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How Marie Curie put their supporters at the forefront of their social media strategy

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Marie Faulkner, Senior Social Media Manager at Marie Curie UK spoke at 'Using customer experience to transform charity comms' on Thursday 21 March 2019. The free event was run by Raw London, Bibblio and Fresh Egg at Cinema Club, Courthouse Hotel, Great Marlborough St.

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How Marie Curie put their supporters at the forefront of their social media strategy

  1. 1. How Marie Curie put their supporters at the forefront of their social media strategy Marie Faulkner, Senior Social Media Manager ‘Using customer experience to transform charity comms’ 21 March 2019
  2. 2. Getting started (buy in) ●  The growing competitiveness of the market ●  Burnout coping with competing priorities
  3. 3. Part A - Audience insights
  4. 4. Part B - Content audit
  5. 5. Part C - Channel insights
  6. 6. Ouputs
  7. 7. A clear vision with guiding principles To transform people’s awareness and understanding of end of life care. We help people living with terminal illness feel empowered to make informed decisions about what they want from the time they have left. We bring to life the impact Marie Curie has to advocates for our cause, reach new audiences and inspire the next generation of supporters.
  8. 8. Materials
  9. 9. Prompts for the team 1.  Don’t be you. Be Mabel (or Debra or whoever). Mabel is …. 2.  While our audiences on organic are considered ‘warm’ they may have come to us from a single social ad, a video or perhaps through a friends post - don’t assume any knowledge or warmth to us. 3.  People are viewing content on their phone, whilst they watch the TV, chat to their husband AND cook their dinner. 4.  Our ‘competitors’ are not other charities but people’s wedding photos, mates babies or BREXIT! 5.  People are bored of being marketed to. If the content doesn’t offer value to them, they will be ruthless and unfollow. They have the power.
  10. 10. Examples
  11. 11. The art of persuasion
  12. 12. How did we get people on side? Having an external alias in meetings Using competitor insight Being brutally honest Bringing people in at the right time Hosting workshops
  13. 13. What’s changed? We say no a lot more We share a lot more
  14. 14. How has it gone?
  15. 15. How has it gone?
  16. 16. Key takeaways Act as an advocate for your audience – in a crowded market you can’t afford to not get it right Be vocal and be honest with internal stakeholders – keep sharing your insights, take the organisation on the same journey as you, you’ll thank yourself for it. Repeat. Repeat. Repeat.

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