Who is the typical subscriber? Is it the right tool for reaching Millennials?
Messenger is one of the most widely used apps in the world, it means “connecting with my friends on Facebook” for a generation. But its use is much more typical of the younger generation. That implies another huge opportunity. Most political operations find it challenging to engage with younger voters (Millennials and Gen Z). Messenger provides the best solution to tackle this particular challenge.
How will I get subscribers, who wants to connect to with me on Messenger?
It is important to understand that from the voters’ perspective, Messenger is a channel that they actively choose. It’s impossible to start messaging your voters without their consent. That would constitute an intrusion into their private sphere since Messenger is mainly known as a channel for private conversations.
There are two ways to get people to interact with your bot, which will authorize you to treat them as subscribers and send them messages. First is the organic way, that is when they just click the “Send message” button on your Facebook Page or discover your bot and click the “Get Started” button because they received the link of your bot from a friend, for example. A special case of the organic reach is when you connect with voters who commented on your Facebook Page. In that case, you can send them one message that tries to generate an interaction with the potential subscriber. But you will get most of your subscribers from the second option. They will see advertisements in their Facebook feed or in their Messenger app or on Instagram, saying things like “Would you like to chat with me? Politician X” or “Tell me your opinion about issue Y”. Anyone clicking on these ads will become a subscriber of your Messenger channel. If someone is a subscriber, you can send her/him messages any time.
How much does it cost to stay in touch with my voters after they subscribed?
You should allocate some money for the initial “opt in campaign” described above when you’re trying to get new subscribers. In the long run, you do not have to pay to reach your subscribers if your messages are not commercial/promotional, which is typically the case with political communication. Of course, you will have to devote some resources to run your Messenger bot, mainly time as well as the fees for using WinWith.Me, but it is still much cheaper and much more efficient than other channels.
What will I use it for? Could you give me some practical ideas?
We always recommend finding your own “Messenger style” and use your creativity to generate meaningful conversations with your voters. If you are a WinWith.Me user, we will share with you some of the best ideas how Messenger bots were deployed in various political campaigns. In addition to the creative use cases, however, there are also some more general functions that you can have your bot perform for you. It is a good idea, for example, to have a link to your manifesto and to your other channels in the menu, and it is a good idea to offer voters the possibility of scheduling a personal meeting with you. It is also a great platform for asking voters to donate or for register as activists. But the greatest benefit of having a bot is the ability to send broadcasts.
Typical broadcasts can be the following:
- Asking voters' opinion about an issue
- Informing voters directly about a new initiative
- Alerting them to a media appearance
- Providing voters with personalized news alerts
- Mobilizing for events, rallies
- Asking for donations
- Recruiting activists
- GOTV operations, mobilizing on an election day
There is a special broadcast type we suggest using. You organize your most active voters into a closed group and send them “Share Cards”, which they can easily share with their personal friends in the form of a private message. This will elevate your peer-to-peer texting efforts to a whole new level.
Will I see better open and read rates than with email?
Sure. Messenger has push notifications, so your voters will know when you have sent a message. And it is a much more interactive tool, your voters will love it when you use WinWith.Me’s cutting-edge features to turn messaging with you into an enjoyable experience for them.
But never lose sight of the fact that your voters have allowed you into their private spheres. Your message will appear in your voter’s Messenger inbox between a note from her daughter and an invitation from a friend to come over and watch a movie together. A presence in that space of attention is a unique and huge opportunity -- but it can easily backfire if you do not find the right tone or you fail to remain relevant. Winwith.me will help you navigate these challenges.
It’s fantastic to have such rich profiles of my voters. But is it also GDPR compliant?