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Rena Kendall-Craden Jhenifer Pabillano July 13, 2015
- Transportation Plebiscite
– Overall objectives – Social media items: Reddit, Twibbon
- Election 2014
– Contesting, Visuals
- Healthy City
– Partnerships, Twitter Chats
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Cutting through the Clutter on Social Media: 3 City of Vancouver - - PowerPoint PPT Presentation
Cutting through the Clutter on Social Media: 3 City of Vancouver - - PowerPoint PPT Presentation
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
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Transportation Plebiscite
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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
- bjectives
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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
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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.
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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
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- City social media
tactics: Reddit
- Very popular forum
- AMA a popular
format
- Built trust:
connection at staff level, discussion of technical details
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Transportation Plebiscite
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Transportation Plebiscite
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- Tactics: Twibbon
- Allows people to show “social proof” of support
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Transportation Plebiscite
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Election 2014
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- Background: municipal election!
- Challenge: reach Vancouver voters and encourage
awareness of election and actual voting
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- Tactic: Contesting
- Periodic trivia
contests to raise awareness of election process details
- Drove decent
engagement on Twitter and Facebook
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- Tactic: Selfies
- Selfie campaign for
voting sticker
- Memorable
campaign in target demographic
- Highly shared posts
- n FB
- 187 tagged #vanelxn
- n Instagram
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Healthy City
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- Background: consultation for complex social
policy program
- Challenge: reach Vancouver residents and
encourage their input
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- Tactic: partnership
with local popular Instagrammer
- Drove enormous
attention on Twitter & Instagram – Courier wrote an article about it
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- 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
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Thank you! Questions?
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