Managing your brand online

MANAGING YOUR BRAND ONLINE Nicola Dodd &

Michael Docherty

July 2013

2

1.3 M F/BOOK

FANS

>2 M MONTHLY VISITS

TO CRUK.ORG

2M YOUTUBE VIEWS

153,420 TWITTER FOLLOWERS

43% CRUK.ORG VISITS VIA

MOBILE & TABLET

273,43

3 GOOGLE+

Within the digital context, CRUK has multiple touch-points

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CRUK Websites

Social Apps Email 3rd Party Websites

Blog & bloggers

2 major projects this year to put more robust governance around touch-points...without limiting agility

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New CRUK.org project

Single user-centric & device neutral IA/website for CRUK’s

core web offerings

Social Media Hub

Centralised social media management capability using

hub & spoke model

New CRUK.org project

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New CRUK.org project

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We’re going to take a deep dive into social media to

show you how we manage our brand online

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CRUK Websites

Social Apps Email 3rd Party Websites

Blog & bloggers

8

> 80% follow CRUK but don’t follow Race for Life

> 80% follow Race for Life but don’t follow CRUK

> 80% follow Stand Up To Cancer but don’t follow CRUK

> 80% follow Dryathlon but don’t follow CRUK

Two central teams working together to get more out of social overall

DIGITAL

Advertising & paid promotion of our

content

Integrating social into our user journeys

Figuring out YouTube

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Marketing idea

activation

PR & SOCIAL MEDIA

Community management

Content / editorial overview

Advocacy

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Tone of voice

Controversy & conspiracies

Brilliant content...

Now!

Sharing the love 24/7

Experiences where

people are

Planning & buying media

Engaging user journeys,

mobile &desktop

Tracking & attribution

11

Press office & science comms

Product teams

Patient liaison

Corporate partnerships

External agencies

Legal

ITS

Supporter Services

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IS/Technology

Product owner priorities

Resource

Proliferation

Data capture

Multiple access devices

Pace of change

QUESTIONS?