SlideShare a Scribd company logo
Increasing Voter Turnout Using Social Media
Case Study
WAHIBA CHAIR | SENIOR SOCIAL MEDIA STRATEGIST & INSTRUCTOR
WAHIBACHAIR.COM
WAHIBA CHAIR, MBA
Senior Marketing Strategist & Instructor
Digital + Social Media
I help organizations create integrated + measurable strategies
using data + relationships.
WAHIBACHAIR.com
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.
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.
Objectives [Social Media]
• Increase voter turnout, especially
amongst Millennials
• Inform British Columbians on
when, where, and how to vote
• Increase engagement and
advocacy
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
OWNED MEDIA
Elections BC Channels
Elections BC
Content
(Owned)
UGC
(Earned)
Sponsored
Content +
Influencers
(Paid)
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.
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
What to Expect When You Vote?
119,061 Reach
216,623 Impressions
44,096 Views
44,518 Engagements
213,493 Impressions
4,925 Engagements
1135 link clicks
Simple visuals worked really well on Twitter
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
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
BC Millennials were the key audience reached through the EBC social channels.
Source: Sprout Social
PAID MEDIA
Sponsored Content & Influencers
Elections BC
Content
(Owned)
UGC
(Earned)
Sponsored
Content +
Influencers
(Paid)
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.
Sponsored Video
125,000+ Views82,000+ Views
3,500+ Views
Sponsored Articles
3,800+ Views
Sponsored Articles
Sponsored Social Posts
48,300
Impressions
1,419
Engagements
Site Take Overs
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.
Sponsored Content + Influencers (Key Results)
22,600 Article Views 208,559 Video Views
1.48M Impressions 7,093 Engagements
EARNED MEDIA
User Generated Content + Partner Support
Elections BC
Content
(Owned)
UGC
(Earned)
Sponsored
Content +
Influencers
(Paid)
Tactics to Promote Advocacy + UGC
“First time voter” UGC
Positive Feedback
Twitter Canada Support
#iVoteBC Selfies
#iVoteBC Results
#iVoteBC Results
41.4% of #iVoteBC posts featured original content from British Columbians
#iVoteBC was trending on General Voting Day
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
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
Thank You!
WAHIBA CHAIR | SENOR SOCIAL MEDIA STRATEGIST & INSTRUCTOR
LEARN MORE AND GET IN TOUCH AT: WAHIBACHAIR.COM
@WAHIBACHAIR

More Related Content

What's hot

Webinar Meta | TechSoup Benelux NGO Event
Webinar Meta | TechSoup Benelux NGO EventWebinar Meta | TechSoup Benelux NGO Event
Webinar Meta | TechSoup Benelux NGO Event
SOCIALware Benelux
 
Social media marketing proposal
Social media marketing  proposalSocial media marketing  proposal
Social media marketing proposal
Komal Sonawale
 
Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai
Knowcrunch
 
Twitter Analysis & Action
Twitter Analysis & ActionTwitter Analysis & Action
Twitter Analysis & Action
Fathom: A Digital Marketing Agency
 
Digital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandDigital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brand
Knowcrunch
 
PR Proposal
PR ProposalPR Proposal
PR Proposal
Hailey Harrison
 
Youtube marketing proposal
Youtube marketing proposalYoutube marketing proposal
Youtube marketing proposal
BrunoMars678
 
Digital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandDigital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brand
Knowcrunch
 
Social Media Strategy Presentation Template
Social Media Strategy Presentation TemplateSocial Media Strategy Presentation Template
Social Media Strategy Presentation Template
HJ Higgins
 
Digital Marketing Plan - A Complete Digital Marketing Strategy Sample
Digital Marketing Plan - A Complete Digital Marketing Strategy SampleDigital Marketing Plan - A Complete Digital Marketing Strategy Sample
Digital Marketing Plan - A Complete Digital Marketing Strategy Sample
Web Marketing Academy. Digital Marketing Training Bangalore
 
Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai
Knowcrunch
 
Cedars Sinai Digital marketing strategy
Cedars Sinai Digital marketing strategyCedars Sinai Digital marketing strategy
Cedars Sinai Digital marketing strategy
Knowcrunch
 
Your social media action plan
Your social media action planYour social media action plan
Your social media action plan
CIVIC Digital
 
