The Bolo Program – Audience Discovery Using Social Media Intelligence

by Amelie Gareau-Lauzon

Summary

This case study illustrates how Nexalogy helped to discover ideal audiences for the promotion of the Bolo Program. Nexalogy enabled the BOLO Program to increase their social media conversion rate by targeting the audiences most likely to submit tips about at large individuals on the Canada’s  “most wanted” list.

1. Introduction

There are thousands of outstanding arrest warrants in Canada and many involve major crimes, such as murder, sexual assault, crime against children and terrorist activities. The police generally seek public assistance for the “most wanted” cases; relying on public tips in order to locate the suspects. But in many cases, the public is not aware of who is on the wanted list, so they cannot help.

New technologies and communication channels are transforming all domains, such as politics and security. The main objective of the Bolo Program is to use those technologies and channels to help the police communicate information about the most wanted cases in Canada, in order to help people submit tips so that the police can apprehend wanted individuals and bring them to trial.

Nexalogy was engaged to find citizens in Canada who have an interest in these kinds of cases. Using our technology, Nexalogy found concerned citizens and members of the public on Twitter, so that the Bolo Program could raise awareness through Twitter advertising

2. Challenge

The Bolo Program increases responses to requests for public assistance from the police on most wanted ca

ses. The goal was to make it easier for people to share those requests with their social networks and that starts with targeting the right people. The Bolo Program turned to Nexalogy to help with this new effort.

Maxime Langlois is the General Manager of the Stéphan Crétier foundation. He knew that the Bolo Program needed a third party to find the ideal audience.

“From the outset, we have worked toward the goal of reaching Canadians at the right place, at the right time, and using the right means. Social media was identified as a prime solution to reach and engage Canadians early in our design thinking process. But we certainly wanted to pay particular attention to audiences that would go beyond reading our message and actually share it with their networks, hence reaching more Canadians and encouraging them to be on the Lookout to keep their communities safe. This is where Nexalogy came in. Nexalogy helped us identify the audiences for which our message would resonate the most. This resulted in impressive engagement rates, far above industry standards, and a highly successful launch of the Bolo Program on social media.”

3. Implementation: Nexalogy’s Approach

3.1 Data Gathering

Using its advanced semantic data mining tools and techniques, Nexalogy extracted lists of citizens on social media who were interested in causes like Amber Alerts, or whom were discussing other themes in a given area.

Nexalogy then cleaned the dataset, creating a highly accurate context-relevant database that contained an audience list that were more likely to help the Bolo Program and respond positively to it’s message: “Be On The Lookout”.

3.2 Data Analysis

With a unique dataset of actors surrounding causes similar to the Bolo Program, Nexalogy was able to output lists of people that would be interested in the project, and more likely to engage with Bolo content.

With such geographic and thematic social media discussion-derived lists, the Bolo Program served their messages to the right audience, resulting in high engagement rates on their content.

With Nexalogy technology, the Bolo Program was able to achieve engagement rates as high as 17.35% on social media content, while industry standards hover near 5%.

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