Campaigning and Social Media
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Sophie Jones, Cancer Research UK www.charitycomms.org.uk/events
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Campaigning and Social Media
- 1. Social Media Conference 21 March 2012 #CCsocmed www.charitycomms.org.uk
- 2. Social media and campaigning Sophie Jones Campaigning Manager, Cancer Research UK
- 3. Agenda • Campaigning at Cancer Research UK • Rules of engagement • Our radiotherapy campaign • Our tobacco campaign • Some challenges • Making it happen 22 March, 2012
- 4. Campaigning at Cancer Research UK We influence public policy at all levels to create the right environment to beat cancer Policy Public Affairs Campaigning 1.Analysis 1.Develop relationships 1.Supporters, staff & 2.Policy development 2.Briefings scientists support 3.Public facing policy docs & 3.Events 2.Public support commentary 4.UK and EU 3.Constituency voice 4.Partnership 5.Local links and no 4.Face-to-face, online Government funding
- 6. Rules of engagement 22 March, 2012
- 7. Rules of engagement You You Key influencers Campaigners 22 March, 2012
- 8. A Voice for Radiotherapy 22 March, 2012
- 9. Social communications 22 March, 2012
- 10. Who’s doing the asking? ‘Our radiotherapy campaign could save lives. 36,000 people are missing out on the best treatment each year. Sign our petition.’ Cancer Research UK ‘Radiotherapy saved my life last year. I received radiotherapy to help treat my breast cancer. Please help me get this treatment to other people – help me get to 10,000 signatures.’ Elizabeth, survivor ‘Please sign this petition to help more people have access to radiotherapy treatments. As you know it’s been so important to my family’ Sally, your best friend 22 March, 2012
- 11. Go where the audience is http://thisisabuggslife.wordpress.com/ 22 March, 2012
- 12. Ambassadors – building communities 22 March, 2012
- 13. Building communities Local choir, GPs, NCRN Consumer Liaison Event Great North Run Half page press coverage in the Blackpool Gazette Over 100 sign-ups at Real Ale event Rotary club, local talks College staff and students Charity quiz night Exercise classes and bard dance event
- 14. Key successes • Over 36,000 people signed the petition - Ambassadors collected around 6,000 signatures - Around 50% of all signatories were brand new - Vast majority from social media • Campaigning as a step between SM and other support 22 March, 2012
- 15. The answer is plain 22 March, 2012
- 16. An ear to the grapevine 22 March, 2012
- 17. Prepare your campaigners • Toolkits • Direct debate from your supporters • Positive comments and ‘likes’ 22 March, 2012
- 18. Integrated strategy 1. Supporters/ General public 5. Senior 2. government Stakeholders 4. MPs and 3. Media Lords 22 March, 2012
- 19. 22 March, 2012
- 20. A message from our cousins down-under 22 March 2012
- 21. Some challenges • Time & resource • Integrating that support offline • Debate on all sides • Giving up control • ‘Slacktivism’ • Tunnel vision 22 March, 2012
- 22. Making it happen • Create content people want to share • Be interested in conversations • Advocates engaging directly with key targets • It DOES take time and dedication to do well • Be authentic • Transparency – staff policies • Where possible, keep people ‘in the room’ • Monitor conversations 22 March, 2012