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

The dirty big difference between vision and mission

What’s the difference between a vision and a mission? Having a clear vision or mission statement can be a great way to provide focus, direction

Personal Vision Statement - Be inspired in 4 simple steps

A personal vision statement – What is it? Why do you need one and how do you create your own? In this post, I’ll answer

Thought Leadership: Five Ways to Create Cutting-Edge Content

The best thought leaders create cutting-edge content. But how do you do this? We presume the thought leaders with the groundbreaking ideas are simply smarter