Session Description: Marketers and activists alike have taken notice of the strategies and tactics that helped put Barack Obama in the White House. Jascha will discuss the tools and techniques used by the presidential campaign’s record breaking online efforts. In addition to telling the inside story of the campaign’s online engagement efforts, he will also discuss how these strategies and tools can be applied to a variety of other sectors beyond politics.

This session took place Friday, April 3, 2009. The speaker:

• Jascha Franklin-Hodge, Blue State Digital

This was a great session and was packed to the gills with people, of course!  The My.BarackObama.com site has been hailed as one of the chief reasons Obama won.  It was great to hear the creator of this site speak.

Bullet Point Review!

• Blue State Digital – design, technology, strategy.
• Obama 2008 By The Numbers
  • 1 billion emails to 13 million email addresses.
  • Over 1 million SMS subscribers.
  • 200,000 offline events planned via the website (non-official).
  • 35,000 local volunteer groups.
  • 14.5 million YouTube viewing hours (this is a conservative estimate; it doesn’t include embedded or UGC.). This would have cost $40-50 million had it been traditional, purchased air time.
  • $770,000,000 raised (35% offline, 65% online).
• Professionals tapped into the grass roots efforts.
• How we did it?
  • Drive Action
    • No such thing as too much email, just too much unwanted emails.
    • Match the action to the medium.
      • Doesn’t work to just shoehorn your existing web experience to every medium.
    • Set high expectations.
  • Be Authentic
    • No Press Releases and people don’t read newsletters.
    • Personalize communications
      • Example: personal note from Al Franken after donation.
    • Go behind the scenes.
  • Create Ownership
    • Turn users into advocates.
    • Traditional donation matching is one wealthy donor <-> existing + new donors.
    • Grassroots donation matching is existing <-> new donors.
    • It’s not about me + large organization; it’s about all of us together.
    • Recognize your leaders and engage them.
    • Invite people to participate.
    • Create user content and share the best.
    • Solicit ideas from people and use the ones that make sense.
    • Connect people with each other.
  • Be Relevant
    • #1 Obama fundraiser: Sarah Palin.
    • Within 24 hours after the end of her first speech, campaigned raised $11 million via email and some organic donations.
    • Don’t just react, anticipate.
  • Build a Strong, Open Brand
    • Brand professionally
    • Brand consistently (don’t forget your plane!).
    • Empower people to do interesting things.
      • They might paint their barn.
      • Or illuminate their bike.
      • Or create iconic artwork (Shepherd Ferry HOPE Poster).
  • Measure Everything
    • Emails, online advertising, engagement, fund raising, persuasions, election activities.
    • Do at least A/B Testing, if not multivariate.

Points brought up during the Q&A

• Have you considered a grass roots tool kit for local organizations?
  • As a business, Blue State Digital isn’t at the point where they can do that.
• 1 or 2 most unexpected lessons?
  • How important it is not to underestimate people.
• Was there also traditional marketing to drive people to the website?
  • Not really, but there were Google PPC ads.
• What one thing would you have fixed retrospectively?
  • Start earlier and work on scalability. Build with a longer term vision in mind.
• If the other side level the tech playing field and catch up, will Democrats keep an advantage?
  • Yes, Republican’s challenge isn’t the tech, it’s their culture.
  • They need to recognize this cultural gap before they can keep up.
  • Democrats will keep innovating to keep an advantage.
• Did you measure demographics?
  • Yes, average age of website user was 37. Surprised by age diversity.
  • Bounced ideas of his own mom to make sure they appealed to a broad audience.

Overall this was a great session to end the conference on.

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Session Description: We have a unique opportunity now, as developers and designers to change our Government. From the FEC to Recovery.gov, new sources of data are beginning to pour out of Capitol Hill and state houses across the country. What kind of opportunities arise? But how do we developers use our skills to make this data compelling, useful and open. Sunlight Labs director Clay Johnson will discuss the story so far with Government data, where things are headed, and how you can help.

This session took place Friday, April 3, 2009. The speaker:

• Clay Johnson, Sunlight Labs.

So this was much more of a call to action on the part of developers, but it had some take homes for everyone.

Bullet Point Review!

