Case Study Enrique Alfaro

2. 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.

3. Client Profile
Enrique Alfaro
 Government and
Politics segment 7 350 682 total population of
Jalisco.
 Since early 2011 5 692 037 number of people
registered on the Electoral Roll
 InDatcom in charge 1 929 420 total of voting age
of all digital strategies Facebook users in Jalisco
and implementations
* 2006 Governor elected with 1 115 000 votes

4. Enrique Alfaro Ramirez
Candidate for Governor of Jalisco
 39 years old
 Solid political career
 Not a traditional
politician
 Running with a small
young political party
 Bald, fat and with a
strong temperament

5. Competition
Aristoteles Sandoval
 38 years old
 Strong political party
backing (PRI, 70 years
history)
 Good looking, well
groomed

6. 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
 Simultaneous elections for
President, Governor of Jalisco and
Municipal Presidents
 The return of the "old" political party
PRI

7. 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)

8. 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!

14. 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 single
communication channel
 Official estimate 40,000+
 Campaign estimate 50,000+

17. Specific event KPIs
Higher than normal Average Engagement Rate

18. Specific event KPIs
v
People talking about KPI influenced by the event

19. Campaign monitoring KPIs
 Socialbakers Analytics PRO
 Radian 6
 Google Analytics
 others

20. Socialbakers Analytics PRO
 Identify performance on our social media
assets
 Monitor and compare competitor’s
performance
 Improve content
 Select the right time to post premium content
to maximize engagement
 Identify patterns

22. 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

26. 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

27. Oh and also our concerned offline human
pollster provided great KPIs…..
Enrique Rueda everyday at downtown Guadalajara

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

29. Conclusions
 Campaign that relied heavily on Internet and Social
Media
 Started with 10% of voters preferences and ended
second with 34%, only 4% behind
 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

31. Key elements for this 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 ;)

33. indatcom.mx @indatcom hola@indatcom.mx
indatcom.mx/engage2012