The document discusses how to create "Remarkables", which are word-of-mouth marketing campaigns that cut through online noise by being emotionally engaging, sharing surprising information, and inspiring others. It provides examples of successful Remarkables campaigns and tips for making campaigns remarkable, such as changing the medium of the message, riffing on what the web loves, enabling user contributions, and building something useful. Metrics for measuring the success of Remarkables like website traffic, social media uptake, and achieving campaign objectives are also outlined.

1. THE REMARKABLES
How to Win with Word-of-Mouth Marketing

2. 2008

3. 2008
• Facebook surpasses MySpace
• Twitter #22 social networking site
• First iPhone released

4. 2013
• 4 billion views/day
• 1.1 billion users
• 50 million users

5. More than
98% of Non-Profits
are on Facebook
MDG Advertising, 2012

6. ?

7. meth·od·ol·o·gy!
A body of practices, procedures, and rules used by those who work in a discipline

8. Heartbeats
•
•
•
•
•
•
Website/blog content
SEO
Email marketing
Press releases
Online advertising
Social media updates

10. Remarkables
We
Seth Godin

11. Remarkables
• Cut through online noise
• Recruit new customers
• Inspire actions & activities
• Connect with influencers
• Tell a story
• Increase attention
• Improve web presence and
SEO

12. “Safe is risky and risky is safe.”
– Seth Godin

13. Do Something Amazing!
• A beautiful, shareable crowdfunding site
• Donors received a Certificate of Purchase
• Raised $32 million

14. Be Bold
• 2.5 million YouTube views
• 90,000 petition signatures

15. • Activity book teaching elements of
inbound marketing best practices
• Inspires fun in an (overly) serious
industry
• 25,000 downloads

16. What do Remarkables have in
Common?

17. Remarkables…
• Touch us emotionally
• Offer a compelling story arc
• Provide new, surprising information
• May have heroes and villains

18. Remarkables…
• Make us laugh (sometimes)
• Inspire us
• Reflect trends in popular culture
• Are highly shareable

20. Tips for making
Remarkables

21. Change the
Medium
of the message

25. RIFF
on what the
Web loves

28. • Vine has more than 40
million users
• Great for mobile-based
campaigns
• Making a vine video is a
relatively easy ask

29. Enable
user contributions

32. Build
something useful

35. Inspire
others

38. Campaign
Killers!

39. Hello, Anyone Out There?
You don’t have an engaged, motivated
audience.

40. Problem Technique
Your Remarkable is plagued by
technical glitches.

41. Your Idea Sucks
Enough said.

42. How to Measure
Remarkables

43. • Set clear campaign objectives
• Match objectives with measurable, online actions
• Top referring sites are key—keep an eye on them
• Measure campaign success against conversion
rates
• Measure social media uptake

44. Does it Really Work?
Doubled Website Traffic
Covered in top industry
blogs
National media
coverage
Fully-funded project

45. capulet.com
Fireworks Factory
boomboomboom.ca
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