• The Landscape
  • Barack Obama “transparency and the rule of law will be the touchstones of this presidency”.
  • Harry Reed “it’s time for open government, transparency, and it’s a time for results”.
  • Nancy Pelosi “the internet is an incredible vehicle for transparency, honest leadership and open government”.
  • John McCain “ethics and transparency are not election year buzz words; they are the obligations of democracy and the duties of honorable public service”.
  • Democrats: helps keep the majority, rep helps take back the majority.
  • Transparency makes healthier government.
    • Wubbahed.com
    • As they become more digitally immersed, they ask for less money in earmarks; digitally immersed = ethical?
    • Recovery.gov powered by Drupal
  • Transparency Opens Markets
    • Open data coming out of the government is helping to increase markets for commerce (Google Maps, Weather.com are examples).
  • Transparency Saves Lives
    • FDA made a widget regarding the salmonella outbreaks.
• The Problems
  • We have to meet the president half way.
  • Public means online (a warehouse open in wash dc doesn’t cut it).
  • We can’t afford to wait on government to get their stuff cleaned up.
  • Sunlight Labs is a community of 466 (so far).
• How You Can Help
  • Coding>Consensus
    • If you do it for them, they’re faster to adopt than they are to decide to adopt.
  • We don’t have much time.
    • Every politician is kowtowing to transparency. May change by January next year when people start running for election again. Only have about 9 months to push the ball as far up the field as it’ll go.
  • Issue -> Movement
    • Be an Organizer
      • Make sure people know each other’s names.
      • Move them into the physical space.
      • Make specific requests, but check your ego at the door.
        • Convene a Hack-a-thon in your area.
    • Parse a State (50 State Project)
      • The laws your state legislature are passing are far more important.
      • More local = more listening.
      • More local = less technology.
    • Redesign an Agency
      • Federal websites are heinously ugly.
      • Draw a picture for them of what their websites should look like – see them want to adopt your designs (Examples: USA.gov, Federal Elections Commission).
    • Visualize Data
      • CIO of the Federal Government wants to create data.gov with all the feeds and data.
      • Visualizations tell stories.
    • +1 Our Community
      • Spread the word about Sunlight Labs to developers and hackers.
      • Sunlightlabs@googlegroups.com
      • Wiki.SunlightLabs.com
        • Working on standardizing nomenclature in government documents (e.g. walmart, wal-mart, wlmrt all used in various documents, making searching hard).
      • Steal this presentation
        • Sunlightlabs.com/ignitepresentation

Points brought up during the Q&A

• What can non-developers do?
  • Join the list; it’s an open forum.  Some stuff you might not understand but there’s other stuff you can help with.
• How do you solve the warehouse full of paper issue?
  • A big scanner
  • Some are handwritten scans and using volunteers to manually enter this data into a database.
  • Data and technology will get us 80% there, the rest are actual eyeballs reviewing things.
• How can government help facilitate this?
  • Bulk access to the data.
  • API, rest based.
  • Compelling user interface for ordinary citizens (IN THIS ORDER).
• Have you explored the limitations of transparency (money, CIA, DOD)?
  • They’re not into hacking the FBI, they’ll know when they’re successful when the EEF complains about what they do.  For the time being they’re allies.  There are limits they tend not to cross.  They know what info is sensitive and not to put online.
  • Start with the open data and then remove what might be private, not the other way around.

Despite not being a developer, some of this is stuff that we can all pass on to our friends who ARE developers and attempt to make a difference.

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Session Description: Public sector agencies spend billions of dollars each year on contracts with IT providers, small and large. And with the changes in Washington and at the state level, there is a greater interest than ever in Web 2.0 tools and technologies in government. How can you determine if there is a need for your product or service in the public sector? How do you participate in those opportunities? How can you get your foot in the door? Why does is seem so hard? How can your firm can be a part of this dynamic marketplace? This session discuss some of the rules and constraints of dealing with public sector agencies and the opportunities which exist. Come and learn how the public sector entities buy products and services and how your business can become an active participant in this market.

This session took place Friday, April 3, 2009. The speakers:

• Carolyn Lawson, CA Public Utilities Commission
• Adrian Farley, Office of the CIO of California

Bullet Point Review!

