Keynote+Harfoush

Rahaf Harfoush
New Media Expert; Member of President Barack Obama’s Social Media Team, Geneva, Switzerland

Book: Yes We Did

Overarching themes of keynote: -power of strategy in an integrated media campaign. Power of tools when applied. -Online organizing equals offline action - everything aimed to get people to contribute -Consistent branding and design -Iterations ; step by step

Six lessons she learned from campaign that can be applied to education & teaching

1. redefine engagement - create new engagement opportunities, use media in tandem to reinforce the message. 2. convert your low end users - start simple 3. facilitate existing behavior- take the things they are already using and apply them to the learning 4. incenting the right actions 5. personalizing the mission - creating bonds between users.

She worked on the Obama campaign on his social network team.

"an insiders look at what social media did for the Obama campaign" Her book...Yes We Did

This campaign was a win for strategy not technology

Online organizing=offline action

Consistent branding and design. Needed a clear message and symbol. Hope action and change

Iterations-people don't realize that this campaign started in 1 step...1 blog...1 profile

Overall funds: McCain $360million raised Obama $750 million raised After remarks from Palin, Obama camp set out to prove her wrong...raised ten million in 24 hrs

MyBO - online network for Obama - 2 million profiles created, 35,000 volunteer groups, 400,000 blog posts, and 200,000 offline events (Yes Wii Can voter registration drive)

1- Create new engagement opportunities - online social media tools created new opportunity to engage with the candidate - allowed his team to track voters - when used in unison, online tools used were more powerful - beware of arbitrary metrics but focus on the value added 2 - target high engagement users 3 - convert low end users. Did this via email during campaign - sent over a billion emails. Many people thought emails were personally to them from Obama. Made emails relevant to recipient By hyper-segmentation. - the ask vs. The nudge - asking people to do stuff (high volume users) versus nudging a little bit at a time to users who aren't as active 4 - Facilitate existing behavior ( take tools they are already using and allow them to use them to support a cause...Obama app on iPhone) ex of the app...took your phone book and rearranged based on battleground state and it's importance in the election...so if they were to make one call on the app, it would go to the most needed person -Cramster - online community to help and contribute to the community. - GradeFund - get sponsored to do well in school, get paid if u reach the goal 5 - Personalize the mission - Donors Choose.com

6- Empowering Co-Innovation

Sent from my iPad

Keynote sites: Cramster.com Gradefund My BO (Barack Obama) Obamaworks Ratemyteachers.com

Facts: 1 university per week has to open to accomodate 200 million students by 2020

-Today there is an abundant availability of information that gives students a rich multimedia experience. -Kids aren't as exited about info through books as info through the web because it's more customized. -We're no longer finding info linear way. We can link to other sources within sources to fit our needs. -We need to teach a "new literacy"--students still need guidance even if they are technology literate--to be web literate they have to know how to wave thru info or they'll get caught up in "gimmicks and games" and critically evaluate the info they find. -There can be a fine line between fact & fiction on the web. -Teach students to ask Who's publishing info? Teach students to become "digital citizens"-- give back and participate

Sent from Annarella's iPhone