The document summarizes a presentation by Sophie Jones from Cancer Research UK about using social media for campaigning. It discusses Cancer Research UK's campaigns to increase access to radiotherapy treatments and reduce tobacco use. It provides tips for effective social media campaigning, such as empowering supporters to advocate on issues, going where audiences are online, building communities to support causes, and integrating online and offline support. Challenges mentioned include time, resource constraints, maintaining control of messaging, and "slacktivism".

1. Social Media Conference
21 March 2012
#CCsocmed
www.charitycomms.org.uk

2. Social media and
campaigning
Sophie Jones
Campaigning Manager, Cancer Research UK

3. Agenda
• Campaigning at Cancer Research UK
• Rules of engagement
• Our radiotherapy campaign
• Our tobacco campaign
• Some challenges
• Making it happen
22 March, 2012

4. Campaigning at Cancer Research UK
We influence public policy at all levels to create the right
environment to beat cancer
Policy Public Affairs Campaigning
1.Analysis 1.Develop relationships 1.Supporters, staff &
2.Policy development 2.Briefings scientists support
3.Public facing policy docs & 3.Events 2.Public support
commentary 4.UK and EU 3.Constituency voice
4.Partnership 5.Local links and no 4.Face-to-face, online
Government funding

6. Rules of engagement
22 March, 2012

7. Rules of engagement
You You
Key influencers Campaigners
22 March, 2012

8. A Voice for Radiotherapy
22 March, 2012

9. Social communications
22 March, 2012

10. Who’s doing the asking?
‘Our radiotherapy campaign could
save lives. 36,000 people are
missing out on the best treatment
each year. Sign our petition.’
Cancer Research UK
‘Radiotherapy saved my life last year. I
received radiotherapy to help treat my
breast cancer. Please help me get this
treatment to other people – help me get
to 10,000 signatures.’
Elizabeth, survivor
‘Please sign this petition to help more
people have access to radiotherapy
treatments. As you know it’s been so
important to my family’
Sally, your best friend
22 March, 2012

11. Go where the audience is
http://thisisabuggslife.wordpress.com/
22 March, 2012

12. Ambassadors – building communities
22 March, 2012

13. Building communities
Local choir, GPs, NCRN
Consumer Liaison Event
Great North Run
Half page press coverage in
the Blackpool Gazette Over 100 sign-ups at Real Ale event
Rotary club,
local talks
College staff and students Charity quiz night
Exercise classes and bard dance event

14. Key successes
• Over 36,000 people signed the petition
- Ambassadors collected around 6,000 signatures
- Around 50% of all signatories were brand new
- Vast majority from social media
• Campaigning as a step between SM and other support
22 March, 2012

15. The answer is plain
22 March, 2012

16. An ear to the grapevine
22 March, 2012

17. Prepare your campaigners
• Toolkits
• Direct debate from your supporters
• Positive comments and ‘likes’
22 March, 2012

18. Integrated strategy
1. Supporters/
General public
5. Senior 2.
government Stakeholders
4. MPs and
3. Media
Lords
22 March, 2012

19. 22 March, 2012

20. A message from our cousins down-under
22 March 2012

21. Some challenges
• Time & resource
• Integrating that support offline
• Debate on all sides
• Giving up control
• ‘Slacktivism’
• Tunnel vision
22 March, 2012

22. Making it happen
• Create content people want to share
• Be interested in conversations
• Advocates engaging directly with key targets
• It DOES take time and dedication to do well
• Be authentic
• Transparency – staff policies
• Where possible, keep people ‘in the room’
• Monitor conversations
22 March, 2012