Using social media to reposition your organisation, attract new supporters and build engagement
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Royal Air Force Benevolent Fund
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Dean Benton, Director of Marketing and Communications, RAF Benevolent FundAnn-Mari Freebairn, Head of Communications, RAF Benevolent FundInsights and lessons from the RAF Benevolent Fund’s ‘1940Chronicle’ social media campaign:• Learn how the charity is using social media to move beyond the stuffy image associated with many established military charities and helping to re-position itself as a modern Service charity.• Learn how the charity’s social media activity is attracting a new and younger generation of supporters as well as increasing online donations.• Discover the benefits of integrating your on and off-line PR activity to create greater impact and expand the reach of your campaign.
Transcript of Using social media to reposition your organisation, attract new supporters and build engagement
Royal Air Force Benevolent Fund
Royal Air Force Benevolent Fund
Royal Air Force Benevolent Fund
Royal Air Force Benevolent Fund
Royal Air Force Benevolent Fund
Ann-Mari Freebairn – Head of CommunicationsMichael Laffan – Online Communications Manager
Royal Air Force Benevolent Fund
Royal Air Force Benevolent Fund
“Ultimately, users visit your website for its content. Everything else is just the backdrop.”Jakob Neilsen - useit.com
Royal Air Force Benevolent Fund
@1940George @1940Jane @1940Mary
@1940Alex @1940Frank
Royal Air Force Benevolent Fund
Royal Air Force Benevolent Fund
Royal Air Force Benevolent Fund
Involving celebrities
Royal Air Force Benevolent Fund
Royal Air Force Benevolent Fund
Supporter engagement
1. Re-visit 1940Chronicle website2. Subscribe through RSS feeds3. Social media engagement4. Visit RAFBF main site5. Sign up for e-newsletter6. DONATE!
Royal Air Force Benevolent Fund
Outputs
• 83,551 overall visits• 57,307 unique visitors • 26,382 repeat visitors to campaign
site• 2,481 Chronicle followers on Twitter• 1,623 fans on Facebook• 1,457 Twibbon downloads
Royal Air Force Benevolent Fund
Using online influencers
• 30 – 40 friendly bloggers wrote posts on Day of Action
• 100 highly engaged people produced 31 to 145 pieces of campaign related content each
• 48,085 mentions across social networks
• Tweet reach of 320,000 via 200 tweets
Royal Air Force Benevolent Fund
Visitors to 1940 Chronicle
Royal Air Force Benevolent Fund
Audiences
• Facebook insights showed that we successfully engaged with younger supporters
Royal Air Force Benevolent Fund
Outcomes
• Increased traffic to main RAFBF website by 100%
• Themed e-newsletter – 50%+ open-rate
• RAFBF Facebook fans increased by 2,000+
• RAFBF Twitter following grew from 25 to 1,200
Royal Air Force Benevolent Fund
Other outcomes
• 77 pieces of media coverage with 8 million Opportunities To See
• Change in positioning reflected in posts, online conversations and off-line coverage
• Website will be used as an online teaching resource
• Website has become part of British Library archive of UK documentary heritage
Royal Air Force Benevolent Fund
Online donations
• Online donations trebled compared to the same 4-month period in 2009
June July August September0
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Royal Air Force Benevolent Fund
Royal Air Force Benevolent Fund
The future’s bright ...
• Investment and buy-in• Future web strategy• Sustainability• Building on relationships with online
influencers• More integration of on- and off-line PR• Online donations
