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Using influencers to maximise your brand potential | Unlocking the power of social influencers | Seminar | 24 Jan 2019

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Chris James, brand and ambassador manager, The Scouts

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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Using influencers to maximise your brand potential | Unlocking the power of social influencers | Seminar | 24 Jan 2019

  1. 1. #SkillsForLife
  2. 2. Using influencers to maximise your brand potential Chris James, Brand and Ambassador Manager
  3. 3. The UK’s largest mixed youth movement… •Now 640,000 members including over 460,000 young people aged 6-18 •Over 160,000 adult volunteers •Over a quarter of our movement is female •55,000 young people on waiting lists •In 98 of the UK’s 100 most deprived areas •New skills for life strategy and brand launched in 2018 •Aim to attract 50,000 more young people, 10,000 more leaders and 5,000 more Young Leaders by 2023
  4. 4. Our Ambassadors help us… • change perceptions • gain influence • extend our reach
  5. 5. What makes a great ambassador…? •Role model •Audience affinity •Surprising •Valued aligned •Availability •Reach •Media skills
  6. 6. A year in pictures…
  7. 7. 11 Scout ambassadors 6 Facebook Lives reaching over 100,000 20+ videos Support at key events 10+ media stories 1 Guinness World Record 10 million impressions for #SkillsForLife
  8. 8. A year in pictures…
  9. 9. Micro influencers Informal network of around 20 individuals with social reach and compelling voices Blogs and interventions Wider network of motivated supporters, using tools like Pack ‘The power of normal people’ The credible and believable voices
  10. 10. Three cases studies…
  11. 11. Launching our strategy and brand • Coordinated support for our new strategy and new brand • Macro influencers • Network of micro influencers
  12. 12. Cubs100 – The centenary of Cub Scouts
  13. 13. Empathy campaign
  14. 14. Empathy campaign • A focused, multi-channel digital-first campaign focused on empathy as a key skill for life. •Based on compelling research •Day launched at 8.15am on BBC Radio 2 to 9.43 million people •Blogs from Chief Scout and Chief Executive •Activated partners, volunteer champions •7 million people reached on social •Videos viewed 400,000 times
  15. 15. What works? Co-ordinated support from several ambassadors around a single story Facebook Lives Providing ready made assets and sharing content on own channels Innovative ambassador events with a skills related story
  16. 16. Building relationships Clear understanding of brand and strategy Regular updates and staying in touch Networking events Sharing metrics and success Supporting ambassadors’ activity Building events around ambassadors’ interests Saying thank you…
  17. 17. Thank you
  18. 18. 24 January 2018 London #CharityInfluencers Unlocking the power of social influencers
  19. 19. 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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