DIGITAL CAMPAIGNING PREPARING FOR SUCCESS Candidate online research - - PowerPoint PPT Presentation

DIGITAL CAMPAIGNING

PREPARING FOR SUCCESS

• Candidate online research
• Competition online research
• Voters online research
• SWOT analysis for our candidate and the opponents
• Analysis of the political and social environment
• Deep understanding of voters behavior and motivation

THE BIG PICTURE

Strategy

Presence

Communication Analysis

What To whom Where When How

we communicate online

Websites Minisites Blogs Mobisites

Communities

Platforms and applications Digital Advertising Search Engine Marketing Social Media Marketing Online PR E- mail / SMS Marketing Word of Mouth / Viral (Web) Analytics Content Experiments Conversion Optimization

DIGITAL STRATEGY

STRATEGY & CONSULTANCY

• What
• To whom

We need to know we communicate online

• Where
• When
• How

DIGITAL CAMPAIGN OBJECTIVES

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WEB PRESENCE

WEB PRESENCE

WEB PRESENCE – Volunteers Platform

Volunteers Network Management is a platform which allows the party supporters to engage in specific activities with the purpose

• f spreading the party’s messages

and increasing the adherence of users to party supporters group. This platform represents the best solution for organizing volunteers online, engaging them in party campaigns. The community you create through this platform is key when it comes online campaigning(one engaged likely voter become a sure voter). Platform main objectives:

• spread party’s messages via

internet

• engage people in party’s

activities

• collect data about party

supporters This platform will also represent

• ne of the main tools of the

party’s both positive and official negative campaigns.

WEB PRESENCE – Volunteers Platform

It allows users to:

www.rilindje.net – the Volunteers Network of the Socialist Party in Albania

• spread party’s messages on news

websites

• share images, texts, videos on

Facebook

• send postcards to friends
• allow party to use members’ Facebook

profiles to spread messages

• send invitations to their social

networks friends

• communicate with other members

(private emails, forum and chats)

• recommend sure voters
• have access to party’s events
• gain points for their activity and

increase their reputation in the community

WEB PRESENCE – Volunteers Platforms

Benefits:

• Bringing all your supporters and loyal voters into this community, allowing them to become part of

the campaign, endorsing every action that fosters electoral impact

• Using the social media channels to your advantage - reach voters through their friends that are your

supporters

• Building a coherent and accurate online reputation, attract new political supporters and keep in

touch with your existing supporters

• Efficiently using the online medium as the fastest way to spread news about the party’s activity and

to react to events and happenings

WEB PRESENCE - Facebook

Facebook Apps

Facebook will serve as one of the main channel that will host and foster the communication efforts with our voters. We will place a significant attention to building elegant and powerful applications, in terms of engaging with our fans and creating long lasting relationships.

Examples: Ask the President, Join Us, Recommend a Friend, Advice us, Be part

• f “…”., Contest for “…”, Pic Badge, Invite

friends.

Facebook Ads

Facebook Ads Campaigns are a very important way to reach critical mass

• f users in a fast manner.

With simplified messages and engaging call to actions, Facebook users can be attracted either to become fans of the page or to get involved in an App. Facebook offers very deep segmenting opportunities, with extensive control of the demographics.

Content Management

Alongside Facebook Apps and Facebook Advertising Campaigns, the day-to-day content marketing of a Facebook page is in itself a major factor of engagement. From simple text posts, to photos and videos sharing, events, polls, you can engage with the fans by creating buzz-worthy conversations and by sharing with them valuable insights.

WEB PRESENCE - Facebook

Benefits

• Engagement
• New supporters
• Lead generation (data collection)
• Viral effect
• Feedback mechanism
• Mobilize volunteers
• Encourage activism
• Convert “likes” into votes

COMMUNICATION OBJECTIVES

• REACH VOTERS WITH THE RIGHT MESSAGES
• INCREASE SUPPORTERS BASE
• ENGAGE WITH VOTERS
• TURN THEM INTO ACTIVE AND STRONG SUPPORTERS
• GET THEM OUT TO VOTE

Digital Advertising Search Engine Marketing Social Media Marketing Online PR E-mail / SMS Marketing

