1. From Promotional to Social
Petri Darby, APR
Director of Brand Marketing & Digital Strategy
Make-A-Wish Foundation of America
pdarby@wish.org / @darbyDarnit

2. From Promotional to Social
From Promotional to Social
200,000+ wishes
Strong brand
Not all wish kids
are dying!
Petri Darby - @darbyDARNIT
3. From Promotional to Social
The Old Way
Give!
Third-Person
Storytelling
Give!
Give!
Give!
Give!
Give!
Give!
Petri Darby - @darbyDARNIT
4. From Promotional to Social
Hundreds of Thousands of Stories & Voices
Petri Darby - @darbyDARNIT
5. From Promotional to Social
New Content Approaches
Strategy
More human voice
More entertaining
More interesting
More storytelling
More engaging
More impacts
More links to wish.org
More real-time
Tactics
Share your story
Wish story teasers
Celebrity engagement
Questions
Quotes
Reciprocal content
Ties to current events
Sponsor/campaign promos
Photos
Video
Wish kid of the day
Ways to help
Did you know
Impact study results
Petri Darby - @darbyDARNIT
6. From Promotional to Social
Social/Website Integration
Share Your
Story
Video
Social Login, Sharing
& Activity Feed
Curated Blogs & News
Petri Darby - @darbyDARNIT
7. From Promotional to Social
Social/Website Integration
Social Sharing
Symbolic/Incremental Giving
Reaction Buttons
Petri Darby - @darbyDARNIT
8. From Promotional to Social
Social/Website Integration
Social
Sharing
Like
Social Connect
Petri Darby - @darbyDARNIT
9. From Promotional to Social
First-Person Storytelling
My eyes lit up, my heart raced, and my jaw hurt from smiling so big. I didnt know if I wanted to cry, scream, or just stand there in shock. Justin Bieber was walking towards me.
- Wish kid Kayla
But it wasnt 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 Sarahs wish
Petri Darby - @darbyDARNIT
10. From Promotional to Social
Impacts
Facebook: 904% increase in referral traffic to wish.org(Nov 2010-April 2011)
From #7 referring source rank to #2
Petri Darby - @darbyDARNIT
11. From Promotional to Social
Impacts
Facebook Page LikesQ2: +61% compared with 3 mos prior
Q3: +51% compared with 3 mos priorFacebook Engagement (Likes/Comments)Q2 +29% compared with Q1
Q3 +25% compared with Q2

Wish.org Page/Wish Story Shares
Q2: +48% compared with Q2 previous year
Q3: +208% compared with Q3 previous year
Q3: 2,000+ Facebook LikesShare Your Story
Q2:29 viable wish stories submitted
Q3: 120 viable wish stories submitted
Petri Darby - @darbyDARNIT
12. From Promotional to Social
Integrated Tracking
Hootsuite, Omniture, ScoutLabs, Google Analytics, Twitalyzer, Facebook Insights, YouTube Analytics
Share of voice
Impact across channels
Key words and phrases
Impressions, clicks, comments, Likes, shares, retweets, replies
Petri Darby - @darbyDARNIT
13. From Promotional to Social
Parting Thoughts
Interactions
Relationships
Trust
Loyalty & Action
(sales/donations)
Content
Interactions
Return-on-relationships
Trust fostered over time
Petri Darby - @darbyDARNIT
14. From Promotional to Social
Questions?
pdarby@wish.org/ @darbyDARNIT/ www.darbyDARNIT.com
Petri Darby - @darbyDARNIT