• Virtually every agency within the state has a CIO.
• They all have a direct dotted line reporting to the state CIO.
• Mapping the public sector market.
  • Size of the market (large and growing market).
  • Trends.
  • Priorities.
  • Opportunities.
  • Large and Growing Market.
    • State of local government currently spending more than $60 billion annually on IT
      • State of CA spends over $2 billion annually on IT goods and services.
    • The market is expected to exceed $75 billion by 2011.
    • Federal government spends more than $66 billion annually on IT – almost even split between civilian and defense.
      • The Recovery Act includes bill more for health IT and other tech related spending.
    • Total federal expenditure expected to exceed $80 billion by 2011.
  • Government leveraging Web 2.0
    • State of California agencies leveraging YouTube, Facebook, Twitter and other web 2.0 technologies to communicate with and engage the public.
      • Focus is now on opportunities to realize real program value – improved outcomes, better service at lower costs – through web 2.0 tools.
    • Federal government entered into agreements w/ YouTube, Flickr and others to enhance government services and improve internal productivity.
      • CIA using Facebook for recruiting.
      • The State Department, The Department of Defense, and Federal intelligence agencies.
  • Policy priorities for state CIOs.
    • Consolidation: centralizing, consolidating services, operations, resources, infrastructure.
    • Shared Services: business models, sharing resources, services, infrastructure.
    • Budget and cost control: managing g budget reduction, strategies for savings, reducing or avoiding costs, activity based costing.
    • Security: security safeguards, enterprise policies, data protection.
    • Electronic records management/digital preservation, discovery.
    • ERP strategy
    • Green IT
    • Transparency
    • Health IT
    • Governance
  • Tech Priorities for State CIOs
    • Virtualization
    • Document/Content/Email Management
    • Legacy application modernization and upgrade
    • Networking, voice and data communications, unified communications.
    • Web 2.0
  • Part of selling to the public sector is understanding the nomenclature.
• Looking at how to integrate social tools with search.
• Frame your solution within the context of what state CIOs feel is important.
• Know where their pain points are.
• Answer questions before they ask.
• Resources
  • NASCIO
  • California Office of the State Chief Information Officer
  • Federal Business Opportunities
  • BidSync
  • Procurement:  CA Department of General Services
  • CA Multiple Award Schedules
  • CA Small Business & DVBE Services
• Everything the individual agencies do has to align with the state goals.
• The purpose for what we do in IT is to meet the public need – no time to work with toys and “nifty things”.
• Carolyn: If you’re registered as a small business it’s easy for me to buy from you.
  • One set of terms and conditions across the state.
• Each agency has a delegation, an amount of money they can spend before the process gets more difficult (extended procurement process)which can take up to 18 mo.
• This power point is gold to you!
• It’s a long process to get CMAS, but don’t get discouraged.
• The government wants what you have!

Points brought up during the Q&A

• Is any of the procurement system organized by science or across departments?
  • Typically things are broken down by what they’re looking for.
• Less people are writing letters anymore, so they need more feedback from the people.
• As soon as you say web 2.0 their eyes are going to glaze over – talk about what these tools will do without relying on the web 2.0 word (as soon as you get to acronyms you’re pushed away).
• What are your feelings on software as a service?
  • There are pockets of resistance but they’re people that fear software as a service means less work for them. The added value is in connecting with the program.
  • Building an army of solution architects.
  • Supportive of cloud computing if they’re the right fit for the business problem.
  • There’s the fear of losing jobs but also the fear of losing control.
• There can be preferences based on location based businesses, whether you’re using a military base, only about a 5% preference. No preference on minority or women businesses due to Prop 209.
• How does the state define small and micro businesses?
  • A small business is $10 million per year or less, or $30 million over 3 years. A micro business is $1 million or less of annual revenue.
• What’s the time frame on the CMAS process and can you bid on jobs during the process?
  • It averages 30 days, sometimes up to 60 days. It’s based on the GSA (federal government pricing schedule). Find one thing that aligns with the product or service you’re offering. Complete the form thoroughly. If you don’t complete the whole thing, they’ll highlight what’s missing and send it back, starting the process all over again. No bidding during process.
  • Small business only takes 10 minutes to apply on the website.
• Are there any restrictions on a US company representing a company based outside the US?
  • Only if you’re incorporated in Bermuda or another country for the purposes of evading state or federal taxes. That’s the only real requirement.
• Recovery.gov
• Lots of people try to grease the rails; so public servants are extra diligent – many don’t even take private appointments to limit preferred access.
• Use broad and open process to make sure no one has more access than someone else.
• Trying to ensure it’s a level playing field.
• They want to find new and innovative ways, but they don’t want to cross lines and they want to be appropriate.
• Is there a schedule of vendor fairs?
  • They do them around segments of architecture, not just for people they’ve already done business with.
• Government technology conferences?
  • Plug for tech people to go there, govtech.com/events

Overall this wasn’t the best session of the Government 2.0 track, but it was insightful.

The slides are available for download here: Navigating the Maze: How to Sell to the Public Sector (PPT).

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