Last month, we congratulated Birmingham Children’s Hospital on being shortlisted for the Chambers Innovation in Social Media Award. Big Cat Group’s MD Anthony Tattum recently gave a talk at the Association of NHS Charities Fundraising MIG Meeting Event, covering the social media strategy we put together for Birmingham Children’s Hospital which helped them get to where they are now.
A year ago, Birmingham Children’s Hospital’s online presence was not being used to its full effect. With 4,000 fans spread across two Facebook pages – one for the hospital itself and one for the charity – the organisation did not have a set strategy. Content was formal, with few images or videos, and there was little engagement with their social community.
This is where Big Cat stepped in. We offered the children’s charity a free social media audit, analysing their online interaction including conversation levels and peak time periods, measuring the sentimental value and emotional content of posts and researching how passionate users talking about BCH were, and the type of user that they were attracting. The audit revealed numerous discoveries – people were talking about the charity in relation to their fundraising efforts, the subject matter of the posts was inherently emotive and engaging but more leverage was needed, and cross-platform fundraising was not a smooth journey.
As a result of this research, we made four recommendations:
- Create and use a social media strategy
- Smooth the donation process
- Improve SEO
- Measure, test, learn, do
Birmingham Children’s Hospital took our advice on board, and asked us to create a social media strategy for them, with aims to:
- Give a constant stream of content
- Prevent peaks and troughs of campaign-based social media
- Develop a 12 month reservoir of content
- Create daily, weekly, monthly and campaign-level strategy
- Be broken down into Content, Communities, Conversations and Coverage
The strategy that we created for Birmingham Children’s Hospital had five specific outputs, including:
1. Engagement opportunities that took the form of one of three levels of content:
- Larger scale, planned events
- Snackable content, prepared in advance
- Reactive, time-sensitive content
2. A platform strategy
3. Social media policy
4. Content calendar
5. And a bag load of ideas
– Over 24,000 Facebook likes
– Over 7,000 Twitter followers
– Consistent tone of voice across all platforms as a result of training
– Sentiment & passion in peoples’ posts increased from 48% to 80% YOY
– Increased use of images and videos
Last July, the charity had its first ever viral post:
The emotive, heart-warming post attracted over 24,000 ‘likes’, more than Oreo’s and Pampers’ equivalent celebratory Prince George posts. Coca Cola’s post was one of few to exceed Birmingham Children’s Hospital, receiving over 33,000 ‘likes’.
With social media becoming increasingly essential for charities, the audits are fantastic for recognising where developments can be made, and the six pillar strategy provides a set of straight-forward guidelines to make sure online content interaction is engaging, consistent and brand relevant. If this is something you’re interested in, get in touch.
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