Building brand communities using social media
1 like869 views
This document summarizes a presentation on building brand communities using social media. The presentation discusses how Stonewall has gotten ahead of other charities by dedicating staff to social media trend watching and rebranding to appeal to younger audiences. It also provides statistics on various charities' social media followings and discusses best practices for integrating social media and branding personality into digital communications strategies in a way that engages audiences. The presentation addresses challenges like maintaining a rapid social media pace while having a wider strategic plan and handling criticism online.
More Related Content
Similar to Building brand communities using social media (20)
Building brand communities using social media
- 1. Developing Your Brand and Image Conference 30 March 2011 Building brand communities using social media CharityComms is the professional membership body for charity communicators. We believe charity communications are integral to each charity’s work for a better world. W: www.charitycomms.org.uk T: 0207 426 8877 E: [email protected]
- 2. Building brand communities using social media Gary Nunn Communications Officer
- 3. Question • Does your charity have a Facebook page, a Twitter account AND a YouTube channel?
- 4. What this session will cover • Why is Stonewall ahead of the curve? • Bringing your digi-comms to life • Adding personality to your branding • Rapid pace vs wider strategy • Integrating social media & campaigns • Integrating social media & the Press Office • Addressing criticism
- 5. How did Stonewall get ahead of the curve? • Wider environment – LGB people are ‘early adopters’ • Recent re-brand to appeal more to 16-21s • Early internal buy-in • Staff member dedicated to trend-watching • Result: we have social media following bigger than charities / campaigns 10 times our size…
- 6. Numbers Charity Facebook Twitter YouTube upload views Barnardo’s 4,800 4,665 4,074 Shelter 6,665 6,751 91, 612 Liberty 6, 877 2,110 20, 061 Mind 10,016 6,112 N/A National Autistic 15,627 2,657 49,339 Society Stonewall 20, 554 9,274 95, 809
- 7. Numbers Charity Facebook Twitter YouTube upload views Stonewall 20, 554 9,274 95,809 Time To Change 37,821 4,209 172, 495 Red Cross 14, 539 13,423 839, 691 Amnesty 37, 843 26, 536 1,734,089 International Oxfam 44, 875 18, 048 3,048,745
- 8. Branding – bringing your digi-comms to life! • What words, colours and moods describe your brand – how will this translate online? • Is there a popular slogan that sums you up? • Stonewall’s profile pic: • YouTube
- 9. Branding - tone • Don’t just broadcast earnest updates – YAWN! Dialogue. • Show your human side ‘eg We’re in the office and we have cake!’ • Add personality, humour and a USP to your online branding • Eg: ‘Hello lovely supporters!’ • Tweets brought to you by…
- 10. Who is this?
- 11. Branding – the human touch • Rebecca Black, Charlie McDonnell • Don’t get too caught up on celebrities – but appreciate their value too • Social media is about real people
- 12. Rapid pace vs wider strategy • Rapid pace: • use your # • Live tweeting • Top Tweets • Wider strategy • Distracted being reactive • Flexible weekly strategy • Social media working group
- 13. Integrating social media with campaigns • Stonewall’s ‘It gets better…today’ campaign • Set targets of increasing referrals to your website, moving your supporters up the pyramid of giving • User-led content
- 14. Integrating social media with the Press Office function • Social media polls • Case studies: call outs and reporting back • Promoting coverage which both highlights the need for your cause to exist, and backs up your charitable objectives
- 15. Addressing criticism on social media • Consider having house rules • Don’t censor • Don’t try and have the last word: you can’t
- 16. Finally • Everything you say is public • But this can be a good thing! • Any questions?
- 17. Contact details Stonewall Tower Building York Road London SE1 7NX 020 7593 1856 www.stonewall.org.uk [email protected]