Content vs. Cancer: A Critical Success Story #criticalsuccesstories
Content vs. Cancer: A Critical Success Story
Aug 23, 2014
Imagine, if instantly, your life was divided between: Before & After. That’s what happened to my brilliant friend, Tamara. One day she was a healthy 40-year-old with two small children; the next, she was diagnosed with stage 4 colon cancer. This is the story of how we, a disparate digital community, transformed a moment of powerlessness into a sustainable action plan. Throughout this presentation, you’ll learn how to apply content strategy and content marketing principles to achieve real life ROI. Some key takeaways: you’ll learn how to craft a compelling digital story; dig into the importance of role and task identification; discover how to launch a crowdfunding project (and get it to go viral in <12 hours…) and learn how we harnessed this initial momentum to build a wildly successful citywide fundraiser. This real-world case study illustrates how digital technology galvanized a small community, and eventually, a city to accomplish an extraordinary act of social good.
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Content vs. Cancer: A Critical Success Story #criticalsuccesstories
Carrie Hunter, Content StrategistCMHunter Content Management Inc.Twitter: @contentcarrie
Round One
Then, one day, all of this changed.
Round Two
I have stage 4 colon cancer with mets to my liver and, to complete the cancer trifecta, my lungs.
My life is now Before. And After.
I asked what the life expectancy is for stage 4 colon cancer with mets, although I already looked it up like any journalist would have. Six months to a year.
Dearest friends,
“The true promise of a connected society is so people can help each other.”
Biz Stone, Twitter and Jelly Co-Founder
Round Three
“This is by far the fastest anyone has ever reached their goal. Your family, friends and yourself are truly an amazing group of people.” Dave Richardson, Give a Mile
Round Four
Calgary, CanadaPopulation: >1.2 million
Messaging
Task Groups
TV
Tone & Voice
Crowd Sourcing
Editorial Strategy
Omni-channel
Distribution
Social Media
Roles, Tasks
Audience Needs
Workflow
Content Creation
Community
Content Strategy: The Blow-by-Blow of a Fundraiser
Website
The remainder of the presentation, which will be built over the next several weeks, will use digital storytelling as a foundation and weave practical, instructive examples of both key content strategy and marketing principles throughout it.
All with the goal of demonstrating how an empowered (online and offline) community can accomplish an extraordinary act of social good.
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