Managing your brand online

2,162 views
2,051 views

Published on

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

Published in: Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,162
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
18
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Managing your brand online

  1. 1. MANAGING YOUR BRAND ONLINE Nicola Dodd & Michael Docherty July 2013
  2. 2. 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+
  3. 3. Within the digital context, CRUK has multiple touch-points 3 CRUK Websites Social Apps Email 3rd Party Websites Blog & bloggers
  4. 4. 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
  5. 5. New CRUK.org project 5
  6. 6. New CRUK.org project 6
  7. 7. 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. 8. 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
  9. 9. 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. 10. 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. 11. 11 Press office & science comms Product teams Patient liaison Corporate partnerships External agencies Legal ITS Supporter Services
  12. 12. 12 IS/Technology Product owner priorities Resource Proliferation Data capture Multiple access devices Pace of change
  13. 13. QUESTIONS?

×