managing your brand online
TRANSCRIPT
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1.3 M F/BOOK
FANS
>2 M MONTHLY VISITS
TO CRUK.ORG
2M YOUTUBE VIEWS
153,420 TWITTER FOLLOWERS
43% CRUK.ORG VISITS VIA
MOBILE & TABLET
273,43
3 GOOGLE+
Within the digital context, CRUK has multiple touch-points
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CRUK Websites
Social Apps Email 3rd Party Websites
Blog & bloggers
2 major projects this year to put more robust governance around touch-points...without limiting agility
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New CRUK.org project
Single user-centric & device neutral IA/website for CRUK’s
core web offerings
Social Media Hub
Centralised social media management capability using
hub & spoke model
We’re going to take a deep dive into social media to
show you how we manage our brand online
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CRUK Websites
Social Apps Email 3rd Party Websites
Blog & bloggers
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> 80% follow CRUK but don’t follow Race for Life
> 80% follow Race for Life but don’t follow CRUK
> 80% follow Stand Up To Cancer but don’t follow CRUK
> 80% follow Dryathlon but don’t follow CRUK
Two central teams working together to get more out of social overall
DIGITAL
Advertising & paid promotion of our
content
Integrating social into our user journeys
Figuring out YouTube
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Marketing idea
activation
PR & SOCIAL MEDIA
Community management
Content / editorial overview
Advocacy
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Tone of voice
Controversy & conspiracies
Brilliant content...
Now!
Sharing the love 24/7
Experiences where
people are
Planning & buying media
Engaging user journeys,
mobile &desktop
Tracking & attribution
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Press office & science comms
Product teams
Patient liaison
Corporate partnerships
External agencies
Legal
ITS
Supporter Services
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IS/Technology
Product owner priorities
Resource
Proliferation
Data capture
Multiple access devices
Pace of change