The National Trust Urban Sounding Board

http://prandsocial.com @katiemoffat

"We want people who live in cities to feel what the Trust does is relevant to their lives"

Think

•  It’s about them not you. People share content that triggers emotions & content that connects with them.

•  Get under the skin of a place – needs to be authentic to resonate.

•  Involve the community: polls, ask questions, etc (think creatively).

•  Early on, get working with local people passionate about the cities – bloggers, writers, photographers.

Think

•  Reflect the city they love back at them: sharing relevant, interesting, surprising content.

•  Accept that it won't happen overnight. •  Tell the stories of the buildings/places – not

facts but feelings. •  Above all: Add value.

Thank you

2/23/12

http://prandsocial.com @katiemoffat