Win Your Election on Facebook

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Win Your Election on Facebook A Guide for Politicians and Campaigns

Transcript of Win Your Election on Facebook

Win Your Election on Facebook

A Guide for Politicians and Campaigns

Win Your Election on FacebookFacebook helps politicians and campaigns reach the people who matter to them and

accomplish their goals.

From your Facebook Page, you can connect with core supporters to build the capacity

of your campaign, persuade target voters, and mobilize on Election Day.

Organize between elections Engage your supporters consistently between

elections. It'll maximize your impact on

Facebook when the campaign season begins.

Activate the people who love what you’re doing

Facebook has a complete direct response

marketing solution to help build your email list,

raise money and activate people to support your

campaign on Facebook and in their communities.

Help people decide Introduce yourself to undecided voters.

Let them know who you are, what's at

stake, and how you're different.

Get out the vote! Facebook allows you to scale your “get

out the vote” effort. You can rally your

supporters and remind voters to cast a ballot

on their desktop and mobile devices.

16 MILLION MONTHLY ACTIVE USERS ON

MOBILE IN CANADA

1 OUT OF 5MOBILE MINUTES ARE SPENT

ON FACEBOOK OR INSTAGRAM *

20 MILLIONMONTHLY ACTIVE USERS IN CANADA

20

facebook.com/CanadaGovPol

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Be authentic on Facebook » Share candid, behind the scenes

photos and videos

» Speak in an authentic voice about

the issues that matter to you

» Break news or give your supporters

a chance to take action

Engage with your audience » Host a Q&A to have a conversation

between you and your fans

» Post photos throughout an important

day using the hashtag #DayInTheLife

» Use ranked comments to surface your

responses to fans to the top of the discussion

Capture the world’s moments on Instagram

» Snap a photo or video with your mobile phone,

then choose a filter to transform the image

» Share with your supporters on Instagram

and across social media platforms

» To create an account, open the Instagram app

on iOS or Android and register your username

Share What MattersEvery day on Facebook, people connect with causes that matter to them. To engage

your supporters, create a page and start posting content that they will like and share.

300 MILLIONINSTAGRAM USERS & GROWING

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Target advertising to reach the people you want to reach

» Demographic factors such as age, gender, location

and more help you narrow your audience

» Use your existing contact list to target

custom or look-a-like audiences

» Reach core campaign constituencies

with tailored messages

Measure your success with Page Insights » See metrics such as reach and engagement

about the performance of your Page

» Learn which posts resonate

with your audience, as well as their key demographics

» Optimize how you publish to reach more people

Optimize your advertisements to engage the most people

» Facebook advertisements are optimized for your goals, such

as clicks to your website or impressions on your content

» Test creatives such as copy or images to see

what resonates with your audience

» Use conversion pixels to help measure the granular

results of the actions people take on your website

when they engage with a Facebook ad

Reach the People Who Matter to YouInsights and advertising will help you reach the people who matter to your campaign

and inform your creative decisions with actionable metrics.

THE AVERAGE ONLINE REACH FOR A NARROWLY TARGETED CAMPAIGN 1

1. Source: Nielson OCR, August 2013

89%FACEBOOK

38%INDUSTRY

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Join the public conversation

» Use #hashtags to drive discussion

within your community of fans

» Follow the issues and topics that are

trending to post relevant content

Post regularly to your Page

» Schedule content to be shared at prime

times of the day (9pm to 10pm is when

many people are on Facebook)

» Develop a content calendar to post consistently

Respond to comments on your Page honestly and fairly

» Include a comments policy in the About section of

your Page to foster a constructive discourse

» Responses from an admin to individual comments builds

trust over time and show that you are listening

» Learn what content is and is not allowed on Facebook

by reviewing Facebook’s Community Standards

Build Meaningful & Lasting RelationshipsYour fans are a community of supporters. You should join the conversation to engage them

on the topics that matter to you.

ELECTIONS WERE THE

TOPIC ON FACEBOOK IN 2013

facebook.com/communitystandards

2ND MOST TALKED ABOUT

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How to Get Started

1 Create a Page: Go to facebook.com/pages/create and select the category that best suits you to get started

2 Edit Settings: Once you’ve created your Page, go to the Edit Settings section at the top of the admin panel to edit admin, privacy, and comment settings and more…

3 Establish your identity: Pick a Profile Picture to represent you across Facebook and a creative cover photo for your Page

4 Connect your Instagram account to your Page: Go to http://bit.ly/Insta-to-FB for full instructions

5 Market your Page with a custom URL: Create a custom URL for your Page to include in offline marketing materials

6 Start building your fanbase with who you know: Invite your friends and contact list such as email addresses to Like your Page

7 Build your audience with Facebook advertising: Go to facebook.com/ads/create to begin advertising from your Page

8 Start posting engaging content from your Page: Develop a content schedule, engage with your early fans, and post regularly

Get started in 8 steps

Profiles

» Must be real name of a person

» Profiles have friends and followers

» Managed by the real person, not staff

» 5000 friend limit, unlimited followers

Pages

» Can be public figure, brand, organization, or community

» Pages have fans

» Managed by the real person and/or staff

» Offer enterprise products like Insights and Ads

Comparing Profiles to Pages

Get your questions answeredGo to facebook.com/help for help with questions about using Facebook Pages

Stay informed about the latestCheck out facebook.com/marketing and facebook.com/business for the latest case studies and

product updates and facebook.com/CanadaGovPol to follow Canadian politics on Facebook

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Proven ResultsCampaigns across the world are using Facebook to win their elections.

To learn more, go to: facebook.com/business/industries/politics

10XIncrease in post reach delivered

by Facebook Ads

155,000 Newfoundlanders and

Labradorians reached on Facebook

70% Of all targeted delegates

reached with campaign content

160,000 Supporters reached in Toronto

using Facebook

~1,000 Registrations for Tory's website

6.7% Click-through rate at $0.08 cost

per click

John Tory for Mayor

Common sense solutionsJohn Tory's election team used a cost-effective Facebook Ad campaign to communicate directly with voters, raising awareness for the candidate leading up to his 2014 Totonto mayoral election victory.

11X Greater reach achieved through

Facebook ads, compared to regular Facebook posts

5XIncrease in campaign

content engagements when recommended by friends

1/3Of all BC Liberal voters in B.C.

engaged with campaign content on Facebook

BC Liberals

Winning the voteBritish Columbia's Premier Christy Clark and Today's BC Liberals use Facebook to stage the "biggest comback in Canadian political history," winning a number of key battleground districts by only 200 votes.

Steve Kent Leadership Campaign

A premier advertising platformThe Steve Kent Leadership Campaign used a Facebook Ad campaign to cost-effectively reach the people of Newfoundland and Labrador, raising awareness for their candidate in the weeks leading up to the province's 2014 Progressive Conservative Party leadership convention.

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