Digital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandDigital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brand
Knowcrunch
 
SEO, PPC and AI in 2023 and Beyond
SEO, PPC and AI in 2023 and BeyondSEO, PPC and AI in 2023 and Beyond
SEO, PPC and AI in 2023 and Beyond
Lily Ray
 
2019 Kol manual and case study (EN)
2019 Kol manual and case study (EN)2019 Kol manual and case study (EN)
2019 Kol manual and case study (EN)
Sun.Lee
 
Youtube marketing pdf
Youtube marketing pdfYoutube marketing pdf
Youtube marketing pdf
selinasimpson_66
 
Personal Branding: Social Media Strategy
Personal Branding: Social Media StrategyPersonal Branding: Social Media Strategy
Personal Branding: Social Media Strategy
Darby Bridges
 
About TIKTOK
About TIKTOKAbout TIKTOK
About TIKTOK
GriselRH
 
B2B Digital Marketing Strategy
B2B Digital Marketing StrategyB2B Digital Marketing Strategy
B2B Digital Marketing Strategy
Ambika Gaur
 

What's hot (20)

Webinar Meta | TechSoup Benelux NGO Event
Webinar Meta | TechSoup Benelux NGO EventWebinar Meta | TechSoup Benelux NGO Event
Webinar Meta | TechSoup Benelux NGO Event
 
Social media marketing proposal
Social media marketing  proposalSocial media marketing  proposal
Social media marketing proposal
 
Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai
 
Twitter Analysis & Action
Twitter Analysis & ActionTwitter Analysis & Action
Twitter Analysis & Action
 
Digital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandDigital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brand
 
PR Proposal
PR ProposalPR Proposal
PR Proposal
 
Youtube marketing proposal
Youtube marketing proposalYoutube marketing proposal
Youtube marketing proposal
 
Digital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandDigital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brand
 
Social Media Strategy Presentation Template
Social Media Strategy Presentation TemplateSocial Media Strategy Presentation Template
Social Media Strategy Presentation Template
 
Digital Marketing Plan - A Complete Digital Marketing Strategy Sample
Digital Marketing Plan - A Complete Digital Marketing Strategy SampleDigital Marketing Plan - A Complete Digital Marketing Strategy Sample
Digital Marketing Plan - A Complete Digital Marketing Strategy Sample
 
Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai
 
Cedars Sinai Digital marketing strategy
Cedars Sinai Digital marketing strategyCedars Sinai Digital marketing strategy
Cedars Sinai Digital marketing strategy
 
Your social media action plan
Your social media action planYour social media action plan
Your social media action plan
 
Digital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandDigital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brand
 
SEO, PPC and AI in 2023 and Beyond
SEO, PPC and AI in 2023 and BeyondSEO, PPC and AI in 2023 and Beyond
SEO, PPC and AI in 2023 and Beyond
 
2019 Kol manual and case study (EN)
2019 Kol manual and case study (EN)2019 Kol manual and case study (EN)
2019 Kol manual and case study (EN)
 
Youtube marketing pdf
Youtube marketing pdfYoutube marketing pdf
Youtube marketing pdf
 
Personal Branding: Social Media Strategy
Personal Branding: Social Media StrategyPersonal Branding: Social Media Strategy
Personal Branding: Social Media Strategy
 
About TIKTOK
About TIKTOKAbout TIKTOK
About TIKTOK
 
B2B Digital Marketing Strategy
B2B Digital Marketing StrategyB2B Digital Marketing Strategy
B2B Digital Marketing Strategy
 

Similar to Increasing Voter Turnout Using Social Media Strategy & Influencers

About Fresh ID
About Fresh IDAbout Fresh ID
About Fresh ID
Fresh ID
 
UWPC Social Media Strategy
UWPC Social Media StrategyUWPC Social Media Strategy
UWPC Social Media Strategy
Yen Le
 
Application case for portfolio
Application case for portfolioApplication case for portfolio
Application case for portfolio
jus032000
 
Applicationcaseforportfolio redo
Applicationcaseforportfolio redoApplicationcaseforportfolio redo
Applicationcaseforportfolio redo
jus032000
 
