beyond the echo chamber
TRANSCRIPT
Beyond the echo chamber: Using social media to engage with target audiencesCraig Dwyer – SCI / Yes Equality
The Story of Yes…
The Role of Social MediaTwo key objectives:1. Engaging, educating and informing undecided voters2. Mobilising, motivating and empowering yes supporters
Tone, Tone, Tone!Establishing and maintaining a positive tone on social media was an integral part and key success of the Yes Equality campaign.
Persuasion: to win as a minority, you must build a majority
Campaign that people wanted to be a part of…
Tools employed
Tools employed
Tools employed
Tools employed
Key LearningsCommunicate and organise locally
Key LearningsTurn the negative into a positive
Key LearningsEncourage supporter participation
Key LearningsHold up your end of the bargain
Key LearningsLeverage and consolidate support
Key LearningsIntegrate social into wider campaign
Stats• Since November #MarRef almost 1 million times.• Est. 1 Billion global impressions from 467,323 Twitter mentions by 384,002 users in the week leading up to voting day.• Yes Equality – Organic reach on Facebook of 3 Million the week of the Referendum.
#HomeToVote
• #HomeToVote was used a whopping 117k +times (88k+ on May22nd)• 406 million impressions - which correlates to 116k Tweets from
85k users.
Ireland Says Yes!
