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How Age UK uses social media to engage with supporters
1. How Age UK use free social
media channels to connect
with its audiences
Rob Mansfield - Senior Digital Editor, Age UK
2. How Age UK uses social media…
Age UK – a quick overview
Our social audiences
How do we and other charities use it?
Measuring success
3. Age UK: an overview
3 National Partners: Age Cymru, Age NI, Age Scotland
175 Local partners
2 financial services companies
600+ Age UK shops
500+ local friendship centres and older people’s forums
1 Biomedical research charity
1 International sister charity for overseas relief
4. Social audiences, who are they?
Core audience: older people 50+, their families and carers
23k+ fans 20k+ followers
45% are 55+ Professionals
65% are 45+ Mainly 35+
70% female 60% female
More than one Facebook page Three separate Twitter handles
- Team Age UK @age_uk – Main charity
: Purely for those running for @ageukcampaigns – Public
Age UK at an event affairs
@ageuknews – Media team
9. Campaigns
We have issues...
The tangible campaigning work
we carry out always resonates
with our audience and Facebook
is an ideal way to spread our
message, with our audience as
the advocates.
This example: >5% engagement
12. On Twitter...
Live-tweeting
In common with many other
brands, we live-tweet anything
that we think is relevant –
especially TV programmes.
Here’s Doris again...
16. WhizzKidz
Audioboo
Award-winning for Best Innovation: at party
conferences – smartphone podcasting
For Marathon runners to update sponsors of their
progress, as they run the course
20. Success...
In September 2012, we were
ranked in Top 10 Brands by
Daily Page Engagement Rate
on Facebook pages in UK,
according to social media
monitors, Socialbakers.
21. Summary
• Try things... You won’t get it right first time
• Talk to people – accept the bad and the good
• Listen to your audience
• Silence is as telling as noise
• Don’t be put off by low percentage returns
22. Any questions?
Rob Mansfield
rob.mansfield@ageuk.org.uk
Twitter: @robram
LinkedIn: www.linkedin.com/in/robmansfield