Social Media for Nonprofits Conference 2016 - Building Social Partnerships - ...
Social Media for Nonprofits Conference 2016 - Building Social Partnerships - ...Social Media for Nonprofits Conference 2016 - Building Social Partnerships - ...
Social Media for Nonprofits Conference 2016 - Building Social Partnerships - ...
ConnectVA
 
Company Profile
Company ProfileCompany Profile
Company Profile
Social Kinnect
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
maritvanrozendaal
 
Social Media Portfolio
Social Media PortfolioSocial Media Portfolio
Social Media Portfolio
Eric Hawthorn
 
Data-driven testimonial
Data-driven testimonialData-driven testimonial
Data-driven testimonial
UyenSueTran
 
NeuroSocial Credentials
NeuroSocial Credentials NeuroSocial Credentials
NeuroSocial Credentials
Neuronimbus Software Services
 
Social Media Marketing: 27 Awesome Stats, Soundbites and Slides
Social Media Marketing: 27 Awesome Stats, Soundbites and SlidesSocial Media Marketing: 27 Awesome Stats, Soundbites and Slides
Social Media Marketing: 27 Awesome Stats, Soundbites and Slides
HubSpot
 
Project part 5 Team #2
Project part 5 Team #2Project part 5 Team #2
Project part 5 Team #2
Nhan D. Hoang
 
PRJ part 5_ team#2
PRJ part 5_ team#2PRJ part 5_ team#2
PRJ part 5_ team#2
Yong Wu
 
5 Questions about Sebastian W. James
5 Questions about Sebastian W. James5 Questions about Sebastian W. James
5 Questions about Sebastian W. James
Hybrid-and-Electric-Car-News
 
Anthony Simon, Government communication service
Anthony Simon, Government communication serviceAnthony Simon, Government communication service
Anthony Simon, Government communication service
NHS Improving Quality
 
Strategize or Die! How to Build a Social Media Strategy and Why
Strategize or Die! How to Build a Social Media Strategy and WhyStrategize or Die! How to Build a Social Media Strategy and Why
Strategize or Die! How to Build a Social Media Strategy and Why
cristinalepore
 
Building A Successful Social Media Platform | Nick Holmes a Court, Buzz Numbe...
Building A Successful Social Media Platform | Nick Holmes a Court, Buzz Numbe...Building A Successful Social Media Platform | Nick Holmes a Court, Buzz Numbe...
Building A Successful Social Media Platform | Nick Holmes a Court, Buzz Numbe...
iStrategy
 
The Top 5 Frequently Asked Questions About Sebastian W. James and His Career
The Top 5 Frequently Asked Questions About Sebastian W. James and His CareerThe Top 5 Frequently Asked Questions About Sebastian W. James and His Career
The Top 5 Frequently Asked Questions About Sebastian W. James and His Career
Sebastian James
 
Heather MacDonald Portfolio
Heather MacDonald PortfolioHeather MacDonald Portfolio
Heather MacDonald Portfolio
Heather MacDonald- Burton
 
Social Media (Web 2.0) marketing for beginners
Social Media (Web 2.0) marketing for beginnersSocial Media (Web 2.0) marketing for beginners
Social Media (Web 2.0) marketing for beginners
rjoshi17
 

Similar to Increasing Voter Turnout Using Social Media Strategy & Influencers (20)

About Fresh ID
About Fresh IDAbout Fresh ID
About Fresh ID
 
UWPC Social Media Strategy
UWPC Social Media StrategyUWPC Social Media Strategy
UWPC Social Media Strategy
 
Application case for portfolio
Application case for portfolioApplication case for portfolio
Application case for portfolio
 
Applicationcaseforportfolio redo
Applicationcaseforportfolio redoApplicationcaseforportfolio redo
Applicationcaseforportfolio redo
 
Social Media for Nonprofits Conference 2016 - Building Social Partnerships - ...
Social Media for Nonprofits Conference 2016 - Building Social Partnerships - ...Social Media for Nonprofits Conference 2016 - Building Social Partnerships - ...
Social Media for Nonprofits Conference 2016 - Building Social Partnerships - ...
 
