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Whizz Kidz and social media

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NFPtweetup 7: survey results
NFPtweetup 7: survey results
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Whizz Kidz and social media

  1. 1. <ul><li>Quick catch-up: </li></ul><ul><li>measuring, engaging and listening </li></ul>Rob Dyson, PR Manager & social media
  2. 2. Recap of capturing metrics: <ul><li>Last tweetup I had started to measure our reach & engagement in social media </li></ul>
  3. 3. Bare stats in Jan: <ul><li>Twitter followers: 1,444 </li></ul><ul><li>Facebook fans: 903 , engagement fluctuating dependent on what we put out there. </li></ul><ul><li>Approx 9,000 video views of our YouTube channel + 24 subscribers + 6 comments </li></ul><ul><li>1,649 views of our Flickr page </li></ul>
  4. 4. The last few months have seen Whizz-Kidz: <ul><li>launch our cinema ad – which we also hosted on YouTube & tweeted about & linked on Facebook. </li></ul><ul><li>Appear on BBC1 ‘The One Show’ + so we spread the iPlayer link via FB & Twitter. </li></ul><ul><li>Secure Major Phil Packer to walk ‘mile 26’ of London Marathon for us – with a disabled ambassador (tweets, FB, Flickr) </li></ul>
  5. 5. You get out what you put in ..
  6. 6. Bringing people with us, staying ‘local’ to loyal champions
  7. 7. 1st week of June: <ul><li>Twitter followers: 2,054 </li></ul><ul><li>Facebook fans: 1,232 , with greater degree of feedback & engagement. </li></ul><ul><li>Almost 20,000 (!) video views of our YouTube channel + 43 subscribers + 22 comments </li></ul><ul><li>4,784 views of our Flickr page </li></ul>
  8. 8. Whizz-Kidz Events: Using Social Media to Engage Jess Leigh, Events Fundraisier
  9. 9. <ul><li>Whizz-Kidz Events: London Marathon and the 550+ runners </li></ul><ul><li>Other Whizz-Kidz events: International marathons, shorter runs, treks and challenges </li></ul><ul><li>Starting out with social media – Facebook and Twitter </li></ul><ul><ul><li>Approach with Twitter vs. approach with Facebook </li></ul></ul>Background
  10. 10. Creating Personal Profiles: London Marathon via ‘Jessica Whizz-Kidz’ <ul><li>Why a profile rather than a fan page? </li></ul><ul><ul><li>Less ‘hard sell’ – runners more likely to connect with person than organisation </li></ul></ul><ul><ul><li>A real ‘face’ behind London Marathon/Whizz-Kidz – strengthen relationships </li></ul></ul><ul><ul><li>Another way for runners to communicate with me/Events </li></ul></ul><ul><ul><li>Team specific area to get runners talking </li></ul></ul>
  11. 11. What worked… <ul><li>Connecting with runners: 255 ‘friends’ </li></ul><ul><li>Getting people talking!... Building team community: another way for runners to communicate with us, and begin to communicate with each other </li></ul>
  12. 12. What worked… <ul><li>Reiterating and reinforcing content of team emails, and Whizz-Kidz fan page news – increasing awareness of important deadlines and also WK cause/news </li></ul>
  13. 13. What worked… <ul><li>Monitoring activities of runners on Facebook – groups/events/fundraising activities set up and being invited to join </li></ul><ul><li>Sharing photos – interactive use of multimedia; allowing those unable to attend events a glimpse into them; encouraging people to join in with future events </li></ul>
  14. 14. What worked… <ul><li>Putting a ‘face’ to their Whizz-Kidz experience </li></ul><ul><li>Irreverent/silly communications – crucial stuff! </li></ul>
  15. 15. What worked… <ul><li>Building excitement/anticipation about the event amongst team, e.g. 10 day London Marathon countdown with advice </li></ul><ul><li>Sharing in the joy after the event </li></ul>
  16. 16. What worked… <ul><li>Dipping our toes into cross-promoting other Whizz-Kidz events – bringing together the seemingly fragmented approach </li></ul><ul><ul><li>New York Marathon </li></ul></ul><ul><ul><li>Walking weekend </li></ul></ul>
  17. 17. What worked… <ul><li>Great feedback from runners about this use of social media to build their Team Whizz-Kidz London Marathon experience… </li></ul>“ Really nice idea - easy to leave a message or question without having to call etc. Jessica put statuses on regularly with updates etc which were really useful.” “ very good reading and some of the tips by other runners were great” “ Jessica was always quick in responses and advice given. It was something not available on my first time last year and must have been useful for many first time runners.” “ Was great to see others’ thoughts leading up to the big day.” “ I used this to get to some faces, so as not to feel like a total stranger on race weekend” “ It was lovely to see the photos.” “ made you feel like a team and took some of the nerves out of the day as it felt like you already had a relationship with the team”
  18. 18. What are the Challenges of this Approach? <ul><ul><li>The wider Whizz-Kidz ‘family’: Works very well for London Marathon team, but difficult to build this form of community with smaller and various teams, such as international marathons and treks </li></ul></ul><ul><ul><li>Too focused? Only hearing about London Marathon (on the whole) </li></ul></ul><ul><ul><li>Fragmenting audience: Not a very unified front for Whizz-Kidz Events </li></ul></ul><ul><ul><li>How to maintain this level of engagement once the London Marathon is over? And what to do when 2011 team starts signing up? </li></ul></ul>
  19. 19. Weighing It Up <ul><li>Pros </li></ul><ul><li>Personalised approach </li></ul><ul><li>Significant level of engagement with LM10 team (and team engaging with each other). Generating real community. </li></ul><ul><li>Great feedback from runners </li></ul><ul><li>Clear and focused audience. Automatically reaching engaged and interested audience – easier to direct communications </li></ul><ul><li>Personalised/warmer approach has stronger effect for promotions than straight ‘marketing’ approach </li></ul><ul><li>Cons </li></ul><ul><li>Splitting our audience </li></ul><ul><li>Lack of Events unity in approach </li></ul><ul><li>Too London Marathon-centric </li></ul><ul><li>Closed to the general public </li></ul><ul><li>Only relevant during team’s marathon year – what next? </li></ul>
  20. 20. Suggestions and solutions, comments and questions…
  21. 21. Moving forwards… <ul><li>Questions Facing the Strategy from here… </li></ul><ul><li>Should we create a Whizz-Kidz Events profile? </li></ul><ul><ul><li>But how to maintain personal approach? </li></ul></ul><ul><li>Go where the audience is strongest – close Events Twitter in order to make bigger go of Facebook? </li></ul><ul><li>Should we open up profiles to anyone/everyone? </li></ul><ul><ul><li>How do we keep track of who our eventers are/avoid confusion amongst non-team members? (Friend lists?) </li></ul></ul><ul><li>Set up Whizz-Kidz Marathon Alumni groups to maintain relations with old eventers/so they can keep in touch? </li></ul>