creating digital advertising - labour party
TRANSCRIPT
Creating Digital Advertising
This session will outline how you can use Promote, the Labour Party’s targeted digital advertising platform, to create digital advertising on Facebook.
It does not require any prior knowledge of the system or of Facebook. We will also look at practical examples of its use in successful campaigns.
Beginner level (60 mins)
Creating Digital Advertising
• Why social media & digital advertising?
• What is Promote?
• Setting-up Promote
• Case study – Ipswich 2017
Social Media is where many people now consumenews…
…and share with their friends!
Why social media?
Integrated communications
Reach a target audience of key voters
Optimise the journey people take
Test language and imagery to inform future planning
Why digital advertising?
Why social media & digital advertising?
Why digital advertising?
On social media:
• Who sees your message?
• How many people are you really talking to?
• What about the (many) people who don’t follow you?
Why digital advertising?
With digital advertising:
• More invasive - people don’t expect to see your posts so
• You must serve relevant messages to capture people’s attention!
• Use with organic – its not an either/or situation
• Test your message
• Serve Facebook ads to the same audience pool as Direct Mails – run a few days either side of landing.
You can use digital ads with direct mails…
Why digital advertising?
Which channel?
Any Questions?
What is Promote?
What is Promote?
• Promote is the Labour Party’s platform for targeted digital advertising
• It links audiences from Contact Creator to Facebook so you can create targeted ads
• Visit: https://promote.labour.org.uk
• Access from local Contact Creator Admin
Contact Creator
Promote
1. Create audience in Contact Creator
2. Audience appears in Promote (matching takes up to 48 hours)
3. Create advert and add audience in Promote
4. Post advert to Facebook
48 hours
Audience Approval
Advert Approval
What is Promote?
Types of Campaign
Like Petition Photo/Link
Types of Campaign
Video
Types of Campaign
Mobilisation Fundraising
CostsThe costs of Promote work vary significantly based on the type of ad that you want to run, the length of time you want to run it for and the audience size but as a general rule you could allocate:• £150 for a hard hitting constituency wide campaign • £40 for local government by-elections• £25-50 for a smaller more localised campaign • £5 for post canvassing follow up work per week
Any Questions?
Setting-up Promote
Promote
Facebook Business
Facebook Personal Account
Facebook Page
Facebook Ad Account
Users
Ad(s)
Setup – Accounts & Import
Setup – Accounts & Import
Setup – Audience Sharing
Setup – Political Ads Authorisation
• Only needs to be done by the person using their Facebook personal account to import ad account into Promote
• Visit: https://www.facebook.com/business/help/208949576550051
• Follow UK instructions• Set up 2-factor authentication• Provide a scan of a government identity document• Await a letter in the post... (should be a few days)
Setup – Transparency & Disclaimer
Setup – Transparency & Disclaimer
Any Questions?
Case Study – Ipswich 2017
Like campaign run for first few weeks of election. Served the dual function of introducing Sandy as the candidate and generating Facebook likes.
Postal votes targeting electors whose voter ID is consistently Labour, never against, but who the marked register indicates have missed at least one election.
Mobilisation targeting people who liked page & Party members. Two variants – linking to ‘action’ page and ‘donate’ page.
Issue – School CutsTargeting households with children, segmented by High School catchment area (versions for different schools) on the basis that the kids will either be there now, or go there in the future.
Issue – Bens BridgeMultiple versions. Targeting individual neighbourhoods that would be negatively impacted by bridge
Green/ Lib Dem squeezeTargeting anyone who has ever mentioned Greens or LibDems in voter history. Also targeting Labour supporters in areas where there is a problem with Labour supporters tactically voting for the LibDems in local elections.
Any Questions?
Next steps...
Next steps...
Contact Creator - Selections
Sunday 22 September - 09:00
Thames Room, Hall 7, Hilton Brighton Metropole
Training & support
All of the training guides, webinars and other essential Campaign Technology resources are available online from the Campaign Technology Support Team page:
labour.org.uk/campaigntechnology
Useful contacts and sites to visitTraining Team - [email protected] | labour.org.uk/training | achieve.labour.org.uk
Labour Party Fundraising and Development Team - [email protected]
Legal Hotline - [email protected] |020 77831498
Telephone: 0345 092 22 99
Option 3 | Campaign Technology | [email protected] – Friday 9:30am – 6:00pm
Option 3, Option 2 | The Organise Team | [email protected] Monday – Friday, 10am – 4pm
Option 5 | Labour Membership | [email protected] Monday – Thursday 9am–5pm, Friday 9am–4:30pm
Thank you!
