Michael Docherty and Nicola Dodd, Cancer Research UK Digital impact conference www.charitycomms.org.uk/events

1. MANAGING YOUR
BRAND ONLINE
Nicola Dodd &
Michael Docherty
July 2013

2. 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+

3. Within the digital context, CRUK has multiple
touch-points
3
CRUK
Websites
Social Apps Email
3rd Party
Websites
Blog &
bloggers

4. 2 major projects this year to put more robust
governance around touch-points...without
limiting agility
4
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

5. New CRUK.org project
5

6. New CRUK.org project
6

7. We’re going to take a deep dive into social media to
show you how we manage our brand online
7
CRUK
Websites
Social Apps Email
3rd Party
Websites
Blog &
bloggers

8. 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

9. 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
9
Marketing
idea
activation
PR & SOCIAL MEDIA
Community management
Content / editorial
overview
Advocacy

10. 10
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. 11
Press office &
science comms
Product teams
Patient liaison
Corporate partnerships
External agencies
Legal
ITS
Supporter Services

12. 12
IS/Technology
Product owner priorities
Resource
Proliferation
Data capture
Multiple access
devices
Pace of change

13. QUESTIONS?