Obama for America’s Digital Director Teddy Goff Shares Secrets of His Success at Chief Digital Officer Summit (VIDEO)

Teddy Goff, Digital Director of Barack Obama’s 2008 and 2012 campaigns

Teddy Goff, Digital Director for President Barack Obama’s 2008 and 2012 campaigns

People trust their friends, not political rhetoric.”

The implications of that truth were shared by Teddy Goff, Digital Director of Barack Obama’s 2008 and 2012 presidential campaigns, and a featured speaker at the inaugural Chief Digital Officer Summit, held at Thomson Reuters world headquarters in New York City in February 2013.

Goff was introduced by CDO Club Founder David Mathison, who highlighted some of Goff’s and his 200+ person team’s now-legendary accomplishments on its way to raising $690 million in the 2012 campaign.

Those included:

  • Registering more than 1 million voters online
  • Building Facebook and Twitter followers of more than 45 and 33 million people respectively
  • Generating 133 million video views
  • Creating groundbreaking digital fund raising tools
  • Mobilizing hundreds of thousands of volunteers and events through their proprietary organizing platform

Messaging, Organizing, and Fundraising

Teddy Goff, Featured Speaker at the 2013 CDO Summit

Teddy Goff, Featured Speaker at the 2013 CDO Summit

Goff told the audience that the campaign’s goals were segmented into three fundamental camps: messaging, organizing, and fundraising. He shared his team’s digital strategies for accomplishing each.

When it came to messaging, Goff said that the primary directive was “Don’t be lame.”

In other words, be creative, compelling, and sometimes even fun. For example, he discussed a message being crafted that critiqued Mitt Romney’s tax plan. The team’s challenge: how to get people to read a blog post about tax policy?

The solution was the creation of a simple little game on its website. After users read a short blog introduction to the critique, they were prompted to click on a “Get the Details” button. But for 8 seconds, that button would “fly” away to a different part of the site.  After that 8 seconds, the button would stay in place, and only then when it was clicked on would it take the user to the associated page.

Within 24 hours, that blog post had a million “likes” on Facebook and was tweeted 70,000 times.

“Had we put out a white paper or press release,” Goff said, the campaign’s message “would not have been read by 1.5 million people, and it certainly would not have been ‘liked’ by 1 million people on Facebook.”

Inform and Inspire

Whenever a message was developed, Goff said, the campaign worked to be at “the juncture of inform and inspire,” to keep its supporters “inspired, giving, and sharing,”

The quadrillion dollar question, of course, is: just how to do that?

Goff explained that his team figured out the kind of content most likely to be shared: It determined that there is one set of information that people actually cared about—the economy and critiques of Romney’s plans, for example—but these are not topics most people wanted their friends to know they cared about.

For other matters—education, the environment, and LBGT and women’s issues—people not only cared, but also wanted to let their friends know that they cared about them.

Those topics represented a kind of sweet spot of caring and sharing.

Teddy Goff CDO Summit 2013

Teddy Goff CDO Summit 2013

Goff also discussed strategies in support of the Obama “get out the vote” organizing goal. His team built a tool to collect, aggregate, and map that voter data on top of its supporters’ social connections. It did this by analyzing the public voter file and overlaying it with the reams of social data it had collected on its supporters, which together could verify who was who on Facebook.

This created powerful opportunities. The digital team could then share a message or a video on a supporter’s Facebook page, and could suggest to that supporter the names of undecided or unregistered voters with whom to share that content. The team, Goff noted, was even able to prioritize those target voters based on their home states. This “friend-to-friend” recruiting tool had become particularly critical, Goff said, because it had grown increasingly harder to reach people directly via a listed telephone number.

Goff also discussed digital fundraising strategies and shared the extent of the analytical rigor that the team applied to its email campaigns.

He displayed two charts showing the results of an email fundraising campaign where a total of 18 different versions (6 versions of the message and 3 different subject lines for each) were “split-tested”; that test surfaced the winning combination, which itself was subject to even further splits.

That single campaign raised $2.4 million.

Teddy Goff, Featured Speaker, CDO Summit 2013

Teddy Goff, Featured Speaker, CDO Summit 2013

Another noteworthy fundraising strategy was ensuring that supporters could make donations as fast and easy as possible via the creation of a safe payment information site. Once a new donor added his or her information to the system, the campaign would merely send the person future emails, with a simple “Click here to donate” button. When clicked, it would automatically and securely charge the supporter’s credit card.

Goff also shared his observations on how the 2012 Obama campaign differed from the 2008 campaign. By 2012, he explained, the public had a much higher expectation of what could and should be accomplished digitally and via social networks—and it had more power to express those expectations. After all, he reminded the audience, in 2008 the iPhone was only a year old, Facebook was a tenth of the size it is today, and Twitter was barely known at all.

Still, some things had not changed.

What had not changed, he said, were campaign goals: recruit volunteers, register voters, persuade people, turn them out, and raise money.

What also had not changed was human nature. “Yes, people are a little busier,” Goff explained, and “they have a lot more devices.” But, he added, people want the same things they always wanted: “to be inspired, to have connections, and to read, watch, write, and do interesting stuff.”

What’s Next?

Goff acknowledged he did not know what the next social tools, networks, and associated strategies will be. But, he added, “I do know that the technology has been giving us more tools, resources, ways to connect, better information, and a more empowered life. I don’t expect that to change.”

