Using social media to change brand

perception

Verity Pillinger-Cork, Web and Digital

Marketing Manager, RNIB

AKA...

Deliberately

using social media

as part of a strategy

to change brand perception

...positively

RNIB?

Birds,

right?

Oh, right. Lifeboats.

Good.

Of course! Guide

dogs!

Creating a personality

From this... ... To this

It's what's inside that counts

Language!

Involve people

Be relevant

Think creatively

• Twitter marathon: shedding light on the range of services

RNIB provides (#RNIBinaday)

• Been done effectively by people like Manchester Police

• We used our own account, not one set up for the event

• Take care not to over-Tweet

Telling the story of RNIB

Responses to #RNIBinaday

#RNIBinaday #vitalstats

• Reached 110,559 people via 374 tweets

• 959,178 impressions

• 181 retweets

• 26 @replies

• Incredibly positive response - lots of people saying they'd

learnt something about RNIB.

Listen

Plan for criticism

Nestle

Kia UK

Realised that Twitter could

be a great place to change

brand perception.

Looked at where other car

manufacturers were failing.

Decided to try something

different, accepting the risk

that it might fail.

Created an account in

which a car (based on the

Kia Cee'd) talks to

followers, in the form of

jokes.

Measuring success