I was lucky enough to get a briefing from the team behind Obama's online campaign.
They ran a company called Blue State Digital.
Blue state is what the Americans call democratic states.
And early on in the campaign,
they allied themselves to Obama and both with him
learnt lessons and put into practice the very successful operation they ran online,
and that is still running.
So let's look at some of the raw numbers.
Well, firstly, Obama's online team,
a massive 13 and a half million individual e-mail subscriber addresses.
That gave them 13 and a half million people to send e-mails to,
to send YouTube videos to,
but also, it meant there were
13 and a half million people tagging messages for Carson podcast.
In other words, send them on to friends and family with a recommendation.
We know that messages received from people you know and trust are much more
effective than something coming from
an anonymous political party or presidential candidate.
Let's now look at what Obama's team achieved in financial terms online.