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From Promotional to Social <br />Petri Darby, APR<br />Director of Brand Marketing & Digital Strategy<br />Make-A-Wish Fou...
From Promotional to Social<br />From Promotional to Social <br />200,000+ wishes<br />Strong brand<br />Not all wish kids ...
From Promotional to Social<br />The Old Way<br />Give!<br />Third-Person<br />Storytelling<br />Give!<br />Give!<br />Give...
From Promotional to Social<br />Hundreds of Thousands of Stories & Voices<br />Petri Darby - @darbyDARNIT<br />
From Promotional to Social<br />New Content Approaches<br />Strategy<br />More human voice<br />More entertaining<br />Mor...
From Promotional to Social<br />Social/Website Integration<br />Share Your<br />Story<br />Video<br />Social Login, Sharin...
From Promotional to Social<br />Social/Website Integration<br />Social Sharing<br />Symbolic/Incremental Giving<br />React...
From Promotional to Social<br />Social/Website Integration<br />Social <br />Sharing<br />Like<br />Social Connect<br />Pe...
From Promotional to Social<br />First-Person Storytelling<br />“My eyes lit up, my heart raced, and my jaw hurt from smili...
From Promotional to Social<br />Impacts<br />Facebook: 904% increase in referral traffic to wish.org(Nov 2010-April 2011)<...
From Promotional to Social<br />Impacts<br />Facebook Page LikesQ2: +61% compared with 3 mos prior<br />Q3: +51% compared ...
From Promotional to Social<br />Integrated Tracking<br />Hootsuite, Omniture, ScoutLabs, Google Analytics, Twitalyzer, Fac...
From Promotional to Social<br />Parting Thoughts<br />Interactions<br />Relationships<br />Trust<br />Loyalty & Action <br...
From Promotional to Social<br />Questions?<br />pdarby@wish.org/ @darbyDARNIT/ www.darbyDARNIT.com<br />Petri Darby - @dar...
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Make-A-Wish Foundation ppt From promotional to social

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How the Make-A-Wish Foundation of America is evolving its online efforts from promotion to more connection and engagement to build strong relationships with constituents over the longer term.

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Transcript of "Make-A-Wish Foundation ppt From promotional to social"

  1. 1. From Promotional to Social <br />Petri Darby, APR<br />Director of Brand Marketing & Digital Strategy<br />Make-A-Wish Foundation® of America<br />pdarby@wish.org / @darbyDarnit<br />
  2. 2. From Promotional to Social<br />From Promotional to Social <br />200,000+ wishes<br />Strong brand<br />Not all wish kids <br /> are dying!<br />Petri Darby - @darbyDARNIT<br />
  3. 3. From Promotional to Social<br />The Old Way<br />Give!<br />Third-Person<br />Storytelling<br />Give!<br />Give!<br />Give!<br />Give!<br />Give!<br />Give!<br />Petri Darby - @darbyDARNIT<br />
  4. 4. From Promotional to Social<br />Hundreds of Thousands of Stories & Voices<br />Petri Darby - @darbyDARNIT<br />
  5. 5. From Promotional to Social<br />New Content Approaches<br />Strategy<br />More human voice<br />More entertaining<br />More interesting<br />More storytelling<br />More engaging<br />More impacts<br />More links to wish.org<br />More real-time<br />Tactics<br />Share your story<br />Wish story teasers<br />Celebrity engagement<br />Questions<br />Quotes<br />Reciprocal content<br />Ties to current events<br />Sponsor/campaign promos<br />Photos<br />Video<br />Wish kid of the day<br />Ways to help<br />Did you know<br />Impact study results<br />Petri Darby - @darbyDARNIT<br />
  6. 6. From Promotional to Social<br />Social/Website Integration<br />Share Your<br />Story<br />Video<br />Social Login, Sharing<br />& Activity Feed<br />Curated Blogs & News<br />Petri Darby - @darbyDARNIT<br />
  7. 7. From Promotional to Social<br />Social/Website Integration<br />Social Sharing<br />Symbolic/Incremental Giving<br />Reaction Buttons<br />Petri Darby - @darbyDARNIT<br />
  8. 8. From Promotional to Social<br />Social/Website Integration<br />Social <br />Sharing<br />Like<br />Social Connect<br />Petri Darby - @darbyDARNIT<br />
  9. 9. From Promotional to Social<br />First-Person Storytelling<br />“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.” <br />- Wish kid Kayla<br />“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.” <br />– Skyla about her friend Sarah’s wish<br />Petri Darby - @darbyDARNIT<br />
  10. 10. From Promotional to Social<br />Impacts<br />Facebook: 904% increase in referral traffic to wish.org(Nov 2010-April 2011)<br />From #7 referring source rank to #2<br />Petri Darby - @darbyDARNIT<br />
  11. 11. From Promotional to Social<br />Impacts<br />Facebook Page LikesQ2: +61% compared with 3 mos prior<br />Q3: +51% compared with 3 mos priorFacebook Engagement (Likes/Comments)Q2 +29% compared with Q1<br />Q3 +25% compared with Q2<br /> <br />Wish.org Page/Wish Story Shares<br />Q2: +48% compared with Q2 previous year <br />Q3: +208% compared with Q3 previous year<br />Q3: 2,000+ Facebook “Likes”Share Your Story<br />Q2:29 viable wish stories submitted <br />Q3: 120 viable wish stories submitted<br />Petri Darby - @darbyDARNIT<br />
  12. 12. From Promotional to Social<br />Integrated Tracking<br />Hootsuite, Omniture, ScoutLabs, Google Analytics, Twitalyzer, Facebook Insights, YouTube Analytics<br />Share of voice<br />Impact across channels<br />Key words and phrases<br />Impressions, clicks, comments, Likes, shares, retweets, replies<br />Petri Darby - @darbyDARNIT<br />
  13. 13. From Promotional to Social<br />Parting Thoughts<br />Interactions<br />Relationships<br />Trust<br />Loyalty & Action <br />(sales/donations)<br />Content<br />Interactions <br />Return-on-relationships<br />Trust fostered over time<br />Petri Darby - @darbyDARNIT<br />
  14. 14. From Promotional to Social<br />Questions?<br />pdarby@wish.org/ @darbyDARNIT/ www.darbyDARNIT.com<br />Petri Darby - @darbyDARNIT<br />
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