Rather like the Obama campaign, the key to moving these groups is to operate outside of the established structures. Their organisation is looser and more ad hoc. Both the Obama networkers and the Tea-Partiers deal in a 'new broom' ideology, the fantasy (as one Hillary supporter said to me) of a transcendent figure.
Both the Obama campaign, and the campaign against Obama seem to me to be two sides of the same coin: the disintegration of the official party structures, their operation of a leaner and more ad hoc organisation, and their (not necessarily successful) attempts to hitch their party wagons to these inchoate movements.
Anyway, that's how it looks from outside.