We hope you and your families are well. Exercise preventative measures and show grace as often as you can during this challenging time.
The COVID-19 pandemic is changing the way we campaign in 2020. Rallies, gatherings and door-to-door canvassing will be a smaller part of the 2020 elections. Further, the wake of COVID-19 is going to reduce how much campaigns will raise and spend.
Currently, across the board with our clients, we are seeing a double-digit lift for Reach and Engagement on social media in the last 14 days compared to the previous. Incredible considering that’s when many of our clients were campaigning. We also see 85% of the audience is using a mobile device. Raconteur will continue tracking the trend of higher Reach and Engagement and mobile device use.
When the COVID-19 pandemic subsides, campaigns still will need to contact voters but the choices will be reduced to what’s possible, what’s affordable and what’s sustainable.
Digital Tactics to Bolster Now for Your Campaign
Build Your Email List – Ask supporters on Facebook to join your email list. A paid list-building campaign is most effective, but a series of organic posts on Facebook can work, too. Some inviting language with a simple link to your Website’s Join or Volunteer page will work.
Build Your List of Cellphone Numbers – Because you can call AND text a voter with a cellphone, you can connect quickly, cheaply and efficiently. Build your list of cellphone numbers by asking supporters to provide their cellphone in a Join form on your Website. Voters read a text message within 5 minutes of receiving it. And voters read 95% of text messages. A warning here is to be careful of shortcuts. Sending unsolicited text messages can backfire.
Use Mobile Device Targeting – Raconteur is working with one of the most unique data sets in politics for voter persuasion and mobilization. With geofencing ( ads we deliver to people within a virtual perimeter ) and geotargeting ( ads we selectively deliver to people because of their location, such as their home, or where they visit, such as a gun store ), we can deliver messages for your campaign across all digital networks and tailor them to specific voters. This type of advertising works for you and the voter, who may be using technology to screen interactions at their front door.
Leverage AI for Engagement – You can use AI to reach individuals who are engaging with your social media. So while you’re working on other things, these tools can start a conversation with a supporter who Likes a post from yesterday, a week ago or a year ago. The AI can direct supporters to your Website to join your campaign.
Digital Communications allow you to speak directly to your voters in realtime. The flexibility of digital ads allows campaigns to launch messaging in a matter of minutes. Digital Communications can be paused when you need to shift your message. Voter contact, fundraising, how to vote, where to vote, when to vote… the changes are rippling through the system. Adapting is key.
Undoubtedly, you’re pausing or revising your campaign plans because of the COVID-19 pandemic. When you resume your campaign, you will need to campaign differently. Voters may behave differently, which means your campaign will need to adapt.
Please reach out to me if you have any questions or thoughts about implementing any of this.
Thank you,
Ryan Gravatt