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Supporting social influencers to support their followers | Unlocking the power of social influencers | Seminar | 24 Jan 2019

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Zoe Bailie, director of brand and innovation, The Mix Charity

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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Supporting social influencers to support their followers | Unlocking the power of social influencers | Seminar | 24 Jan 2019

  1. 1. Supporting social influencers to support their followers
  2. 2. What is The Mix?​ • The Mix is a multi-channel support service for young people under 25 driven by their participation and volunteering.​ • Our mission is that every young person should be able to make informed choices about their physical and mental wellbeing to ensure they live better lives.​ • Our objective is to become the first point of contact for any young person seeking help or information on any subject wherever and whenever they need it.​ • We reach 3 million young people in the UK a year. • 74.2K social followers (FB, TW, INST, LI and YT) • We reach 10m a year on social through our content
  3. 3. Top 10 Articles (page views UK) 1. Age of consent - 313,287 2. Jobseeker’s Allowance - 248,504 3. If caught with drugs - 181,317 4. What are the symptoms of a coke comedown? - 155,125 5. MDMA - 140,701 6. Coke and your nose - 140,321 7. How can I find a job? - 138,676 8. What age can I? - 132,350 9. I can’t survive on statutory sick pay, what can I do? - 118,305 10. Coping with comedowns - 115,015
  4. 4. Top 10 Videos (views) 1. Showing him my scars | Self-harm and us | The Mix - 676,935 2. Bondage for beginners | The Mix - 671,531 3. How to give a hand job | The Mix - 564,159 4. Self-harm: Going to A&E | The Mix - 417,561 5. Learning to drive: Car essentials | The Mix - 220,920 6. Your body language in a job interview | The Mix - 201,665 7. Self-harm: What happens when you see a doctor? ft. Dr. Gemma Newman | The Mix - 149,369 8. Embarrassing sex accidents | The Mix - 148,422 9. How do you actually get tested for STIs? | The Mix - 131,038 10. Porn vs Reality | The Mix - 126,673
  5. 5. Micro-macro influencers Alice Hurel Bodyposipanda
  6. 6. We collaborated with VO5 and Anne-Marie to show that happiness beats perfect every time in an interview between Anne-Marie and The Mix Brand Director, Zoë Bailie. V05 donated media spend to The Mix which was managed by Mindshare to propel the content to a massive audience of people, increasing brand awareness for The Mix, VO5 and Anne-Marie. Stats Platform Reach Engagemen t Views Reactions Facebook 1.65m 701.5k 1.7k Twitter 15.6k 728 2.75k Instagram 667 29 225 YouTube 95 2.5k Overall 1.66m 852 704.2k
  7. 7. With VO5’s support we were able to challenge stereotypes young people face to show that they’re stronger than everyone thinks with content featuring influential young people including spoken word poets Sol and 1990s Chris. We launched In The Mix, a news takeover, where we gave a voice to young people to talk about the issues they’re going through. We worked with influencers Nicky and Sammy, who presented the show, and appeared on Sky News on the day we launched the format. Stats • Reach: 438,000 • Engagements: 6,343 • YouTube views: 10,494 • Website: 627k unique users (UK)
  8. 8. We collaborated with WHOLE, YMCA and CALM to use music to take the mental health conversation to a mainstream audience. With artists such as Ed Sheeran, Olly Murs, Ella Eyre and more performing at the Roundhouse, reaching a new audience of young people through the musicians they love.
  9. 9. GRAMFAM We teamed up with Instagram and CALM to create GramFam, a digital zine all about sending a positive message to young people around tough points throughout the year, using content creators, influencers and well known faces that young people know and trust, on a platform where they spend a lot of their time, Instagram. We've already published two zines during exam results and freshers with content from Reggie Yates, YouTubers, Jack Edwards and GraceFitUK, mental health campaigner and spoken word poet, Hussain Manawer, and loads more amazing talent.
  10. 10. We have been working with Russell Brand since 2017, when he took over The Mix, becoming the Guest Editor on our website, and taking part in a FB live with young people about recovery. He’s gone on to collaborate with us in 2018 with videos developed to signpost his followers out to our support services, after he felt underprepared to deal with the types of things people were reaching out to him about.
  11. 11. Watch Russell Brand telling his followers about The Mix: https://twitter.com/rustyrockets/ status/1078023141450870784
  12. 12. @TheMixUK themix.org.uk
  13. 13. 24 January 2018 London #CharityInfluencers Unlocking the power of social influencers
  14. 14. 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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