Social etiquette, cocktail parties versus That Guy. Listen. Be authentic. Example: Comcast turnaround, comcastcares.

5. Call to action. Campaign always drove towards offline action. Asked a lot of their volunteers. Example: Nike community asked to spend time around the brand. Expectations were clear.

6. Give up control. Story about Yes We Carved pumpkin-carving community. Creative and fun. Empower brand ambassadors – they’re where you can’t be. Embrace cocreation. Let your brand evolve. Accept other people’s work. Co-creation really strengthened people’s personal connection to campaign.

Next steps, making things even better? – Keep people engaged on issues they care about. Would’ve liked to make even better use of Twitter. People were curious about insider moments – more blogs, videos, etc.

Key difference: social media as part of life, not something extra.