Cutting through the Clutter on Social Media: 3 City of Vancouver Comms Case Studies Rena Kendall-Craden Jhenifer Pabillano July 13, 2015
Agenda • Transportation Plebiscite – Overall objectives – Social media items: Reddit, Twibbon • Election 2014 – Contesting, Visuals • Healthy City – Partnerships, Twitter Chats 2
Transportation Plebiscite 3
Mayors Council: Engagement & Outreach • In early January 2015, only 1 in 3 voters reported any awareness of the Mayors’ Plan or the impending referendum. • Key objective was to ensure all Metro Vancouver voters were informed about the Mayors’ Council Plan, what was included, how it would be funded with a yes vote, and the importance of transportation and transit investments to the future of region. • City of Vancouver’s role was to support these objectives 4
Engagement & Outreach Tools • Public and stakeholder engagement – Information meetings, forums and events – Stakeholder meetings and events – Information phone line and email • Telephone town hall meetings • Face-to-face canvassing • Advertising • Digital engagement 5
Engagement & Outreach Activities • The Mayors ’ Council participated in 245+ events/meetings including 36 with Municipal Councils or staff and interacted with 8,800+ people. • Information materials in French, Chinese, Mandarin and Punjabi • Contacted +/- 840,000 regional voters through automated calling • Mayors and Coalition members participated in 15 telephone halls between February 25 and May 19 that attracted over 151,000 participants, with 269 live questions. • Contractor and volunteer canvassers interacted face-to-face with 39,000 voters across the region. • Call centre handled over 2,000 inquiries from the public and received +/- 1500 emails. 6
Engagement & Outreach Activities • Direct mail : – +/- 300,000 households- information postcard – +/- 61,000 voters – addressed information letter • Paid Advertising between March 2 and May 25, 2015: – Transit advertising – Radio – Television – Community newspapers (English, Punjabi, Hindi, Cantonese & Mandarin) – Digital online 7
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Transportation Plebiscite • City social media tactics: Reddit • Very popular forum • AMA a popular format • Built trust: connection at staff level, discussion of technical details 9
Transportation Plebiscite 10
Transportation Plebiscite • Tactics: Twibbon • Allows people to show “social proof” of support 11
Election 2014 12
• Background: municipal election! • Challenge: reach Vancouver voters and encourage awareness of election and actual voting 13
• Tactic: Contesting • Periodic trivia contests to raise awareness of election process details • Drove decent engagement on Twitter and Facebook 14
• Tactic: Selfies • Selfie campaign for voting sticker • Memorable campaign in target demographic • Highly shared posts on FB • 187 tagged #vanelxn on Instagram 15
Healthy City 16
• Background: consultation for complex social policy program • Challenge: reach Vancouver residents and encourage their input 17
• Tactic: partnership with local popular Instagrammer • Drove enormous attention on Twitter & Instagram – Courier wrote an article about it 18
• Tactic: Twitter chats • Open Q&A sessions hosted by City account, attended by partners & more • Highest chat drove 500,000+ impressions, 962 tweets from 362 contributors 19
Thank you! Questions? Twitter @CityofVancouver Facebook /CityofVancouver Instagram @CityofVancouver 20
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