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!

THANK YOU!Craig Dwyer

Twitter: @DwyerCraigEmail: craigpdwyer@gmail.com