Richard Hudson, director of digital and marketing, Meningitis Now Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do. http://www.charitycomms.org.uk

1. Content strategy – our approach
Richard Hudson
Director of Marketing and Digital

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3. Our content principles
• Tell me something I don’t know
• Entertain me
• Be timely
• Always be relevant
• Learn and improve

9. Our
challenges

10. 1. Talent

11. Multi-disciplined content team
+ 15 bloggers, including chief executive
+ teams curating page content

12. Mandatory Chief Executive buy in

13. 2. Technology(is changing)

15. Mobile growth

16. Mobile in May > 63%

17. Hello
2. Platforms(are changing and growing)

19. Content octopus

20. http://www.bigactivities.com/coloring/sea/octopus/octopus.php
Website
content
Content octopus > pick your battles

22. 3. Habits(continue to change)

24. http://guestofaguest.com/wp-content/uploads/2009/12/facebook_addict.jpg

25. Peak times: 8 > 12 > 8

26. The power
of content

27. Beat it Now! campaign
• Meningitis can affect
anyone
• Many different strains
• No vaccine for all
types
• It can result in limb
loss, hearing loss,
brain injury and death
• One of the most feared
diseases of young
parents

28. Our challenge – meningitis B
• New meningitis B
vaccine licensed as
safe in January 2013
• Privately available -
up to £600 per child

29. Time lost =
lives lost

30. Campaign toolkit

31. 1. Thunderclap
How it works
• Thunderclap sends
out a message on
many platforms at
the same time,
creating a wave of
attention.
• Free to use

32. Results
• Over 1 million
people reached
How we could
improve
• More direct
message
• Landing page with
stronger call to
action

33. 2. Live events
On the ground –
• Highlight work
• Authentic
• Make people feel
involved, connected -
we created a
movement
From the sofa –
• Dual screening
• Build brand
awareness
• New audiences

34. 3. Sharing
- Create sharable content on all networks – do the
simple things
- If you don’t ask you don’t get
- Website: pre-populated shares (tweets and fb)
- Sharing real stories – peer reinforcement
- Real success: Tagging – call to action to tag friends

35. The Campaign - Beat it Now!
• Petition – online over 13,000
signatures
• (36,500 handed in to Downing Street and Dept of
Health)
• Trailer around the UK
• Case studies in local and national
press
• Political pressure – support from 135
MPs
• (supporters to email and write to their MPs)
• Recruited new celebrity ambassadors

36. Update – campaign success!

37. Breaking the news
• First tweet + Facebook post
reached 1 million
• 2.6 million people reached in
just 3 days
• 50% increase in unique web
visits from social media
• Brand trending on Twitter in
the UK
• All from 8k Twitter followers

38. Key learning
• Two different post types broke the vaccine news
• 200 shares vs 2600 shares
• Custom short link
• Image size 403 x 403
• Simple image
• Eye catching
• Call to action

39. Viral
Meningitis
Week

40. Viral Meningitis Week
• Viral meningitis can
affect anyone
• Misconception that viral
meningitis is a ‘mild’
disease
• Viral meningitis affects
an estimated 5,000
people a year
• Our survey showed that
viral meningitis left 97%
of sufferers with
debilitating after-effects

41. #VocalAboutViral

42. Our challenge – get people
#VocalAboutViral
• Meningitis Now launched
their 2nd National Viral
Meningitis Week
• Each day of the week we
were being vocal about
the true impact of the
disease
• Letting people know that
we are here to support
everyone affected

43. Actions

44. Campaign toolkit

45. Additional campaign elements

46. Results…

47. Website and App
Website
• 26k visits
• 58k page views
• 83% new visitors
• 14k viral page views – only 249 were unique
• Top referrers – Facebook mobile and Instagram
• Visits up by 128%
App
• App downloads 308
• Up 75%

48. Social
• Facebook reach – 1 million
• New Facebook fans – 1.8 k
• Facebook ad – 76k – 10% to website
• Facebook posts shared 9k times
• Twitter reach 2m
• Most influential tweeters
Duncan Bannatyne, Michelle Heaton
Dr Ellie and Dr Ranj, Yvie Burnett
Tesco Baby club, NHS account and Universities
• 21.3k interactions

49. Our top content strategy tips
• Start with your business
plan
• Understand your audience
needs
• Be clear about what you
want from each channel
• Try new things – be
prepared to fail
• Use what’s happening now
– right this second
• Use graphics to increase
shares and reach new
people
• Share supporter stories
and connect people to your
cause
• Keep it simple and
shareable
• Build on previous great
content don’t reinvent the
wheel
• Be authentic

50. @MeningitisNow
www.MeningitisNow.org