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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]

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Page 1: Building brand communities using social media

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]

Page 2: Building brand communities using social media

Building brand communities

using social media

Gary Nunn

Communications Officer

Page 3: Building brand communities using social media

Question

• Does your charity have a

Facebook page, a Twitter

account AND a YouTube

channel?

Page 4: Building brand communities using social media

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

Page 5: Building brand communities using social media

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…

Page 6: Building brand communities using social media

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

Society

15,627 2,657 49,339

Stonewall 20, 554 9,274 95, 809

Page 7: Building brand communities using social media

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

International

37, 843 26, 536 1,734,089

Oxfam 44, 875 18, 048 3,048,745

Page 8: Building brand communities using social media

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

Page 9: Building brand communities using social media

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…

Page 10: Building brand communities using social media

Who is this?

Page 11: Building brand communities using social media

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

Page 12: Building brand communities using social media

• Rapid pace:

• use your #

• Live tweeting

• Top Tweets

• Wider strategy

• Distracted being reactive

• Flexible weekly strategy

• Social media working group

Rapid pace vs wider strategy

Page 13: Building brand communities using social media

• 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

Integrating social media with

campaigns

http://www.stonewall.org.uk/at_school/education_for_all/quick_links/it_gets_better..._today/default.asp
Page 14: Building brand communities using social media

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

Page 15: Building brand communities using social media

Addressing criticism on

social media

• Consider having house rules

• Don’t censor

• Don’t try and have the last word: you can’t

Page 16: Building brand communities using social media

Finally

• Everything you say is public

• But this can be a good thing!

• Any questions?

Page 17: Building brand communities using social media

Contact details

Stonewall

Tower Building

York Road

London

SE1 7NX

020 7593 1856

www.stonewall.org.uk

[email protected]


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