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Managing your brand online
The document outlines the online brand management strategies of CRUK, highlighting key metrics such as monthly visits, social media followers, and digital touchpoints. It discusses new projects aimed at improving governance and user experience across platforms, as well as integrating social media into marketing efforts. Additionally, the document emphasizes community engagement, content activation, and the importance of user journeys in digital advertising.
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Managing your brand online
- 1. MANAGING YOUR BRAND ONLINE NicolaDodd & Michael Docherty July 2013
- 2. 2 1.3 M F/BOOK FANS >2M MONTHLY VISITS TO CRUK.ORG 2M YOUTUBE VIEWS 153,420 TWITTER FOLLOWERS 43% CRUK.ORG VISITS VIA MOBILE & TABLET 273,43 3 GOOGLE+
- 3. Within the digitalcontext, CRUK has multiple touch-points 3 CRUK Websites Social Apps Email 3rd Party Websites Blog & bloggers
- 4. 2 major projectsthis year to put more robust governance around touch-points...without limiting agility 4 New CRUK.org project Single user-centric & device neutral IA/website for CRUK’s core web offerings Social Media Hub Centralised social media management capability using hub & spoke model
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- 7. We’re going totake a deep dive into social media to show you how we manage our brand online 7 CRUK Websites Social Apps Email 3rd Party Websites Blog & bloggers
- 8. 8 > 80% followCRUK but don’t follow Race for Life > 80% follow Race for Life but don’t follow CRUK > 80% follow Stand Up To Cancer but don’t follow CRUK > 80% follow Dryathlon but don’t follow CRUK
- 9. Two central teamsworking together to get more out of social overall DIGITAL Advertising & paid promotion of our content Integrating social into our user journeys Figuring out YouTube 9 Marketing idea activation PR & SOCIAL MEDIA Community management Content / editorial overview Advocacy
- 10. 10 Tone of voice Controversy& conspiracies Brilliant content... Now! Sharing the love 24/7 Experiences where people are Planning & buying media Engaging user journeys, mobile &desktop Tracking & attribution
- 11. 11 Press office & sciencecomms Product teams Patient liaison Corporate partnerships External agencies Legal ITS Supporter Services
- 12. 12 IS/Technology Product owner priorities Resource Proliferation Datacapture Multiple access devices Pace of change
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