As you may have heard our voting rolls just grew by 47k new voters to a total of 3.4 million Arizonans. While registration increases every time we vote for president, I think some of this increase is due to the social media-driven voter outreach program we started back in February, during the run up to the PPE.
Arizona is home to approximately 6.8 million eligible voters – citizens over 18 years of age. So the good news is that more than 60% of persons eligible to vote are registered and can vote. Arizona was one of the first states in the country to move to online voter registration (www.servicearizona.com) back in 2002 and that’s how nearly all of us register. The days of filling out a form at the post office or a county fair are behind us.
One of the most compelling features of social media advertising is its efficiency. We started with several different ads urging people to get registered and quickly figured out which ones generated the most responses. (Winner above). Ads that turned into clicks ran more often and less responsive ads went away. All together our voter registration campaign was seen more than 1.4MM times and generated 46,000 unique visits to our elections website. www.arizona.vote.
Social media advertising generates reams of statistics. For me the most relevant are:
- People 55+ engaged a couple of weeks before the registration deadline in response to Facebook ads and used their desktop computer to follow through.
- Persons 18-25 were more likely to hit us up in response to a web search and did so via a mobile device.
- Ads urging people to register to vote were way more responsive than ads urging people to vote.
The deadline to register to vote is 30 days before Election Day so there isn’t a lot of other political advertising moving but a generic ad urging people to vote is going to get drowned out by endless ads urging people to vote for this candidate or that party. Getting registered to vote is a civic duty but getting some to actually vote means they’re excited about the people on the ballot.
We’re going to continue our social media outreach through the General Election (registration deadline is October 10!). And we’ll keep evaluating the data to make this effort every more efficient and productive.