What SA can learn from "Digital Obama"

The election confirmed that a new era in communication and engagement has arrived and offered a window into the future of politics and business.

Both in the US and South Africa, a generation that had grown up immersed in mobile phones, the Internet, social media and other digital technologies - had given up on politics.

'Lost' generation

More aware of the truth due to increased engagement with information, this generation had lost trust and interest in politics - viewing it as corrupt, and ridden with false promises and hidden truths. The same can be said about advertising and marketing.

Obama realised that if he were going to have a realistic chance of becoming president, he was going to have to address this situation and find a way to mobilise this 'lost' generation.

To do this, he implemented a completely new way of campaigning, marketing, mobilising, branding, and engaging. He succeeded in using digital marketing and media to its greatest potential.

Both John McCain and Hilary Clinton used digital media. Clinton announced her presidential candidacy online, engaged on social media sites while the McCain-Palin campaign ran an online presence, eMailers, SMS and promotion for the best user-generated Joe the Plumber video spot. However, it was Obama who stood out and ultimately succeeded way beyond his rival parties.

Staying in dialogue

The Obama campaign used the power of the mobile phone and email by constantly staying in dialogue with millions of opt-in subscribers. Free ring tones and applications were developed. By cutting down spam and building up a large list of opt-in subscribers, a successful link of engagement was set up with the people.

He proved the powers of social media by strategically incorporating points of contact with his groups on Facebook, MySpace, Twitter and YouTube, and even succeeded in sponsoring the billboards and music in a virtual Xbox racing game.

On YouTube a number of celebrities recorded a music video on Obama, which was disseminated on YouTube, Facebook and across the Internet drawing views by millions of people. His Facebook and MySpace pages alone drew tens of millions of fans.

In order to raise money from his campaign without the traditional ways lobbyist did in the past, he implemented a method of fundraising based on the micro financing principle. He requested small increments of donations which resulted in over four million donors to help fund what is called the largest amount ever raised by a political candidate. Using his direct 'link' with his followers, he sent daily requests for small increments of money and volunteers. He provided incentives, information and even sweepstakes to attend rallies.

Importance of interactive dialogue

Today, more than ever, we have the resources and the knowledge to make such changes in and influence SA. The US election teaches us about more than just change in politics. It teaches us the changes that we, as a global society today are facing, the methods and means with which we communicate, and the importance of interactive dialogue.

The time has come in SA for the youth to rediscover their interest in local politics. As long as our nation lacks experience in new age global understandings and issues, the longer progress is delayed. South Africans need to engage in open forums and discussions with one another once again.

Through the use of technology, not only can a candidate truly gain the trust of the people, but the people can unite to support a common cause. SA has one of the largest penetrations of mobile phone users in the world, and an expanding digital media infrastructure. South Africans are the eighth largest users of Facebook. The ability to engage in some way or another, using digital media, is available to almost anyone. If we are to see change in SA, we need to start planning the ways, paths and the tools with which to get there.

Engaging directly

Obama's team realised that the fundamental tools used in past elections, such as large-scale TV adverts and billboards, would play a much smaller role in achieving objectives. However, by engaging directly with the people through the media they most use and respect, would, and indeed did, encourage a viral growth of a movement that would vote and fundamentally bring in a new historic era.

The recent US election and the future of SA politics have many lessons and revelations. Firstly, it is important to realise the presence of change when it is clearly arriving and where it can potentially take us. Secondly, digital media is here to stay, and its welcome has been clearly heard.

"It is difficult, indeed dangerous, to underestimate the huge changes this revolution will bring or the power of developing technologies to build and destroy - not just companies but whole countries." - Rupert Murdoch