Mobilising Voters in Ten Steps
a very short, dynamic text
through the Pyramid Principle
( Activists: “You find 10, who each finds 10, etc.”
“ Be the first to know “
“ Find local events “
“ Contact undecided voters “
“ Share your story on your blog “ )
Use Google Docs for communicating with the activitists
Create special support groups: Women for…; Students for…;
Youth for…; Teachers for…; Nurses for…; Farmers for…; etc )
/ Home Page
Has to be the epicentre of the campaign and include everything
( such as Messages, Updates; Activation site for Activities; Blog; Social
Networks; You Tube, Flickr; Eventful; Event programme; etc. );
Donations / Fundraising; e-Shop )
( such as Facebook; MySpace; Twitter; Digg; Ecademy; XING; LinkedIn,
BeBo; hi5; NING; Plaxo; Friendster; etc. )
( select the most appropriate communities – and have a responsible for each )
on-line distribution channels
( such as YouTube for video messages; Flickr for photos; Eventful
for coming events; etc. )
( “Be the first to know “ )
( to your activists and to everybody who wants it )
( collect e-mail addresses via special Web Forms, Business Card
Scanners, etc. )
SMS / Text Message alerts
( “ Be the first to know “ )
( to your activists and to everybody who wants it )
( collect mobile phone numbers via special mobile number )
about voters’ reactions, worries, questions
( via e-mails; Google Docs; sms/text messages, etc. )
( and react immediately to the most important issues to your activists,
on your Home Page, by e-mail and on YouTube with video message )
of media, blogs, discussion fora, etc.
( by activists, EMM, Imooty, bloggingportal, and other means )
Voting on beforehand
Make a special and energetic campaign to make people use of this possibility
( different rules for each country )
Detailed OPERATIONAL PLANS for each point can be prepared and made available
according to special agreement.
Niels Jørgen Thøgersen
35, avenue de l’Europe, B-1330 Rixensart, Belgium
tel. 0032 474 747 040
C O M M U N I C A T I O N S 2.0
Mobilise, Empower, Organise, Involve, Stimulate, Fundraise, Get feed-back
Niels Jørgen Thøgersen
President Barack Obama is now well installed and has under very difficult circumstances started implementing his very ambitious political programme.
For communicators like me it is time to try to analyse his very new and successful on-line communication campaign in more detail. And not only because the campaign is now over. But also because Obama and his team will continue to use and develop most of the communication initiatives he used during his campaign. During the campaign the activities were called: Triple O ( Obama’s On-line Operations ). Now many call his continued efforts in this field: Obama 2.0
Which lessons can we learn from his approach? And not least: Which Operational Conclusions can we as Europeans draw from him? And even use with success in Europe in coming elections, referenda, etc. ?
Learn What ?
Can we learn anything from Barack Obama’s on-line communication strategy ?
YES, WE CAN !
And why should we learn from it ? Because it’s
TIME FOR CHANGE !
You might recognise those two replies ? They were
the two main messages
, which Obama used during his entire campaign for president in the US. Clear messages, which are positive. Fit for the situation in the US. Easy to use. And easy to remember. They were simply the only repetitive messages he and his campaign used
all the time
. They were so frequent and so visible that millions very quickly identified with them. And made them their own.
During the campaign the messages were further developed. Like this one:
I ask you to believe. Not only in my ability to make change. But in your own ability to work for change
People were made heroes of change themselves. Being part of it all. It worked.
Interactive Web 2.0 Tools:
But these clear messages are not the only important innovation in the Obama campaign. He brought them across by
using the full arsenal of all available modern communication instruments
. From a very dynamic web 2.0 websiteBarackObama.com to a very active and personal presence on about 16 different social networks from MySpace, Facebook, LinkedIn, Digg and Twitter to more special ones like Black Planet, AsianAvenue and MiGente. And backing it all up by state-of-the-art distribution channels like YouTube, Flickr and Eventful. All of them used in a very coordinated way at all times. Thereby reaching out to millions and millions of citizens, not least the younger generations in America.
The policy behind all the on-line activities were and are: Meet the Voters where they are
And this was actually far from all: He also used the web to
. Mobilise them to work for him – to identify with him – to make his campaign their own. Letting them take ownership. His main instrument on the web was the site
( “My Barack Obama” )He used the so-called Pyramid Principle – asking a person to find ten persons, where each of them again find ten persons, etc. And promising them to be the first to know, when he takes new initiatives like his choice for running mate or what he would say in major TV shows. This way he mobilised about 13 million activists all over the country. Got their e-mail addresses and about 1,3 million mobile phone numbers – making it possible for him to communicate directly and instantaneously with them at any moment and very, very fast. And he never ever sent an e-mail or a text message to anybody, who had not given him their e-mail address or mobile phone number. This campaign was not only national and not only organised in different ways in the 50 American states. It went all the way down to local level and local committees – run by activist in many different ways. About 10 million people joined in in different ways. And 1,2 million of them met or talked to 68 million voters
The Obama campaign also built up an enormous database called
. It held information about 220 million Americans – either collected by the activists or information bought in. This made it possible to tailor-make and localise much of the information, which was sent out.
