1. Thunderclap Thursday 4 December 2014
Presenter: Jon Matthias, 1000 Lives Improvement

2. HOW? Thunderclap WHAT? WHERE? WHEN? WHY? WHO?
This session is about the key questions we need to ask as Comms professionals. Tempting as it is to run straight into the ‘How’ to do a Thunderclap, the five Ws are the ones we need to address first.
WHY?
WHO?
Thunderclap
Jon Matthias

3. Thunderclap
What is it? Thunderclap is a web tool that interfaces with Twitter, Facebook and LinkedIn (this is the Where!) to deliver the same message at the same time on all the accounts of people who sign up.
Who and why? It is being used by charities and causes around the world to promote themselves on social media. In terms of ‘When’ this is usually a special awareness day or the launch of something.
Thunderclap
Jon Matthias

4. Thunderclap – our experience
World Sepsis Day 2013 – took part Ask about Clots launch, April 2014
Our first involvement in Thunderclap was on World Sepsis Day 2013.
We then used it to support the launch of Ask about Clots in April 2014.
Thunderclap
Jon Matthias

5. Thinking about Thunderclap
WHAT?
WHERE?
WHEN?
Using the five Ws – have a think of something you could use Thunderclap for. What will you use it for. Where do you want to make an impact. When? Why? Who will you target?
[Discussion]
WHY?
WHO?
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Jon Matthias

6. Thunderclap
HOW?
So, let’s move on to the How? This is the key bit really – we have done the planning and worked out answers to the 5 Ws. We know what we want to promote, where, why and when we want to promote it and who we want to involve. But how do we turn those plans into action?
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Jon Matthias

7. This is our Thunderclap page for Ask about Clots
Elements – the message that will be sent (blue box)
Number of supporters – their combined social reach – the time left to completion (now complete)
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Jon Matthias

8. Elements continued. Some blurb about the campaign.
Our supporters with the most followers and the most recent supporters are shown there. One of the last to sign up was the Health Minister 
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Jon Matthias

9. When you sign up, you can tweet to show your support
When you sign up, you can tweet to show your support. This was me supporting the World Sepsis Day 2014 Thunderclap on 5 September – this tweet asks others to join in.
This is the tweet that went out on World Sepsis Day on 13 September, along with all the others.
5 Sept 2014
13 Sept 2014
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Jon Matthias

10. Ingredients for success
Time
More than social promotion
(Reassurance)
Continue to plug it...
You need 100 people to sign up to get your Thunderclap sent out.
So what makes a Thunderclap work?
Time is the obvious one. We started promoting Ask about Clots about a week beforehand. You need to give people time to hear about it and join in. This is part of the When discussion.
Go more than social – a big mistake we made with some of our early social activity was to assume we should only plug it through social. Now we know better and so we ed loads of people asking them to sign up. What channels could you push your Thunderclap on – a weekly / staff bulletin? Who will you approach?
Going beyond social also allows you to address people’s fears about signing up. We prepared a briefing to send to people to explain What Thunderclap was and how it was safe to use. We also used this to explain Why we were doing it.
And finally, you have to keep promoting it. One tweet is never enough. This is why you need to give yourself some time.
Thunderclap
Jon Matthias

11. Reassuring people
Expanding on the theme of reassurance – this is the from the briefing we sent out where we specifically addressed possible objections. People don’t like handing control over to third party apps – we know that.
This info was cribbed from the Thunderclap FAQs.
We also included information about our campaign. We were explaining the What and Why to get people onside.
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Jon Matthias

12. HOW? Thunderclap WHAT? WHERE? WHEN? WHY? WHO?
Going back to the discussion, having heard how we made it work – how would you answer these questions?
WHY?
WHO?
Thunderclap
Jon Matthias