How Age UK uses social media to engage with supporters

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Case study presented at PR Moment Brand Engagement conference http://prmoment.com/PR-Conferences/brand-engagement-conference.aspx

Technology

How Age UK use free social
media channels to connect
with its audiences
Rob Mansfield - Senior Digital Editor, Age UK

How Age UK uses social media…

 Age UK – a quick overview
 Our social audiences
 How do we and other charities use it?
 Measuring success

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

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

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

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...

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

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.

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

Any questions?

Rob Mansfield
rob.mansfield@ageuk.org.uk
Twitter: @robram
LinkedIn: www.linkedin.com/in/robmansfield

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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

5. How does Age UK use social media?

6. Humour works...

7. The quirky...

8. Heart-warming stories

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

10. Promoted posts

11. BHF

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...

13. We, ahem, invent new words...

14. Online debates

15. Parkinson’s UK

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

17. Pinterest

18. Success? How do you know?

19. Facebook gives you the tools...

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

How Age UK uses social media to engage with supporters

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