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Joint project

Joint project. Authors. Andrew Sherry Center for American Progress. Alan Rosenblatt Center for American Progress. Jonas Hellman Prime Group. Johanna Rehnvall Prime Group. Content. Our definition of ”Tech President” How technology can transform government The future of Obama’s movement

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Joint project

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  1. Joint project

  2. Authors Andrew Sherry Center for American Progress Alan Rosenblatt Center for American Progress Jonas Hellman Prime Group Johanna Rehnvall Prime Group

  3. Content • Our definition of ”Tech President” • How technology can transform government • The future of Obama’s movement • Where Obama got it from • Key success factors • The role of think tanks • How this affects the communication industry • What will happen next?

  4. Part 1 Our definition of ”Tech president”

  5. Definition: In what sense is Obama the first tech president?

  6. Obama’s personal relation to new technologies ”A PDA-less Obama is as like a caged lion padding restlessly around the West Wing, wondering what's happening on the other side of the iron bars that surround the People's House”.

  7. Part 2 How technology can transform goverment

  8. Obama on technology vision

  9. Transparency New paradigm of governing means citizens have more transparency

  10. Two-way communication

  11. Data-driven decision making  Information technology has increased the opportunities for data driven decision making

  12. Better understanding of science and technology within government An innovative infrastructure is necessary to compete on the global stage

  13. What challenges will he face?  • Cyber security issues • Lack of knowledge among staff • Lack of tools • Information overload • Difficulties keeping up quality • Risk of lower interest • Culture!

  14. Part 3 The future of obama’s movement

  15. Hidden slide! The future of Obama’s movement What will happen to Obama’s movement, referred to as "OFA2" (Obama for America II) by some organizers?

  16. Obama’s movement – in numbers

  17. How will he use it? • External political force for fundraising and issue activism • Crowdsourcing policy proposals and solutions  • Connecting with the home districts of constituents • Encourage community service to keep movement active

  18. Two major challenges for the movement Absence of an election campaign 1 Decreasing enthusiasm due to unpopular decisions 2

  19. Part 4 Where obama got it from

  20. Hidden slide! Not the first • The frist president to appear on TV was FDR. • Online advocacy campaigns started in earnest in mid 1990's. • MoveOn.org Civic Action had hundreds of thousands of individuals signed up when founded in 1998

  21. Obama is Howard Dean 2.0 Howard Dean’s campaign was the first that exploited social networks and worked with the blogosphere.

  22. Other key persons that put Obama on the track Joe Rospars Chris Huges Macon Philips Scott Goodstein

  23. Yes, new technology made a difference • Internet played a major role in Obama’s fundraising • MyBO was a crucial complement when organizing volunteers + showed how Obama respected dissent • Online ad campaign was extensive and effective • Huge symbolic value!

  24. Key technologies/channels

  25. Obama on Twitter

  26. Part 5 Key success factors

  27. Obama vs McCain

  28. Why Obama succeeded The right message and messenger Effective integration of online and offline strategy and tactics

  29. To what extent is it possible to copy his campaign? It is possible to copy strategy and tactics, but unless messenger and message equally compelling, it won't be the same.

  30. Part 6 The role of think tanks

  31. What can think tanks supply?

  32. Part 7 How this affects the communication industry

  33. Message + Substance = ”Instant benefit” Communicating product Concept Substance

  34. An effective mix of own, paid and earned channels Earned channels Paid channels • Traditional media • New media • Internet - Communities • New techniques (SMS, MMS, web etc) • Word-of-mouth/trend • Newspapers • Radio • TV • Web • Billboards Concept Owned channels • Offices • Seminars • Website • E-mail • Books • Sales staff • CEO • Staff • Retailers and product pres.

  35. Part 9 What will happen next

  36. Technology during transition Change.gov was just a first step

  37. The cultural aspect – how does this change how politicians communicate • Scripted campaigns are in their last throes • Authenticity joins message discipline as key communication principle ’12 x

  38. What will happen next for political campaigns? 1 Technology will play an essential role Networked communications will be liberated from the desktop 2 3 Content is crucial – the good story

  39. Contact The Prime Group Slussplan 9 Stockholm +46-8-503 146 00 (swithboard) www.primegroup.com Jonas Hellman (New York) Partner and senior consultant 646-465-3774 (US cell phone) jonas.hellman@primegroup.com Center for American Progress 1333 H Street NW, 10th Floor Washington, D.C.  20005 +1-202 682 1611 (swithboard)  www.americanprogress.org Andrew Sherry (Washington, DC) SVP, Online Communications +1-202-481 8149 (direct) asherry@americanprogress.org       

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