Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Managing your brand online

2,440 views

Published on

Michael Docherty and Nicola Dodd, Cancer Research UK
Digital impact conference
www.charitycomms.org.uk/events

Published in: Business, Technology
  • Be the first to comment

Managing your brand online

  1. 1. MANAGING YOUR BRAND ONLINE Nicola Dodd & Michael Docherty July 2013
  2. 2. 2 1.3 M F/BOOK FANS >2 M MONTHLY VISITS TO CRUK.ORG 2M YOUTUBE VIEWS 153,420 TWITTER FOLLOWERS 43% CRUK.ORG VISITS VIA MOBILE & TABLET 273,43 3 GOOGLE+
  3. 3. Within the digital context, CRUK has multiple touch-points 3 CRUK Websites Social Apps Email 3rd Party Websites Blog & bloggers
  4. 4. 2 major projects this year to put more robust governance around touch-points...without limiting agility 4 New CRUK.org project Single user-centric & device neutral IA/website for CRUK’s core web offerings Social Media Hub Centralised social media management capability using hub & spoke model
  5. 5. New CRUK.org project 5
  6. 6. New CRUK.org project 6
  7. 7. We’re going to take a deep dive into social media to show you how we manage our brand online 7 CRUK Websites Social Apps Email 3rd Party Websites Blog & bloggers
  8. 8. 8 > 80% follow CRUK but don’t follow Race for Life > 80% follow Race for Life but don’t follow CRUK > 80% follow Stand Up To Cancer but don’t follow CRUK > 80% follow Dryathlon but don’t follow CRUK
  9. 9. Two central teams working together to get more out of social overall DIGITAL Advertising & paid promotion of our content Integrating social into our user journeys Figuring out YouTube 9 Marketing idea activation PR & SOCIAL MEDIA Community management Content / editorial overview Advocacy
  10. 10. 10 Tone of voice Controversy & conspiracies Brilliant content... Now! Sharing the love 24/7 Experiences where people are Planning & buying media Engaging user journeys, mobile &desktop Tracking & attribution
  11. 11. 11 Press office & science comms Product teams Patient liaison Corporate partnerships External agencies Legal ITS Supporter Services
  12. 12. 12 IS/Technology Product owner priorities Resource Proliferation Data capture Multiple access devices Pace of change
  13. 13. QUESTIONS?

×