Yes We Did! An inside look at how social media built the Obama brandDescription |
The Obama campaign is widely credited for its unprecedented use of New Media for everything from fundraising to volunteer coordination. After intensively researching the campaign, Rahaf Harfoush had the opportunity to witness the innovation firsthand when joined the New Media team in Chicago for three months. This book takes a comprehensive look at the campaign's use of technology leading up to election night and explores the strategic insights that organizations can apply to their own brand. Peppered with interviews, photos and anecdotes from key members of the New Media Team, this book reveals how the combination of an unwavering strategic vision and collaborative technologies including blogs, social networks, twitter and SMS messaging, empowered a formidable online community to elect the world's first "digital" President.  |
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Table of Contents |
Foreword by Don Tapscott
Introduction- YouTube Epiphany
Part 1: The Underdog: The Rise of a Movement
Chapter 1 Introducing the Jr. Senator: The Birth of a New Community
Chapter 2 Up against the Clintons: Rewriting the Rules
Chapter 3 The Road to Denver: Navigating Controversy
Part 2: The Candidate: Creating a Compelling Vision
Chapter 4 The Birth of a Global Brand: Designing Hope
Chapter 5 Understanding the Past: The History of Online Campaigning
Chapter 6 MyBO: Keep It Local, Keep It Real
Chapter 7 Neighbor to Neighbor: The Talks That Matter
Chapter 8 Email: A Message Written Just for You
Chapter 9 Text Messaging and Mobile: C U @ The Rally
Chapter 10 The Blog: The Center of the Obamaverse
Chapter 11 Social Networks: Obama Everywhere
Chapter 12 Video: Up Close & Personal
Chapter 13 Analytics & Online Ads: Driving and Measuring Traffic
Part 3: The President: A New Beginning
Chapter 14 The New Face of Government - The Digital Administration
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Back Cover |
FOREWORD by Don Tapscott, author of Wikinomics and Grown Up Digital
The Obama campaign's mastery of social media for everything from fundraising to volunteer coordination has been widely reported. Until now, there hasn't been an in-depth analysis of how they did it.
In Yes We Did, new media strategist and campaign headquarters volunteer Rahaf Harfoush gives us a behind the-scenes look at the campaign's use of technology, from its earliest days through election night. She reveals strategic insights organizations can apply to their own brands. Discover how unwavering strategic vision and collaborative technologies-email, blogs, social networks, Twitter, and SMS messaging-empowered a formidable online community to help elect the world's first “digital” President. |
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Author |
Rahaf Harfoush is a New Media Strategist who has a deep passion for exploring how technology is affecting the way we communicate, work and play. Rahaf specializes in helping organizations align their Social Media initiatives with their strategic vision to build authentic relationships with consumers, employees and other stakeholders. She was the Research Coordinator for Don Tapscott's bestselling Wikinomics: How Mass Collaboration Changes Everything, and a contributor to Grown Up Digital: How the Net Generation is Changing Your World. Rahaf blogs at TheFoush.com.
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Reader Review(s) |
"The Obama 2008 campaign is the best marketing campaign I have seen globally in over 25 years. Rahaf gives a fresh and informed insider's view of what really made it such a spectacular success."
- Brian Fetherstonhaugh, Chairman & CEO OgilvyOne Worldwide
"Rahaf explores in detail the strategies and tactics used to bring about a revolution using social media. I guarantee you will enjoy the book and will learn something from it. But, are you bold enough to do something with your new knowledge?"
- Peter Ac eto, CEO ING Direct CANADA
"A front row seat for a moment that changed both politics and branding forever. In the spirit of sharing that defines the social web itself, Rahaf shows us how principled leadership must go to market in the years ahead: Transparently, authentically, and one community at a time."
- Bruce Philp, CEO of GWP Brand Engineering
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