Whizz Kidz and social media Presentation Transcript
measuring, engaging and listening
Rob Dyson, PR Manager & social media
Recap of capturing metrics:
Last tweetup I had started to measure our reach & engagement in social media
Bare stats in Jan:
Twitter followers: 1,444
Facebook fans: 903 , engagement fluctuating dependent on what we put out there.
Approx 9,000 video views of our YouTube channel + 24 subscribers + 6 comments
1,649 views of our Flickr page
The last few months have seen Whizz-Kidz:
launch our cinema ad – which we also hosted on YouTube & tweeted about & linked on Facebook.
Appear on BBC1 ‘The One Show’ + so we spread the iPlayer link via FB & Twitter.
Secure Major Phil Packer to walk ‘mile 26’ of London Marathon for us – with a disabled ambassador (tweets, FB, Flickr)
You get out what you put in ..
Bringing people with us, staying ‘local’ to loyal champions
1st week of June:
Twitter followers: 2,054
Facebook fans: 1,232 , with greater degree of feedback & engagement.
Almost 20,000 (!) video views of our YouTube channel + 43 subscribers + 22 comments
4,784 views of our Flickr page
Whizz-Kidz Events: Using Social Media to Engage Jess Leigh, Events Fundraisier
Whizz-Kidz Events: London Marathon and the 550+ runners
Other Whizz-Kidz events: International marathons, shorter runs, treks and challenges
Starting out with social media – Facebook and Twitter
Approach with Twitter vs. approach with Facebook
Creating Personal Profiles: London Marathon via ‘Jessica Whizz-Kidz’
Why a profile rather than a fan page?
Less ‘hard sell’ – runners more likely to connect with person than organisation
A real ‘face’ behind London Marathon/Whizz-Kidz – strengthen relationships
Another way for runners to communicate with me/Events
Team specific area to get runners talking
Connecting with runners: 255 ‘friends’
Getting people talking!... Building team community: another way for runners to communicate with us, and begin to communicate with each other
Reiterating and reinforcing content of team emails, and Whizz-Kidz fan page news – increasing awareness of important deadlines and also WK cause/news
Monitoring activities of runners on Facebook – groups/events/fundraising activities set up and being invited to join
Sharing photos – interactive use of multimedia; allowing those unable to attend events a glimpse into them; encouraging people to join in with future events
Putting a ‘face’ to their Whizz-Kidz experience
Irreverent/silly communications – crucial stuff!
Building excitement/anticipation about the event amongst team, e.g. 10 day London Marathon countdown with advice
Sharing in the joy after the event
Dipping our toes into cross-promoting other Whizz-Kidz events – bringing together the seemingly fragmented approach
New York Marathon
Great feedback from runners about this use of social media to build their Team Whizz-Kidz London Marathon experience…
“ Really nice idea - easy to leave a message or question without having to call etc. Jessica put statuses on regularly with updates etc which were really useful.” “ very good reading and some of the tips by other runners were great” “ Jessica was always quick in responses and advice given. It was something not available on my first time last year and must have been useful for many first time runners.” “ Was great to see others’ thoughts leading up to the big day.” “ I used this to get to some faces, so as not to feel like a total stranger on race weekend” “ It was lovely to see the photos.” “ made you feel like a team and took some of the nerves out of the day as it felt like you already had a relationship with the team”
What are the Challenges of this Approach?
The wider Whizz-Kidz ‘family’: Works very well for London Marathon team, but difficult to build this form of community with smaller and various teams, such as international marathons and treks
Too focused? Only hearing about London Marathon (on the whole)
Fragmenting audience: Not a very unified front for Whizz-Kidz Events
How to maintain this level of engagement once the London Marathon is over? And what to do when 2011 team starts signing up?
Weighing It Up
Significant level of engagement with LM10 team (and team engaging with each other). Generating real community.
Great feedback from runners
Clear and focused audience. Automatically reaching engaged and interested audience – easier to direct communications
Personalised/warmer approach has stronger effect for promotions than straight ‘marketing’ approach
Splitting our audience
Lack of Events unity in approach
Too London Marathon-centric
Closed to the general public
Only relevant during team’s marathon year – what next?
Suggestions and solutions, comments and questions…
Questions Facing the Strategy from here…
Should we create a Whizz-Kidz Events profile?
But how to maintain personal approach?
Go where the audience is strongest – close Events Twitter in order to make bigger go of Facebook?
Should we open up profiles to anyone/everyone?
How do we keep track of who our eventers are/avoid confusion amongst non-team members? (Friend lists?)
Set up Whizz-Kidz Marathon Alumni groups to maintain relations with old eventers/so they can keep in touch?