1. The Future of
Communication
Campaigns
Charlotte Speedy & Laurier Nicas
11 November 2010

2. Who are we?
We used to be...
• Charlotte Speedy – who works in the PR team
• Laurier Nicas – who works in the digital team

3. Who are we?
Now we...
Both work together to connect
people to Dogs Trust

4. We’ll be covering...
The old and the new ways of
communicating
How Dogs Trust does it
How YOU can do it

5. The Old
and The New

6. NEWSNEWS
The line is blurring
SOCIAL
MEDIA
SOCIAL
MEDIA

9. Old model
• You press release the good news
• Request a next day correction for
inaccurate/negative stories or call up the
journalist
• Online news sites sent the same
information as print titles
• 90% focused on communicating with the
media to spread your message

10. Outdated campaigns
• Appeal to mass audience
• Often expensive to produce
• Only allow one way dialogue
• Advertising and PR are separate
• Your voice is through a media filter

13. New model
• A regular flow of news and dialogue – by regular we
mean daily
• Inaccurate or negative comments online can
snowball quickly – they need to be addressed as
soon as possible
• Not reliant on a perfectly crafted press release – a
picture or a video is often better than text
• Treat everyone online as a potential journalist
• More monetisation of news content

14. Today’s campaigns
• Are tailored for narrow target groups
• Can be very low cost
• Allow interaction and two way dialogue
• Are about delivering content when your
audience needs it
• Speak directly to the ‘man on the web’
• The media will find you via your social
platforms

15. Your OLD campaign
toolbox
TRADITIONAL
MARKETING & PR
Direct Mail
Press
Releases
Video
News
Releases
Online
Media
Centre
Paid for
Advertising
Expert
Interview
Media
Events
Sponsorship

16. Blogging
Video-
Blogging
Podcasting
Social
Networking
Message
Boards &
Forums
Photo
Sharing
Webinars
Chat
Rooms
Your NEW, updated
toolbox

17. Myth busting

20. You’ve been warned!
Comment from BP Chief Executive, Tony
Hayward during the oil spill debacle:

21. President Obama’s response:
You’ve been warned!

22. You’ve been warned!

24. It’s not all scary
Compare this to David Cameron’s
first party conference speech as
Prime Minister – just total 666 views
610,000
visits in
just 10
days

25. An astounding 19.2 million
television viewers in 2009
BUT

26. 120 million people watched Susan
Boyle’s audition for the show on YouTube
in the same year.

28. Clever advertising
as well as a behind
the scenes viral...
...amplifies the
message and gets
people talking!

29. Myth busting

30. (Source: pingdom.com)
37
Older than you think!

32. Fast facts:
• Globally 500 million people use Facebook
- half of them are using it every day, for
approximately 55+ minutes a day
• Facebook is used in more than 35
different languages and 170 countries
and territories
• Women over 55 remain the fastest
growing group

33. Fast facts
• Twitter had 105,779,710 registered users
as of April 2010
• New users are signing up at the rate of
300,000 per day
• In total users are tweeting an average of
55 million tweets a day

34. Myth busting

35. Time consuming?
• A few minutes in every hour
to monitor activity and
respond to questions
• Use free tools to make this
easier (Echofon, Twilert,
Google Alerts)
• Build this into your daily
schedule and routine

36. Jack from Leeds
• PR and Digital departments worked together (and with the centre) to create
two blog posts, two videos, two press releases
• Jack was rehomed after 18+ months in kennels, within 3 weeks

37. Chip van tour

38. Battery Farmed Dogs

39. PR Content
• Online poll showing how many people
would inadvertently buy a battery farmed
puppy
• Simple and striking image of egg box
• Video content of Chris Laurence showing
an example battery farm pen
• Video interview with owner of rescued
breeding bitch

40. Bonfire Night Blues
• Press release with tips and tricks
• Online step-by-step YouTube video link to Training and
Behaviour Advisor and vet with a ‘before the day’ and ‘during’
guide
- Over 2,000 views in 5 days
• Video works as interview taster
for TV and radio planners

41. Christmas cooking
• Press release with details of
dangerous foods for a dog
at Christmas
• Recipes of safe festive dog
treats sent to all TV shows
with cookery items
• Online cookery
demonstration for YouTube
on ‘Channel Paw’

42. Honours picture gallery

44. Twibbon, Dogs Trust,
& JustGiving

45. http://twitter.com/twibbon/status/8851013291

46. http://twitter.com/dogstrust/status/8850734779

48. www.justgiving.com/Valentines-Twibbon

50. £6 10% 60p
Results

51. Get ready to
think outside
the box…
and have fun with it, too!

52. First steps
• Start reading other relevant blogs that you can
comment on, follow, and participate in
• Know the spaces where your
supporters/audiences are- be there and be
active!
• Follow media commentators on Twitter or their
social network pages to know what they are
interested in
• Realise that it doesn’t happen over night…

53. Blogging
Blogger,
Wordpress
Video-
Blogging
YouTube,
Vimeo,
DailyMotion
Podcasting
Social
Networking
Facebook,
Bebo,
Myspace
Message
Boards &
Forums
Region
specific
Photo
Sharing
Flickr,
Shutterfly
Webinars
Chat
Rooms
Remember this?

54. Hashtags
• Journalists in the UK are using the hashtag
#journorequest to help them find facts / stats /
case studies for stories
• Follow papers/TV shows to see what their
news agenda is and offer comment or an
interview

55. Video footage
• People love to have a sneaky peak at what
goes on behind the scenes at an organisation
• Day in the life of a member of staff or
particular animal
• How to ‘tutorials’ from you as animal experts
– demonstrate your interview potential!
• A mobile phone can do the job

56. Celebrities
• Use Twitter to make connections with celebrities,
particularly pet-owning ones.
• By holding a simple conversation with them, even just
commenting on how cute their dog is in the picture they’ve
tweeted, you’re making the charity known to them
• Build up a rapport so you can ask if they’d be
free to come to an event you’re holding, or help
publicise a certain dog or story
• Twitter is better than Facebook because celeb
accounts are verified
• You can interact directly with a celebrity and
bypass their agent so potentially save money

57. Supporters
• You can post appeals for food, volunteers,
toys – anything
• You never know who will see it and be able to
help
• Our Glasgow rehoming centre wanted to
create a more dynamic exercise space for the
dogs and appealed online for donations of
flower pots, tubes, sand etc

58. Glasgow Blog

59. Lobbying
• Harnessing supporters online to put pressure
on politicians or councillors – add a simple
counter button to register their
agreement/disagreement about an issue
• Get their views on new/pending legislation to
influence your campaigns
• Post template emails and letters for
supporters to pass on

60. Thank you for listening!
charlotte.speedy@dogstrust.org.uk
laurier.nicas@dogstrust.org.uk