Race Online 2012 is a national campaign which aims to get the entire UK online by the Olympic year. Currently 10 million people cannot access the benefits of the internet. A fully networked nation could save the UK an estimated £22billion, as well as delivering huge social benefits.
CG was tasked with using social media to inspire UK businesses to support Race Online 2012 encourage 10,000 organisations to make a pledge.
Everyone at CG believed in Race Online 2012 mission and we knew that others would too, they just needed to hear about it. CG’s challenge was to target the decision-makers, explain the initiative and get them to sign-up. Working along side Martha Lane Fox (UK Digital Champion) and her team, we developed a social media strategy which targeted business leaders directly, as well as targeting their influencers (opinion leaders, staff, partners, children).
Using the latest social media techniques and digital platforms we created advocates out of passionate internet-users, used crowd-sourcing to generate mass awareness, generated exciting new content and blogs and inspired business leaders to pledge to help get the whole nation online. We managed all of Race Online 2012’s Twitter, Facebook and LinkedIn platforms; creating new networks and contacts. We also developed an email marketing programme to keep in touch with advocates and partners, serving them with the latest content, and a special micro-site for employees to get their bosses to sign up – www.tellyourboss.co.uk.
In just eight weeks CG increased the Twitter followers by 400% (to over 1000 followers), Facebook followers by 500% and boosted its LinkedIn profile and connections.
Our social media activity accounted for 54% of all referral traffic to the website So far over 600 organisations have pledged to support the campaign – including the likes of Google, Microsoft, BBC and Talk Talk.
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