Company Profile
Company ProfileCompany Profile
Company Profile
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
Social Media Portfolio
Social Media PortfolioSocial Media Portfolio
Social Media Portfolio
 
Data-driven testimonial
Data-driven testimonialData-driven testimonial
Data-driven testimonial
 
NeuroSocial Credentials
NeuroSocial Credentials NeuroSocial Credentials
NeuroSocial Credentials
 
Social Media Marketing: 27 Awesome Stats, Soundbites and Slides
Social Media Marketing: 27 Awesome Stats, Soundbites and SlidesSocial Media Marketing: 27 Awesome Stats, Soundbites and Slides
Social Media Marketing: 27 Awesome Stats, Soundbites and Slides
 
Project part 5 Team #2
Project part 5 Team #2Project part 5 Team #2
Project part 5 Team #2
 
PRJ part 5_ team#2
PRJ part 5_ team#2PRJ part 5_ team#2
PRJ part 5_ team#2
 
5 Questions about Sebastian W. James
5 Questions about Sebastian W. James5 Questions about Sebastian W. James
5 Questions about Sebastian W. James
 
Anthony Simon, Government communication service
Anthony Simon, Government communication serviceAnthony Simon, Government communication service
Anthony Simon, Government communication service
 
Strategize or Die! How to Build a Social Media Strategy and Why
Strategize or Die! How to Build a Social Media Strategy and WhyStrategize or Die! How to Build a Social Media Strategy and Why
Strategize or Die! How to Build a Social Media Strategy and Why
 
Building A Successful Social Media Platform | Nick Holmes a Court, Buzz Numbe...
Building A Successful Social Media Platform | Nick Holmes a Court, Buzz Numbe...Building A Successful Social Media Platform | Nick Holmes a Court, Buzz Numbe...
Building A Successful Social Media Platform | Nick Holmes a Court, Buzz Numbe...
 
The Top 5 Frequently Asked Questions About Sebastian W. James and His Career
The Top 5 Frequently Asked Questions About Sebastian W. James and His CareerThe Top 5 Frequently Asked Questions About Sebastian W. James and His Career
The Top 5 Frequently Asked Questions About Sebastian W. James and His Career
 
Heather MacDonald Portfolio
Heather MacDonald PortfolioHeather MacDonald Portfolio
Heather MacDonald Portfolio
 
Social Media (Web 2.0) marketing for beginners
Social Media (Web 2.0) marketing for beginnersSocial Media (Web 2.0) marketing for beginners
Social Media (Web 2.0) marketing for beginners
 

More from Wahiba Chair Training & Consulting

How to Create a More Engaging and Human Online Learning Experience
How to Create a More Engaging and Human Online Learning Experience How to Create a More Engaging and Human Online Learning Experience
How to Create a More Engaging and Human Online Learning Experience
Wahiba Chair Training & Consulting
 
Public Relations Assignment - Media Release for Not for Profit
Public Relations Assignment - Media Release for Not for ProfitPublic Relations Assignment - Media Release for Not for Profit
Public Relations Assignment - Media Release for Not for Profit
Wahiba Chair Training & Consulting
 
Video Resume and Job Search Assignment
Video Resume and Job Search AssignmentVideo Resume and Job Search Assignment
Video Resume and Job Search Assignment
Wahiba Chair Training & Consulting
 
Client Event Report - REAL Example
Client Event Report - REAL Example Client Event Report - REAL Example
Client Event Report - REAL Example
Wahiba Chair Training & Consulting
 
Social Media Progress Report for Client (REAL Example)
Social Media Progress Report for Client (REAL Example)Social Media Progress Report for Client (REAL Example)
Social Media Progress Report for Client (REAL Example)
Wahiba Chair Training & Consulting
 
Using Twitter to Create an Engaging Learning Experience
Using Twitter to Create an Engaging Learning ExperienceUsing Twitter to Create an Engaging Learning Experience
Using Twitter to Create an Engaging Learning Experience
Wahiba Chair Training & Consulting
 
Twitter Grading Rubrics Wahiba Chair.pdf
Twitter Grading Rubrics Wahiba Chair.pdfTwitter Grading Rubrics Wahiba Chair.pdf
Twitter Grading Rubrics Wahiba Chair.pdf
Wahiba Chair Training & Consulting
 
Twitter Activity Sheet by Wahiba Chair .pdf
Twitter Activity Sheet by Wahiba Chair .pdfTwitter Activity Sheet by Wahiba Chair .pdf
Twitter Activity Sheet by Wahiba Chair .pdf
Wahiba Chair Training & Consulting
 
