using social media to reposition your organisation, attract new supporters and build engagement
DESCRIPTION
Dean Benton, Director of Marketing and Communications, RAF Benevolent FundAnn-Mari Freebairn, Head of Communications, RAF Benevolent FundInsights and lessons from the RAF Benevolent Fund’s ‘1940Chronicle’ social media campaign:• Learn how the charity is using social media to move beyond the stuffy image associated with many established military charities and helping to re-position itself as a modern Service charity.• Learn how the charity’s social media activity is attracting a new and younger generation of supporters as well as increasing online donations.• Discover the benefits of integrating your on and off-line PR activity to create greater impact and expand the reach of your campaign.TRANSCRIPT
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Royal Air Force Benevolent Fund
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Royal Air Force Benevolent Fund
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Royal Air Force Benevolent Fund
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Royal Air Force Benevolent Fund
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Royal Air Force Benevolent Fund
Ann-Mari Freebairn – Head of CommunicationsMichael Laffan – Online Communications Manager
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Royal Air Force Benevolent Fund
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Royal Air Force Benevolent Fund
“Ultimately, users visit your website for its content. Everything else is just the backdrop.”Jakob Neilsen - useit.com
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Royal Air Force Benevolent Fund
@1940George @1940Jane @1940Mary
@1940Alex @1940Frank
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Royal Air Force Benevolent Fund
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Royal Air Force Benevolent Fund
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Royal Air Force Benevolent Fund
Involving celebrities
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Royal Air Force Benevolent Fund
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Royal Air Force Benevolent Fund
Supporter engagement
1. Re-visit 1940Chronicle website2. Subscribe through RSS feeds3. Social media engagement4. Visit RAFBF main site5. Sign up for e-newsletter6. DONATE!
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Royal Air Force Benevolent Fund
Outputs
• 83,551 overall visits• 57,307 unique visitors • 26,382 repeat visitors to campaign
site• 2,481 Chronicle followers on Twitter• 1,623 fans on Facebook• 1,457 Twibbon downloads
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Royal Air Force Benevolent Fund
Using online influencers
• 30 – 40 friendly bloggers wrote posts on Day of Action
• 100 highly engaged people produced 31 to 145 pieces of campaign related content each
• 48,085 mentions across social networks
• Tweet reach of 320,000 via 200 tweets
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Royal Air Force Benevolent Fund
Visitors to 1940 Chronicle
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Royal Air Force Benevolent Fund
Audiences
• Facebook insights showed that we successfully engaged with younger supporters
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Royal Air Force Benevolent Fund
Outcomes
• Increased traffic to main RAFBF website by 100%
• Themed e-newsletter – 50%+ open-rate
• RAFBF Facebook fans increased by 2,000+
• RAFBF Twitter following grew from 25 to 1,200
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Royal Air Force Benevolent Fund
Other outcomes
• 77 pieces of media coverage with 8 million Opportunities To See
• Change in positioning reflected in posts, online conversations and off-line coverage
• Website will be used as an online teaching resource
• Website has become part of British Library archive of UK documentary heritage
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Royal Air Force Benevolent Fund
Online donations
• Online donations trebled compared to the same 4-month period in 2009
June July August September0
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20092010
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Royal Air Force Benevolent Fund
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Royal Air Force Benevolent Fund
The future’s bright ...
• Investment and buy-in• Future web strategy• Sustainability• Building on relationships with online
influencers• More integration of on- and off-line PR• Online donations