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

pdarby@wish.org / @darbyDARNIT

wish.org / @makeawish