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Much has been written lately about the strength of President Elect-Barack Obama's "ground game" and how traditional campaign rules to get out the vote were rewritten this time around.
The apparent backbone of Obama's innovative approach to motivating voters was his creative use of technology. More specifically, the campaign's incorporation of databases -- empowering targeted efforts from direct mailings, to providing canvassers with up-to-date information so they could knock on doors of millions of possible swing voters.
When you visited the official Obama campaign website, you were greeted not only by a visually pleasing web page, but also by a "continue" button prompting you to voluntarily offer up valuable demographic information about yourself. Adding your zip code and email address to the campaign database may not seem like much, but when aggregated, these little bits of information from millions of web visitors could be crossed with demographic databases, generating a clear picture of the sectors of society curious to know more about Mr. Obama and his policies.
Databases were also used to empower Obama web site visitors to make financial contributions to the campaign -- and to make campaign phone calls from the comfort and privacy of their homes. The database generated local "undecided" voter call lists, names and phone numbers of voters living within a mile or two of the web volunteer's home. In this way, the Obama campaign effectively enlisted thousands of volunteers who, for one reason or another couldn't volunteer in person at one of the campaign's field offices. The database even provided the volunteer caller with a script to use as a guide during the calls. Call feedback was recorded by simply clicking web page checkboxes indicating the intentions of the undecided voter. At the end of the call, this crucial voter information was automatically sent back to the main campaign database which would guide further communications with the undecided voter. Not bad for a web based get out the vote effort.
For voters who could not be reached by phone, the database would generate targeted mailing lists to hopefully get their attention through the U.S. Mail. This demographic information would be fed to the network of local Obama offices across the country staffed by volunteer canvassers who would brave the elements to knock on doors. If all attempts to reach them failed, the data would trigger the placement of the now infamous robo-calls designed to reach them whether they liked it or not.
Obama databases were used to churn-out hundreds of thousands of daily e-mail messages tailored to the interests of Obama enthusiasts nationwide. The email messages were merged with state-specific information keeping volunteers current on deadlines for voter registration and early voting dates & locations among other things. This regular e-mail flow provided the combustion needed to invite thousands of volunteers to get off their couches and become a part of the Obama movement for change. All of these email messages were accompanied with a link to donate any amount you could muster up to the campaign.
The Obama team tapped into the iPhone phenomenon by creating an application for the hyper-popular device making it easy and fun for anyone to find local Obama events, get campaign news updates, find out how to volunteer and even call friends/possible voters whose names were in the iPhone's address book. The "app" sorted address book names by the importance of the swing states they lived in. The interface provided a mechanism to leave feedback after your call; 1) should a campaign volunteer call this person back later, 2) did you leave a message, 3) were they not interested in Obama, 4) were they considering Obama, 5) were they planning to vote for Obama or 6) have they already voted. All extremely important bits of information needed to determine future contacts with the voter. The iPhone owner was assured personal identifiable information was not transmitted to the Obama campaign about their contacts.
Reportedly, over 100,000 Obama campaign calls were made via this free iPhone application. Not a bad return on the campaign's investment of programming time to develop this app which was distributed online for free thanks to the iTunes Store.
Energizing mobile banks of campaign callers in this manner has simply not been technologically possible in previous election cycles. The Obama team seized the opportunity early in the game and literally caught the McCain camp with their guard down.
Younger voters were reached by Obama electronically through text messages. These short but potent blurbs urged young Americans to register to vote, vote early and even volunteer on election day by bringing hot coffee and umbrellas to polling places in states where rain was expected to dampen the motivation of voters waiting in long lines.
Text messaging was used throughout the campaign to communicate with this nationally fragmented army of volunteers. On election day, a barrage of text messages from the Obama campaign triggered alerts on cell phones nationwide. Some of these messages included; "We can make history today if we get out the vote. Vote in VA until 7 P.M. tonight", "One hour until polls close in your state. Tell all friends they have the right to vote if they are in line by 7 P.M.", "The polls have closed in VA. Please return to your local Obama office to call western states". Immediate communications with field volunteers at minimal cost. A brand new campaign GOTV strategy.
Even a thank you text was sent to campaign volunteers signed by Obama within two hours of his acceptance speech. It read, "We just made history. All of this happened because you gave your time, talent and passion to this campaign. All of this happened because of you. Thanks, Barack." Although it's highly unlikely Barack himself was sitting snugly in his motorcade texting away on his cell phone to send this broadcast text message, the truth is the campaign expressed it's gratitude to volunteers everywhere while the moment was still happening. Immediacy at it's best.
As the countdown ticks toward inauguration day for the 44th President of the United States, the Obama campaign has suggested it will continue to keep in touch with volunteers and supporters through text messaging and emails. This could very well be the first time in history that the leader of a nation has enabled direct, personalized communications with his citizenry. If these messages evolve into two way communications, then President-Elect Obama could well be on his way to rejuvenating freedom of speech in a way never before thought possible.
