![]() The social ephemera that were the heart and soul of myBarackObama weren't as integral to Dashboard, because those things were available elsewhere." Goff's Focus on Personalization in the Middle of the Funnel myBarackObama's successor, Dashboard, was very important this time around, but in a totally different way - as an organizing platform for making phone calls, downloading packets for door-to-door canvasing, communicating among on-the-ground volunteer teams, etc. You could create accounts, form friendships, start a blog, and do all these other things that feel slightly outmoded now that Facebook and Twitter are so ubiquitous. The most important social site for us in '08 was my. - our own organizing platform. "The internet was of course very important to 2008, but certainly social media as we now know it was in a very different place. Previously, local area staffers had to rely on their own personal contacts within the community.ĭashboard also served as, well, a dashboard, providing campaign staffers with up-to-the-second information on the number of campaign calls made and email messages sent, the number of doors knocked upon, and the number of new voter registrations obtained.Ībout Dashboard's role in the 2012 campaign and how campaign efforts changed since 2012, Goff told me. Dashboard gave local campaign workers and supporters a centralized resource from which to deliver specific campaign information through email, as well as to solicit support from those who had, in a sense, raised their digital hand. Goff's Implementation of the Social Campaign "Dashboard"Ĭhief among Goff's 2012 efforts was Dashboard, a social tool that allowed Obama campaign workers to centralize data gathered from phone bank workers and voters who had subscribed to email via - or who they had been contacted through canvasing efforts.Ĭampaign workers in key states were then able to reach out to voters who had expressed support with customized emails urging supporters to do volunteer work for the campaign. And by continuously personalizing his outreach, Goff was able to build a legion of Obama supporters. They loved their candidate and they wanted to be an integral part of making the campaign a success. In the case of the 2012 Obama campaign, people wanted to be involved. In essence, Goff practiced what we preach here at HubSpot: Create marketing people love. Now take the next step and become a donor,' into a fundraising email to non-donor volunteers, had a huge impact on results." Something as simple as dropping in a line like, 'You've volunteered before thank you. We consistently found that people wanted to get a sense from the campaign that we knew who they were and what they'd done for us in the past. "Almost all web content today is personalized to at least some degree, and that which isn't is likely to have a harder time breaking through. The Importance of Personalized Content in Obama's 2012 CampaignĪbout his focus on more personalized, middle-of-the-funnel strategies during the 2012 election (as compared to more top-of-the-funnel, less personalized strategies in 2008), Goff said. While Goff wasn't about to give all his secrets away to me, he was happy to share his inbound marketing-focused approach to content strategy and how that approach changed from 2008 to 2012. So I reached out to President Obama's Digital Director Teddy Goff and asked him to share with us the importance of content and how that changed from 2008 to 2012.Īs digital director for President Barack Obama's 2012 campaign, Goff oversaw a couple hundred people who collectively raised more than $690 million, generated more than 133 million video views, built Facebook and Twitter followings of more than 45 and 33 million people respectively, registered more than a million voters online, ran the largest online advertising program in political history, built new tools for online fundraising and campaigning, and organized hundreds of thousands of volunteers and events. It answered the unique interests of voters and campaign supporters by addressing specific, individual needs.īecause leveraging personalization and context has become so important - and more accessible - for inbound marketers lately, I was interested in learning more about just how the Obama campaign approach evolved over the years. Four years later, content played an even more important role: With inbound marketing strategies applied, that content was given context. During the 2008 presidential election, content played an important role in electing Barack Obama.
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