DIGITAL COMMUNICATION

Communication channels

Social Media Marketing Search Engine Marketing Email Marketing Digital Advertising Online Reputation

FACEBOOK OBJECTIVES

• IDENTIFY VOTERS SEGMENTS

Party members, voters, supporters and activists

• DEFINE/DEVELOP CONVINCING MESSAGES for sub-targets (women, youngsters, intellectual elites, retired, jobless

etc) and use the internet to turn them into “active supporters”

FACEBOOK BENEFITS

Spread the message much faster than any traditional marketing medium

FACEBOOK & MAJORITAS

FACEBOOK ADS

Copy Targeting Segmenting

Analyzing

Strategy

• Micro targeting (age, gender)
• Analyze conversation rates by segmented

demographics

• Target opponents’ supporters
• Target by interests (if there are relevant data in

the Facebook panel)

• Permanent optimization of the ads, image/copy

testing

• Find the most active demographic groups (voters,

possible voters, anti voters, non voters)

• Use Custom Audience and Lookalike Audiences

targeting tools

FACEBOOK KPIs

 Number of fans

• Gender and age
• Geographic coordinates

 Reach  Engagement (share, like, comment, post, check-in)  Ads (no. of ads, impressions, reach, clicks, CTR, CPC)  Apps (no. of apps installations, no. of actions inside the app, no. of data collected)

SEARCH ENGINE MARKETING (SEM)

SEM is the process of gaining traffic and visibility on search engines

Reputation Management

Objectives:

• Positive articles (websites, blogs)
• Positive comments (Facebook,

forums, Twitter, G+)c

• Reach Media covering (YouYube

channel, Pinterest, Vimeo, Instagram, etc )

• High rank in SERP’S for positive and

relevant keywords

• Media exposure– articles/ news/

positive & neutral posts

Tools:

• Google Insights
• Google Analytics
• Facebook Insights

KPI:

• Number of listings with all major search engines.
• Keywords association in search engines.
• Ranking in all major search engines.
• Number of social media outlets used.
• Number of interactions on Social Media outlets

(per day, per week, etc.)

• Number of followers/participants in social media
• utlets.

EMAIL MARKETING

1 Database Building

Collecting all the email addresses from all sources (website, Facebook, microsites, fill in forms, party database, offline forms, events participation forms etc)

2 Segmentation

Creating micro-groups based on different criteria (age, gender, place, studies etc)

3 Communication

Efficient newsletter campaigns (timing, content, call to action, design)

DIGITAL MEDIA CAMPAIGNS

Google Display

Smarts banners and targeting for powerful impressions Strategy Banners following up & complementing the offline campaign (outdoor, print, video) Target by interests, topics, keywords, placements Google doesn’t allow anti & negative ads

DIGITAL MEDIA CAMPAIGNS

Benefits

• Be where your voters are - use the reports so you can select the channels with

maximum impact for your voters

• Target your voters efficiently
• Engage voters in different activities
• Gain a better use of your budget
• Reduce overall media budget in an efficient way - by being able to better target your

voters

• Use tracking to identify your voters and display ads relevant to them
• You control your costs by knowing at any given time how much you spent

REPUTATION MANAGEMENT

• Negative results analysis in Google search
• Negative exposure analysis in press, blogs,

websites, forums, comments etc

• Fast response into a crisis situation
• Building a positive/neutral (long term):
• building a stable web presence
• website
• blog
• social media presence
• dedicated landing pages on well known

websites

• Wikipedia presence
• SEO (Search Engine Optimization) for

increasing the website’s authority

• YouTube – own content sharing
• Media exposure– articles/ news/ positive &

neutral posts

• Official positioning in crisis situations
• Presence into interactive environments

(forums, comments)

DIGITAL COMMUNICATION – practical examples

Serbia

DIGITAL COMMUNICATION

Results

Quality Targeted ads allowed us to control Likers demographics. During the campaign the percent of non-voter Likes (<18) decreased from 8% to 3.6% . Youngsters of 15 to 18 years old can be prepared for the next elections.

ANALYSIS

ANALYSIS

Web Analytics & Optimization - Constant monitoring of KPI’s:

There is no “silver bullet”,

• nline is

ALL about

• ptimization