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British Red Cross Adapts Social Strategy for Campaign Success

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British Red Cross utilized Brandwatch Analytics to react quickly in a crisis. Download the case study to see how the organization adapted their social strategy and responded faster to improve campaign …

British Red Cross utilized Brandwatch Analytics to react quickly in a crisis. Download the case study to see how the organization adapted their social strategy and responded faster to improve campaign success.

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  • 1. Case Study/ British Red Cross British Red Cross Rapidly Adapts Campaigns based on Smarter Social Insights
  • 2. Founded: 1870 Headquarters: London, UK Audience: People in Crisis Industry: Non-profit, Charity Website: http://www.redcross.org.uk/ Services: First aid, emergency response, disaster preparedness, family tracing, health and social care, protection of people in conflict, refugee support Brandwatch services: Social Media Monitoring and Analytics The Goal/ Unify Social Data to Increase Knowledge. The British Red Cross is a volunteer-led humanitarian organization that helps people in crisis, whoever and wherever they are. Domestically, the organization’s mainstay services include independent living, first aid training and emergency support service. Internationally, they respond to emergencies and work with communities to help build resilience, so that the next time disaster strikes, they will be prepared. The British Red Cross uses social media for many purposes – digital fundraising, editorial commentary, crisis response, interaction with the public and more. Feeling overwhelmed by the wide range of social data and the need to analyze it faster than ever, the organization sought a solution that would help them achieve three goals: 1. Capture and manage all social data from a single information hub 2. Analyze social data in real time to identify appeal themes that resonate 3. Optimize development campaigns via informed results tracking Successfully implementing the right solution would have a tremendous impact. The Challenge/ To Make Smarter Decisions, Faster. When public disasters strike, social media goes abuzz fast and furiously. “For the disasters we address, it’s not uncommon to see related social mentions escalate into the thousands or millions very quickly,” said Ed Lyon, Social Media Officer at The British Red Cross. For this reason, The British Red Cross required a social media monitoring and analytics solution that makes it easy to analyze data, pick out the most relevant pieces and surface the ‘so what’ results that inform strategic responses across the organization. This left the organization searching for a solution that could deliver in three key areas: 1. Capture data from millions of social sites in multiple languages 2. Enable fast and easy queries of the data 3. Present results in easily digestible formats The Solution/ Powerful, User-Friendly Social Analytics. The British Red Cross tested multiple social media monitoring tools, but wanted to use just one in order to easily centralize and manage all social activities. Another division of the organization were already using Brandwatch Analytics. Given that division’s success with the solution, after a brief trial, the British arm of the Red Cross quickly selected the Brandwatch platform as well. “Straight away on the trial, we just found the platform so easy to use. The simplicity of basic functions such as defining your search terms gave us a really good first impression compared to other monitoring tools,” said Lyon. What most impressed the British Red Cross team was the ability to quickly get to the data that matters most. Rather than sifting through reams of unwanted data, they leverage Brandwatch’s intuitive data querying functionality to refine their dataset in a variety of ways, each accompanied with charts and tables that make results clear and easy to understand. Organization: The British Red Cross A Historic Charity With a Modern Approach Key Benefits/ Case Study/ The British Red Cross At a Glance/ • Improved online and offline development campaigns • Identified ideal names and themes for public appeals • Organized and streamlined social media workflows across multiple departments £513KRaised for the Hurricane Sandy Appeal
  • 3. The charts above (Fig 1 and 2) demonstrate how the social world was most frequently characterizing Sandy over the course of its nine- day occurrence, in aggregate and by geography. The organization localized data in Brandwatch to see if the UK was following US trends. “This was invaluable to getting our appeal right during such a limited time frame,” said Lyon. Given the public characterization as ‘hurricane’ and the sheer mention volume, The British Red Cross labeled its appeal efforts with ‘Hurricane Sandy’ over other trending options. Hurricane Stage 2 23 Oct 24 Oct 25 Oct 26 Oct Tropical Storm WINDSPEED Hurricane Stage 1 30 Oct Cuba Jamaica Haiti Dominican Republic 30mph 110mph NORTH ATLANTIC OCEAN KEY U.S.A. 22 Oct 23 Oct 24 Oct 25 Oct 26 Oct 27 Oct 28 Oct 29 Oct 30 Oct hurricane trend superstorm trend Asia Europe Africa North America Australasia South America hurricane trend superstorm trend tropical storm trend Case Study/ The British Red Cross Campaign success; reacting fast and adapting intelligently. Results/ The British Red Cross raises over £500,000 for the Hurricane Sandy Appeal. Development efforts at the British Red Cross have improved greatly since implementing Brandwatch Analytics. For example, in response to the Hurricane Sandy disasters of 2012, the Digital Team used Brandwatch to trawl thousands of social sites and decide on the most compelling name for their public appeal, including terms for a hashtag and general search. ‘Hurricane’, ‘tropical storm’ and ‘superstorm’ were all being widely used. However, Brandwatch Analytics quickly yielded the targeted social insight to help decide on the optimal appeal name. Another benefit of Brandwatch monitoring and analytics has been social activity coordination across the many departments of The British Red Cross. In an organization as big as the British Red Cross, there are various departments engaging with the public over social media each day: PR, Marketing, Media, Digital Fundraising, Editorial and the core social media team. “We use Brandwatch’s alerts and workflows to assign different types of information to the relevant members of each team,” said Lyon. “This is essential to streamlining our social media activity when it’s split across so many people” continued Lyon. “Having social data automatically categorized in realtime, seconds after it was posted online, was essential.“ “We use Brandwatch’s alerts and workflows to assign different types of information to the relevant members of each team,” Hurricane Stage 2 23 Oct 24 Oct 25 Oct 26 Oct Tropical Storm WINDSPEED Hurricane Stage 1 30 Oct Cuba Jamaica Haiti Dominican Republic 30mph 110mph NORTH ATLANTIC OCEAN KEY U.S.A. Fig. 1 Fig. 2 Hurricane Stage 2 23 Oct 24 Oct 25 Oct 26 Oct Tropical Storm WINDSPEED Hurricane Stage 1 30 Oct Cuba Jamaica Haiti Dominican Republic 30mph 110mph NORTH ATLANTIC OCEAN KEY U.S.A.
  • 4. About/ The British Red Cross The British Red Cross helps people in crisis, whoever and wherever they are. They are part of a global voluntary network, responding to conflicts, natural disasters and individual emergencies. They enable vulnerable people in the UK and abroad to prepare for and withstand emergencies in their own communities. And when the crisis is over, the Charity help them to recover and move on with their lives. For more information, please visit http://www.redcross.org.uk/ Brandwatch Brandwatch is a leading provider of social media monitoring and analytics solutions. Brandwatch is one of the world’s leading social media monitoring and analytics platforms. Its technology gathers millions of online conversations every day and provides clients with the tools to analyse them, enabling brands and agencies to make smarter, data-driven business decisions. The company has won awards for its technology and renowned corporate culture, and regularly wins accolades for its impressive growth. The Brandwatch platform is used by over 900 brands and agencies, including organizations such as Dell, PepsiCo, Whirlpool, Kellogg’s and British Airways. For more information, please visit www.brandwatch.com @brandwatch | Brandwatch Blog | Brandwatch Facebook Page “...we just found the platform so easy to use. The simplicity of basic functions such as defining your search terms gave us a really good first impression compared to other monitoring tools” Edward Lyon Social Media Officer, The British Red Cross