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Macmillan's Knitition - Social Media Week 8th Feb 2011


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Macmillan's Knitition - Social Media Week 8th Feb 2011

  1. 1. The Infi-Knit Project<br />SMW Presentation, 08 February 2011<br />Christopher Hall<br />
  2. 2. Overview<br /><ul><li>There are 2 million people in the UK who are living with and affected by cancer.
  3. 3. One of the biggest challenges facing cancer patients is keeping warm during the winter months.
  4. 4. Those diagnosed often spend long periods at home.
  5. 5. Treatment often means they are more likely to feel the affects of the cold.
  6. 6. This means higher heating and energy bills at a time of financial uncertainty.</li></li></ul><li>The Campaign<br /><ul><li>In 2010 the government announced a new scheme called the Warm Home Discount to be launched in April 2011
  7. 7. WHD will provide a £135 rebate to help key groups at risk of fuel poverty with their energy bills.
  8. 8. In November 2010 the government launched a consultation to ask the public who should be eligible for the scheme.
  9. 9. We are calling for: People who are terminally ill should automatically get the rebate and;
  10. 10. People with cancer most at most at risk of fuel poverty should be eligible to apply and prioritised for the rebate.</li></li></ul><li>Campaign Challenges<br /><ul><li>Many people don’t understand why people with cancer are at risk of fuel poverty.
  11. 11. Awareness of the proposed Warm Home Discount scheme is extremely low.
  12. 12. The campaign has been running since 2008 and with the announcement of the WHD scheme, needed to be refreshed.
  13. 13. To influence the consultation we need to show mass support for our calls.</li></li></ul><li>The Idea<br /><ul><li>In order to drive awareness of the fuel poverty issue and galvanise Macmillan supporters to encourage the government to take action, we worked closely with agency LBi to create a rather unusual and different online petition.
  14. 14. Arguably the most universal image of keeping warm, what could be a more suitable symbol for our campaign against fuel poverty than the humble scarf?
  15. 15. We aim to create the World’s longest scarf created through online collaboration.
  16. 16. Sign the petition and place your knit on the scarf by answering one simple question, “what makes you feel warm?”. The answer is then translated into a pattern which is knitted by our computer-controlled Knit-bot.</li></li></ul><li>Campaign Architecture: Website Experience<br /><ul><li>Interest turned into participation via a fun and engaging interface.
  17. 17. Novelty value of the offline/online integration to create the World’s first virtually-knitted scarf petition.
  18. 18. Campaign facts displayed whilst you wait for your knit.
  19. 19. Further actions and information just a click away.</li></li></ul><li>Site Designs<br />
  20. 20. The Knitting Machine<br />
  21. 21. Functionality<br />
  22. 22. The site –<br />
  23. 23. The site –<br />
  24. 24. The site –<br />
  25. 25. The site –<br />
  26. 26. The site –<br />
  27. 27. The site –<br />
  28. 28. The site –<br />
  29. 29. The site –<br />
  30. 30. The site –<br />
  31. 31. Campaign Architecture: Entry Points<br />Email to current supporters<br />Macmillan Facebook pages<br />Macmillan Twitter feed<br />Blog ambassadors<br />Partner sites<br />
  32. 32. Email to current supporters<br /><ul><li>Email explains campaign
  33. 33. Links to campaign site
  34. 34. Audience segment: existing e-campaigners</li></li></ul><li>Macmillan Facebook pages<br /><ul><li>Promotion via FB activity
  35. 35. Explains campaign
  36. 36. Links to campaign site
  37. 37. Audience segment: existing followers but</li></ul> not necessarily engaged with Campaigns<br />
  38. 38. Macmillan Twitter feed<br /><ul><li>Tweet trails campaign
  39. 39. link to campaign site and tracking
  40. 40. Hashtag adds branding element and awareness
  41. 41. Audience segment: new and existing supporters with interest in fun, socially responsible campaigns</li></li></ul><li>Social ambassador<br /><ul><li>Blogger and followers post about campaign and host widget
  42. 42. Leverage social influence amongst highly interested and relevant audience
  43. 43. Links to campaign site via editorial and widget
  44. 44. Bloggers may amplify campaign via Twitter and Facebook.
  45. 45. Audience segment: socially engaged with standing loyalty to blogs</li></li></ul><li>Corporate Partners<br /><ul><li>Support from partners like Boots, New Look, Poundland etc.
  46. 46. Links from partner intranet sites to campaign site with editorial
  47. 47. Addition of widgets and banners to promote clickthrough
  48. 48. Partners support campaign through email, Facebook, Twitter etc.
  49. 49. Audience segment: various</li></li></ul><li>Facebook and Twitter Chat<br />
  50. 50. Facebook and Twitter Chat<br />
  51. 51. Facebook and Twitter Chat<br />
  52. 52. Press<br />
  53. 53. Stats <br /><ul><li>Over 4,000 signatures on our woolly scarf petition
  54. 54. Over 1,400 people wrote to the consultation team to echo our calls
  55. 55. The campaign has already recruited over 2,000 new e-campaigners (target 500)
  56. 56. 20k unique visitors, 40k pageviews, 1.41 mins av. time on site
  57. 57. Generated 4,324,023 new opportunities for people to read about Fuel Poverty Campaign in regional and national press.</li></li></ul><li>The Scarf<br /><ul><li>The completed scarf (with all of the names and ‘warmth’ messages) will be presented to Government at the end of the campaign in early April as an ongoing and powerful symbol that many people with cancer are vulnerable to feeling cold and need support with paying their energy bills.
  58. 58. We will be following up with a program of celebrity and</li></ul> additional actions throughout the year…<br />