Obama also got millions of
small financial contributions
to his campaign – adding up to 750 million dollars. Two thirds of that amount was raised over the web as small amounts from 5 to 200 dollars. That money came from 3 million different people. Much more than any political candidate ever did before.
Feed-back by text messages ( sms ):
The campaign also organised that all his activitists permanently
via text messages could feed
information into a central data base
on what people were worried about. This made it possible for him to react in real time – and often before any media got hold of a story.
Constantly active and innovative:
All these very well coordinated initiatives were
. It’s crucial to move forward at all times – never to sit back and let others dominate the agenda.
The Campaign as Media News in Itself:
And very important: By running a big campaign like that
the traditional media will consider
the campaign itself as NEWS
. It’s the media, which run after the campaign – no longer the other way around. Also in this way Obama’s strategy was a very interesting innovation.
Interesting websites in the Obama strategy – past and present:
His web 2.0 campaign website: The “epicentre” of the on-line campaign )
His website to mobilise activists: My Barack Obama or MyBo:
His mobile WAP site:
His TV site: Barack Obama TV
His new PRESIDENT ELECT website – started within 24 hours after his election:
Site for people to tell their story about the election: It’s Your America. Tell Your Story
To run this operation the campaign had
employed in its Chicago headquarters.
And a lot of the mobilised volunteers around the country.
8. His Citizens Briefing Book: Collected more than 44.000 ideas and suggestions:
9. His special site: Your Seat at The Table during the President-elect period:
Openness in practice
10. His site Join the Discussions also during the President-elect period:
11. His new White House web site:
His new “Organization for America” site:
What is COMMUNICATIONS 2.0 ?
Why do I call this strategy – this approach:
Because it is
a NEW way of communicating
. It lifts communication to a new, higher and much more interactive level than before. Not by inventing new technologies, but by the way it is organised. By the whole approach. And also because it puts all the possibilities of web 2.0 into practical operation.
What we all have been doing until now has been COMMUNICATION 1.0. Yes, most of us have probably used some of these new possibilities. But never in this way. Never so coordinated. Never with such a constant and innovative drive. That is what we all have to learn to master.
COMMUNICATION 2.0 will become the
communication approach for the
So what is really NEW in Communications 2.0 ?
that all relevant web 2.0 instruments are used
that they are used in a very coordinated way
that they are used to mobilise lots of people and to activate them
that people are given ownership of the campaign – they feel they are at the centre
that all relevant social networks are actively used in coordination ( Facebook, MySpace, LinkedIn, Ecademy, Bebo, XING, hi5, etc. )
that e-mails and text messages are extensively used to back up
that permanent feed-back, f.ex. via text messages, is ensured giving the leadership an overview of attitudes, attacks and uncertainties in real time
that false information and attacks are addressed immediately via the new instruments – bypassing traditional media, esp. in time
that the campaign is directed by an ever running drive and innovation
that thecampaign makes the traditional media run after it – and not the other way around
How can we best adapt Communications 2.0 to Europe ?
12 concrete ideas
for a successful use in Europe:
a short and clear message
( related to what people consider important, related to their daily life and worries - like
jobs, climate change, personal security
WHAT ? WHO ? HOW ?
well-known and well respected dynamic people
to lead the campaign. Ensure that they have different and conflicting ideas. This will engage and mobilise people
WHO ? WHAT ? WHEN ?
a really dynamic website
– based on all the web 2.0 possibilities. And ensure a very dynamic and very visible and constant promotion of the site. Have a strategy on how to make popular websites link to it – and promote it
HOW ? WHO ? MODEL ?
Work actively with
web companies like Google, Yahoo,
and many others on promoting your site
HOW ? WHO ?
as many of the popular social networks as possible
– coordinated with your own website and campaign. Adapt them as much as possible to national and local situations
WHICH ONES ? WHICH ONES ARE BEST FOR WHAT ? PRIORITIES ?
Mobilise supporters and activists
– and give them
get your timing
HOW ? WHO ? WHEN ?
Make a data base with as many
as possible ( collected according to legal restrictions )
HOW ? WHO ? LEGAL RULES ?
