Impress London: "Punching above your weight using social media"


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Rob Dyson, PR Manager at Whizz-Kidz, presented "Punching above your weight using social media" at Impress London on 11 November 2010.

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Impress London: "Punching above your weight using social media"

  1. 1. <ul><li>Punching above your weight </li></ul><ul><li>using social media </li></ul><ul><li>Whizz-Kidz: </li></ul><ul><li>A Case Study </li></ul>Rob Dyson, PR Manager & social media Pic:
  2. 2. Once we had a presence – people started arriving…
  3. 3. We also found them here.. <ul><li>Top tip: Search for mentions of you / your org (including misspellings) in social media and online blogs </li></ul>
  4. 4. Talking in Twitter
  5. 5. … and creating an appetite for our own work…
  6. 6. Facebook: as valid a place for advice as our helpline
  7. 7. Spreading conversations across networks -
  8. 8. <ul><li>opening a space for peer to peer advice & debate </li></ul>
  9. 9. Ask a simple question, get a simple answer…
  10. 10. The viral loop: c ross-promoting all of our sites
  11. 11. Bringing people with us, staying ‘local’ to loyal champions
  12. 12. Sharing stories directly on Flickr <ul><li>Fin’s mum: </li></ul><ul><li>“ If sharing Fin's story helps raise money and awareness then it is our way of saying thank you…  </li></ul><ul><li>“ And it makes Fin feel special and like a celebrity! He loved seeing his photo on flickr!”   </li></ul>
  13. 13. Polling opinion of our followers… <ul><li>     </li></ul><ul><li>“ to be truthful its very imaginative! </li></ul><ul><li>good thinking by the whizz-kidz team </li></ul><ul><li>*APPLAUSE*” </li></ul><ul><li> </li></ul><ul><li>  </li></ul><ul><li>   “ Nice one. Will certainly get </li></ul><ul><li>the attention of your target audience!” </li></ul><ul><li> </li></ul><ul><li>    </li></ul><ul><li>   “ Great poster </li></ul><ul><li>Could you do one for the ladies?” </li></ul><ul><li>     Childsi, Child's i Foundation </li></ul><ul><li>  </li></ul><ul><li>  234 views on Flickr - within 3 days - spread via Twitter </li></ul>
  14. 14. Magic FM helped us out during Marathon because we “tweeted” them…
  15. 15. Influencing the influencers Tweeting Stories that capture imagination
  16. 16. <ul><li>We use to record video messages from our </li></ul><ul><li>young people – to encourage top fundraisers to double their target , and to supplement Charity of the Year Corporate pitches </li></ul><ul><li>Team Whizz-Kidz runners in </li></ul><ul><li>the London Marathon </li></ul><ul><li>made their own creative videos </li></ul><ul><li>to help fundraise! </li></ul>
  17. 17. Metrics – what’s important to you? <ul><li>Pic: </li></ul><ul><li>Numbers? </li></ul><ul><li>- mentions, followers, fans </li></ul><ul><li>Conversation? </li></ul><ul><li>Retweets / referrals? </li></ul>
  18. 18. You get out what you put in ..
  19. 19. November 2010: <ul><li>Twitter followers: 3,001 – we answer every @ & DM. </li></ul><ul><li>Facebook fans: 1,747 , with greater degree of feedback & engagement. We thank, comment & signpost. </li></ul><ul><li>Almost 25,000 (!) video views of our YouTube channel + 53 subscribers + 25 comments </li></ul><ul><li>Over 8,800 views of our Flickr page (room for engagement improvement) </li></ul>
  20. 20. Summary – a netiquette <ul><li>In social media, Whizz-Kidz: </li></ul><ul><li>We don’t: </li></ul><ul><li>answers questions </li></ul><ul><li>asks questions. </li></ul><ul><li>invites people to attend events and join campaigns. </li></ul><ul><li>are helpful and signpost to different parts of the org, and website. </li></ul><ul><li>talk like real people. </li></ul><ul><li>Has fun & tries to be creative. </li></ul><ul><li>delete messages we don’t like. </li></ul><ul><li>just link to press releases. </li></ul><ul><li>criticise or dismiss anyone </li></ul><ul><li>leave our profiles stagnant. </li></ul><ul><li>limit chances to take part. </li></ul>
  21. 21. A glimpse at the future.. <ul><li>Location-based social media </li></ul>
  22. 22. Case study: London “Superswarm” <ul><li>7 October – 325 people gathered at the Jewel bar in Piccadilly, London, specifically to ‘earn’ a special badge in location game Foursquare: </li></ul><ul><li>Checking-in to a venue at the same time as lots of other people. </li></ul>
  23. 23. Could your organisation play the game? <ul><li>Attract people to an fundraising event or campaign day – by adding a ‘check-in’ incentive? </li></ul><ul><li>Use Foursquare or Gowalla as a fun way to capture data on a ‘flash mob’ event? </li></ul><ul><li>Put your charity / org on the map – and leave tips and weblinks in the networks? </li></ul>
  24. 24. Check in anywhere: <ul><li>Don’t get </li></ul><ul><li>carried away… </li></ul>
  25. 25. Thanks for listening <ul><li>Twitter: </li></ul><ul><li>@whizzkidz </li></ul><ul><li>@robmdyson </li></ul><ul><li>Web: </li></ul><ul><li> </li></ul><ul><li> </li></ul>