Labour’s iPhone app seeks the network effect

Posted on: March 12, 2010

Labour’s new iPhone app is reminiscent of what worked for Obama’s fantastically successful 2008 US election campaign. Its inclusion of a button which leads the user / potential activist through to help the campaign by telephoning potential voters on behalf of the party is a very simple demonstration of how network effects can be leveraged for political campaigning.

When I saw Thomas Gensemer speak about the Obama campaign just over a year ago – he said the UK Labour Party and Conservatives did not yet understand the important principle of using new technology to reach the average voter. He explained that you need to give people (who visit your website) a very simple instruction on what you can do today to help. Maybe Labour were listening, because that’s exactly what their app does.

(Although how well this will translate from the US public eager for Change they can believe in – to the sceptical UK floating voter who is really rather unconvinced that things can ever get better – remains to be seen).


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