Make a similar data base with as many
mobile phone numbers
as possible ( also collected according to local legislation )
HOW ? WHO ? LEGAL RULES ?
Make a concrete and
operational plan on HOW to use
the e-mails and mobile numbers
WHICH ONES ? WHO ? WHEN ?
Use your web site, the social networks, mobile wap applications and TV ( YouTube ) in a dynamic,
well planned and coordinated way
HOW ? WHO ? WHEN ?
Back all these activities up by
sending e-mails and/or text messages
to your many contacts
HOW ? WHO ? WHEN ?
permanent and operational feedback
– and use the results immediately
HOW ? WHO ? WHO WILL REACT AND REPLY ?
Niels Jørgen Thøgersen
OBAMA’s ON-LINE STRATEGY
1. Have very clear and mobilising messages:
TIME FOR CHANGE
YES WE CAN
And use them again and again – and everywhere
Create a very dynamic and innovative web site:
Be actively present on all relevant Social Communities:
* Facebook ( 3 million )
Use the Internet to mobilise people and funds:
* Special web site: MyBarackObama ( MyBo )
Find local events and groups
Contact undecided voters near you
Share your story on your blog
It only takes you 2 minutes to create your account
Mobilising people all over the country:
The Pyramid Principle ( you find ten, who find and train 10, who find and train 10, etc. )
Appeal to their hopes, dreams and wish to make a difference. Make them to ambassadors for your message
Result: 13,6 million people mobilised, esp. young people – 8 million under 40 years
Funds: ask people for small amounts paid on-line. Found altogether 3 million fund donors, who gave 600 million dollars
More money collected than any candidate ever before
Use SMS messages ( text messages ) systematically:
How to get them? Promise special service before anybody else
Example: I will sms you the name of my running mate 2 minutes before the media know ( you feel “in the know” and give your mobile number
Millions signed up by sending their mobile number
6. Build a huge data base with e-mail addresses: 11 million came in
Use YouTube to send out videos of your main meetings ( in extenso )
Use sms and e-mails to inform your supporters that a new video is available on YouTube
Example: 2 million saw the full victory speech in the first 24 hours on YouTube ( and millions more on other platforms )
All Obama’s videos seen 15 million hours on YouTube ( worth about 50 mill. $ in purchased ads )
Use Infomercials – by buying prime time on national TV ( with part of it from a live event – to increase the credibility )
Give people the possibility to share their experience and give their opinion on your always dynamic website
Make a new and different web site immediately after you are elected:
NJT - Nov. 13, 2008
10 gyldne regler i kommunikation
Beslut fra starten nøjagtig, hvad I vil sige og lægge vægt på. Og formuler det enkelt og klart
Gør jer helt klart, hvem I især ønsker at henvende jer til. Sørg for at kende jeres målgrupper særdeles godt. Vis, at I respekterer dem. Og tilpas indholdet i jeres kommunikation til dem
Lyt. Vær åben. Skab tillid
Sørg for, at timingen er rigtig. Planlæg. Tænk fremad. Vær på forkant. Vær aktiv – ikke reaktiv.
Brug det eller de bedste midler i situationen. Visualiser indholdet. Om muligt med et stænk af humor
Sig aldrig noget usandt. Vær ærlig og tillidsvækkende
Giv aldrig udtryk for, at ”Jeg ved bedre”
Vis vilje til at ændre mening
jeres hoved-besked. Igen og igen. Og gerne på mange forskellige måder
Følg nøje med i, hvordan jeres kommunikation lykkes. Mål og evaluer dens virkning løbende. Og sørg for hurtig tilpasning, når det er nødvendigt. Lær af fejl.
Niels Jørgen Thøgersen
10 Konkrete Ideer til en Moderne Borgerservice
Gør det nemt
– meget nemt – for folk. De skal opleve en klar forbedring i forhold til i dag
Lav en moderne og lettilgængelig hjemmeside (med et smart og mundret navn). Med facts, spørgsmål/svar, og med selvbetjening. Måske en god ide at have en særlig del af hjemmesiden til unge og en anden til seniorer
Gi’ folk tilbud om at abonnere gratis på NYT på hjemmesiden. Så får de automatisk en e-mail, når der er nyt på det område, de er interesseret i.
Opstil synlige terminaler til denne service, hvor folk normalt kommer. I indgangen til alle kommunale kontorer, på alle biblioteker, på posthusene, i banker, i Brugsen og andre supermarkeder, på skoler, m.v.
Lav også en gratis telefon-service (med let-huskelig nummer og et mundret navn). Og hvor folk kan ringe om stort set alt.
