Content is king, CharityComms South West Regional Group, 13 June 2014,
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Content strategy – our approach Richard Hudson Director of Marketing and Digital
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Transcript of Content is king, CharityComms South West Regional Group, 13 June 2014,
Content strategy – our approach
Richard Hudson
Director of Marketing and Digital
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Our content principles
• Tell me something I don’t know• Entertain me• Be timely• Always be relevant• Learn and improve
Our challenges
1. Talent
Multi-disciplined content team
+ 15 bloggers, including chief executive+ teams curating page content
Richard Hudson
Mandatory Chief Executive buy in
2. Technology(is changing)
Mobile growth
Mobile in May > 63%
Hello
2. Platforms(are changing and growing)
Content octopus
http://www.bigactivities.com/coloring/sea/octopus/octopus.php
Website content
Content octopus > pick your battles
3. Habits(continue to change)
http://guestofaguest.com/wp-content/uploads/2009/12/facebook_addict.jpg
Peak times: 8 > 12 > 8
The power of content
Beat it Now! campaign
• Meningitis can affect anyone
• Many different strains• No vaccine for all
types• It can result in limb
loss, hearing loss, brain injury and death
• One of the most feared diseases of young parents
Our challenge – meningitis B
• New meningitis B vaccine licensed as safe in January 2013
• Privately available - up to £600 per child
Time lost = lives lost
Campaign toolkit
1. Thunderclap
How it works• Thunderclap sends
out a message on many platforms at the same time, creating a wave of attention.
• Free to use
Results• Over 1 million
people reached
How we could improve• More direct
message• Landing page with
stronger call to action
2. Live events
On the ground – • Highlight work• Authentic• Make people feel
involved, connected - we created a movement
From the sofa – • Dual screening• Build brand
awareness• New audiences
3. Sharing
- Create sharable content on all networks – do the simple things
- If you don’t ask you don’t get- Website: pre-populated shares (tweets and fb)- Sharing real stories – peer reinforcement- Real success: Tagging – call to action to tag friends
The Campaign - Beat it Now!
• Petition – online over 13,000 signatures
• (36,500 handed in to Downing Street and Dept of Health)
• Trailer around the UK
• Case studies in local and national press
• Political pressure – support from 135 MPs
• (supporters to email and write to their MPs)
• Recruited new celebrity ambassadors
Update – campaign success!
Breaking the news
• First tweet + Facebook post reached 1 million
• 2.6 million people reached in just 3 days
• 50% increase in unique web visits from social media
• Brand trending on Twitter in the UK
• All from 8k Twitter followers
Key learning
• Two different post types broke the vaccine news• 200 shares vs 2600 shares
• Custom short link
• Image size 403 x 403
• Simple image
• Eye catching
• Call to action
Viral Meningitis
Week
Viral Meningitis Week
• Viral meningitis can affect anyone
• Misconception that viral meningitis is a ‘mild’ disease
• Viral meningitis affects an estimated 5,000 people a year
• Our survey showed that viral meningitis left 97% of sufferers with debilitating after-effects
#VocalAboutViral
Our challenge – get people #VocalAboutViral
• Meningitis Now launched their 2nd National Viral Meningitis Week
• Each day of the week we were being vocal about the true impact of the disease
• Letting people know that we are here to support everyone affected
Actions
Campaign toolkit
Additional campaign elements
Results…
Website and AppWebsite• 26k visits• 58k page views• 83% new visitors • 14k viral page views – only 249 were unique• Top referrers – Facebook mobile and Instagram
• Visits up by 128%
App• App downloads 308• Up 75%
Social
• Facebook reach – 1 million• New Facebook fans – 1.8 k• Facebook ad – 76k – 10% to website• Facebook posts shared 9k times
• Twitter reach 2m• Most influential tweeters
Duncan Bannatyne, Michelle HeatonDr Ellie and Dr Ranj, Yvie BurnettTesco Baby club, NHS account and Universities
• 21.3k interactions
Our top content strategy tips
• Start with your business plan
• Understand your audience needs
• Be clear about what you want from each channel
• Try new things – be prepared to fail
• Use what’s happening now – right this second
• Use graphics to increase shares and reach new people
• Share supporter stories and connect people to your cause
• Keep it simple and shareable
• Build on previous great content don’t reinvent the wheel
• Be authentic
