26

Tweeting from the top

Embed Size (px)

DESCRIPTION

Deborah Alsina, Bowel Cancer UK PR in the digital age conference www.charitycomms.org.uk/events

Citation preview

Page 1: Tweeting from the top
Page 2: Tweeting from the top

Charity of the Year 2013/2014

Tweeting from the top!

PR in the Digital AgeA Charity Comms Conference

February 2014

byDeborah Alsina @Deborahalsina

Bowel Cancer UK @bowel_cancer_uk

Page 3: Tweeting from the top

Charity of the Year 2013/2014

What I’m going to talk about

•Introduction to bowel cancer in the UK & Bowel Cancer UK•How I started – what I’ve got right/wrong•What I / the charity/ bowel cancer patients gain •Some examples of positive outcomes due to social media

Page 4: Tweeting from the top

Charity of the Year 2013/2014

Who we are & what we do

Bowel Cancer UK is determined to save lives and improve the quality of life for all those affected by bowel cancer

Page 5: Tweeting from the top

Charity of the Year 2013/2014

Incidence1,156 people per year

Mortality403 people per year

Incidence2,354 people per year

Mortality899 people per year

Incidence3,967 people per year Mortality1,501 people per year

Incidence33,218 people per year Mortality12,905 people per year

Bowel cancer today

Page 6: Tweeting from the top

Charity of the Year 2013/2014

Why and what ? Why?- To explore ways of communicating about the

disease- To understand social media & its value- Because I was pushed!

What?•Twitter •LinkedIn•Blogs

Page 7: Tweeting from the top

Charity of the Year 2013/2014

What I was told…

• Succinct policy tweets only• Engage in conversation• Share information• Separate your work twitter personality from

your personal self • Be yourself - ensure you are authentic

Page 8: Tweeting from the top

Charity of the Year 2013/2014

The beginning

• I wasn’t clear about my audience• Wasn’t clear what I should tweet • Nervous about my online personality• Felt anxious when I was unfollowed • Followed too many people• Tweeted too much/too little

• Result: STRESS!

Page 9: Tweeting from the top

Charity of the Year 2013/2014

My target audience

• Those closely affected by the disease• Supporters of Bowel Cancer UK• People interested in bowel cancer (including health

policy experts and clinicians)

(Secondary: other charity professionals)

Also follow:• News sources

Page 10: Tweeting from the top

Charity of the Year 2013/2014

What do I gain from twitter?

Insight & motivation

Page 11: Tweeting from the top

Why does it matter

Page 12: Tweeting from the top

Charity of the Year 2013/2014

Neil“The whole journey of losing a partner and best friend

is very odd. At first the shock protects you a little.Then you throw yourself into work with unbelievable

mania just to avoid thinking about it.

Only now 10 months on has reality kicked in. The loneliness is awful, the sense of there being no purpose

to anything any more is high

I am sure this is all part of the process but it is such a

painful part”

Page 13: Tweeting from the top

Charity of the Year 2013/2014

Shared experience

Aims to:

Page 14: Tweeting from the top

Charity of the Year 2013/2014

What else?

• Immediate reaction & consultation• Ideas• Health policy abridged• News in a flash• Networking - even gained a skydive partner

Page 15: Tweeting from the top

Charity of the Year 2013/2014

What does the charity gain? • Supporters, media case studies, volunteers• Amplify key messages & promote

engagement• A human ‘face’ rather than simply a logo

“Definitely a positive thing gives the charity a human face & instant contact when people are most in need” Karen

“Reason I got involved” Rachel

`Makes me feel much more connected to the charity and wanting to help you change things` Charlotte

Page 16: Tweeting from the top

Charity of the Year 2013/2014

Any value for patients?

`having bowel cancer or knowing someone that does can be a lonely place, even now it is comforting. Keep up the fantastic

work!` Simon

`Patients are often in a desperate situation and you have buckets of compassion and a huge desire to change things, which comes

across.. Is very positive effect for Bowel Cancer UK` Paul

`Dawn and I really appreciated your kindness and support in our darkest hour` Dave

Page 17: Tweeting from the top

Charity of the Year 2013/2014

When it works

Page 18: Tweeting from the top

Charity of the Year 2013/2014

Page 19: Tweeting from the top

Charity of the Year 2013/2014

What does Twitter give

Page 20: Tweeting from the top

Charity of the Year 2013/2014

Katie

“Cancer has taken everything away from me and I hate it. I hate that it’s making me

bitter and emotional, I hate that it’s given me no hope, I hate that it’s made me weak and dependant on people and, most of all, I hate that it’s going to take me away from

my kids and family.”

Page 21: Tweeting from the top

Charity of the Year 2013/2014

This Morning

Page 22: Tweeting from the top

Charity of the Year 2013/2014

#Never2Young

Page 23: Tweeting from the top

Charity of the Year 2013/2014

#Never2Young: launch month

55 case studies Campaign films – nearly 4000 plays164 radio and TV interviews, 39 pieces of national and local press,Substantial online press coverage#Never2Young – used in 2,651 tweets, reaching c.141,351 peopleWebsite visits – UpHelpline calls - up

(Since launch: £100K income)

Page 24: Tweeting from the top

Charity of the Year 2013/2014

• In summary

• Highly recommend engaging in twitter• Be yourself • Define your audience & how that helps your charity

meet its mission• Integrate it into your marketing & communications

strategy. • Don’t just broadcast, talk to people • Don’t let it stress you out!

Page 25: Tweeting from the top

Charity of the Year 2013/2014

I can’t wait to:

... wake up and not have cancer as my first thought

... be able to dye my hair!

... get all dressed up and dance all night

... feel like 'me' again… have the energy to be a better Mummy … be able to wash my hair and not see loads of it in the bath tub… watch my beautiful little girl grow up... experience my healthy and exciting futureCharlotte