Online election campaigns
Why online election campaigns?
The target audience can be segmented according to age, gender, location, and the message can be adapted in the form of strategic content. Studies show (//www.facebrands.ro/ demografice.html) that over 6.500.000 Romanians own a Facebook account, out of which approximately 80% with the right to vote. Furthermore, the best represented age segment is 18-34 years.
The engagement action (with banners/posts, likes, shares) is voluntary, which shows an increased interest of the targeted audience. Psychological studies (P. Wallace. “Online deliberation: Possibilities of the Internet for deliberative democracy”) show that it’s easier for the users to express their opinion in the online environment rather than the offline one.
The propagation velocity of the message is much higher (the message’s spread in “word of mouth” form). “Klaus Iohannis, in the presidential campaign recorded 4644 mentions out of which 1985 in materials presented on news sites and 2659 in Social Media”. (https://thecon.ro/campanii-prezidentiale-in-social-media/)
The people’s involvement in the online environment leads to a greater involvement in the offline environment. Calculations show that on average 7 out of 10 politically active people in the online environment take part in political activities in the offline environment. They find out about the events from the online environment. (//ekphrasis.accentpublisher.ro/files/articles_content/320/2%20RTSC%2010.pdf)
The presence of the candidate in the online environment has a major importance in the final decision of the target audience. In the case of the 2009’s presidential elections, for the candidate Remus Cernea the study shows that it is precisely his activity in the online environment that determined most of the voters (15 out of 55 of the interviewed sample) to inform about the candidate and to show an active involvement in his campaign.
Why Facebook & Google Adwords?
The flyer in the mailbox is today an ad on Facebook or Google Adwords.
The difference? Young people will read an ad about the jobs that the new government will build. People of the second and third age will know that someone is thinking about their health and pension.
Beside the specific and direct targeting, the certainty that the message, which appears on the phone, is seen and read when you are on Facebook or navigating on a news site, it is infinitely higher than a voter taking the crumpled flyer from the mailbox.
How the online helps you be in front of the voter when he is interested, with the right message – in images
Around the presidential elections in December 2015, ~5 time more people have searched for information on raising pensions.
What can we do?
Choosing a specific targeting (people aged between 50-75 years), as well as formulating an adapted message, are solutions that ensure the display of electoral messages to the target audience.
Future voters begun to be informed about salary increases since November 2015.
What can we do?
The governance program proposed by PSD can be transposed into visuals and suggestive messages which can be displayed right when the voters want to get informed online. The messages can be adapted based on gender, but above all by age (young people, future employees, etc.)
In the wake of various political events, voters want to make an informed decision. That is why most people resort to online information. A significant increase in the specific searches for key terms such as “parliamentary elections” or “local elections” is observed.
What can we do?
We provide relevant information on the proposed governance program.
PSD is a left party that talks about development, progress, equality of chances, and well-being. Currently, opinion leaders, civil society and many of the voters who have access to online information, without participating, communicate and are informed in real-time on the Internet. The option of responding to their searches with tailored messages is absolutely necessary. It is said that Iohannis won the election thanks to Facebook. True or not, in 2016 no one can take the risk of not being online.
What can we do?
PSD is addressing more and more to the young people, and online marketing can make the messages get targeted directly to the intended voter. (The #indraznestesacrezi campaign). We can take these messages out of the campaign and show them to the target audience (targeting by age, gender, income, geographic location).
Estimated budget: 1000 Euro
Targeting: Romanian news sites, free time ideas, lifestyle & specific keywords (increasing salaries, parliamentary elections, etc.)
Total displays: 33.833.264
Clicks to the site: 15.190
Conclusion: We can obtain ~33.000.000 total displays, having the ad reach approximately 2.000.000 people, with a frequency of ~15 displays per user (the number of displays in a month). Thus, over those 30 days we can display a series of specific, but related messages. More than that, we can convey a unitary message that encapsulates the whole campaign strategy.
Author: Smaranda Leorda