Digital Campaign Trail: Mobilizing Political Support for Mélanie Joly by Rowena Roy

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In the recent Montreal Mayoral election, Mélanie Joly went from being a complete newcomer on the political stage to becoming the runner-up candidate with over 26% of the vote. This feat has many …

In the recent Montreal Mayoral election, Mélanie Joly went from being a complete newcomer on the political stage to becoming the runner-up candidate with over 26% of the vote. This feat has many wondering just how she managed it, and now it’s time for Montreal Girl Geeks to find out!

In this talk Rowena Roy, Digital Strategy Advisor to the Joly Campaign, will disclose the real numbers and hard facts of the oh-so-close mayoral race. We’ll peek behind the scenes to see how the social media movement had an impact on the campaign and explore Rowena’s digital inspirations including the leadership of Joly herself.

It’s a unique opportunity to explore the digital action plan for a real political campaign, as well as the impact of the team’s efforts and logistics; from how volunteers were organized to the roles of each social media platform in maximizing engagement. We will be privy to lessons learned from the campaign as well what is next for Joly and Roy – come discover it all!

About Rowena Roy
Rowena is the Vice President of Netic Hypermedia, a web agency that she cofounded at the age of 25. Her sweet spot is designing creative digital strategy and collaborating with a talented multidisciplinary team: from writers to SEO specialists, from designers to ux experts, from web & mobile developers to system administrators. She is passionate about the art of the narrative & technology. Connect with her @RowenaRoy.

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  • 1. Digital Campaign Trail Mobilizing Political Support for Melanie Joly By Rowena Roy
  • 2. i am a montreal girl geek ♡ Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #mtlgg
  • 3. in this talk ‣ How we organized and mobilized volunteers ‣ Why Facebook was so important ‣ How we had an impact on Twitter ‣ How we used YouTube, Instagram, Soundcloud ‣ Why we redesigned our website ‣ How some social things... just happened! ‣ Real numbers and hard facts ‣ What’s next for the digital team Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 4. Not into Princess Stories Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 5. Show people one thing over and over again and that thing is what becomes. Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 6. the single story line Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 7. we are going through a mental shift in our perception of politics with the help of social media. Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 8. Now ordinary people have voice. Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 9. Mélanie Joly went from being a complete newcomer on the political stage to becoming the runnerup candidate
  • 10. real numbers & hard facts Denis Coderre won by 26,405 votes Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 11. 2009 2013 39 % 41 % only 41% of electors exercised their right to vote. Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 12. Has the younger generation abandoned at fixing government out of apathy and desillusion?
  • 13. What about citizenship? Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 14. They don't believe in political fairy tales anymore Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 15. Big is getting small and small is getting big. Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 16. digital plan
  • 17. my inspirations Joe Napolitan Tony Schwartz The Election Game The Responsive Chord Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 18. Obama campaign inside the cave
  • 19. Our focus was on earned media and we wanted it from big media too. OWNED EARNED PAID Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 20. Digital Plan : 5 Goals 1. Team of creative volunteers 4. Monitoring 2. Content strategy that sparks interest 5. Stats & sentiment analysis 3. Digital marketing strategy Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 21. Framework and Matrix: Hub & Spoke Multiple hub & spoke “Dandelion” each unit has semi-autonomy with an over arching tie back to a central group. Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 22. Volunteers central group Rowena Roy Olivier Drouin Digital Lead Community manager Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 23. Volunteers central group Marta Rochowska Simon de montigny Social media team logistics Social media trainer Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 24. Volunteers central group Silvia Ortan Maxime Ash-Souverain Designer Videographer Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 25. Volunteers EmmaJane Crozier Content writer central group Sandra Aubé FB private group manager Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 26. Volunteers central group Mathieu Bouchard mathieu Bélanger Content expert Content expert Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 27. Official team ‣ François Leblanc, Campaign Manager ‣ Frédéric Lepage, Media Relation & Communication ‣ Émilie Verronneau, Agenda Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 28. hub & Spoke
  • 29. Redesign of our website
  • 30. Why Facebook was so important The Dialog The Reach The Paid Ads with Conversion Tracking Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 31. How we had an impact on Twitter
  • 32. How we powered our message Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 33. instagram
  • 34. sound Cloud Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 35. serendipity Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 36. Mélanie Joly won the media battle J o ly Coderre Coté Bergeron Media coverage 32.69% 23.08% 22.24% 19.34% Twitter 1st 2nd 3rd 4th Facebook 1st 3rd 4th 2nd Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 37. Lessons learned This idea that tech can fix government. You can't fix government unless you fix citizenship. Jennifer Pahlka, Code for America Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 38. «With open access to municipal data There wouldn’t be only 1 inspector general but 1.2 million» ‣ Vision that scales ‣ And makes it personal Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG
  • 39. Thank You vraichangementMTL.org facebook.com/VraiChangementMTL @melanieJoly @melanie_mairie Digital Campaign Trail: Mobilizing Political Support for Melanie Joly @RowenaRoy #MTLGG