Cutting through the Clutter on Social Media: 3 City of Vancouver - - PowerPoint PPT Presentation

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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 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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Rena Kendall-Craden Jhenifer Pabillano July 13, 2015

Cutting through the Clutter on Social Media: 3 City of Vancouver Comms Case Studies

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  • Transportation Plebiscite

– Overall objectives – Social media items: Reddit, Twibbon

  • Election 2014

– Contesting, Visuals

  • Healthy City

– Partnerships, Twitter Chats

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Agenda

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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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Twitter @CityofVancouver Facebook /CityofVancouver Instagram @CityofVancouver