Although a former Product Manager of Google Chrome, Dan Siroker left the search giant to work on the Obama presidential campaign. He specifically worked on the analytics side and explained to WebProNews how they used data and new media to win the Presidential election.

For starters, Siroker points out that the Obama campaign used new media in many ways other campaigns did not. They did this by focusing on their supporters and the cause instead of the candidate. Although Barack Obama quickly became a celebrity, the campaign focused most of the YouTube videos and blog content on the supporters.

While he doesn’t credit the entire win to new media, Siroker admits it played a large role. He said the demographics of the young supporters helped as well since they were already active on social networks. The engine that the campaign built also made it easy to share information online and spread the cause.

Siroker believes that political campaigns in the future will change as a result of the Obama campaign. What’s even more, he believes businesses can learn from the campaign. For instance, businesses can utilize social media as a way to let others advocate their message for them.

In an effort to encourage businesses in this area, Siroker developed a tool that uses social media to turn existing customers into evangelists for the business. The tool called Spreadly, brings in new customers and also contributes to a cause. Siroker has categorized the tool under a new term: social affiliate marketing. If you are interested in testing the tool, sign up for the private beta here.