Managing your brand online
 

Managing your brand online

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Michael Docherty and Nicola Dodd, Cancer Research UK

Michael Docherty and Nicola Dodd, Cancer Research UK
Digital impact conference
www.charitycomms.org.uk/events

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    Managing your brand online Managing your brand online Presentation Transcript

    • MANAGING YOUR BRAND ONLINE Nicola Dodd & Michael Docherty July 2013
    • 2 1.3 M F/BOOK FANS >2 M MONTHLY VISITS TO CRUK.ORG 2M YOUTUBE VIEWS 153,420 TWITTER FOLLOWERS 43% CRUK.ORG VISITS VIA MOBILE & TABLET 273,43 3 GOOGLE+
    • Within the digital context, CRUK has multiple touch-points 3 CRUK Websites Social Apps Email 3rd Party Websites Blog & bloggers
    • 2 major projects this year to put more robust governance around touch-points...without limiting agility 4 New CRUK.org project Single user-centric & device neutral IA/website for CRUK’s core web offerings Social Media Hub Centralised social media management capability using hub & spoke model
    • New CRUK.org project 5
    • New CRUK.org project 6
    • We’re going to take a deep dive into social media to show you how we manage our brand online 7 CRUK Websites Social Apps Email 3rd Party Websites Blog & bloggers
    • 8 > 80% follow CRUK but don’t follow Race for Life > 80% follow Race for Life but don’t follow CRUK > 80% follow Stand Up To Cancer but don’t follow CRUK > 80% follow Dryathlon but don’t follow CRUK
    • Two central teams working together to get more out of social overall DIGITAL Advertising & paid promotion of our content Integrating social into our user journeys Figuring out YouTube 9 Marketing idea activation PR & SOCIAL MEDIA Community management Content / editorial overview Advocacy
    • 10 Tone of voice Controversy & conspiracies Brilliant content... Now! Sharing the love 24/7 Experiences where people are Planning & buying media Engaging user journeys, mobile &desktop Tracking & attribution
    • 11 Press office & science comms Product teams Patient liaison Corporate partnerships External agencies Legal ITS Supporter Services
    • 12 IS/Technology Product owner priorities Resource Proliferation Data capture Multiple access devices Pace of change
    • QUESTIONS?