#YVRSocial: Whitecaps FC Video Strategy
#YVRSocial: Whitecaps FC Video Strategy #YVRSocial: Whitecaps FC Video Strategy
#YVRSocial: Whitecaps FC Video Strategy
Wahiba Chair Training & Consulting
 
What makes a great video? with Zain Meghji from Daily Hive
What makes a great video? with Zain Meghji from Daily Hive What makes a great video? with Zain Meghji from Daily Hive
What makes a great video? with Zain Meghji from Daily Hive
Wahiba Chair Training & Consulting
 
#YVRSocial: Video Marketing Strategy with Karen Hopkins
#YVRSocial:  Video Marketing Strategy with Karen Hopkins #YVRSocial:  Video Marketing Strategy with Karen Hopkins
#YVRSocial: Video Marketing Strategy with Karen Hopkins
Wahiba Chair Training & Consulting
 
#YVRSocial: The Rise of the Influencer [Hootsuite]
#YVRSocial: The Rise of the Influencer [Hootsuite]#YVRSocial: The Rise of the Influencer [Hootsuite]
#YVRSocial: The Rise of the Influencer [Hootsuite]
Wahiba Chair Training & Consulting
 
#YVRSocial: The Rise of the Influencer [Arc'teryx]
#YVRSocial: The Rise of the Influencer [Arc'teryx]#YVRSocial: The Rise of the Influencer [Arc'teryx]
#YVRSocial: The Rise of the Influencer [Arc'teryx]
Wahiba Chair Training & Consulting
 
#YVRSocial: The Rise of the Influencer [6S Marketing]
#YVRSocial: The Rise of the Influencer [6S Marketing]#YVRSocial: The Rise of the Influencer [6S Marketing]
#YVRSocial: The Rise of the Influencer [6S Marketing]
Wahiba Chair Training & Consulting
 

More from Wahiba Chair Training & Consulting (14)

How to Create a More Engaging and Human Online Learning Experience
How to Create a More Engaging and Human Online Learning Experience How to Create a More Engaging and Human Online Learning Experience
How to Create a More Engaging and Human Online Learning Experience
 
Public Relations Assignment - Media Release for Not for Profit
Public Relations Assignment - Media Release for Not for ProfitPublic Relations Assignment - Media Release for Not for Profit
Public Relations Assignment - Media Release for Not for Profit
 
Video Resume and Job Search Assignment
Video Resume and Job Search AssignmentVideo Resume and Job Search Assignment
Video Resume and Job Search Assignment
 
Client Event Report - REAL Example
Client Event Report - REAL Example Client Event Report - REAL Example
Client Event Report - REAL Example
 
Social Media Progress Report for Client (REAL Example)
Social Media Progress Report for Client (REAL Example)Social Media Progress Report for Client (REAL Example)
Social Media Progress Report for Client (REAL Example)
 
Using Twitter to Create an Engaging Learning Experience
Using Twitter to Create an Engaging Learning ExperienceUsing Twitter to Create an Engaging Learning Experience
Using Twitter to Create an Engaging Learning Experience
 
Twitter Grading Rubrics Wahiba Chair.pdf
Twitter Grading Rubrics Wahiba Chair.pdfTwitter Grading Rubrics Wahiba Chair.pdf
Twitter Grading Rubrics Wahiba Chair.pdf
 
Twitter Activity Sheet by Wahiba Chair .pdf
Twitter Activity Sheet by Wahiba Chair .pdfTwitter Activity Sheet by Wahiba Chair .pdf
Twitter Activity Sheet by Wahiba Chair .pdf
 
#YVRSocial: Whitecaps FC Video Strategy
#YVRSocial: Whitecaps FC Video Strategy #YVRSocial: Whitecaps FC Video Strategy
#YVRSocial: Whitecaps FC Video Strategy
 
What makes a great video? with Zain Meghji from Daily Hive
What makes a great video? with Zain Meghji from Daily Hive What makes a great video? with Zain Meghji from Daily Hive
What makes a great video? with Zain Meghji from Daily Hive
 