For politicians, businesses, nonprofits, government, and everyone else, this means “We’re all at the mercy of ordinary persons talking with their friends, telling them what they like and don’t like.”

And that, ultimately, means we all “have to do better work.”

Lessons from the Obama Campaign

Goff’s social media strategy for inspiring and motivating millions of people was, of course, grounded and altogether in the service of a political endeavor. Yet it has clear and direct implications for businesses, nonprofits, and other institutions wishing to strategize how best to leverage social media for success.

Among these lessons from Teddy Goff’s presentation are the need to recognize the importance of:

  • Aligning communication strategies with the values of social media: authenticity, connectivity, and transparency
  • Knowing the full dimension of customers’ and potential customers’ likes and dislikes, and how they will spread enthusiasm about your brand, product, and organization
  • Understanding what your audience truly wants to share with their friends, and what motivates them to do so
  • Personalizing messages whenever possible, and doing split tests to better evaluate results
  • Making the buying process as fast and simple as possible
  • Keeping in mind the potential aggregated power of your customers—both the satisfied and the dissatisfied

– by Robert Berkman, exclusively for the CDO Club

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Goff Selected as First-ever Chief Digital Officer of the Year (2013)

The digital strategies used by the Obama campaign under Goff’s direction were extremely successful and were widely credited as being a key factor in both the president’s election in 2008 and his reelection in 2012.

To recognize his accomplishments, CDO Club Founder David Mathison named Teddy Goff the Chief Digital Officer of the Year for 2013, the first year the award was given.

“I can think of no more deserving person to receive this award than Mr. Goff, who used the latest tools and technologies to help elect and reelect the leader of the free world,” said Mathison.

“Teddy’s work demonstrates the increasing importance of digital, social, mobile, geo-location, micro-targeting, and other online tools and strategies, not just in political campaigns, but in business and society overall. These strategies can be utilized by individuals, nonprofits, and for-profits alike to increase awareness and improve audience engagement,” Mathison continued.

“Arguably, Teddy Goff served as the CDO to our nation’s CEO, and on behalf of the members of the CDO Club, it is an honor to recognize him and his team for their herculean accomplishments with this inaugural award,” said Mathison.

Teddy Goff named CDO of the year 2013 by the CDO Summit

Teddy Goff named Chief Digital Officer of the year 2013 by the CDO Club

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NOTE: CDO Club content such as this post will continue to be free till November 1, 2014, when we will move to a membership model. Enjoy!

If you are tasked with understanding what digital leaders must do in order to succeed in almost any industry, the best place to learn more is at the fast-approaching London Chief Digital Officer Summit.

The London summit features Chief Digital Officers and digital leaders from a variety of sectors including advertising, banking, communications, consulting, education, entertainment, financial services, government, insurance, media, nonprofit, politics, publishing, PR, and retail.

The CDO Summit is presented by Accenture Digital and hosted by the BBC Worldwide in London, England, on 29 October 2014. Other sponsors include Odgers Berndtson, Forgerock, and MOO.com.

CDO Summit Accenture Digital BBC Big Ben

Both of our previous Summits sold out of tickets, weeks before the event. The BBC has very limited seating, so be sure to reserve your place now:

Chief Digital Officer Summit London 2014
KEYNOTES:

Charlie Redmayne
Chief Executive Officer
HarperCollins UK

Mark Dearnley
Chief Digital and Information Officer
HM Revenue and Customs (HMRC)

Mark Read
CEO, WPP Digital
WPP plc

Mike Bracken
Executive Director, Digital
Cabinet Office,
British Government

Amanda Hill
Chief Brands Officer
BBC Worldwide

Narry Singh
Head of Digital Business
Accenture EALA

Ralph Rivera
Director
Future Media BBC

Rohan Silva
Co-Founder
Second Home; Spacious

Saul Klein
Partner
Index Ventures

The CDO Summit is the “must-attend” digital event of the year. The 2013 and 2014 CDO Summits received stellar endorsements from dozens of speakers and attendees alike:

TeddyGoff
“Congratulations and thanks to David Mathison for spotting the need for community and collaboration in the growing Chief Digital Officer space, and for having the wherewithal, network, and organizational talent to put together such a top-notch event in its inaugural year. Next year’s summit should be even more of a must-do for anyone working digital at senior levels in all kinds of businesses.”
Teddy Goff
Digital Director
President Barack Obama 2008 and 2012

margaret-molloy
“The Chief Digital Officer Summit was outstanding. Why? Candid panels with top players in the digital community. Splendid break-time conversations. And, savvy facilitation, Mathison Style.”
Margaret Molloy
Chief Marketing Officer
Velocidi

perry-hewitt
“David, here’s a handy C^3 test for conference value: Did I learn at least three new perspectives? Check. Did I meet at least three interesting people? Check. Did I take back at least three relevant pieces of news I can use? Check. Flying colors for the Chief Digital Officer Summit 2013! Thank you so much, and yes, I’d be very pleased to participate next year!”
Perry Hewitt
Chief Digital Officer
Harvard University

linda-perry-lube
“Congratulations on the inaugural Chief Digital Officer Summit. Rarely does a conference offer such high caliber content and attendees. Kudos to David Mathison on creating an event that sparked such great insights and conversation.”
Linda Perry-Lube
Chief Digital Officer
RF | Binder

More Endorsements

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  • Robert Stack

    One of my favorite takeaways from the 2013 Chief Digital Officer Summit was the opportunity to spend quality time talking to Teddy Goff.

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