Case Study Enrique Alfaro

InDatcom Digital Marketing Agency

Based in Guadalajara, Jalisco, Mexico

Founded in 2002

Strong technical and marketing background

Focused on 3 markets through specialized divisions

Politics/Government, Commercial Brands and Media Outlets.

Client Profile Enrique Alfaro

Government and Politics segment

Became a client in early 2011

InDatcom in charge of all digital strategies and implementations

7 350 682 total population of Jalisco.

5 692 037 number of people registered on the Electoral Roll 1 929 420 total of voting age Facebook users in Jalisco

* 2006 Governor elected with 1 115 000 votes

Enrique Alfaro Ramirez Candidate for Governor of Jalisco

39 years old

Extensive political career

Not a traditional politician

Running with a small young political party

Bald, fat and a strong temperament

Competition Aristoteles Sandoval

38 years old

Strong political party backing (PRI, 70 years history)

Good looking, well groomed

Key Political Elements Electoral Law in Mexico

No independent candidates

Access to media spending is controlled by government (TV, Radio, Print)

Internet is NOT clearly defined by Law

Presidential, State (E.g. Governor of Jalisco) and the municipal elections all occur at the same time

The return of the "old" political party PRI

Starting point for the Campaign

Local Party with no regional structure

Local Party with minimal access to "traditional" media spending (TV, Radio, Print) (1 spot/day)

Local Party 5th on the region

10% voting intention at the start of the campaign (9% candidate, 1% party)

Strategies Implemented Digital Ecosystem

Strategic websites

Social Media (FB, TW, YT, Flickr)

Realtime coverage of all events (Social Media and Livestream)

Opt-In Email campaigns

Ad Campaigns (FB, Google, Youtube)

Lots of engaging content!

Clear ROE case On the campaign trail

May 27th event "Pasos por la esperanza"

Rallied people to a massive gathering at the main plaza downtown

Invitation was launched with only 4 days in advance

Social Media: The only communication channel

Official estimate 40,000+

Campaign estimate 50,000+

Specific event KPIs

Higher than normal Average Engagement Rate

Specific event KPIs

People talking about KPI influenced by the event

v

Campaign monitoring toolsTracking KPIs

Socialbakers Analytics PRO

Radian 6

Google Analytics

others

Socialbakers Analytics PRO

Identify performance on our social media efforts

Monitor and compare competitor’s performance

Improve content

Select the optimal times to post premium content to maximize engagement

Identify patterns

The curious case of rapid growth and subsequent decline

Use of "fake profiles" to win the “Likes" race

At the beginning of the campaign we had more likes than Aristoteles

Our competition clearly wanted to shift the balance

We suspect the massive loss of Likes was due to the recent Facebook policies for removal of fake profiles.

"On average, less than 1% of Likes on any given Page will be removed, providing they and their affiliates have been abiding by our terms."

https://www.facebook.com/notes/facebook-security/improvements-to-our-site-integrity-systems/10151005934870766

Oh and also our concerned offline human pollster provided great KPIs…..

Enrique Rueda everyday at downtown Guadalajara

Towards the end of the campaign we asked Alfaro to visit him

Conclusions

Campaign that relied heavily on Internet and Social Media

Initially had 10% of votes in the polls. Finished second, receiving 34% of electoral votes (only 4% difference from the winner)

Became the second political force in the state.

Shifted political paradigms of bipartidism (PRI, PAN) by having a competitive campaign without access to traditional media

Key elements for campaign success Political strategy planned well in advance

Digital strategy was tightly integrated to all campaign aspects

Digital was a part of war room decisions

Highly connected and engaged audience

Candidate and his team willing to integrate digitally by engaging with users

Metrics and insights influenced campaign decisions

Great social media team ;)

indatcom.mx @indatcom

[email protected]

indatcom.mx/engage2012