Integrating social media into the marketing mix to achieve tangible results
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How Age UK used social media, as part of its launch of Love Later Life, to improve supporter engagement
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Integrating social media into the marketing mix to achieve tangible results
- 1. Integrating Social Media Into The Marketing Mix Rob Mansfield Senior Digital Editor, Age UK
- 2. Profitably Integrate Social Media… ? “Scratchinghishead”byTambakoislicensedunderCCBY2.0
- 4. Campaign channels • TV ad • VOD • Cinema Ads • Magazine rebrand • Social Media • Facebook • Twitter • Instagram • Pinterest • THE HUB!!
- 5. Facebook
- 6. Facebook
- 7. Twitter
- 8. Pinterest
- 9. Instagram • Posted behind the scenes shots. • Celebrity campaign quotes. • ‘Regramed’ UGC generated using the hashtag • Created short edits of the TV ad. • Posted shots of our case studies.
- 10. The Hub
- 11. Results The numbers Combined TV ad plays: 101k Overall engagement: 180k Combined social increase: 18k Combined social reach: 12m
- 12. Results In practical terms, this means • A highly-engaged audience (small is beautiful if they are engaged) • A totally new and largely-positive attitude on our facebook page • Accelerated audience growth
- 13. Any questions? Rob Mansfield @robram rob.mansfield@ageuk.org.uk www.linkedin.com/in/robmansfield Thanks to Athar and Tom for the data and execution
Editor's Notes
- Hi. So if you had original flyer for this conference, most of you will notice I’m not the attractive blond German woman who was meant to be presenting this. You’re stuck with a paunchy British chap from Brighton
- Today I’m going to be talking about how to “Profitably Integrate Social Media into the marketing mix to drive the customer journey and achieve tangible results” Crikey – that’s a mouthful, isn’t it? In other words: how we at Age UK have got social to work for us. Do you all know who or what Ag e UK is? Good!
- Our brand refresh kicked off in March. Called Love Later Life, it’s our way of encouraging people to think differently about getting older, and demonstrate that older people have a valued role in society. According to our research, over three quarters (77%) of adults are looking forward to living longer. But 9 out of 10 (91%) believe that changes need to be made in society to help us all enjoy a better later life.
- TV ad aired for 4 weeks during March and April (voice by Jonathan Pryce, poem written by Roger McGough) Bespoke videos that featured inspirational older people who love later life Cinema version of TV ad (voiced by Christopher Lee) – aired in late April/early May Life magazine – goes out to 1 million people, 3 times a year. New look focussing more on human stories And of course – this is the bit you’re interested in.
- Current audience of 41k. Started back in March with around 30k Organic and promoted newsfeed posts showing Age UK case studies and UGC collated from #lovelaterlife Targeted our wider engaged audience by creating a custom advertising segment in facebook. Really simple thing that anyone can do. Use supporters who’ve already engaged with you and for whom you have an email address, and then target them. Audience growth of 33% in 2 months. 300% growth in engagement on organic posts. Thousands of new retained Age UK advocates.
- What it’s also enabled us to do is get rid of an element of negativity that used to exist on our Facebook pages. Previously, we had people who came on purely to moan. We’ve changed the tone of our posts – focussing far more on the positive. Our audience is incredibly engaged. Most of the time, we get things like ‘wow, she/he’s amazing’, but that’s proper engagement and ensures that the next time we post, it will end up in their feed. When we’ve used budget, we’ve put it into posts we know that will do well. That way, it further increases the reach. It’s all about maintaining our Edgerank.
- Organic and promoted tweets showing Age UK case studies and UGC collated from #lovelaterlife Targeted our wider engaged audience by creating a ‘Promoted account campaign’. Cost per acquisition of 48p. Audience growth of 20% in 2 months.
- Pinterest Created a campaign board for pinning message-friendly content from around the web.
- Instagram A relatively new channel for us. We’ve discovered that the younger Instagram audience responded well to our ‘celeb’ quotes, as well as the case studies.
- The campaign hub was a place where we could curate all the social campaign collateral and mix it with Age UK content and calls to action. Mobile friendly. Easy to share the best content. A way to promote all the content on all the channels! We used a technology called Stackla Pull in content from all social channels. Directed to from Age UK homepage, as well as elsewhere on the site. Email campaigns driving people there.
- We may not have the numbers on Facebook, say, that many other charities have. And we’re not suggesting we wouldn’t love an audience of 300,000, but our audience really gets behind what we post. We are lucky, because we have a much broader spectrum of content on which to draw, but even so… The tone has changed completely. There have been times when we’ve been exasperated by the sort of comments we get, but we’ve turned it around. We’ve increased our audience far more quickly than the gradual organic growth. Yes, we’ve spent money, but it’s been targeted and I think it’s practically impossible to get this sort of growth without having a budget of some sort.