Kristy Sammis, Clever Girls Collective, shares the story behind the social media, global phenomenon that was the Make a Wish #SFBatKid - She talks strategy, planning and how storytelling can help any brand connect with their goals.

1. SOCIAL MEDIA SUCCESS
& THE #SFBATKID STORY
Kristy Sammis
kristy@clevergirlscollective.com
@kristysf

2. WE
ARE
CLEVER
BLOGGERS
PINNERS
INSTAGRAMMERS
TWEETERS
FACEBOOKERS
PHOTOGRAPHERS
STORYTELLERS
CONTENT-CREATORS
MOVERS
SHAKERS
TASTEMAKERS
INFLUENCERS
GIRLS

3. IT’S 2014.
SOCIAL MEDIA HAS SOLVED ALL
OUR MARKETING PROBLEMS!

4. (JUST KIDDING)
OF SOCIAL MARKETERS AREN’T SURE
WHICH SOCIAL MEDIA TOOLS TO USE
*Source: Social Media Examiner 2014 Report, 2800 Marketers

7. Kiwanis slide 6

10. #SFBatkid

15. #SFBATKID BY THE NUMBERS
President Obama retweets one of
our staff photos!
1,840,577,475 OVERALL
SOCIAL IMPRESSIONS
1,816,783,718 TOTAL
TWITTER IMPRESSIONS
23,793,757 TOTAL
INSTAGRAM IMPRESSIONS

17. THE SIX“SECRETS”
OF #SFBATKID
(A.K.A. “The Secrets of All Social Media Programs”)

18. THE SIX“SECRETS”
OF #SFBATKID
1. GOAL
2. AUDIENCE
3. METRICS
4. MESSAGE
5. AGILITY
6. EMOTIONAL STORY

19. SECRET #1: GOAL

20. SECRET #1: GOAL
WHAT DO YOU WANT TO ACCOMPLISH?

22. SECRET #2: AUDIENCE
WHO DO YOU WANT TO REACH?
WHERE ARE THEY?

23. SECRET #3: METRICS
Estimated size of the crowd at City Hall: 20,000+
Number of countries where Batkid was discussed: 117
Total Social Impressions: 1,816,783,718
Number of hits per second to all Make-A-Wish websites during peak: 1,400
YOU GET WHAT YOU MEASURE

24. *FORRESTER RESEARCH WWW.FORRESTER.COM

25. SECRET #4: MESSAGE
“WHAT’S THE HASHTAG?”

26. OR IF IT DOES!?
SECRET #5: AGILITY
WHAT IF THIS DOESN’T WORK?

29. SECRET #6: EMOTIONAL STORY
WHY WILL PEOPLE CARE?

31. THE SIX“SECRETS”
OF #SFBATKID
(A.K.A. “The Secrets of All Social Media Programs”)

32. QUESTIONS?

33. THANK YOU!
Kristy Sammis
kristy@clevergirlscollective.com
@kristysf