Evo Conference Presentation on the Make-A-Wish Foundation & Social Media

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Evo Conference Presentation on the Make-A-Wish Foundation & Social Media

  1. 1. From promotion…<br /> …to engagement<br />Petri Darby<br />@darbyDARNIT<br />@makeawish<br />
  2. 2. Women and Moms Rule<br />
  3. 3. Not our target audience<br />
  4. 4. High Emotional Appeal<br />Low Connection<br />
  5. 5. Need new storytelling approaches<br />
  6. 6. Emotional<br />Practical<br />
  7. 7. Social media boosts the cuddle chemical<br />oxytocin<br />and reduces stress<br />13.2%<br />10.8%<br />Cortisol<br />14.9%<br />ACTH<br />
  8. 8. Socially engaged co’s = 18% avg revenue growth<br />Least engaged co’s = 6% decline<br />Source: Altimeter Group<br />
  9. 9. Women and moms rule social media<br />Facebook
Male: 43%
Female: 57%Delicious
Male: 48%
Female: 52%Flickr
Male: 45%
Female: 55%MySpace
Male: 36%
Female: 64%<br />Ning
Male: 41%
Female: 59%Twitter
Male: 43%
Female: 57%
Ustream.tv
Male: 34%
Female: 66%Yelp
Male: 43%
Female: 57%<br />LinkedIn
Male: 50%
Female: 50%<br />YouTube
Male: 50%
Female: 50%<br />Digg
Male: 64%
Female: 34%
<br />Married women 35-50 fastest growing segment of social media users. <br />Women 55+ fastest growing segment of Facebook users.<br />
  10. 10. Our current channels<br />
  11. 11.
  12. 12. Mobile visits = 10%- site optimization- branded app?<br />
  13. 13. QUESTIONS?Petri Darby, APRdirector of brand marketing & digital strategyMake-A-Wish Foundation® of Americapdarby@wish.org / @darbyDARNITwish.org / @makeawish<br />

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