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Perfect partnerships - #JeffsMarch. Audience strategy conference, 26 May 2016

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Gareth Ellis-Thomas, head of digital, Prostate Cancer UK
Sadie Crabtree, digital engagement manager, Prostate Cancer UK

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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Perfect partnerships - #JeffsMarch. Audience strategy conference, 26 May 2016

  1. 1. Perfect partnerships Getting to men where men are Sadie Crabtree Gareth Ellis-Thomas
  2. 2. (or how we ended up with the nicest man in football walking 262 miles for us)
  3. 3. Key partnerships
  4. 4. The right to be there?
  5. 5. If the brand fit is right, you’re allowed in. Be sensitive to forcing key messages, stories about people from the group you’re talking to resonate.
  6. 6. Relationships with clubs
  7. 7. Relationships take time and effort to nurture. Need to be managed individually. No one size fits all for a business like football.
  8. 8. Influencers
  9. 9. Look for influencers with reach, not fame. Concentrate efforts on best return.
  10. 10. League Managers Association
  11. 11. Low profile partnerships under the same umbrella can lead to bigger reach. Can also influence them more.
  12. 12. Products and initiatives
  13. 13. Be prepared to drop things if they aren’t working. Develop those with potential.
  14. 14. The right people for the job Invested in making sport a success • Director from Puma • Sports PR from Charlton Athletic • Football mad Marcomms manager • Football project manager from the sporting world • Social media manager from sports marketing startup
  15. 15. Subject matter experts make a difference.
  16. 16. All roads lead to Jeff
  17. 17. Key audiences and Content themes Content about the marchers Jeff / Football-mad communities Raising money Cold football fans / fans of Jeff Prostate cancer Pre-existing supporters Marchers / their networks Football clubs and influencers
  18. 18. Content planning
  19. 19. Team comms • Posts done from London office with remote team feeding in media • WhatsApp (web) and Dropbox to quickly share media from the field • Side channels for chat and discussion due to volume of images/video
  20. 20. Top content, Twitter 360,000 impressions 23,000 engagements 6.5% engagement rate
  21. 21. Top content, Twitter 283,000 impressions 10,000 engagements 3.5% engagement rate
  22. 22. Top content, Twitter 128,000 impressions 13,000 engagements 10.0% engagement rate
  23. 23. Top content, Twitter 318,000 impressions 7,000 engagements 2.2% engagement rate
  24. 24. 56.9 million potential reach1 16.5 million estimated impressions2 1 Sum of followers of all unique accounts that have tweeted about #JeffsMarch 2 (Followers of all accounts tweeting about #JeffsMarch) x (number of times they tweeted) x (estimated 10% followers reached with each tweet) #JeffsMarch on Twitter
  25. 25. Top content, Facebook 89,000 reached 7,700 clicks
  26. 26. Top content, Facebook 231,000 reached 5,300 clicks
  27. 27. Top content, Facebook 56,000 reached 4,600 clicks
  28. 28. Top content, Facebook 89,000 reached 1,500 clicks
  29. 29. Top content, Facebook 73,000 reached 2,400 clicks
  30. 30. Facebook performance Total • 2,255,000 users reached in campaign month • 80,000+ users engaged in campaign month Daily • 315,000 avg users reached per day during march • 6,875 avg engaged users per day during march
  31. 31. Round up of take aways #JeffsMarch: - Audiences on each channel engage differently – know the difference and plan content to reach each one - Prepare as much as possible in advance… But be prepared to throw it out the window if there’s a better opportunity. - Set up ways to get content approved quickly. If some elements require more approving, do them in advance. - Find a moment in the chaos to review what you’ve just done. Are you missing anything? - Look for opportunities in every process to make it easier to acquire and manage content.
  32. 32. Round up of take aways Partnerships: - If the brand fit is right, you’re allowed in. - Work on individual relationships, not templates. - Look for influencers with reach. Concentrate efforts on best return. - Low profile partnerships can work just as well if you have a hook. - Try things. Be prepared to ditch failing initiatives. Develop ones with potential. - Subject matter experts make a difference. - Play the long game, be patient where you can and adapt your strategy as you go.
  33. 33. jeffsmarch.prostatecanceruk.org http://jeffsmarch.prostatecanceruk.org/
  34. 34. Prostate Cancer UK is a registered charity in England and Wales (1005541) and in Scotland (SC039332). Registered company number 02653887. Thank you!
  35. 35. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
  36. 36. Audience strategy: understanding and connecting with stakeholders Sponsored by Conference 26 May 2016 London #CCaudience WiFi: RRPN1 Password: kmrhja12

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