tweeting from the top
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Deborah Alsina, Bowel Cancer UK PR in the digital age conference www.charitycomms.org.uk/eventsTRANSCRIPT
Charity of the Year 2013/2014
Tweeting from the top!
PR in the Digital AgeA Charity Comms Conference
February 2014
byDeborah Alsina @Deborahalsina
Bowel Cancer UK @bowel_cancer_uk
Charity of the Year 2013/2014
What I’m going to talk about
•Introduction to bowel cancer in the UK & Bowel Cancer UK•How I started – what I’ve got right/wrong•What I / the charity/ bowel cancer patients gain •Some examples of positive outcomes due to social media
Charity of the Year 2013/2014
Who we are & what we do
Bowel Cancer UK is determined to save lives and improve the quality of life for all those affected by bowel cancer
Charity of the Year 2013/2014
Incidence1,156 people per year
Mortality403 people per year
Incidence2,354 people per year
Mortality899 people per year
Incidence3,967 people per year Mortality1,501 people per year
Incidence33,218 people per year Mortality12,905 people per year
Bowel cancer today
Charity of the Year 2013/2014
Why and what ? Why?- To explore ways of communicating about the
disease- To understand social media & its value- Because I was pushed!
What?•Twitter •LinkedIn•Blogs
Charity of the Year 2013/2014
What I was told…
• Succinct policy tweets only• Engage in conversation• Share information• Separate your work twitter personality from
your personal self • Be yourself - ensure you are authentic
Charity of the Year 2013/2014
The beginning
• I wasn’t clear about my audience• Wasn’t clear what I should tweet • Nervous about my online personality• Felt anxious when I was unfollowed • Followed too many people• Tweeted too much/too little
• Result: STRESS!
Charity of the Year 2013/2014
My target audience
• Those closely affected by the disease• Supporters of Bowel Cancer UK• People interested in bowel cancer (including health
policy experts and clinicians)
(Secondary: other charity professionals)
Also follow:• News sources
Charity of the Year 2013/2014
What do I gain from twitter?
Insight & motivation
Why does it matter
Charity of the Year 2013/2014
Neil“The whole journey of losing a partner and best friend
is very odd. At first the shock protects you a little.Then you throw yourself into work with unbelievable
mania just to avoid thinking about it.
Only now 10 months on has reality kicked in. The loneliness is awful, the sense of there being no purpose
to anything any more is high
I am sure this is all part of the process but it is such a
painful part”
Charity of the Year 2013/2014
Shared experience
Aims to:
Charity of the Year 2013/2014
What else?
• Immediate reaction & consultation• Ideas• Health policy abridged• News in a flash• Networking - even gained a skydive partner
Charity of the Year 2013/2014
What does the charity gain? • Supporters, media case studies, volunteers• Amplify key messages & promote
engagement• A human ‘face’ rather than simply a logo
“Definitely a positive thing gives the charity a human face & instant contact when people are most in need” Karen
“Reason I got involved” Rachel
`Makes me feel much more connected to the charity and wanting to help you change things` Charlotte
Charity of the Year 2013/2014
Any value for patients?
`having bowel cancer or knowing someone that does can be a lonely place, even now it is comforting. Keep up the fantastic
work!` Simon
`Patients are often in a desperate situation and you have buckets of compassion and a huge desire to change things, which comes
across.. Is very positive effect for Bowel Cancer UK` Paul
`Dawn and I really appreciated your kindness and support in our darkest hour` Dave
Charity of the Year 2013/2014
When it works
Charity of the Year 2013/2014
Charity of the Year 2013/2014
What does Twitter give
Charity of the Year 2013/2014
Katie
“Cancer has taken everything away from me and I hate it. I hate that it’s making me
bitter and emotional, I hate that it’s given me no hope, I hate that it’s made me weak and dependant on people and, most of all, I hate that it’s going to take me away from
my kids and family.”
Charity of the Year 2013/2014
This Morning
Charity of the Year 2013/2014
#Never2Young
Charity of the Year 2013/2014
#Never2Young: launch month
55 case studies Campaign films – nearly 4000 plays164 radio and TV interviews, 39 pieces of national and local press,Substantial online press coverage#Never2Young – used in 2,651 tweets, reaching c.141,351 peopleWebsite visits – UpHelpline calls - up
(Since launch: £100K income)
Charity of the Year 2013/2014
• In summary
• Highly recommend engaging in twitter• Be yourself • Define your audience & how that helps your charity
meet its mission• Integrate it into your marketing & communications
strategy. • Don’t just broadcast, talk to people • Don’t let it stress you out!
Charity of the Year 2013/2014
I can’t wait to:
... wake up and not have cancer as my first thought
... be able to dye my hair!
... get all dressed up and dance all night
... feel like 'me' again… have the energy to be a better Mummy … be able to wash my hair and not see loads of it in the bath tub… watch my beautiful little girl grow up... experience my healthy and exciting futureCharlotte
Charity of the Year 2013/2014
Thank you
Deborah AlsinaChief [email protected] 7940 1768@deborahalsina