Engineers and developers work at President Obama's campaign headquarters in Chicago in December 2011.
From the moment Barack Obama took the oath of office on Jan. 20, 2009, and every day thereafter, his team was always preparing for the 2012 campaign. Everyone said Obama’s 2008 operation had rewritten the book on organizing. But that was just a beginning, a small first step toward what the team envisioned when it began planning the reelection campaign.
In one of their first conversations about 2012, campaign manager Jim Messina said he told the president that they could not rerun 2008. Obama seemed puzzled. “You know we won that one,” Obama said. Messina said too much had changed. For one thing, Obama was now an incumbent with a record. But technology had also leapfrogged forward, with new devices, new platforms and vastly more opportunities to exploit social media. The whole campaign would have to be different.
http://www.washingtonpost.com/politics/how-the-obama-campaign-won-the-race-for-voter-data/2013/07/28/ad32c7b4-ee4e-11e2-a1f9-ea873b7e0424_print.html
From the moment Barack Obama took the oath of office on Jan. 20, 2009, and every day thereafter, his team was always preparing for the 2012 campaign. Everyone said Obama’s 2008 operation had rewritten the book on organizing. But that was just a beginning, a small first step toward what the team envisioned when it began planning the reelection campaign.
In one of their first conversations about 2012, campaign manager Jim Messina said he told the president that they could not rerun 2008. Obama seemed puzzled. “You know we won that one,” Obama said. Messina said too much had changed. For one thing, Obama was now an incumbent with a record. But technology had also leapfrogged forward, with new devices, new platforms and vastly more opportunities to exploit social media. The whole campaign would have to be different.
http://www.washingtonpost.com/politics/how-the-obama-campaign-won-the-race-for-voter-data/2013/07/28/ad32c7b4-ee4e-11e2-a1f9-ea873b7e0424_print.html
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