Bringing fresh ideas and Social savvy to the Society
In 2019 we were appointed Alzheimer’s Society’s agency partner, exploring their entire digital marketing approach and recommending long-term strategic solutions.
Bringing Social to the Society
One of the biggest challenges was simple: embedding social media within the organisation.
Our approach to this was creating a social media vision taking into account the various objectives and challenges across the teams to ensure buy-in from everyone involved, laying the foundation for us to create and lead a training programme for new hires alongside revising job specs and roles across teams to accommodate the new strategy.
There were three clear phases: insight & discovery, strategic development, and implementation.
Insight & Discovery
Comprehensive research and auditing including sessions with the immediate team, wider internal and external surveys, and stakeholder interviews.
Strategy Development & Recommendations
Full report of insight & discovery findings, senior leadership team sign-off on overall direction, and the plan of action for internal implementation, including recommended budgets and new hires.
Roll-out & Implementation
Ongoing consultancy and supporting the implementation of recommendations, including on-boarding and training sessions across the organisation.
The Impact
Our relationship has resulted in a refresh of their entire social media approach.
Content Strategy
Exploring the role of content and best practice, establishing a content matrix and prioritisation, sourcing content, and developing tone-of-voice, messaging, and creative guidelines.
Channel and Account Strategy
Exploring the role of channels, best practice, and establishing channel guidelines.
Evaluation and Insights
Developing a reporting framework and KPIs, internal work-streams to remove potential silos, and making recommendations on tools and dashboards.
Paid and Organic Strategy
Developing an amplification strategy for social advertising tactics, introducing work-streams for planning integration, and providing recommendations for external agencies.
Community Management
Establishing roles and responsibilities across teams handling social moderation, SLAs and response protocols.
Reactive Comms
Developing a new approach to crisis protocol and establishing processes for fore-planning comms and content.
Skills & Culture
Leading a training programme, reviewing current job specs and requirements for new hires, and introducing new workflows to enhance internal collaboration.
Influencer Relationships with Longevity
We worked with the brand on developing a programme to build relationships with online personalities and influencers that can act as Alzheimer’s Society brand ambassadors for years to come.
Overall strategy
Making strategic recommendations for influencer activations, looking at influencer audience and profile, asks, and roll-out .
the right people
Sourcing and validation of influencers following agreed approach — around 100 being considered
Relationship management
Developing briefing and contract templates and guidance for Alzheimer’s Society to manage relationships directly
Actionable insight
Providing social listening and reports to ensure the brand is consolidating learnings for actionable insight moving forward
Looking Ahead
Leading workshops with key stakeholders on various themes including events, digital fundraising, mass participation.