A presentation developed by the "Muslim Brotherhood"'s think-tank unit.

1. YES YOU CAN
How to organize a political campaign
“Learning from Obama’s Campaign”

2. LESSONS LEARNED
1.Develop Political Message & Plan of Delivery !
2.Allocate Budget & Fundraising Sources, at least for the launch
3.Staff the Campaign Executive Team & setup their Office Space
4.Go out, Spread the Message, engage voters, recruit volunteers, attend events
5.Advertise on streets, events, flyers, online, in newspapers, media channels, ....

3. 5 WS OF STRATEGY
‣ Who : is the candidate?
‣ What : is his/her goal & objectives?
‣ When : does he/she want to reach them ?
‣ Where : will you campaign ?
‣ Why : are YOU campaigning for him/her ?

4. 5 WS OF STRATEGY +
‣ Who are the ACTORS (demographics) ?
‣ What do I want them to do ?
‣ When do I want them to do it ?
‣ Where do I want them to do it ?
‣ Why do I want them to do it ?

5. POLITICAL REALITY
‣ Undeveloped political landscape ( DEVELOP IT! )
‣ Biased public & private media ( Press, PR, Media )
‣ Easily-led public opinion (Public Awareness)
‣ Strong opponents (Character Branding)
‣ Lack of financial muscle (Intuitive low-cost Tools)

6. REACH OUT TO VOTERS

7. KEEP IT SIMPLE

8. OUTLINE YOUR STRATEGY

9. KEEP IT TRANSPARENT

10. KEEP IT FOCUSED

11. LOOK BETTER THAN OTHERS

12. INFORM THE PUBLIC

13. CHOOSE THE RIGHT STAFF

14. CAMPAIGN STRUCTURE
Fundraising Web|Social Design & PhotoVideo Logistical
& Expenses Networks Print Production Support
control room
Candidate Media & PR Volunteers
Events team Voters team
team team team

15. SOCIAL MEDIA LESSONS
‣ Start early; Build to scale
‣ Innovate where necessary;
๏ Do everything else incrementally better
‣ Make it easy to find, forward and act
‣ Pick where you want to play
‣ Channel online enthusiasm into specific, targeted activities that
further the campaign’s goals
‣ Integrate online advocacy into every element of the campaign

16. 130,000 friends so that the campaign could take control of it.19 But it was able to overcome these
PIECE BY PIECE
miscues by giving its supporters more and better opportunities to create their own social pulpits than
any campaign had ever given before.
Establish online credibility and trust through a stepped approach
The Crawl, Walk, Run Methodology for Social Media
CRAWL WALK RUN FLY
Establish an Engage online
Enrich content Embrace community
online presence influencers
Web site Podcasting Blogger Outreach Blogger tours
Conversation audit Video Blogger conference calls Thought leadership blog
Games Advertising Social networks
Widgets Ally development Advocacy
Sponsorships Contests
Mobile
Online Monitoring
SOURCE: Edelman

17. GO WHERE PEOPLE ARE

18. SOCIAL SHARING NETWORKS

19. VIDEOS, TV & SATELLITE

20. FUNDRAISING
$ $
Big Donors Gala Small Donors
Meet & Greet
WWW
Traditional Online
Fundraiser Dinner Campaign Campaign
Campaign.com
Users, Online Donations,
Organization, Downloads
Celebrities
VOTES
Classical Merchandise TOUR & Social Video SMS
Advertising EVENTS Facebook Youtube
Twitter Vimeo
Voter Base

21. COMBAT SMEARS

22. RECRUITING VOLUNTEERS
Identify Enlist Train Equip

23. IDENTIFY & ENLIST

24. KEEP THEM ENGAGED

25. KEEP THEM INFORMED

26. PULL & PUSH WITH PRESS
• Don’t wait for the press to reach out to you.
• Create events & activities & pull them to you.
• Voice your candidate’s opinion on issues
• Release blog articles in your candidates name
• Participate in events with strong press
coverage
• If a crisis happens, voice a response or the
media will do it for you.

27. OTHER IDEAS

28. SUCCESS DRIVERS
‣ Start at Grass-Roots
‣ Integrate Social-Media in your campaign
‣ Create & maintain Connections
‣ Stand out with Unique Values

29. THANK YOU