A Guide for Politicians and Campaigns

1. Win Your Election
on Facebook
A Guide for Politicians and Campaigns

2. Win Your Election on Facebook
Facebook 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 MILLIONMONTHLY ACTIVE USERS ON
MOBILE IN CANADA
1 OUT OF 5MOBILE MINUTES ARE SPENT
ON FACEBOOK OR INSTAGRAM *
20MILLIONMONTHLY ACTIVE USERS IN CANADA
20
facebook.com/CanadaGovPol
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3. 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 Matters
Every 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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4. 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 You
Insights 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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5. 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 Relationships
Your 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
2NDMOSTTALKEDABOUT
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6. 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 answered
Go to facebook.com/help for help with questions about using Facebook Pages
Stay informed about the latest
Check 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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7. Proven Results
Campaigns 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
155,000Newfoundlanders and
Labradorians reached on
Facebook
70%Of all targeted delegates
reached with campaign content
160,000Supporters reached in Toronto
using Facebook
~1,000Registrations for Tory's website
6.7%Click-through rate at $0.08 cost
per click
John Tory for Mayor
Common sense solutions
John 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.
11XGreater 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 vote
British 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 platform
The 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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