Lav selvbetjening så meget som overhovedet muligt. På Nettet. Overskueligt. Let at håndtere – også for ikke-specialister.
Organiser en aktiv præsentation af denne Borgerservice – især i de første måneder. I foreninger, i skoler, på aftenskoler, i klubber, osv. Også i lokalradioen. Behøver ikke at koste noget, hvis man af og til sørger for at have en god historie, som de er interesseret i. Husk også alle nytilflyttere
Lav et tæt samarbejde med de lokale aviser og gratis ugeblade om Borgerservice. Gi’ dem jævnligt godbidder, der har læsernes almindelige interesse
Inddrag det digitale TV, så snart det kommer. Skal være på plads overalt i Danmark senest oktober 2009
Lav et aktivt Brugerpanel til løbende at kommentere, rose, kritisere, og foreslå nye tiltag. Og sørg for, at deres kommentarer og forslag selvfølgelig er offentlige
Niels Jørgen Thøgersen
A WONDERFUL CLUB WITH WONDERFUL PEOPLE
A short story about great things
Flattering: Yes. Pleasing: No. But I believe it takes a little bit more of explanation.
Why is it so? For many happy reasons.
In the mid 80ies life was full of new opportunities. One of them was that even public institutions and their political masters were equipped with an eye-opener on communication. Even they now understood that good policies, good behaviour, good products (meaning results) were nothing. Unless they were communicated properly. And not just to the happy few – or to the usual suspects. But the people at large. Those who actually paid for the whole lot. This was not the situation in one or two particularly enlightened countries. It was universal. At least in Europe.
In this situation two masters of communication and here-stops-the-buck responsibles of their respective governments’ services took the initiative to create the Club of Venice. Stefano Rolando and Mieke van den Berghe. The “founding parents”. This is the short version of a great initiative.
Now, first question: who should be invited to join the Club? The top bosses (and not the political ones) of the information and communication services of the then 9 EU-governments were evident. But what about the European institutions? The attitudes were split. Especially our British friends – and their (then) natural allies) had great difficulties with that. But the final outcome was that the Commission (which in particular was under suspicion) could join as a sort of observer. On the condition that it like an innocent virgin was sitting quietly and shyly looking down on the floor! This was the situation for quite some time.
Second question: who should represent each country? The whole raison d’être of the Club was that the REAL communication bosses in each government was there – personally. At each meeting. All respect for the spokesmen at the Permanent Representations in Brussels. But they normally (excuse me) have no clue about how communication is run in their home countries.This is not their job. There are paid to present their country and in particular their visiting ministers in the best possible light to the media. Therefore: yes to the back-home bosses, no to the Brussels based spokesmen (with a few exceptional exceptions! It has been like that. But it has also meant that the “trade union of Brussels based spokes-persons” often has been quite méfiant towards the Club. For the very wrong reasons!
Third question: what should the Club discuss? Communication, of course. But what communication? Let me say it this way: I have personally learned so much about communicating road safety, anti- AIDS, anti-smoking and pro-developing aid as in those years. All respect. But on Europe? No –nothing.
Fourth question: in what form should the Club gatherings be held? Never any doubt: in a very informal way. No formal agendas. No formal speaking points. And in the beginning no minutes either. And no list of members. Everybody could speak freely – would not risk to be unpleasantly confronted with a slip of the tongue later. It was from the beginning a professional exchange of experiences and best practices among friends. Among like-minded. And very good. This is certainly an important part of the (secret) success of the Club!
Fifth question: how should the Club develop? With the enlargements of the EU in 1986, 1995 and 2004 it was evident that the Club would expand exactly the same way. But it was in my view a very wise decision some years ago also to include the candidate countries. Not as observers, but as full members. For everybody’s sake. And it has proven to be a great asset.
Sixth question: where to meet? The lovely of Venice and its Fondazione Fini (?) took the wonderful and brave decision not only to invite the Club. But also to pay for everything. I know of no opponents of that initiative. We have really enjoyed being the guests of the Venetian perle. The meetings at the islands (no easy escape possibilities) and also the evening and night Club life in the city itself. Who can forget the Club members walking together in 30 cm water at the St. Marco Square at midnight some years ago? Who can forget getting lost my new Club friends in the mediaval alleys in the night? Who can forget the lovely dinners in a prison, in the Casino or in a music restaurant? Still exchanging views and facts about the best of communication!
Seventh question: when did Europe arrive at the agenda? As always in such cases: step by step. No real decision about it. It just happened. And today it’s all one way or the other about Europe. About HOW. Not about WHY. There still has to be something for the politicians to do! I belive that we all feel that we have found a good way of running things. And even the Commission does not have to play virgin anymore!
