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Case Study Enrique Alfaro
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Case Study Enrique Alfaro


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Case Study Enrique Alfaro

Case Study Enrique Alfaro

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  • 1. InDatcom Digital Marketing Agency Based in Guadalajara, Jalisco, Mexico Founded in 2002 Strong technical and marketing background Focused on 3 markets through specialized divisions  Politics/Government, Commercial Brands and Media Outlets.
  • 2. Client Profile Enrique Alfaro Government and Politics segment 7 350 682 total population of Jalisco. Since early 2011 5 692 037 number of people registered on the Electoral Roll InDatcom in charge 1 929 420 total of voting age of all digital strategies Facebook users in Jalisco and implementations * 2006 Governor elected with 1 115 000 votes
  • 3. Enrique Alfaro RamirezCandidate for Governor of Jalisco 39 years old Solid political career Not a traditional politician Running with a small young political party Bald, fat and with a strong temperament
  • 4. Competition Aristoteles Sandoval 38 years old Strong political party backing (PRI, 70 years history) Good looking, well groomed
  • 5. Key Political Elements Electoral Law in Mexico No independent candidates Access to media spending is controlled by government (TV, Radio, Print) Internet is NOT clearly defined by Law Simultaneous elections for President, Governor of Jalisco and Municipal Presidents The return of the "old" political party PRI
  • 6. Starting point for the Campaign Local Party with no regional structure Local Party with minimal access to "traditional" media spending (TV, Radio, Print) (1 spot/day) Local Party 5th on the region 10% voting intention at the start of the campaign (9% candidate, 1% party)
  • 7. Strategies Implemented Digital Ecosystem Strategic websites Social Media (FB, TW, YT, Flickr) Realtime coverage of all events (Social Media and Livestream) Opt-In Email campaigns Ad Campaigns (FB, Google, Youtube) Lots of engaging content!
  • 8. Clear ROE case On the campaign trailMay 27th event "Pasos por laesperanza" Rallied people to a massive gathering at the main plaza downtown Invitation was launched with only 4 days in advance Social Media single communication channel Official estimate 40,000+ Campaign estimate 50,000+
  • 9. Specific event KPIsHigher than normal Average Engagement Rate
  • 10. Specific event KPIsv People talking about KPI influenced by the event
  • 11. Campaign monitoring KPIs Socialbakers Analytics PRO Radian 6 Google Analytics others
  • 12. Socialbakers Analytics PRO Identify performance on our social media assets Monitor and compare competitor’s performance Improve content Select the right time to post premium content to maximize engagement Identify patterns
  • 13. The curious case of rapid growth and subsequent declineUse of "fake profiles" to win the “Likes" race At the beginning of the campaign we had more likes than Aristoteles Our competition clearly wanted to shift the balance
  • 14. We suspect the massive loss of Likeswas due to the recent Facebook policiesfor removal of fake profiles."On average, less than 1% of Likes onany given Page will be removed,providing they and their affiliates havebeen abiding by our terms."
  • 15. Oh and also our concerned offline humanpollster provided great KPIs….. Enrique Rueda everyday at downtown Guadalajara
  • 16. Towards the end of the campaign we asked Alfaro to visit him
  • 17. Conclusions Campaign that relied heavily on Internet and Social Media Started with 10% of voters preferences and ended second with 34%, only 4% behind Became the second political force in the state. Shifted political paradigms of bipartidism (PRI, PAN) by having a competitive campaign without access to traditional media
  • 18. Key elements for this success Political strategy planned well in advance Digital strategy was tightly integrated to all campaign aspects Digital was a part of war room decisions Highly connected and engaged audience Candidate and his team willing to integrate digitally by engaging with users Metrics and insights influenced campaign decisions Great social media team ;)
  • 19. @indatcom