scaling obama: lessons from 2008 colin delany, judith freeman, scott goldstein, julia rosen
TRANSCRIPT
![Page 1: Scaling Obama: Lessons from 2008 Colin Delany, Judith Freeman, Scott Goldstein, Julia Rosen](https://reader036.vdocument.in/reader036/viewer/2022070308/551bff60550346a84f8b4b2c/html5/thumbnails/1.jpg)
Scaling Obama: Lessons from 2008
Colin Delany, Judith Freeman, Scott Goldstein, Julia Rosen
![Page 2: Scaling Obama: Lessons from 2008 Colin Delany, Judith Freeman, Scott Goldstein, Julia Rosen](https://reader036.vdocument.in/reader036/viewer/2022070308/551bff60550346a84f8b4b2c/html5/thumbnails/2.jpg)
What, How and Why to run an Engagement Campaign
![Page 3: Scaling Obama: Lessons from 2008 Colin Delany, Judith Freeman, Scott Goldstein, Julia Rosen](https://reader036.vdocument.in/reader036/viewer/2022070308/551bff60550346a84f8b4b2c/html5/thumbnails/3.jpg)
Campaigns Before Radio
![Page 4: Scaling Obama: Lessons from 2008 Colin Delany, Judith Freeman, Scott Goldstein, Julia Rosen](https://reader036.vdocument.in/reader036/viewer/2022070308/551bff60550346a84f8b4b2c/html5/thumbnails/4.jpg)
Campaigns Before TV
![Page 5: Scaling Obama: Lessons from 2008 Colin Delany, Judith Freeman, Scott Goldstein, Julia Rosen](https://reader036.vdocument.in/reader036/viewer/2022070308/551bff60550346a84f8b4b2c/html5/thumbnails/5.jpg)
Campaigns Before the Internet
![Page 6: Scaling Obama: Lessons from 2008 Colin Delany, Judith Freeman, Scott Goldstein, Julia Rosen](https://reader036.vdocument.in/reader036/viewer/2022070308/551bff60550346a84f8b4b2c/html5/thumbnails/6.jpg)
Campaigns Now
![Page 7: Scaling Obama: Lessons from 2008 Colin Delany, Judith Freeman, Scott Goldstein, Julia Rosen](https://reader036.vdocument.in/reader036/viewer/2022070308/551bff60550346a84f8b4b2c/html5/thumbnails/7.jpg)
A Changing Context and its Consequences
Increasing MediaFragmentation Rising Internet Use
Increased Trust ofWord of Mouth
DecreasedEffectiveness of Ads
Neighbors and FamilyAre Trusted Messengers
People Expect 2-wayCommunication
![Page 8: Scaling Obama: Lessons from 2008 Colin Delany, Judith Freeman, Scott Goldstein, Julia Rosen](https://reader036.vdocument.in/reader036/viewer/2022070308/551bff60550346a84f8b4b2c/html5/thumbnails/8.jpg)
What does this mean for how you communicate on smaller races and campaigns?
•Unique – based on personal story•Aspirational – hope•Authentic – online and off-line•Succinct - •Feedback loop-heavy – listen to people
![Page 9: Scaling Obama: Lessons from 2008 Colin Delany, Judith Freeman, Scott Goldstein, Julia Rosen](https://reader036.vdocument.in/reader036/viewer/2022070308/551bff60550346a84f8b4b2c/html5/thumbnails/9.jpg)
Campaign Tools for Engagement
• My.BarackObama.com (shout out Amy H!)• Email programs– Mobilization (and Money and Message)
• Video – none in 2004, race speech video over 2 M views
![Page 10: Scaling Obama: Lessons from 2008 Colin Delany, Judith Freeman, Scott Goldstein, Julia Rosen](https://reader036.vdocument.in/reader036/viewer/2022070308/551bff60550346a84f8b4b2c/html5/thumbnails/10.jpg)
What does this mean for Field and Online Organizing?
OR
![Page 11: Scaling Obama: Lessons from 2008 Colin Delany, Judith Freeman, Scott Goldstein, Julia Rosen](https://reader036.vdocument.in/reader036/viewer/2022070308/551bff60550346a84f8b4b2c/html5/thumbnails/11.jpg)
What is an Engagement Campaign?