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

7 Essential Qualities Every Signature System Needs to Succeed

If your signature system doesn’t have all seven of these qualities, you’re leaving money on the table. Here’s what separates the systems that scale from

Monetize Your Expertise after 45 - Cookie-Cutter vs Custom vs Signature System

What’s the best way to monetize your expertise after 45? Is it a cookie-cutter, custom or signature system? Which one is the key to premium

The Hidden Cost of NOT Having a Signature Method

Are you pouring your expertise into your business, working harder every year… but still feel like you’re running on a treadmill? There’s a hidden cost