Brand Storytelling & The New Media Relations

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Delivered at the 2013 Vocus conference, this presentation explores how Make-A-Wish used online, social, mobile, and cloud platforms on the world's largest stage to change the face of brand storytelling and drive real-time media relations.

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  • 1.Petri Darby, APR Director of MarComm & Digital Strategy Make-A-Wish America pdarby@wish.org / @darbyDarnit Brand Storytelling & The New Media Relations

2. Brand Storytelling & The New Media Relations Petri Darby - @darbyDARNIT DISCLAIMER 3. The Old Way Petri Darby - @darbyDARNIT Give! Give! Give! Give! Give! Give! Give! Third-Person Storytelling Brand Storytelling & The New Media Relations 4. Hundreds of Thousands of Stories & Voices Petri Darby - @darbyDARNIT Brand Storytelling & The New Media Relations 5. Petri Darby - @darbyDARNIT Short-Term Web Changes Share Your Story Video Curated Blogs & News Social Login, Sharing & Activity Feed Brand Storytelling & The New Media Relations 6. Petri Darby - @darbyDARNIT Short-Term Web Changes Symbolic/Incremental Giving Social Sharing Reaction Buttons Brand Storytelling & The New Media Relations 7. Petri Darby - @darbyDARNIT Short-Term Mobile Solution Like Social Sharing Social Connect Brand Storytelling & The New Media Relations 8. Brand Storytelling & The New Media Relations Petri Darby - @darbyDARNIT Early First-Person Storytelling My eyes lit up, my heart raced, and my jaw hurt from smiling so big. I didnt know if I wanted to cry, scream, or just stand there in shock. Justin Bieber was walking towards me. - Wish kid Kayla But it wasnt the fabulous shoes, or the beautiful clothes that Sarah got from the wish that mattered. What she received from the wish is something nobody could ever put a price on. It gave her her spirit back. And it gave me my best friend back. Skyla about her friend Sarahs wish 9. Brand Storytelling & The New Media Relations Petri Darby - @darbyDARNIT Early Tests of First-Person Storytelling Tools 10. Brand Storytelling & The New Media Relations Petri Darby - @darbyDARNIT DISCLAIMER 11. Brand Storytelling & The New Media Relations Petri Darby - @darbyDARNIT Single Largest Wish-Granting Event - EVER 42 wish kids + family members 27 chapters 19 states Some wish kids waited 3 years 12. Brand Storytelling & The New Media Relations Petri Darby - @darbyDARNIT Storytelling Challenges 13. Brand Storytelling & The New Media Relations Petri Darby - @darbyDARNIT Primary Storytelling Channels 14. Brand Storytelling & The New Media Relations Petri Darby - @darbyDARNIT The Dream of Real-Time Storytelling 15. Brand Storytelling & The New Media Relations Petri Darby - @darbyDARNIT Storytelling Tools 16. Petri Darby - @darbyDARNIT Real-Time Storytelling in Action Brand Storytelling & The New Media Relations 17. Petri Darby - @darbyDARNIT Real-Time Storytelling in Action Brand Storytelling & The New Media Relations 18. Petri Darby - @darbyDARNIT User-Generated Content Brand Storytelling & The New Media Relations 4,500+ photos/videos 19. Petri Darby - @darbyDARNIT Content Drove Media Interest Brand Storytelling & The New Media Relations 20. Petri Darby - @darbyDARNIT Media Coverage 307 unique news clips $300,000+ ad value w/out multiplier Highlights National NBC Olympic Zone segment National CBS segment distributed to 200 stations Hearst media segment distributed to 28 markets Dozens of local NBC broadcast and online stories 2 placements on NBCNews.com USAToday.com video piece User generated content featured in nearly every piece Brand Storytelling & The New Media Relations 21. Petri Darby - @darbyDARNIT Media Coverage Brand Storytelling & The New Media Relations 22. Petri Darby - @darbyDARNIT Secondary Storytelling Channels Extended Media Reach Brand Storytelling & The New Media Relations 23. Petri Darby - @darbyDARNIT Video Brand Storytelling & The New Media Relations 24. Petri Darby - @darbyDARNIT Brand Storytelling & The New Media Relations The New Make-A-Wish Web Environment 25. Petri Darby - @darbyDARNIT Next Up: Make-A-Wish Branded Storytelling App Brand Storytelling & The New Media Relations 26. Petri Darby Director of Marketing, Communications & Digital Strategy pdarby@wish.org FINAL DISCLAIMER Brand Storytelling & The New Media Relations 27. Petri Darby Director of Marketing, Communications & Digital Strategy pdarby@wish.org Brand Storytelling & The New Media Relations Thank You!