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.

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:

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