Artikel til Særnummer af Strukturmagasinet:
Vær åben, dynamisk og på forkant
Niels Jørgen Thøgersen
Rådgiver i Kommunikation
Tidl. kommunikationsdirektør i EU-Kommissionen
Nytænkning: JA. Fornyelse: JA. Kommunikation har alt for længe været et stedbarn, ikke mindst i den offentlige sektor. Det har reelt ikke været anset for vigtigt. Medierne og borgerne har ofte måttet affinde sig med: ”Ingen kommentarer”. Eller: ”Det er ikke mit bord”. Eller: ”Det har vi ikke”. Og de skriftlige materialer har ofte været dårlige, indviklede og derfor svære at forstå.
Den går ikke. Og den går slet ikke længere!
Moderne borgere i dag bliver – uanset om de vil det eller ej – bombarderet døgnet rundt med bunkevis af oplysninger og meninger. Samtidig har alle og enhver en mening om alting, også selv om de ikke nødvendigvis ved så meget om sagen. En mening, som tit er en stopklods for, hvad de vil have at vide. Samtidig ved de fleste, at borgere har RET til information fra det offentlige.
Det er i denne situation, at det offentlige skal forsøge at nå frem til den enkelte dansker med sine oplysninger, tilbud og anvisninger.
Enhver leder i det offentlige må gøre sig klart, at det er kommunikation – ikke bare information – det drejer sig om. Man skal tilrettelægge sit arbejde og sin organisation sådan, at man involverer borgerne – og ikke bare passivt informerer dem. Det er fundamentalt.
Og så skal man også gøre sig krystalklart, at en effektiv kommunikation kræver, at man har professionelle folk til at køre det. Folk, der ved hvordan moderne kommunikation fungerer. Hvilke beskedder og hvilke midler, der virker, og hvilke der ikke gør. Folk, der har respekt og anerkendelse i medieverdenen. Derfor må man ikke fortsætte med at sætte de medarbejdere til at informere, som man ikke kan bruge i andre jobs. Det skal være professionelle kommunikatorer – og de skal have lejlighed til løbende at efteruddanne sig. Udviklingen går hurtig – endda meget hurtig – på dette område. Ja, det koster penge. Men det koster meget mere at have en dårlig kommunikation.
Og een vigtig ting mere: Jeres kommunikationsfolk skal referere direkte til ledelsen og have adgang til alle. Og når de beder om oplysninger, skal dette have topprioritet. Hos alle.
Hvis I også skal kommunikere på andre sprog end dansk, så gør det sammen med en velformuleret person, der har det pågældende sprog som aktivt modersmål. Hvor ofte har man ikke set tekster på halv-hjælpeløst engelsk, som man har fået oversat af en velmenende dansker. Et dårligt sprog slår enhver god kommunikation ihjel.
Og så et par gode råd til alle kommunikations-folk: lad jer ikke afskrække af modstand fra chefer og kolleger. Når I har forebedt en ny plan og et nyt initiativ, så gør det godt og grundigt. Vær klar til at argumentere for det. Med styrke og overbevisning. Da jeg i Internettets pure barndom i 1995 foreslog, at vi i EU-Kommissionen straks skulle gå igang og oprette vor egen service på Nettet, fik jeg at vide, at Internettet var en amerikansk sammensværgelse, som vi skulle holde os langt væk fra. Vi gik dog videre og fik hurtigt verdens største offentlige web-tjeneste EUROPA op at stå.
Det ER jo nemlig sådan med information og kommunikation: Alle tror, at de har forstand på det. Vi er så at sige omgivet af ”lommetyve”. Men de har ikke forstand på det. Som sagt ovenfor er det en professionel og ret indviklet branche, som skal håndteres af folk, der har uddanelse og erfaring på netop dette område. I sidste ende er det selvfølgelig de politiske og administrative chefer, der har den endelige afgørelse – også om hovedlinjerne i kommunikationen. Det kan af og til koste kommunikationsfolk deres job. Men sådan er det. Det er ”risk business”. Men så længe ledelsen har tillid til deres kommunikationsfolk, skal den give dem dens fulde støtte og lade dem køre det daglige løb efter de professionelle kriterier, som nu engang gælder i moderne kommunikation.
Jeg har i de to bokse givet mine konkrete forslag til, hvad de vigtigste grundregler i moderne kommunikation er. Og til, hvordan man fra det offentliges side kan lave en moderne og meget brugervenlig Borgerservice.
Niels Jørgen Thøgersen
Rixensart, Belgien November 2006.