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A Winning Social Media Strategy - Revisiting BarackObama.com

By
Services for Real Estate Pros with RealSatisfied

On February 14, 2007, I wrote "Barak Obama: This Post Is NOT About Politics." I wrote it less than 48 hours after the Obama campaign launched BarackObama.com. I'm embarrassed that I didn't spell his name correctly in the headline. I am not embarrassed by the analysis or the conversation that took place. What my instincts told me were true in 2007 have now been validated by history.

This is still NOT about politics. I wasn't interested in making it about politics then and I am not interested in doing so now. I ended the post below with this statement, "And I bet we'll all learn a thing or two as well."

One thing we learned was how powerful an intelligently crafted and properly executed social media strategy can be. 21 months ago it was my opinion. Today it's a proven fact.

Here's the original post (headline corrected):

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Barack Obama: This Post Is NOT About Politics

This blog post is about the ever growing power of the concept of YOU.

barak obamaAnd this post is about recognizing a moment.

I am not interested in discussing politics right now and I'm not endorsing Barack Obama for President.

What I AM doing is endorsing an exceptionally well conceived viral marketing campaign. I'm giving a brief ovation to an idea that is brilliant on it's face. I'm cheering an important moment on the Internet. It has nothing to do with politics. I've been registered as a republican since I was 18 years old. So if someone on the Republican side had done this, I'd be standing up and applauding them as well.

What Obama has done is construct a social networking site based entirely around his campaign.

He has enlisted easy to use technology - internet videos, blogs, event planners, fundraising widgets - to build a constituency and to make garnering their support remarkably simple. He has made his campaign videos easy to share, download and embed into other websites. He's enabling viral marketing iike no other politician. In less than 48 hours there are already 1422 local and 1018 national groups in the network. In one fell swoop, he has both given his supporters their own voice and provided a platform from which they can use that voice.

And he's not just leaning on his own site. He's doing what anyone who understands how the Internet works would do. He's using other social networks to whip the long tail as hard as he can. I've been unable to verify this information, but according to one source he has over 1,000,000 friends on Facebook, and is ahead of Hillary Clinton and John Edwards on MySpace.

Carole Cohen quoted a comment in The Washington Post a few weeks ago, talking about Hillary Clinton: "Go to 'blog' on her website. It's nothing more than a standard feedback form." The actual blog hasn't been launched yet and the headline still says, "Write Our First Guest Blog Post." The difference is stark and overwhelming.

Political leanings aside, you have to admire the brilliance of what Barak Obama has done. The blogosphere is buzzing. One blogger has labeled this new social networking site "Web 2.Obama." Catchy.

I believe, regardless of whether he succeeds or falls flat on his face, we are all witness to a seminal moment in political history. Traditional media would be advised to watch this one closely. The impact of this experiment is sure to extend far beyond the political arena in which it's being conducted.

And I bet we'll all learn a thing or two as well.

Comments (81)

Laura Monroe
Inman News - San Francisco, CA
Dir. of Industry Engagement & Social Media

Hi Jeff- Here is another first to Obama technology: CHANGE.gov

Nov 06, 2008 06:16 AM
Dave Park
Advantage Inspection Raleigh - Raleigh, NC
"The Maverick Builder"

Jeff,

In this political environment, we have seen some pretty scary stuff.  The Obama lead charge in a social media platform and sturcture provide just enough support to win the election.  The numbers show that the country is divided and will continue to look for direction.  (One party will not be able to bring each side together) 

The web brought about a grass roots effort to increase the democratic constitutes.  The Rep did not follow or would not follow.  Change in the guard is warranted.  I just hope we don't let down our guard!

Thanks for the post!  Good stuff!

Dave Park - The Maverick Builder

Nov 06, 2008 07:49 AM
Mother Lode
Real Living Sugar Pine Realty - Sonora, CA
Real Estate Master

What great insight you had long ago. I didn't see your initial post. I appreciate how your framed it, being non-political. Beyond that, it was a combination of the forward-thinking use of the social media, of course, but a whole lot of other things that made Obama president (some of it underhanded?). Thanks, Jeff. I follow your blog writing in my newsreader and learn much. Mike C (aka blog boy)

Nov 06, 2008 09:24 AM
Michael Eisenberg
eXp Realty - Bellingham, WA
Bellingham Real Estate Guy

Interesting, I had not seen his site before, but the man is all about change and he has obviously brilliantly used the changes social networking have given us.

Nov 06, 2008 09:38 AM
Esko Kiuru
Bethesda, MD

Jeff,

Appears that Obama and his campaign knew the importance of the social web world and they used it to their advantage smartly. Sign of times. Hopefully he's as forward-looking in running the administration.

Nov 06, 2008 01:13 PM
Phyllis Pafumi
ReStyled to Sell Home Staging New Jersey - Old Bridge, NJ
ReStyled to Sell Staging Homes NJ

Brilliant I agree BUT GIVE THE PEOPLE WHAT THEY WANT!! Now I sit back and watch and if you have noticed, like I and many others, his whole countenance has changed, he looks kind of fearful and less cocky. Almost as if he is thinking WHAT did I get myself into.

To our future, IN GOD WE TRUST!

Phyllis Pafumi

Nov 06, 2008 01:51 PM
John Novak
Keller Williams Realty The Marketplace - Las Vegas, NV
Henderson, Las Vegas and Summerlin Real Estate

It looks like they are building on the success of My.BarackObama.com with a new site just launched - change.gov. This is bringing a new level of participation and transparency to government. The question I'm thinking about now is 'How do other business models emulate this success?'

