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Virtual campfire: 
Girlguiding social strategies 
Jo Kerr 
Head of Digital Communications 
Girlguiding 
@gambollingsylph 
@Girlguiding
Who is Girlguiding? 
Rainbows 
(4-7 yrs) 
Brownies 
(7-10 yrs) 
Guides 
(10-14 yrs) 
The Senior Section 
(14-25 yrs) 
The leading charity for 
girls and young women 
in the UK 
450,000 girls and 
young women 
5-25 
Over 100,000 
volunteers
Who is Girlguiding? 
We change as the 
lives of girls change 
We are for all 
girls 
We give girls a 
voice 
We give girls 
their own space
SearchLove London | Jo Kerr, 'Virtual Campfire: Girlguiding Social Strategies'
Our digital strategy 2014-15
Minifigs partnership
Minifig invasion!
Voted top 30 
charity 
sector CEOs 
on social 
(my boss) 
And took over the office
World leaders were involved
Promotions
Personas
Personas
Girls attitudes
Girls Matter 
• More than 4,000 
pledges so far 
• Social driving 
conversions 
#GirlsMatter 
• Girlsmatter.org.uk
By girls, 
for girls
#BigBrownieBoot
• Trended twice in one day 
• Trended 5th in UK 
• Our accounts were tagged 
more than 2,000 times on 
the day 
• Instagram following grew 
by 30%
Campaign Alpha site #GirlsMatter
Feedback on our site
SearchLove London | Jo Kerr, 'Virtual Campfire: Girlguiding Social Strategies'
jo.kerr@girlguiding.org.uk 
@gambollingsylph

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SearchLove London | Jo Kerr, 'Virtual Campfire: Girlguiding Social Strategies'

Editor's Notes

  1. Needs to be 16:9
  2. Need a jazzier version of this slide – less copy and a snazzy visual (aka the one you did for Caroline)
  3. https://www.youtube.com/v/eWJgqZdYrVk
  4. Add I was a Brownie T-Shirt selfie image
  5. Example Twitter/Instagram user
  6. Use Audrey as an example Facebook user
  7. Add Everyday Sexism GAS video (30secs)
  8. Girls Matter pledge graphics
  9. User generated content
  10. User generated content
  11. Add content from Instagram, video of Little Mix / Diversity
  12. Feedback on strategy, maybe add pics from workshop we did with Guides (ask Tassja/Tim)
  13. Jo Had you heard about it before today? Are you Digital Champions?