After each presidential campaign analysts always create "how they won" articles and case studies that outline key points that led to a candidate's success. And after a big win such as the one that took place in November, multiple versions of the "how obama won" narrative are being crafted. He won by understanding the primary process better than his competitors, he won by going back to basics and emphasizing traditional offline organizing tactics supplemented with online technology (peer to peer communications & canvassing), and of course he won by using social media.

Exploring the social media narrative and pointing out some rather impressive statistics on the scope & reach of the online campaign is a very detailed presentation by Igor Beuker to 150 marketers at the SRM Guru meeting 2009 in Amsterdam.

The presentation is embedded below.