Nov 06, 2008 02:17 PM
Pat Tasker
Shorewest Realtors - Germantown, WI
Your Milwaukee Metro Area Agent (WI)

One thing I gotta give them is they are doing some things never done before, like the social media...Check out CHANGE.GOV  it is the website where you can check on the "transition"...it was up and running within a short time of the election results, and will be updated as staff and cabinet members are named...Impressive...still not my choice...

Nov 06, 2008 02:33 PM
Christine Donovan
Donovan Blatt Realty - Costa Mesa, CA
Broker/Attorney 714-319-9751 DRE01267479 - Costa M

My husband and I have been talking for weeks about Obama's marketing and how phenomenally well it was done.  It looks like you were on it from the beginning.

Nov 06, 2008 02:45 PM
Delaware Junk Removal Residential And Commercial Hauling Clean Outs
Delaware Junk Removal 302-530-9186 - Wilmington, DE
Whole House Clean Outs, Basements, Garages, Attics

Ann Coulter had a great quote about obama today

"For now, we have a new president-elect. In the spirit of reaching across the aisle, we owe it to the Democrats to show their president the exact same kind of respect and loyalty that they have shown our recent Republican president."

Nov 06, 2008 03:09 PM
Antonio M. Cardenas Broker Associate
RE eBroker Group - San Leandro, CA. - San Leandro, CA
"The Realtors In Motion"

Jeff, thank you for your post, it is true that we are making history as a nation. I can feel the optimist and the positive outlook we all feel with the election over. Now we can concentrate on helping our industry get back up on its feet. Good insight.

Antonio

Nov 06, 2008 03:31 PM
Kate Elim
Dockside Realty - Spotsylvania, VA
Realtor 540-226-1964, Selling Homes & Land a

Hi Jeff...I agree with you wholeheartedly.  I am including the text of an e-mail message I, and I am sure millions of others, received shortly after it was apparent who had won the election.

If you feel this is inappropriate please feel free to delete it.  I did not mean for this to be political.  I am sharing it because it exemplifies exactly what you stated in your post. 

Kathleen --

I'm about to head to Grant Park to talk to everyone gathered there, but I wanted to write to you first.

We just made history.

And I don't want you to forget how we did it.

You made history every single day during this campaign -- every day you knocked on doors, made a donation, or talked to your family, friends, and neighbors about why you believe it's time for change.

I want to thank all of you who gave your time, talent, and passion to this campaign.

We have a lot of work to do to get our country back on track, and I'll be in touch soon about what comes next.

But I want to be very clear about one thing...

All of this happened because of you.

Thank you,

Barack

Will those of us that volunteered remain engaged?  My guess is many will simply because President-elect Obama will remain engaged with us.

That is the true power of social networking.

Kate

 

Nov 06, 2008 03:58 PM
Dione Sage
Nova Home Loans - Gilbert, AZ

Jeff - I too have been a Republican since I was able to register and make that choice BUT I agree we need to give credit where credit is due...Obama had an amazing marketing strategy and one that no other candidate has ever captured. The site was genius and from beginning to the end his campaign ran like a well thought out and strong train on a specific path and congrats to him for making it there. Social Networking is beyond what most people can understand but once they get a little understanding, anyone can run with it. The post really wasn't about politics but about the power of creative marketing and social networking. Great Blog again.

Nov 07, 2008 01:41 AM
Myra Spano
Berkshire Hathaway HomeServices Towne Realty - Virginia Beach, VA
Real Estate Broker

I was also impressed with the way the campaign was ran.  It proves that the internet, reaches people within the home... that's the whole point! 

Nov 08, 2008 10:23 AM
Colleen Cooley
The Corcoran Group - Jupiter, FL
CRS - Jupiter Florida

Maybe the GOP will wake up & smell the coffee. 2012 is just around the corner!

Dec 06, 2008 06:01 AM
Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Great blog..the results are in and it showed the power of creative marketing and social networking..wow ...what a lesson!

Dec 18, 2008 11:50 PM
Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Wow great post! Truly a lesson to learn what power social networking can accomplish!

Jan 02, 2009 11:54 PM
Joanne O'Donnell
Chic Home Interiors - Oakland, CA

I know I am way behind the times on responding to this blog, but I wasn't really working ActiveRain until a couple of weeks ago...  Today, Barack gave a press conference, talking about the financial crisis and he talked again, in this context about using the internet to create transparency in government, to increase participation and understanding.  Whatever your position, as Jeff said, you have to feel that is a good thing.  The only fear I have is that the only people who will participate are those who already feel positive about him, people like me... My fear is that only one side will participate, even though it is my side, I think that will be a shame, it will weaken the result.  If we want to move forward we need all to participate, all to be part of this social media revolution in politics and public policy.  As on ActiveRain - the diversity of opinion helps us all to grow and learn.

Jan 08, 2009 04:00 PM
Chris and Maria Jeantet
Shasta Living Real Estate - Redding, CA
Top Realtors in Redding CA

It sure worked for BO, he'll be in power in a fewdays...no let's hope he uses it for the good of the American people. You're always on top of things Jeff!

Jan 12, 2009 01:42 AM
"The Lovely Wife" The One And Only TLW.
President-Tutas Towne Realty, Inc. - Kissimmee, FL

Hubba...

Did you see the image the Flickr artist made of Obama? If you haven't let me know and I'll point :)

TLW...ROAR!

Feb 04, 2009 10:11 AM