The Art of the Possible

The creation of an online community never seen before was the revolutionary idea by Barack Obama's campaign strategists.

The Central European Business Council received a special guest early December in its series of forum with prominent speakers. David Plouffe, the head of the 2008 election campaign of US president Barack Obama held a presentation entitled “The Art of the Possible: Online Branding Strategies and Tactics” in Budapest. During the lecture, the 300 participants could
get an insight into the details of the most important campaign of the 21st century so far learn about the special presidential campaign, on how the knowledge and experience accumulated during the campaign can be utilized in a business environment, with special regard to the role of the Internet.

Through the presentation, the audience could get an insight into the details of the most important campaign of the 21st century so far, and learn how the knowledge and experience accumulated during the campaign can be utilized in a business environment. The revolutionary idea was the creation of an online community never seen before. With the application of this strategy, a new record of USD 850 million was collected for campaign purposes in two years. What is more, USD 750 million from individual donations and not from big sponsors.

Four million individuals made donations, on average USD 85 on one occasion. David Plouffe pointed out that during the ‘digital strategy’, they focused on the use of internet and had a very specific analysis of the situation of each demographic and geographic units. At the same time, they had to keep an eye on two fundamentals: the campaign should be built from below and the average citizen should be addressed. They created a web site consistent with people’s lives and used social networking to get the word out – not just on Facebook but they had their own social networking site. The campaign showed how the force of social networks can be utilized to reach people scattered over a larger area and connect them to pursue a common purpose and even strengthen bonds with voters.

The site ‘Barackobama.com’ had an important role in going after young people who don’t watch CNN and don’t read newspapers but prone to being in one or more online communities. Total membership in the online communities contacted grew from 10,000 to 13 million by the end of the campaign. This growth was achieved by reaching people through people, providing basic information to first time voters or direct communication with video. This sort of communication, Plouffe said, has great convincing power, which is also likely to play an important role during the campaign for the Hungarian parliamentary elections in the spring of 2010.