Download - Brand Storytelling & The New Media Relations

Petri Darby, APRDirector of MarComm & Digital Strategy

Make-A-Wish® [email protected] / @darbyDarnit

Brand Storytelling&

The New Media Relations

Brand Storytelling & The New Media Relations

Petri Darby - @darbyDARNIT

DISCLAIMER

The Old Way


Give!

Give!

Give!

Give!

Give!

Give!

Give!

Third-PersonStorytelling


Hundreds of Thousands of Stories & Voices




Short-Term Web Changes

Share YourStory

Video

Curated Blogs & News

Social Login, Sharing& Activity Feed



Short-Term Web Changes

Symbolic/Incremental Giving

Social Sharing

Reaction Buttons



Short-Term Mobile Solution

Like

Social Sharing

Social Connect




Early First-Person Storytelling

“My eyes lit up, my heart raced, and my jaw hurt from smiling so big. I didn’t know if I wanted to cry, scream, or just stand there in shock. Justin Bieber was walking towards me.” - Wish kid Kayla

“But it wasn’t 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 Sarah’s wish



Early Tests of First-Person Storytelling Tools



DISCLAIMER



Single Largest Wish-Granting Event - EVER

42 wish kids + family members

27 chapters

19 states

Some wish kids waited 3 years



Storytelling Challenges



Primary Storytelling Channels

SHAMELESS PLUG FOR

VOCUS HERE

SHAMELESS PLUG FOR

VOCUS HERE



The Dream of Real-Time Storytelling



Storytelling Tools


Real-Time Storytelling in Action



User-Generated Content


4,500+ photos/videos


Content Drove Media Interest



Media Coverage307 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


SHAMELESS PLUG FOR VOCUS HERE


Media Coverage


SHAMELESS PLUG FOR

VOCUS HERE


Secondary Storytelling Channels Extended Media Reach



Video




The New Make-A-Wish Web Environment


Next Up:

Make-A-Wish Branded Storytelling App


Petri Darby • Director of Marketing, Communications & Digital Strategy• [email protected]

FINAL DISCLAIMER


Petri Darby • Director of Marketing, Communications & Digital Strategy• [email protected]


Thank You!

Download - Brand Storytelling & The New Media Relations

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