@tmi_agency Gregory Thomas TMI Agency Shonali Burke SBC Inc. Nonprofit Storytelling across Traditional and Digital Media October 14, 2014

@tmi_agency SBC Inc. helps you take your communication from corporate codswallop to community cool™.

@tmi_agency “Social PR” harnesses the community-building power of social media and integrates it with data-driven, measurable public relations to build, educate and motivate communities for better business results.

@tmi_agency Three Cs of Social Storytelling Content Conversation

@tmi_agency The Case of the Blue Key Used with permission from USA for UNHCR

@tmi_agency Used with permission from USA for UNHCR Goal: 6,000 Keys by Dec. 31, 2011

@tmi_agency Tracking links were key (no pun intended) Bloggers aka Blue Key Champions … as well as from Facebook, Twitter, newsletters, blog, etc… Used with permission from USA for UNHCR

@tmi_agency June tweetathon: 258 people/1,524 tweets with #bluekey 169% increase in web traffic led to >50% of key purchases that week Used with permission from USA for UNHCR

@tmi_agency Analytics Tell Stories… Overall Traffic Campaign Traffic Used with permission from USA for UNHCR

@tmi_agency … and Measurement Shapes Strategy Used with permission from USA for UNHCR the more you tell people what you’re trying to do (and how you’re measuring)… the more they will try to help you get there! June tweetathon: 66 keys purchased Sept. tweetathon: 49 keys purchased Oct. tweetathon: 53 keys purchased Nov. tweetathon: 159 keys purchased!

@tmi_agency Raising revenue Improving customer satisfaction Lowering costs Credit: “Social Media Metrics,” Jim Sterne Media Why Does This Matter?

@tmi_agency Pulling It Together

@tmi_agency PRSA Non-Profit Storytelling

@tmi_agency PART ONE Who We Are SECTION INTRODUCTION: This slide should used when breaking up the presentation into parts by introducing a new concept/talking pt

@tmi_agency TMI is a strategy agency built for clients that want to activate young people and fuel meaningful social impact campaigns.

@tmi_agency Our Specialties TECHMILLENNIAL S IMPACT

@tmi_agency The TMI Equation ●2.8 million members, ages ●1.9 million SMS subscribers ●20 years of experience engaging young people ●200 cause campaigns launching in 2014 DoSomething.org’s Expertise + Laser focus on client goals =

@tmi_agency CASE STUDY Teens for Jeans SECTION INTRODUCTION: This slide should used when breaking up the presentation into parts by introducing a new concept/talking pt

@tmi_agency THE ISSUE There are 610,042 people experiencing homelessness on any given night in the U.S.

@tmi_agency THE STORY 1 in 3 people in the U.S. experiencing homeless is under the age of 18.

@tmi_agency What’s the one thing that they ask for when they enter shelters? A pair of jeans. THE STORY

FULL PAGE IMAGE + TEXT: Always make sure the image or graphic fills the page, white text only, one line only

@tmi_agency Where We Tell the Story ●Traditional, Online and Broadcast Media ○Traditional Celebrities ○Participant Stories ●Social Media ○Owned Channels ○Internet Celebrities ○Participant Stories ●Broadcast Media ○Traditional Celebrities ○Participant Stories

@tmi_agency Key Strategies ●Different content for different mediums ○Traditional ○Broadcast ○Social ○Online ●Focusing on what’s relevant to the audience ●Making it unique & owned ●Making it easy ●Showcasing impact

@tmi_agency 4 million Pairs of jeans collected since ,000 customers driven to Aero stores during January low season in M media impressions in 12 weeks RESULTS

@tmi_agency