brand storytelling & the new media relations
Post on 06-May-2015
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Petri Darby, APRDirector of MarComm & Digital Strategy
Make-A-Wish® Americapdarby@wish.org / @darbyDarnit
Brand Storytelling&
The New Media Relations
Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
DISCLAIMER
The Old Way
Petri Darby - @darbyDARNIT
Give!
Give!
Give!
Give!
Give!
Give!
Give!
Third-PersonStorytelling
Brand Storytelling & The New Media Relations
Hundreds of Thousands of Stories & Voices
Petri Darby - @darbyDARNIT
Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
Short-Term Web Changes
Share YourStory
Video
Curated Blogs & News
Social Login, Sharing& Activity Feed
Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
Short-Term Web Changes
Symbolic/Incremental Giving
Social Sharing
Reaction Buttons
Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
Short-Term Mobile Solution
Like
Social Sharing
Social Connect
Brand Storytelling & The New Media Relations
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
Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
Early Tests of First-Person Storytelling Tools
Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
DISCLAIMER
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
Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
Storytelling Challenges
Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
Primary Storytelling Channels
SHAMELESS PLUG FOR
VOCUS HERE
SHAMELESS PLUG FOR
VOCUS HERE
Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
The Dream of Real-Time Storytelling
Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
Storytelling Tools
Petri Darby - @darbyDARNIT
Real-Time Storytelling in Action
Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
Real-Time Storytelling in Action
Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
User-Generated Content
Brand Storytelling & The New Media Relations
4,500+ photos/videos
Petri Darby - @darbyDARNIT
Content Drove Media Interest
Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
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
Brand Storytelling & The New Media Relations
SHAMELESS PLUG FOR VOCUS HERE
Petri Darby - @darbyDARNIT
Media Coverage
Brand Storytelling & The New Media Relations
SHAMELESS PLUG FOR
VOCUS HERE
Petri Darby - @darbyDARNIT
Secondary Storytelling Channels Extended Media Reach
Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
Video
Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
Brand Storytelling & The New Media Relations
The New Make-A-Wish Web Environment
Petri Darby - @darbyDARNIT
Next Up:
Make-A-Wish Branded Storytelling App
Brand Storytelling & The New Media Relations
Petri Darby • Director of Marketing, Communications & Digital Strategy• pdarby@wish.org
FINAL DISCLAIMER
Brand Storytelling & The New Media Relations
Petri Darby • Director of Marketing, Communications & Digital Strategy• pdarby@wish.org
Brand Storytelling & The New Media Relations
Thank You!
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