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Content is king, CharityComms South West Regional Group, 13 June 2014, http://www.charitycomms.org.uk

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Richard Hudson, director of digital and marketing, Meningitis Now …

Richard Hudson, director of digital and marketing, Meningitis Now

Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk

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Transcript

  • 1. Content strategy – our approach Richard Hudson Director of Marketing and Digital
  • 2. blah blah blahlah blahblah blah blah blah blah blah blah blahblah blah blah blah blah blah
  • 3. Our content principles • Tell me something I don’t know • Entertain me • Be timely • Always be relevant • Learn and improve
  • 4. Our challenges
  • 5. 1. Talent
  • 6. Multi-disciplined content team + 15 bloggers, including chief executive + teams curating page content
  • 7. Mandatory Chief Executive buy in
  • 8. 2. Technology(is changing)
  • 9. Mobile growth
  • 10. Mobile in May > 63%
  • 11. Hello 2. Platforms(are changing and growing)
  • 12. Content octopus
  • 13. http://www.bigactivities.com/coloring/sea/octopus/octopus.php Website content Content octopus > pick your battles
  • 14. 3. Habits(continue to change)
  • 15. http://guestofaguest.com/wp-content/uploads/2009/12/facebook_addict.jpg
  • 16. Peak times: 8 > 12 > 8
  • 17. The power of content
  • 18. Beat it Now! campaign • Meningitis can affect anyone • Many different strains • No vaccine for all types • It can result in limb loss, hearing loss, brain injury and death • One of the most feared diseases of young parents
  • 19. Our challenge – meningitis B • New meningitis B vaccine licensed as safe in January 2013 • Privately available - up to £600 per child
  • 20. Time lost = lives lost
  • 21. Campaign toolkit
  • 22. 1. Thunderclap How it works • Thunderclap sends out a message on many platforms at the same time, creating a wave of attention. • Free to use
  • 23. Results • Over 1 million people reached How we could improve • More direct message • Landing page with stronger call to action
  • 24. 2. Live events On the ground – • Highlight work • Authentic • Make people feel involved, connected - we created a movement From the sofa – • Dual screening • Build brand awareness • New audiences
  • 25. 3. Sharing - Create sharable content on all networks – do the simple things - If you don’t ask you don’t get - Website: pre-populated shares (tweets and fb) - Sharing real stories – peer reinforcement - Real success: Tagging – call to action to tag friends
  • 26. The Campaign - Beat it Now! • Petition – online over 13,000 signatures • (36,500 handed in to Downing Street and Dept of Health) • Trailer around the UK • Case studies in local and national press • Political pressure – support from 135 MPs • (supporters to email and write to their MPs) • Recruited new celebrity ambassadors
  • 27. Update – campaign success!
  • 28. Breaking the news • First tweet + Facebook post reached 1 million • 2.6 million people reached in just 3 days • 50% increase in unique web visits from social media • Brand trending on Twitter in the UK • All from 8k Twitter followers
  • 29. Key learning • Two different post types broke the vaccine news • 200 shares vs 2600 shares • Custom short link • Image size 403 x 403 • Simple image • Eye catching • Call to action
  • 30. Viral Meningitis Week
  • 31. Viral Meningitis Week • Viral meningitis can affect anyone • Misconception that viral meningitis is a ‘mild’ disease • Viral meningitis affects an estimated 5,000 people a year • Our survey showed that viral meningitis left 97% of sufferers with debilitating after-effects
  • 32. #VocalAboutViral
  • 33. Our challenge – get people #VocalAboutViral • Meningitis Now launched their 2nd National Viral Meningitis Week • Each day of the week we were being vocal about the true impact of the disease • Letting people know that we are here to support everyone affected
  • 34. Actions
  • 35. Campaign toolkit
  • 36. Additional campaign elements
  • 37. Results…
  • 38. Website and App Website • 26k visits • 58k page views • 83% new visitors • 14k viral page views – only 249 were unique • Top referrers – Facebook mobile and Instagram • Visits up by 128% App • App downloads 308 • Up 75%
  • 39. Social • Facebook reach – 1 million • New Facebook fans – 1.8 k • Facebook ad – 76k – 10% to website • Facebook posts shared 9k times • Twitter reach 2m • Most influential tweeters Duncan Bannatyne, Michelle Heaton Dr Ellie and Dr Ranj, Yvie Burnett Tesco Baby club, NHS account and Universities • 21.3k interactions
  • 40. Our top content strategy tips • Start with your business plan • Understand your audience needs • Be clear about what you want from each channel • Try new things – be prepared to fail • Use what’s happening now – right this second • Use graphics to increase shares and reach new people • Share supporter stories and connect people to your cause • Keep it simple and shareable • Build on previous great content don’t reinvent the wheel • Be authentic
  • 41. @MeningitisNow www.MeningitisNow.org