Tailoring your tone. Charity content marketing conference, 28 April 2016
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Transcript of Tailoring your tone. Charity content marketing conference, 28 April 2016
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Tailoring your toneor
Are you talking to me?
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Making sure that your content
doesn’t stay in a bunker of its
own cleverness
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Back to basics
• Content must help your
organisational aims
• Never forget:• Objective – define the change you want to
happen
• Strategy – how that change will happen
• Tactics – the content
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• Clear
• As specific as possible
• Shared and agreed with internal
stakeholders
• Write it down
Objective
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• Who has the power to make the change you
are seeking?
• What will make them make that change?
• What is stopping them?
• What are their motivations?
• What are their values?
• Where will you find them?
Strategy
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• Audience segmentation
• Which is the tribe most likely to help you
achieve your objective?
• Helps us to check whether:
• content is likely to resonate
• whether our proposed target outlets will
reach our intended audience
Knowing your audience
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• Don’t do things just because they are
fun/new/different
• Do fun/new/different things because they will
work
• Always check against your objective and
strategy – if it doesn’t fit then just ditch it.
• Audience segmentation – you may not love it
but will your target audience?
Tactics: coming up with the ideas
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• #ifmenhadperiods influencing campaign
• Deliver Life fundraising campaign
• Two different types of process but
fundamentally to the same principles
Two examples
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Objective:
• encourage sign up for a petition to UK govt
• raise awareness that 1/3 of world’s
population doesn’t have a safe toilet
• Do a little bit towards breaking the taboo
around periods and so making it easier to
discuss the issues whether a teenage girl or
govt decision maker
#ifmenhadperiods
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• Use humour to get people to engage with
the issues/share on social
• To widen the audience for sharing the
content, give it a news peg
• Target audiences:
• Digital Natives,
• Global Citizens
Also sector colleagues
Strategy
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• Don’t kill ideas with process - JFDI
• Avoiding the cliché
• How to persuade internally
Coming up with the content
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A Venn diagram of people
Decision makers
Normal people
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An alternative view
Normal people
Decision makers
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• Three films viewed a total of 2.2million times.
• Most of the views came through media hits
• Over 100 media hits
• #ifmenhadperiods hit 3.5million Twitter
accounts
• Tweeted by a number of “decision makers”
• Resulted in op-eds discussing the taboo
• AND 115,000 signatures for the UK petition
Did it work?
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Objective: raise £5m to help bring access to
water, sanitation and hygiene to mother and
babies in healthcare facilities and communities
Strategy: target audiences were Healthy Image
and Global Citizen.
Within those audiences namely people with
children.
Deliver Life
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• Internal cross departmental brainstorms
• Ideas that would resonate with target
audiences
• Ideas that could work across different
channels
• Making sure the content lasted the
length of the appeal
Creating the content
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• Centred around one hospital in Tanzania and
its midwives
• Overall theme of Parallel Lives
• One Born Every Minute
• One Day Young
• Maternity Bags
• #firstbabyselfie
Content
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One Day Young
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Maternity bags
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Hugh Bonneville
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#firstbabyselfie
#FirstBabySelfie
celeb
endorsement &
sharing
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One Born Every Minute
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• We raised nearly £5million – the largest appeal that
WaterAid has ever done
• Largest ever number of new donors ever recruited in a
month
• The media reached a total of 95 million
• Facebook impressions 50 million – reaching 30 million
• The content has since been used by our Campaigns
team to engage health professionals in the Healthy Start
campaign
• The audience segmentation worked well – paid social
results show that the Healthy Image Segment responded
most to the Hugh Bonneville work and Global Citizens to
the One Day Young work
Did it work?
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Any questions?
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Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk
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Conference
28 April 2016
London
#CharityContent
Charity content
marketing
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