1.
#SkillsForLife

2.
Using influencers to
maximise your brand
potential
Chris James, Brand and Ambassador Manager

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.
Our Ambassadors help us…
• change perceptions
• gain influence
• extend our reach

5.
What makes a great ambassador…?
•Role model
•Audience affinity
•Surprising
•Valued aligned
•Availability
•Reach
•Media skills

6.
A year in pictures…

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.
A year in pictures…

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.
Three cases studies…

11.
Launching our strategy and brand
• Coordinated support for our new
strategy and new brand
• Macro influencers
• Network of micro influencers

12.
Cubs100 – The centenary of Cub Scouts

13.
Empathy campaign

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.
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.
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.
Thank you

18.
24 January 2018
London
#CharityInfluencers
Unlocking the power of
social influencers

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