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InDatcom   Digital Marketing Agency   Based in Guadalajara, Jalisco,    Mexico   Founded in 2002   Strong technical an...
Client Profile    Enrique Alfaro   Government and    Politics segment                     7 350 682 total population of  ...
Enrique Alfaro RamirezCandidate for Governor of Jalisco   39 years old   Solid political career   Not a traditional    ...
Competition    Aristoteles Sandoval   38 years old   Strong political party    backing (PRI, 70 years    history)   Goo...
Key Political Elements    Electoral Law in Mexico    No independent candidates    Access to media spending is     contro...
Starting point for the Campaign   Local Party with no regional    structure   Local Party with minimal    access to "tra...
Strategies Implemented    Digital Ecosystem   Strategic websites   Social Media (FB, TW, YT, Flickr)   Realtime coverag...
Clear ROE case  On the campaign trailMay 27th event "Pasos por laesperanza" Rallied people to a massive  gathering at the...
Specific event KPIsHigher than normal Average Engagement Rate
Specific event KPIsv    People talking about KPI influenced by the event
Campaign monitoring KPIs Socialbakers Analytics PRO Radian 6 Google Analytics others
Socialbakers Analytics PRO Identify performance on our social media  assets Monitor and compare competitor’s  performanc...
The curious case of rapid growth and subsequent declineUse of "fake profiles" to win the “Likes" race At the beginning of...
We suspect the massive loss of Likeswas due to the recent Facebook policiesfor removal of fake profiles."On average, less ...
Oh and also our concerned offline humanpollster provided great KPIs…..    Enrique Rueda everyday at downtown Guadalajara
Towards the end of the campaign we asked Alfaro to visit him
Conclusions   Campaign that relied heavily on Internet and Social    Media   Started with 10% of voters preferences and ...
Key elements for this success   Political strategy planned well in advance   Digital strategy was tightly integrated to ...
indatcom.mx        @indatcom           hola@indatcom.mx              indatcom.mx/engage2012
Case Study Enrique Alfaro
Case Study Enrique Alfaro
Case Study Enrique Alfaro
Case Study Enrique Alfaro
Case Study Enrique Alfaro
Case Study Enrique Alfaro
Case Study Enrique Alfaro
Case Study Enrique Alfaro
Case Study Enrique Alfaro
Case Study Enrique Alfaro
Case Study Enrique Alfaro
Case Study Enrique Alfaro
Case Study Enrique Alfaro
Case Study Enrique Alfaro
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Case Study Enrique Alfaro

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Case Study Enrique Alfaro

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Case Study Enrique Alfaro

  1. 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. 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. 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. 4. Competition Aristoteles Sandoval 38 years old Strong political party backing (PRI, 70 years history) Good looking, well groomed
  5. 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. 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. 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. 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. 9. Specific event KPIsHigher than normal Average Engagement Rate
  10. 10. Specific event KPIsv People talking about KPI influenced by the event
  11. 11. Campaign monitoring KPIs Socialbakers Analytics PRO Radian 6 Google Analytics others
  12. 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. 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. 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."https://www.facebook.com/notes/facebook-security/improvements-to-our-site-integrity-systems/10151005934870766
  15. 15. Oh and also our concerned offline humanpollster provided great KPIs….. Enrique Rueda everyday at downtown Guadalajara
  16. 16. Towards the end of the campaign we asked Alfaro to visit him
  17. 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. 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. 19. indatcom.mx @indatcom hola@indatcom.mx indatcom.mx/engage2012

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