Part 11 of 27 Social Media Lessons From Barack Obama’s Presidential Campaign
Obama micro-segmented his audience to create relevant content.
In 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:
- Location based – to hone into issues in one’s own backyard
- Important Issues – individuals selected those of interest when they signed up and
- 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