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Increasing Voter Turnout Using Social Media Engagement

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This case study features the 2017 BC General Election Social Media Strategy and Results.
More case studies at: WahibaChair.com

Published in: Social Media
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Increasing Voter Turnout Using Social Media Engagement

  1. 1. Increasing Voter Turnout Using Social Media Case Study WAHIBA CHAIR | SENIOR SOCIAL MEDIA STRATEGIST & INSTRUCTOR WAHIBACHAIR.COM
  2. 2. WAHIBA CHAIR, MBA Senior Marketing Strategist & Instructor Digital + Social Media I help organizations create integrated + measurable strategies using data + relationships. WAHIBACHAIR.com
  3. 3. Client Elections BC is a non-partisan office of the British Columbia legislature responsible for conducting provincial and local elections. As part of my work with Elevator Strategy, I had the opportunity to lead the social media strategy and execution for the 2017 BC General Election. Note: This case study does not reflect the views or opinions of Elections BC.
  4. 4. 2017 General Election Campaign This Social Media Campaign was part of an integrated BC wide media campaign including TV, Radio, Digital, OOH etc. It was also the “Phase 2” of a “voter registration” campaign.
  5. 5. Objectives [Social Media] • Increase voter turnout, especially amongst Millennials • Inform British Columbians on when, where, and how to vote • Increase engagement and advocacy
  6. 6. owned + paid + earned media tactics to drive British Columbians to action; i.e. voting using #iVoteBC as an engagement platform. Elections BC Content (Owned) UGC (Earned) Sponsored Content + Influencers (Paid) Awareness Consideration Voting Advocacy #iVoteBC STRATEGY
  7. 7. OWNED MEDIA Elections BC Channels Elections BC Content (Owned) UGC (Earned) Sponsored Content + Influencers (Paid)
  8. 8. Channel Branding To keep the BC Election top of mind, social media headers were updated during: • Start of the campaign (April 11th) • Advance Voting (April 29/30, May 3-6) • General Voting Day (May 9th) People seemed to appreciate the reminders.
  9. 9. Elections BC Content • Using a consistent voice, crafted social media copy around key messaging • Aligned with overall campaign creative but adapted to each channel • Heavy use of GIFs, videos, and visuals • Trackable online CTAs (Calls to Action) • Amplified select postings using social ads
  10. 10. What to Expect When You Vote? 119,061 Reach 216,623 Impressions 44,096 Views 44,518 Engagements
  11. 11. 213,493 Impressions 4,925 Engagements 1135 link clicks Simple visuals worked really well on Twitter
  12. 12. Instagram was a new channel for Elections BC. In addition to organic postings, we created website ads using image and video creative. “Learn More” drove people to relevant pages on the Elections BC website Instagram Website Ads
  13. 13. Elections BC Channels (Key Results) 8.54M impressions 1M+ engagements generated through the EBC social media channels during the Election period. Facebook delivered the highest reach and engagement results. Impressions by Channel
  14. 14. BC Millennials were the key audience reached through the EBC social channels. Source: Sprout Social
  15. 15. PAID MEDIA Sponsored Content & Influencers Elections BC Content (Owned) UGC (Earned) Sponsored Content + Influencers (Paid)
  16. 16. Sponsored Content + Influencer Strategy We partnered up with leading digital publishers and influencers with access to target demographics. Tactics ranged from sponsored videos and articles to social media postings and site take overs.
  17. 17. Sponsored Video 125,000+ Views82,000+ Views
  18. 18. 3,500+ Views Sponsored Articles
  19. 19. 3,800+ Views Sponsored Articles
  20. 20. Sponsored Social Posts 48,300 Impressions 1,419 Engagements
  21. 21. Site Take Overs
  22. 22. Influencer Support Influencers such as Miss 604 updated their profile photo with the “I Vote. Do You?” filter and showed their support on social media.
  23. 23. Sponsored Content + Influencers (Key Results) 22,600 Article Views 208,559 Video Views 1.48M Impressions 7,093 Engagements
  24. 24. EARNED MEDIA User Generated Content + Partner Support Elections BC Content (Owned) UGC (Earned) Sponsored Content + Influencers (Paid)
  25. 25. Tactics to Promote Advocacy + UGC
  26. 26. “First time voter” UGC
  27. 27. Positive Feedback
  28. 28. Twitter Canada Support
  29. 29. #iVoteBC Selfies
  30. 30. #iVoteBC Results
  31. 31. #iVoteBC Results 41.4% of #iVoteBC posts featured original content from British Columbians
  32. 32. #iVoteBC was trending on General Voting Day
  33. 33. Social Media Results* 43.4MPotential Campaign Impressions 1.3MMedia Views 33.4M#IVoteBC potential impressions 1M+ Engagements 98% Growth in Social Media Audience *Various sources including but not limited to: Sprout Social, Key Hole, native channel analytics, and publishing partners
  34. 34. 67.61% increase in advance voter turnout since previous election 7.71% increase in the % of registered voters who voted since previous election Campaign Results* *Source: EBC Records and Website
  35. 35. Thank You! WAHIBA CHAIR | SENOR SOCIAL MEDIA STRATEGIST & INSTRUCTOR LEARN MORE AND GET IN TOUCH AT: WAHIBACHAIR.COM @WAHIBACHAIR

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