#YVRSocial: Video Marketing Strategy with Karen Hopkins
#YVRSocial:  Video Marketing Strategy with Karen Hopkins #YVRSocial:  Video Marketing Strategy with Karen Hopkins
#YVRSocial: Video Marketing Strategy with Karen Hopkins
 
#YVRSocial: The Rise of the Influencer [Hootsuite]
#YVRSocial: The Rise of the Influencer [Hootsuite]#YVRSocial: The Rise of the Influencer [Hootsuite]
#YVRSocial: The Rise of the Influencer [Hootsuite]
 
#YVRSocial: The Rise of the Influencer [Arc'teryx]
#YVRSocial: The Rise of the Influencer [Arc'teryx]#YVRSocial: The Rise of the Influencer [Arc'teryx]
#YVRSocial: The Rise of the Influencer [Arc'teryx]
 
#YVRSocial: The Rise of the Influencer [6S Marketing]
#YVRSocial: The Rise of the Influencer [6S Marketing]#YVRSocial: The Rise of the Influencer [6S Marketing]
#YVRSocial: The Rise of the Influencer [6S Marketing]
 

Recently uploaded

UR BHATTI ACADEMY AND ONLINE COURSES.pdf
UR BHATTI ACADEMY AND ONLINE COURSES.pdfUR BHATTI ACADEMY AND ONLINE COURSES.pdf
UR BHATTI ACADEMY AND ONLINE COURSES.pdf
urbhattiacademy
 
On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...
On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...
On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...
AJHSSR Journal
 
Iconic Logix | Best Digital Marketing Agency For Iconic Success
Iconic Logix | Best Digital Marketing Agency For Iconic SuccessIconic Logix | Best Digital Marketing Agency For Iconic Success
Iconic Logix | Best Digital Marketing Agency For Iconic Success
iconictecnologies
 
SOCIAL MEDIA MARKETING agency and service
SOCIAL MEDIA MARKETING agency and serviceSOCIAL MEDIA MARKETING agency and service
SOCIAL MEDIA MARKETING agency and service
viralbusinessmarketi
 
HMS Facebook Stories All V1 06092024.docx
HMS Facebook Stories All V1 06092024.docxHMS Facebook Stories All V1 06092024.docx
HMS Facebook Stories All V1 06092024.docx
Charles Bayless
 
CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...
CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...
CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...
AJHSSR Journal
 
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...
AJHSSR Journal
 
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
7lkkjxt
 
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
9u4xjk4w
 
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISMSTUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
AJHSSR Journal
 
Top Google Tools for SEO: Enhance Your Website's Performance
Top Google Tools for SEO: Enhance Your Website's PerformanceTop Google Tools for SEO: Enhance Your Website's Performance
Top Google Tools for SEO: Enhance Your Website's Performance
Elysian Digital Services Pvt. Ltd.
 
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
anubug
 
Maximize Your Twitch Potential!..........
Maximize Your Twitch Potential!..........Maximize Your Twitch Potential!..........
Maximize Your Twitch Potential!..........
SocioCosmos
 
SCHOOL CULTURE ADAPTATION AMONG INDIGENOUS PEOPLES COLLEGE STUDENTS AT A PRIV...
SCHOOL CULTURE ADAPTATION AMONG INDIGENOUS PEOPLES COLLEGE STUDENTS AT A PRIV...SCHOOL CULTURE ADAPTATION AMONG INDIGENOUS PEOPLES COLLEGE STUDENTS AT A PRIV...
SCHOOL CULTURE ADAPTATION AMONG INDIGENOUS PEOPLES COLLEGE STUDENTS AT A PRIV...
AJHSSR Journal
 
Factors affecting undergraduate students’ motivation at a university in Tra Vinh
Factors affecting undergraduate students’ motivation at a university in Tra VinhFactors affecting undergraduate students’ motivation at a university in Tra Vinh
Factors affecting undergraduate students’ motivation at a university in Tra Vinh
AJHSSR Journal
 

Recently uploaded (15)

UR BHATTI ACADEMY AND ONLINE COURSES.pdf
UR BHATTI ACADEMY AND ONLINE COURSES.pdfUR BHATTI ACADEMY AND ONLINE COURSES.pdf
UR BHATTI ACADEMY AND ONLINE COURSES.pdf
 
On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...
On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...
On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...
 
