evo conference presentation on the make-a-wish foundation & social media
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TRANSCRIPT
From promotion……to engagement
Petri Darby@darbyDARNIT@makeawish
Women and Moms Rule
Not our target audience
High Emotional Appeal
Low Connection
Need new storytelling approaches
Emotional
Practical
oxytocin
13.2%
10.8%
Cortisol
14.9%
ACTH
Social media boosts the cuddle chemical
and reduces stress
Socially engaged co’s = 18% avg revenue growth
Least engaged co’s = 6% decline
Source: Altimeter Group
FacebookMale: 43%Female: 57%
DeliciousMale: 48%Female: 52%
FlickrMale: 45%Female: 55%
MySpaceMale: 36%Female: 64%
NingMale: 41%Female: 59%
TwitterMale: 43%Female: 57%Ustream.tvMale: 34%Female: 66%
YelpMale: 43%Female: 57%
LinkedInMale: 50%Female: 50%
YouTubeMale: 50%Female: 50%
DiggMale: 64%Female: 34%
Married women 35-50 fastest growing segment of social media users.
Women 55+ fastest growing segment of Facebook users.
Women and moms rule social media
Our current channels
Mobile visits = 10%
- site optimization- branded app?
QUESTIONS?
Petri Darby, APRdirector of brand marketing & digital strategy
Make-A-Wish Foundation® of America
[email protected] / @darbyDARNIT
wish.org / @makeawish