This document summarizes a presentation about using word-of-mouth marketing strategies for nonprofits. It discusses two approaches: regular "heartbeat" activities like website content and social media, and creating "remarkables" - memorable experiences, stories, or activities that inspire people to talk about the nonprofit. The presentation argues that nonprofits should focus on enabling supporters to take remarkable actions and developing remarkable relationships in order to increase engagement beyond clicks and build a sustainable organization.
Breaking the Kubernetes Kill Chain: Host Path Mount
The Remarkables - Barefoot and Silberman
1. The Remarkables: How
Nonprofits Win with Word-of-
Mouth Marketing
11NTCwom
Michael Silberman,
EchoDitto
Darren Barefoot,
Biro Creative
2. Session Evaluation
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8. • Website content
• SEO
• Email marketing
• Social media
• Advertising
9. • Regularly connect with the crowd
• Raise money
• Move members up the engagement
ladder
• Shine a light on members and activities
• Increase organizational reach and
influence
23. • Recruit new members
• Inspire actions and activities
• Connect with influencers
• Empower partners and tribe leaders
to tell your story
• Increase online or real-world attention
and activity
• Improve search engine optimization
52. Session Evaluation
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TEXT ONLINE
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69866. http://nten.org/ntc/eval
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55. • Why would someone talk about your
organization to a friend?
• Are you communicating in remarkable
ways?
• Are you enabling people to do
remarkable things on your organization’s
behalf?
63. TV had magic beans for forty years. For forty years, anyone, even a
complete moron, could make a lot of money using TV ads. Buy enough
ads, don't screw up, you're rich...
On the web, there are countless marketers just standing around waiting
for someone to hand them the magic beans. And that's the problem.
Marketing online takes too much measurement, patience, creativity,
technical knowledge, flexibility, speed and authenticity. It requires too
much thinking and not enough going out for dinner with clients.
Perhaps there will never be magic beans again. Perhaps marketing is
about to transition to a new kind of profession, one that requires
insight, dedication and smarts.
Or maybe someone will find some magic beans.
-Seth Godin
Address discovering trends here. Show popurls, Addictomatic and Twitter trending topics.\n
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Bigger, smaller, millions instead of a few\n
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having remarkable member experience -- WOM, 2 way relationship – but then what?\n\nUnfort that’s often limit of what orgs are doing when they figure out how to build a big list – amass army of supporter\n
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This is how successful movement-leading organizations see their supporters – not mass of supporters, but people with potential to build power\n
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Identify / score / track people’s level of engagement – then MOVE them \n\nCRM tools – salsa scoring, S/force, tec\n