How Age UK uses social media to engage with supporters

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Case study presented at PR Moment Brand Engagement conference http://prmoment.com/PR-Conferences/brand-engagement-conference.aspx

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How Age UK uses social media to engage with supporters

  1. 1. How Age UK use free socialmedia channels to connectwith its audiencesRob Mansfield - Senior Digital Editor, Age UK
  2. 2. How Age UK uses social media… Age UK – a quick overview Our social audiences How do we and other charities use it? Measuring success
  3. 3. Age UK: an overview3 National Partners: Age Cymru, Age NI, Age Scotland175 Local partners2 financial services companies600+ Age UK shops500+ local friendship centres and older people’s forums1 Biomedical research charity1 International sister charity for overseas relief
  4. 4. Social audiences, who are they?Core audience: older people 50+, their families and carers 23k+ fans 20k+ followers 45% are 55+ Professionals 65% are 45+ Mainly 35+ 70% female 60% femaleMore than one Facebook page Three separate Twitter handles- Team Age UK @age_uk – Main charity : Purely for those running for @ageukcampaigns – Public Age UK at an event affairs @ageuknews – Media team
  5. 5. How does Age UK use social media?
  6. 6. Humour works...
  7. 7. The quirky...
  8. 8. Heart-warming stories
  9. 9. Campaigns We have issues... The tangible campaigning work we carry out always resonates with our audience and Facebook is an ideal way to spread our message, with our audience as the advocates. This example: >5% engagement
  10. 10. Promoted posts
  11. 11. BHF
  12. 12. On Twitter...Live-tweetingIn common with many otherbrands, we live-tweet anythingthat we think is relevant –especially TV programmes.Here’s Doris again...
  13. 13. We, ahem, invent new words...
  14. 14. Online debates
  15. 15. Parkinson’s UK
  16. 16. WhizzKidzAudiobooAward-winning for Best Innovation: at partyconferences – smartphone podcastingFor Marathon runners to update sponsors of theirprogress, as they run the course
  17. 17. Pinterest
  18. 18. Success? How do you know?
  19. 19. Facebook gives you the tools...
  20. 20. Success...In September 2012, we wereranked in Top 10 Brands byDaily Page Engagement Rateon Facebook pages in UK,according to social mediamonitors, Socialbakers.
  21. 21. Summary• Try things... You won’t get it right first time• Talk to people – accept the bad and the good• Listen to your audience• Silence is as telling as noise• Don’t be put off by low percentage returns
  22. 22. Any questions? Rob Mansfield rob.mansfield@ageuk.org.uk Twitter: @robram LinkedIn: www.linkedin.com/in/robmansfield

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