Political Campaigns & SocialMedia – The Entangled Affair

Politics has always been about listening. Woodrow Wilson, who was President of the United States a hundred years ago, said, “The ear of the leader must ring with the voices of the people.”

A lot has changed in the last century. With the emergence of social media, political campaigns have started integrating digital strategies to their campaigns. Political parties launching digital marketing campaigns are not a new phenomenon, but the use of social media in their campaigns has increased remarkably. The end goal is to build dedicated support for the candidate among the public. These campaigns address people’s requirements and how the candidate or the product is going to fill that gap directly.

Today, candidates and parties depend on various digital strategies to define their brand’s digital strategy and thereby boosting their brand image. This will help them to build a strong connection with the constituents. By creating engaging, highly personalized policy announcements across multiple digital marketing platforms, candidates can engage with crucial demographic groups, such as the millennial to boost conversion.

Social media enables the candidates to build their brand in their own way and engage in direct communication with the voters. This in turn can be used to pass on messages which matter to them the most. Slowly and steadily, these relevant messages become resonant and turn into the opinions and views of the targeted voters! Politicians no longer have to rely on press releases, the media or rallies and meetings to inform the public of their campaign promises and garner support for upcoming elections. They can now reach voters on a more personal level using the power of Referral Marketing.

Digital Marketing for Politicians in India through CampGain

Referral marketing / Viral Marketing is a marketing tactic that makes use of recommendations and word of mouth to grow a business's customer base through the networks of its existing customers. Referral marketing can take many forms, but at its heart, it is a way to get your biggest fans to help spread the word about your brand and in this case YOU !

Is it the right time for political parties to take the plunge ?

Political Parties from around the world constantly struggle with creating an impactful, direct link with the millions of prospective voters who hold their future in own hands. This generation’s voters have never known a world without the Internet, and more recently, a world without smartphone devices. And with the huge volume of new voters turning 18 and entering the voting pool this year, utilizing mobile apps is more important than ever.

Have a look at the data below:

Political Parties from around the world constantly struggle with creating an impactful, direct link with the millions of prospective voters who hold their future in own hands. This generation’s voters have never known a world without the Internet, and more recently, a world without smartphone devices. And with the huge volume of new voters turning 18 and entering the voting pool this year, utilizing mobile apps is more important than ever.

Have a look at the data below:

      An estimate of 760 million smartphone users by 2021

      346 million Facebook users

      18.9 million Twitter users

      120 million active Instagram users

      308.7 million Youtube Users

India is the second-largest internet populated country just after China. The Indian internet population is likely to reach 650 million figure by 2023. This is yet another reason why Politicians should concentrate on DigitalMarketing for Elections & Political Campaign Management. With such high concentration of Digital Literacy, the potential of digital brand building is much more than ever.

Why should we use this strategy in Political Campaigns ?

 
Current Scenario: Campaign is done by Single individual / company through Social Media
 

      Digital Marketing companies / individuals uses various Social Media channels like Facebook, WhatsApp, Twitter, Instagram, emails etc.

      Thousands of WhatsApp groups are created for the candidate.

      Contents are pushed to the users (voters) from a single source.

Result !!

Lack of Personalisation & Trust

In the present time of yellow journalism, fake news, misleading campaigns can really make or break the future of a political party facing the election. There may be many fake accounts circulating on the Internet, which may harm their political campaign.

  • Receiver ignores the message as the sender is not known to him / her.
  • People might leave the whatsapp group thinking it as a nuisance
  • Content gets unnoticed amidst a vast pool of messages / news.
Online Election Campaign App in Kerala

Social Media Detox:

People have a general aversion to Mass emails / messages and consider them as SPAM and unauthentic / bogus. This rigid repulsion against contextually blind automated bulk mailing, and viral marketing messages in general will have an adverse effect on political campaign and success of the candidate at large. But if the same messages are being sent by their friends / family they consider it as genuine because of the trust element associated with the sender. We consider this as an important observation which should be incorporated in the model of campaign diffusion.

     People are increasingly trying to limit the amount of time they spend on social media.

     People choose to detox because they don’t trust social media platforms, either due to issues like Fake News or because of privacy and data concerns.

Diminishing Organic Reach of Social Media platforms

Policies and Algorithm of major social media platforms limits the organic reach of your content. For eg: if you have 5000 followers in your FB page, you can reach a maximum of around 25 people only. Unless you are paying Facebook for ads, no one is likely to see your content. When it comes to Whatsapp, people tend to ignore junk messages / leave groups which they consider not important as the volume of fake news is alarmingly high.

We can avoid this situation as the receiver has the benefit of trust with the sender.

     Unless you are paying Facebook for ads, no one sees your content

     Algorithm of Facebook limits the reach of your content

How can we use referral marketing as a tool in digital brand promotion ?

Create a Brand

As the founder of Amazon, Jeff Bezos, says: “Your brand is what other people say about you when you’re not in the room.” Your brand is your reputation ! Create a connect with the constituents and address them in a way you can resonate with what matters the most to them.

Identify your influencers

Find the people who have mentioned your brand over social media and take the engagement a step further. Ask them to tweet with a certain hashtag or share a post with their network. Remember your followers have followers too. Your marketing reach will be substantially amplified by tapping into communities where one of them is a vocal advocate of your product.

Build Brand Trust & Authentication

61% of end users will trust the recommendations of friends and family over celebrity endorsements / fake sites / untrusted sources because they are more likely to be honest. People tend to have a higher level of trust when they receive information from their friends / colleagues.

Stay in people’s minds

The next step is to create a “buzz” amongst the crowd by constantly reminding them about the candidate and his / her work. What is important with any candidate is that he / she is transparent and that the brand is repeated often so as the voters will not forget. The more times that a brand is put out there, the easier it is for voters to buy into it and the easier it is for them to understand what that candidate’s position might be on a topic even if they have never spoken about the topic.

Online Election Campaign App in Kerala

CampGain is a social media platform-based Volunteer Management system App / Campaign management app from d’Katia Software Technologies Pvt Ltd , Kerala. With CampGain, you can experience the magic of reaching a wider audience through the power of Social Networking. Candidates can share all election updates to the general public through their followers / volunteers in less than few seconds. Thousands of volunteers will be able to digitally promote their candidate in few clicks. App can be used as a and candidates can ensure maximum activities are done by the supporters in his / her favour.

CampGain is a bright and stylish Political Campaign App, where supporters of the candidate can share campaign pictures, live feed and all the events within the constituency with their supporters and their network. Users can like and share the content on any social media platform. Activities of the volunteers can be monitored and analysed for building a more effective campaign strategy. CampGain uses the brilliant method of Viral Marketing which is a widely popular and successful model for Election Campaign in many parts of the world.

CampGain App is a bright and stylish mobile application for social media tool for brand promotion campaign

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