Using social media, especially Twitter, RNIB deliberately changed their brand perception from an organization focused only on blindness to one that provides a wide range of services. They created a Twitter marathon with the hashtag #RNIBinaday to shed light on these various services. The marathon reached over 100,000 people and received very positive feedback, with many people saying they learned something new about RNIB. Other companies like Kia UK and Nestle have also effectively used Twitter to change their brand perception in a positive way.

1. Using social media to change brand
perception
Verity Pillinger-Cork, Web and Digital
Marketing Manager, RNIB

2. AKA...
Deliberately
using social media
as part of a strategy
to change brand perception
...positively

3. RNIB?
Birds,
right?
Of course! Guide
dogs!
Oh, right. Lifeboats.
Good.

4. Creating a personality
From this... ... To this

5. It's what's inside that counts

6. Language!

7. Involve people

8. Be relevant

9. Think creatively
• Twitter marathon: shedding light on the range of services
RNIB provides (#RNIBinaday)
• Been done effectively by people like Manchester Police
• We used our own account, not one set up for the event
• Take care not to over-Tweet

10. Telling the story of RNIB

11. Responses to #RNIBinaday

12. #RNIBinaday #vitalstats
• Reached 110,559 people via 374 tweets
• 959,178 impressions
• 181 retweets
• 26 @replies
• Incredibly positive response - lots of people saying they'd
learnt something about RNIB.

13. Listen

14. Plan for criticism

15. Nestle

16. Kia UK
Realised that Twitter could
be a great place to change
brand perception.
Looked at where other car
manufacturers were failing.
Decided to try something
different, accepting the risk
that it might fail.
Created an account in
which a car (based on the
Kia Cee'd) talks to
followers, in the form of
jokes.

17. Measuring success