Baseball, Basques, Media, Politics

Lessons From Obama Online

Obama“Propelled by Internet, Barack Obama Wins Presidency”Wired, November 4, 2009

A fascinating new report from two environmentally oriented foundations – Brainerd and Wilberforce – slices and dices the Obama For America online campaign of last year and offers some interesting conclusions not entirely in keeping with the media hype.

You can access the report – Online Tactics & Success – An examination of the Obama For America New Media Campaignhere.

The 42-page analysis concludes that, while the Obama team did a remarkable job utilizing email and the web in the 2008 campaign, the online success had more to do with the candidate than the technology. “The energy and enthusiasm of Obama supporters was unprecedented in modern elections,” the report says, allowing the new media team the daily – or hourly – ability to push a great “product.”

The foundations commissioned the analysis in order to learn what lessons non-profits should take away from the Obama campaign, but there is something here for everyone interested in how the Internet is remaking communication.

Like much of the rest of Obama’s historic march to the White House, the brilliance of the online campaign was in the quality of its execution. The report’s authors highlight seven key findings.

  1. Discipline: Develop best practices and stick with them. “ONLY send content that you know your supports will value.” And, have the discipline “to stay ON message.”
  2. The Right People: Obama campaign manager David Plouffe saw to it that the new media effort wasn’t organized as part of communications or finance, but as a stand alone part of the campaign. He then recruited top people from CNN, Google and Madison Avenue to staff what became an 81 person unit.
  3. Spotlight on Supporters: “The campaign made a concerted and deliberate effort to keep the spotlight on the people who supported Obama, and not just on the candidate.”
  4. Nimbleness: “The campaign was able to turn on a dime and launch a fundraising email within hours of [Sarah] Palin’s speech” criticizing “community organizers.” The email generated $11 million in contributions in a single day.
  5. Authenticity: “OFA managed to do something unique – share real, inside campaign information with its supporters, while making that information accessible and meaningful. Plouffe said: “Nothing is more important than authenticity. People have very sensitive bullshit-o-meters.”
  6. Content Matters: “From top notch emails, to 1,800 videos, to amazing graphic design, the new media team demonstrated a serious focus on content.”
  7. Data-Driven Culture: “More than any campaign in history, OFA was a data-driven operation.” The campaign created a six-person analytics team and tested and measured every aspect of the online program. “Entire projects were scrapped because the data showed they were not effective.”

The Brainerd/Wilberforce report offers this observation underscoring the essential requirement of any successful campaign – skillful execution:

“Fundamentally, the most successful elements of OFA’s new media program were not new. OFA’s new media team simply executed the same core strategies than many nonprofits have used for years – but they did so flawlessly.”


Basques, Media

Hewitt and the Prince of Darkness

HewittWhat Does This Tell Us?

Perhaps more than anyone, Don Hewitt, the CBS News executive who died this week, invented the idea of television news. Hewitt staged the Kennedy-Nixon debates, produced the early years of Walter Cronkite’s expanded 30 minute nightly broadcast, and invented “60 Minutes.”

I happened to be home nursing a nasty summer cold the day the TV news pioneer’s death was announced. I couldn’t help thinking as I watched (which I rarely do) the continuous loop of nasty health care hearings, celebrity gossip and talking head wisdom that passes for news on cable television that little of that content has much to do with the kind of television Don Hewitt pioneered at CBS.

The irony was palpable when a cable anchor, more at home presiding over a verbal slugfest than a eulogy for a television pioneer, waxed eloquently about Hewitt’s role in the development of the medium.

More irony in the nearly simultaneous passing of columnist Robert “The Prince of Darkness” Novak. With his long-time partner Roland Evans, Novak carved out an early reputation as a tough, well-sourced Washington reporter who broke big stories and stepped on big toes. The rise of cable talking head shows, the type of “news” program that places a premium on opinion (most of it blindly partisan) as opposed to real reporting, gave Novak a new audience. He seemed to relish being cast in the role of the gloomy disher of usually outraged opinion.

Still, with all his years of Washington experience, I often found myself wishing for a just little nuance, a bit of dispassionate insight from one with obviously so much depth. But, that’s hoping for too much from cable and from those who play a role on cable.

We all know the news business, and television news included, continues in a steep, deep decline. The reasons are many, no doubt, including the unbelievable rise of the “new media” thanks to the Internet. I’m from the old school, however, and still want to believe real content – not just overheated opinion in the guise of entertainment – still matters.

Don Hewitt knew something about news and also something about entertainment. With “60 Minutes” he skillfully and very lucratively combined the two. Bob Novak was a good reporter who adapted skillfully and lucratively to the strictures of cable talking head shows, but what he mostly did on the tube had little to do with news.

Both these old news hands had a role, I think, in the continuing evolution of they way we gain information, particularly political information. Stay tuned for the next chapter. I am not an optimist.

I am confident someone will become the next Novak. The “expert,” opinionated talking heads are a dime a dozen these days. I do wonder if there will ever be another Hewitt or worse, perhaps, if anyone really cares any longer about his kind of television.

Wheeler Center Plans Montana Media Conference

By the way, the good folks at the Burton K. Wheeler Center at Montana State University is planning a conference on Montana media issues this fall. “Failure to Inform:” Is There a Looming Media Crisis in Montana? is scheduled for Missoula September 30 and October 1. Sounds like a very timely gathering.