Published on March 4, 2014
Tweeting from the top! PR in the Digital Age A Charity Comms Conference February 2014 Charity of the Year 2013/2014 by Deborah Alsina @Deborahalsina Bowel Cancer UK @bowel_cancer_uk
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 the Year Charity of quality of life for all 2013/2014 those affected by bowel cancer
Bowel cancer today Incidence 1,156 people per year Mortality 403 people per year Incidence 3,967 people per year Mortality 1,501 people per year Charity of the Year 2013/2014 Incidence 33,218 people per year Mortality 12,905 people per year Incidence 2,354 people per year Mortality 899 people per year
Why and what ? Why? - To explore ways of communicating about the disease - To understand social media & its value - Because I was pushed! Charity of the Year What? •Twitter 2013/2014 •LinkedIn •Blogs
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 Charity of the Year 2013/2014 • Result: STRESS!
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) Charity of the Year (Secondary: other charity professionals) 2013/2014 Also follow: • News sources
What do I gain from twitter? Insight & motivation Charity of the Year 2013/2014
Why does it ma
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. Charityon hasthe Year The of reality kicked in. Only now 10 months loneliness is awful, the sense of there being no purpose 2013/2014 to anything any more is high I am sure this is all part of the process but it is such a painful part”
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 Charity gives the charity a human face & of the Year “Definitely a positive thing instant contact when people are most in need” Karen 2013/2014 “Reason I got involved” Rachel `Makes me feel much more connected to the charity and wanting to help you change things` Charlotte
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 Charity of the Year 2013/2014 `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
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 plays 164 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 people Website visits – Up Helpline calls - up Charity of the Year 2013/2014 (Since launch: £100K income)
• 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 future Charlotte Charity of the Year 2013/2014
Thank you Charity of the Year Deborah Alsina Chief Executive 2013/2014 Deborah.email@example.com 020 7940 1768 @deborahalsina
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