Iconic Logix | Best Digital Marketing Agency For Iconic Success
Iconic Logix | Best Digital Marketing Agency For Iconic SuccessIconic Logix | Best Digital Marketing Agency For Iconic Success
Iconic Logix | Best Digital Marketing Agency For Iconic Success
 
SOCIAL MEDIA MARKETING agency and service
SOCIAL MEDIA MARKETING agency and serviceSOCIAL MEDIA MARKETING agency and service
SOCIAL MEDIA MARKETING agency and service
 
HMS Facebook Stories All V1 06092024.docx
HMS Facebook Stories All V1 06092024.docxHMS Facebook Stories All V1 06092024.docx
HMS Facebook Stories All V1 06092024.docx
 
CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...
CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...
CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...
 
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...
 
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
 
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
 
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISMSTUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
 
Top Google Tools for SEO: Enhance Your Website's Performance
Top Google Tools for SEO: Enhance Your Website's PerformanceTop Google Tools for SEO: Enhance Your Website's Performance
Top Google Tools for SEO: Enhance Your Website's Performance
 
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
 
Maximize Your Twitch Potential!..........
Maximize Your Twitch Potential!..........Maximize Your Twitch Potential!..........
Maximize Your Twitch Potential!..........
 
SCHOOL CULTURE ADAPTATION AMONG INDIGENOUS PEOPLES COLLEGE STUDENTS AT A PRIV...
SCHOOL CULTURE ADAPTATION AMONG INDIGENOUS PEOPLES COLLEGE STUDENTS AT A PRIV...SCHOOL CULTURE ADAPTATION AMONG INDIGENOUS PEOPLES COLLEGE STUDENTS AT A PRIV...
SCHOOL CULTURE ADAPTATION AMONG INDIGENOUS PEOPLES COLLEGE STUDENTS AT A PRIV...
 
Factors affecting undergraduate students’ motivation at a university in Tra Vinh
Factors affecting undergraduate students’ motivation at a university in Tra VinhFactors affecting undergraduate students’ motivation at a university in Tra Vinh
Factors affecting undergraduate students’ motivation at a university in Tra Vinh
 

Increasing Voter Turnout Using Social Media Strategy & Influencers

  • 1. Increasing Voter Turnout Using Social Media Case Study WAHIBA CHAIR | SENIOR SOCIAL MEDIA STRATEGIST & INSTRUCTOR WAHIBACHAIR.COM
  • 2. WAHIBA CHAIR, MBA Senior Marketing Strategist & Instructor Digital + Social Media I help organizations create integrated + measurable strategies using data + relationships. WAHIBACHAIR.com
  • 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. 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. Objectives [Social Media] • Increase voter turnout, especially amongst Millennials • Inform British Columbians on when, where, and how to vote • Increase engagement and advocacy
  • 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. OWNED MEDIA Elections BC Channels Elections BC Content (Owned) UGC (Earned) Sponsored Content + Influencers (Paid)
  • 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. 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. What to Expect When You Vote? 119,061 Reach 216,623 Impressions 44,096 Views 44,518 Engagements
  • 11. 213,493 Impressions 4,925 Engagements 1135 link clicks Simple visuals worked really well on Twitter
  • 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. 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. BC Millennials were the key audience reached through the EBC social channels. Source: Sprout Social
  • 15. PAID MEDIA Sponsored Content & Influencers Elections BC Content (Owned) UGC (Earned) Sponsored Content + Influencers (Paid)
  • 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.
  • 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. Sponsored Content + Influencers (Key Results) 22,600 Article Views 208,559 Video Views 1.48M Impressions 7,093 Engagements
  • 24. EARNED MEDIA User Generated Content + Partner Support Elections BC Content (Owned) UGC (Earned) Sponsored Content + Influencers (Paid)
  • 25. Tactics to Promote Advocacy + UGC
  • 27.
  • 32. #iVoteBC Results 41.4% of #iVoteBC posts featured original content from British Columbians
  • 33. #iVoteBC was trending on General Voting Day
  • 34. 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
  • 35. 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
  • 36. Thank You! WAHIBA CHAIR | SENOR SOCIAL MEDIA STRATEGIST & INSTRUCTOR LEARN MORE AND GET IN TOUCH AT: WAHIBACHAIR.COM @WAHIBACHAIR