11 Create Meaningful Content

Part 11 of 27 Social Media Lessons From Barack Obama’s Presidential Campaign

Obama micro-segmented his audience to create relevant content.

27 Social Media Lessons From Barack Obama's Presidential CampaignIn a campaign that generated over a billion email messages keeping the content relevant to the supporters was crucial. Rather than provide a single vanilla message to all; micro-segmented lists targeted specific messages to specific individuals.

Three particular groups were defined:

  1. Location based – to hone into issues in one’s own backyard
  2. Important Issues – individuals selected those of interest when they signed up and
  3. Donation History – to ensure that respectful requests were made relative to the timing, scale and frequency of previous contributions.

Action : Segment your supporter base and provide messages relevant to their requests and expectations.

Derived from Rahaf Harfoush, Yes We Did

More Updates

Four Thousand Weeks - Time and How to Use it

What if I told you that mastering time is a myth? That all the apps, the systems, the productivity hacks… They’re not making you freer —

Time Management is a Lie - Lessons from 4000 Weeks

If you live to 80, you get about 4,000 weeks on this planet. That’s it. Not 40,000. Not 400,000. Four. Thousand. Weeks. But that’s a total

Seven Ways to Create Your Unique Manifesto Design

How can you create your own unique manifesto design to bring your dreams and vision to life? I’ve studied over 1000 manifestos over 10 years