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Ann-Mari Freebairn – Head of CommunicationsMichael Laffan – Online Communications Manager<br />
“Ultimately, users visit <br />your website for <br />its content. <br />Everything else is <br />just the backdrop.”<br /...
@1940Alex           @1940Frank<br />@1940George         @1940Jane          @1940Mary<br />
Involving celebrities<br />
Supporter engagement<br />Re-visit 1940Chronicle website<br />Subscribe through RSS feeds<br />Social media engagement<br ...
Outputs<br />83,551 overall visits<br />57,307 unique visitors <br />26,382 repeat visitors to campaign site<br />2,481 Ch...
Using online influencers <br />30 – 40 friendly bloggers wrote posts on Day of Action<br />100 highly engaged people produ...
Visitors to 1940 Chronicle<br />
Audiences<br />Facebook insights showed that we successfully engaged with younger supporters<br />
Outcomes<br />Increased traffic to main RAFBF website by 100%<br />Themed e-newsletter – 50%+ open-rate<br />RAFBF Faceboo...
Other outcomes<br />77 pieces of media coverage with 8 million Opportunities To See<br />Change in positioning reflected i...
Online donations<br />Online donations trebled compared to the same 4-month period in 2009<br />
The future’s bright ...<br />Investment and buy-in<br />Future web strategy<br />Sustainability<br />Building on relations...
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Using social media to reposition your organisation, attract new supporters and build engagement

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Dean Benton, Director of Marketing and Communications, RAF Benevolent Fund

Ann-Mari Freebairn, Head of Communications, RAF Benevolent Fund

Insights and lessons from the RAF Benevolent Fund’s ‘1940Chronicle’ social media campaign:

• Learn how the charity is using social media to move beyond the stuffy image associated with many established military charities and helping to re-position itself as a modern Service charity.

• Learn how the charity’s social media activity is attracting a new and younger generation of supporters as well as increasing online donations.

• Discover the benefits of integrating your on and off-line PR activity to create greater impact and expand the reach of your campaign.

Published in: Education, Technology, Business
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  • Transcript of "Using social media to reposition your organisation, attract new supporters and build engagement"

    1. 1.
    2. 2.
    3. 3.
    4. 4.
    5. 5. Ann-Mari Freebairn – Head of CommunicationsMichael Laffan – Online Communications Manager<br />
    6. 6.
    7. 7. “Ultimately, users visit <br />your website for <br />its content. <br />Everything else is <br />just the backdrop.”<br />JakobNeilsen - useit.com<br />
    8. 8. @1940Alex @1940Frank<br />@1940George @1940Jane @1940Mary<br />
    9. 9.
    10. 10.
    11. 11. Involving celebrities<br />
    12. 12.
    13. 13. Supporter engagement<br />Re-visit 1940Chronicle website<br />Subscribe through RSS feeds<br />Social media engagement<br />Visit RAFBF main site<br />Sign up for e-newsletter<br />DONATE!<br />
    14. 14. Outputs<br />83,551 overall visits<br />57,307 unique visitors <br />26,382 repeat visitors to campaign site<br />2,481 Chronicle followers on Twitter<br />1,623 fans on Facebook<br />1,457 Twibbon downloads<br />
    15. 15. Using online influencers <br />30 – 40 friendly bloggers wrote posts on Day of Action<br />100 highly engaged people produced 31 to 145 pieces of campaign related content each<br />48,085 mentions across social networks<br />Tweet reach of 320,000 via 200 tweets<br />
    16. 16. Visitors to 1940 Chronicle<br />
    17. 17. Audiences<br />Facebook insights showed that we successfully engaged with younger supporters<br />
    18. 18. Outcomes<br />Increased traffic to main RAFBF website by 100%<br />Themed e-newsletter – 50%+ open-rate<br />RAFBF Facebook fans increased by 2,000+ <br />RAFBF Twitter following grew from 25 to 1,200<br />
    19. 19. Other outcomes<br />77 pieces of media coverage with 8 million Opportunities To See<br />Change in positioning reflected in posts, online conversations and off-line coverage<br />Website will be used as an online teaching resource <br />Website has become part of British Library archive of UK documentary heritage<br />
    20. 20. Online donations<br />Online donations trebled compared to the same 4-month period in 2009<br />
    21. 21.
    22. 22. The future’s bright ...<br />Investment and buy-in<br />Future web strategy<br />Sustainability<br />Building on relationships with online influencers<br />More integration of on- and off-line PR<br />Online donations<br />
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