Experts reveal details of Obama's successful online strategy
Web Design
15 January 2009
Two of the experts who worked on president-elect Barack Obama's successful online campaign in the run-up to last year's election have revealed how the strategy was carried out.
Scott Thomas, design director for campaign, and new media strategist Rahaf Harfoush told an event at the Ontario College of Art and Design that Mr Obama's website was designed to ensure it radiated the message of "hope and change" throughout, Mr Thomas said.
The campaign relied upon web analytics to know exactly what they should do and what they should change in terms of web design and looked at particular fonts, logos and graphics that reflected the idea of stability, ITbusiness.ca reports.
While the site initially did not have much association with the presidential campaign, it soon changed to match Mr Obama's activities in terms of style and colours.
Meanwhile, Mr Obama's social media strategy involved targeting users who had already created support groups for Mr Obama on social networks and creating more groups of these across 15 different websites.
"Social networking provided people a new way of helping out in the campaign and gave us a tool for finding devoted campaigners," Ms Harfoush commented.
Barackobama.com was the sixth fastest growing website in the US during October, which represented the height of the presidential campaign, according to comScore.
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