top tips for using online engagement to change brand perception
TRANSCRIPT
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Using social media to change brand
perception
Verity Pillinger-Cork, Web and Digital
Marketing Manager, RNIB
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AKA...
Deliberately
using social media
as part of a strategy
to change brand perception
...positively
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RNIB?
Birds,
right?
Oh, right. Lifeboats.
Good.
Of course! Guide
dogs!
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Creating a personality
From this... ... To this
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It's what's inside that counts
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Language!
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Involve people
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Be relevant
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Think creatively
• Twitter marathon: shedding light on the range of services
RNIB provides (#RNIBinaday)
• Been done effectively by people like Manchester Police
• We used our own account, not one set up for the event
• Take care not to over-Tweet
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Telling the story of RNIB
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Responses to #RNIBinaday
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#RNIBinaday #vitalstats
• Reached 110,559 people via 374 tweets
• 959,178 impressions
• 181 retweets
• 26 @replies
• Incredibly positive response - lots of people saying they'd
learnt something about RNIB.
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Listen
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Plan for criticism
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Nestle
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Kia UK
Realised that Twitter could
be a great place to change
brand perception.
Looked at where other car
manufacturers were failing.
Decided to try something
different, accepting the risk
that it might fail.
Created an account in
which a car (based on the
Kia Cee'd) talks to
followers, in the form of
jokes.
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Measuring success