Billions of pounds are spent by local government every year on 1,200 different services. Everyone. Literally everyone benefits directly or indirectly. But voter turn-out is sometimes a struggle. It is down to imaginative comms teams to harness the social web to encourage people to vote. Then communicate the result.
by Dan Slee
Election coverage compared to a decade ago is transformed.
Ten years ago posting the results in realtime to the council website was as cutting edge as it was possible to get.
Twenty years ago, you had to wait for the local paper to publish the results. Or turn-up at the Council House to inspect the hand-written returns displayed in a noticeboard.
All this has changed. There is an expectation that people want results in realtime.
Where once Facebook was bold, it is now expected.
Here are a few examples of imaginative comms we saw.
May 4 – Star Wars day – proved rich pickings.
Torfaen Council using Star Wars to encourage people to use their vote
Posted mid-afternoon as a prompt to get people out.
— Torfaen Council (@torfaencouncil) May 4, 2017
Suffolk County Council’s Star Wars poll
Not content with a Star Wars lift, they even ran their own droid poll. Excellent.
— Suffolk CC (@suffolkcc) May 4, 2017
New Forest District Council using the #dogsatpolling station hashtag with a twist
Not happy just to snap dogs this council used a pic of different animals to stand-out from the crowd. Or flock.
— New Forest DC (@newforestdc) May 4, 2017
Selby District Council’s equine tweet
Not to be outdone, a corner of the world known for its horses used a suitable image as a subtle piece of place marketing.
— Selby DC (@SelbyDC) May 4, 2017
The Returning Officer… speaks!
So, it’s not the most creative video ever. The fact that the officer responsible for the result is seen has to be a plus.
— West Mids CA (@WestMids_CA) May 4, 2017
BBC shooting video of a council-deciding straw poll
This is rad. Northumberland was tied and one party needed this for overall control. The result was decided by a straw poll. The shaky video demonstrates the worth of content that’s on the spot over finely crafted story telling.
— Fergus Hewison (@BBCFHewison) May 5, 2017
Telling people by text on Twitter
The immediate result needs to be communicated quickly. I admire the prep that’s gone into this. The winning candidate’s pic. The overall score. Lovely. A lot of work but it looks great.
— Essex County Council (@Essex_CC) May 5, 2017
Dan Slee is co-founder of comms2point0.