Brand Storytelling & The New Media Relations

1,069 views

Published on

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.

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,069
On SlideShare
0
From Embeds
0
Number of Embeds
15
Actions
Shares
0
Downloads
16
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Brand Storytelling & The New Media Relations

  1. 1. Petri Darby, APR Director of MarComm & Digital Strategy Make-A-Wish® America pdarby@wish.org / @darbyDarnit Brand Storytelling & The New Media Relations
  2. 2. Brand Storytelling & The New Media Relations Petri Darby - @darbyDARNIT DISCLAIMER
  3. 3. The Old Way Petri Darby - @darbyDARNIT Give! Give! Give! Give! Give! Give! Give! Third-Person Storytelling Brand Storytelling & The New Media Relations
  4. 4. Hundreds of Thousands of Stories & Voices Petri Darby - @darbyDARNIT Brand Storytelling & The New Media Relations
  5. 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. 6. Petri Darby - @darbyDARNIT Short-Term Web Changes Symbolic/Incremental Giving Social Sharing Reaction Buttons Brand Storytelling & The New Media Relations
  7. 7. Petri Darby - @darbyDARNIT Short-Term Mobile Solution Like Social Sharing Social Connect Brand Storytelling & The New Media Relations
  8. 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 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
  9. 9. Brand Storytelling & The New Media Relations Petri Darby - @darbyDARNIT Early Tests of First-Person Storytelling Tools
  10. 10. Brand Storytelling & The New Media Relations Petri Darby - @darbyDARNIT DISCLAIMER
  11. 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. 12. Brand Storytelling & The New Media Relations Petri Darby - @darbyDARNIT Storytelling Challenges
  13. 13. Brand Storytelling & The New Media Relations Petri Darby - @darbyDARNIT Primary Storytelling Channels
  14. 14. Brand Storytelling & The New Media Relations Petri Darby - @darbyDARNIT The Dream of Real-Time Storytelling
  15. 15. Brand Storytelling & The New Media Relations Petri Darby - @darbyDARNIT Storytelling Tools
  16. 16. Petri Darby - @darbyDARNIT Real-Time Storytelling in Action Brand Storytelling & The New Media Relations
  17. 17. Petri Darby - @darbyDARNIT Real-Time Storytelling in Action Brand Storytelling & The New Media Relations
  18. 18. Petri Darby - @darbyDARNIT User-Generated Content Brand Storytelling & The New Media Relations 4,500+ photos/videos
  19. 19. Petri Darby - @darbyDARNIT Content Drove Media Interest Brand Storytelling & The New Media Relations
  20. 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. 21. Petri Darby - @darbyDARNIT Media Coverage Brand Storytelling & The New Media Relations
  22. 22. Petri Darby - @darbyDARNIT Secondary Storytelling Channels Extended Media Reach Brand Storytelling & The New Media Relations
  23. 23. Petri Darby - @darbyDARNIT Video Brand Storytelling & The New Media Relations
  24. 24. Petri Darby - @darbyDARNIT Brand Storytelling & The New Media Relations The New Make-A-Wish Web Environment
  25. 25. Petri Darby - @darbyDARNIT Next Up: Make-A-Wish Branded Storytelling App Brand Storytelling & The New Media Relations
  26. 26. Petri Darby • Director of Marketing, Communications & Digital Strategy• pdarby@wish.org FINAL DISCLAIMER Brand Storytelling & The New Media Relations
  27. 27. Petri Darby • Director of Marketing, Communications & Digital Strategy• pdarby@wish.org Brand Storytelling & The New Media Relations Thank You!

×