Liberal Party of Canada:Social Media Campaign<br />Federal Election | May 2011<br />1<br />© 2011 Inbox Marketer, Inc. All...
Challenge<br />Develop a social media campaign to promote voting in Guelph for the 2011 Canadian Federal Election.<br />Cr...
 Young families
 Minority groups in Guelph</li></ul>Help to increase awareness and voter turn out<br />Develop and implement this campaign...
Our Solution<br />Through social media platforms Youtube, Facebook & Twitter we developed a non-partisan campaign that com...
 Created inspiring communication which spoke to the value of each voter’s participation and provided information on how to...
 Communicated the call to action in a non-partisan manner with the goal of increasing overall voter participation
 Reactivated & revamped Frank’s social media platforms on Facebook & Twitter</li></ul>© 2011 Inbox Marketer, Inc. All righ...
Facebook Pages<br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />4<br />“Welcome” Page<br /><ul><li>Developed usi...
Statement “They say you won’t vote” was used with a CTA to “Prove them wrong” in May 2nd Federal Election.</li></ul>“Prove...
Links to Elections Canada.ca included to provide additional information</li></li></ul><li>Competitor Facebook<br />© 2011 ...
Twitter<br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />6<br />Reactivating Frank’s Twitter page<br />Upgraded ...
Election Sign QR Codes<br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />7<br />Inbox created the first ever [in ...
Crisis Management<br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />8<br />Key Takeaway:<br />The Liberal Party u...
2011 Election Results<br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />9<br />The 2011 Federal Election was Cana...
Key Metrics<br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />10<br />The info-graphics below display some of the...
Integrate across all Social Media platforms (i.e. Facebook, Twitter, YouTube)<br />Link offline promotions to online promo...
Appendices<br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />12<br />
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Inbox Marketer Case Study- Liberal Party of Canada

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Inbox Marketer aides the Liberal Party of Canada to build a successful Social Media campaign

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  • Challenge:Work with the Frank Valeriote Liberal Party campaign team to develop a social media campaign targeting the Guelph voting youth to participate in the 2011 Federal Election. Secondary target including young families and ethnic minorities. Strategy:Through social media platforms youtube, facebook &amp; twitter we worked to develop a non-partisan campaign that complimented the student vote mob’s call to Canadian students to excercise their right to vote. Tactics:Twitter Redesign/Reactivation - Inbox supplied the Liberal Campaign Team with best practice guidelines on tweeting - Graphic redesign for personalization and brand/candidate recognition2. Facebook Redesign/Reactivation - Developed compelling &amp; challenging call to action Welcome Page that appealed to the overall strategy -
  • Inbox Marketer Case Study- Liberal Party of Canada

    1. 1. Liberal Party of Canada:Social Media Campaign<br />Federal Election | May 2011<br />1<br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />
    2. 2. Challenge<br />Develop a social media campaign to promote voting in Guelph for the 2011 Canadian Federal Election.<br />Create a strategy to target: <br /><ul><li> University & other voting age students
    3. 3. Young families
    4. 4. Minority groups in Guelph</li></ul>Help to increase awareness and voter turn out<br />Develop and implement this campaign within 2 weeks <br />Video credit: abidvirani @ youtube.com<br />2<br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />
    5. 5. Our Solution<br />Through social media platforms Youtube, Facebook & Twitter we developed a non-partisan campaign that complimented the student vote mob’s call to Canadian students to exercise their right to vote. Inbox Marketer:<br /><ul><li> Developed a theme that challenged the target demographic to become aware and vote on May 2nd, 2011
    6. 6. Created inspiring communication which spoke to the value of each voter’s participation and provided information on how to fulfill the call to action
    7. 7. Communicated the call to action in a non-partisan manner with the goal of increasing overall voter participation
    8. 8. Reactivated & revamped Frank’s social media platforms on Facebook & Twitter</li></ul>© 2011 Inbox Marketer, Inc. All rights reserved.<br />3<br />
    9. 9. Facebook Pages<br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />4<br />“Welcome” Page<br /><ul><li>Developed using the theme that challenged the target demographic to become aware and vote on May 2nd, 2011
    10. 10. Statement “They say you won’t vote” was used with a CTA to “Prove them wrong” in May 2nd Federal Election.</li></ul>“Prove it” page<br /><ul><li>Provide quick, easy to understand information about how to vote in advance polls, or on election day
    11. 11. Links to Elections Canada.ca included to provide additional information</li></li></ul><li>Competitor Facebook<br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />5<br />Marty Burke, the Conservative candidate, began the election with 130 likes and ended with 183<br />John Lawson, the Green Party candidate ended the election with 141 likes<br />NDP did not have a Facebook page<br />By May 2, 2011 – Frank’s Facebook fan page had grown to 506 Page Likes <br />
    12. 12. Twitter<br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />6<br />Reactivating Frank’s Twitter page<br />Upgraded the page layout and background for higher brand recognition and visual aesthetic<br />Provided Frank’s campaign team with Twitter Best Practices. Helped them post valuable and timely content for followers<br />Integrated calls to action for different content platforms including Facebook, Youtube and the Web<br />
    13. 13. Election Sign QR Codes<br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />7<br />Inbox created the first ever [in Canada] use of QR codes on Campaign Signs creating a offline to online link through mobile + social never before seen in Canadian Elections. <br />Ex. Intersections, High traffic areas, U of G Campus Sticker featured a QR code which linked to Frank’s Facebook Page<br />
    14. 14. Crisis Management<br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />8<br />Key Takeaway:<br />The Liberal Party used Social Media to address an issue which arose on election day. By using social media they were able to easily and quickly provide information to the voters of Guelph about the situation, greatly minimizing the harmful effectives that otherwise could have resulted. <br />
    15. 15. 2011 Election Results<br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />9<br />The 2011 Federal Election was Canada’s first truly Social Election<br />With Inbox’s help Frank Valeriote and his campaign team harnessed the power of Social Media to inform and engage Guelph constituents<br />Inbox utilized Facebook, Twitter, QR codes and the Web to create an integrated campaign with the power to reach audiences on multiple platforms <br />
    16. 16. Key Metrics<br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />10<br />The info-graphics below display some of the key metrics from the campaign from April 12 – May 2, 2011: <br />
    17. 17. Integrate across all Social Media platforms (i.e. Facebook, Twitter, YouTube)<br />Link offline promotions to online promotions (ex. QR codes)<br />Engage, converse and accept some chaos and lack of control.<br />Key Take Aways<br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />11<br />
    18. 18. Appendices<br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />12<br />
    19. 19. Daily New Likes<br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />13<br />Daily The number of new people who liked the Page. (Total Count) <br />
    20. 20. Lifetime Total Likes<br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />14<br />Lifetime The total number of people who liked the Page. (Total Count) <br />
    21. 21. Daily Active Users<br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />15<br />Daily The number of people who have interacted with or viewed the Page or its posts. This includes interactions from Fans and non-Fans. (Unique Users) <br />
    22. 22. Daily News Feed Impressions <br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />16<br />Daily The number of times people (Fans and non-Fans) have viewed a News Feed story posted on the Page. (Total Count) <br />
    23. 23. Daily Likes and Comments<br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />17<br />Daily The number of likes and comments made on News Feed stories posted on the Page. (Total Count) <br />
    24. 24. Election Sign Sticker & QR Code<br />© 2011 Inbox Marketer, Inc. All rights reserved.<br />18<br />Election sign sticker and it’s QR code helped to connect the Liberal Party’s offline and online campaigns<br />59 Total Clicks<br />

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