Creating an automatic marketing culture

Creating an
Automatic Marketing
Culture
5 Good Ideas - Lunch & Learn
Maytree Foundation
Donnie Claudino, Presenter
22nd November 2009

5 facts – about me
Early years in Carolinas, decade in Boston, … new home in Toronto!
Dreamof visiting (and living in) Brazil
Enjoy challenges … now learning to mountain bike
“When I grow up I want to be a” … professor
Prefer manual over automatic transmission

Viral Marketing:
Marketing techniques
use pre-existing social networks
to produce increases in brand awareness
or to achieve other marketing objectives
through self-replicating viral processes,
analogous to the spread of pathological
and computer viruses.
From Wikipedia.org

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Viral Marketing Campaigns:

Offers something of interest and value
Scales easily from small to very large
Exploits common motivations and behaviors
Utilizes existing communication networks
Takes advantage of others' resources
Provides for effortless transfer to others

In part from http://www.wilsonweb.com/wmt5/viral-principles.htm

“Effortless”

“Effortless”
“Self- replicating”

“Effortless”
“Sticky”
“Self- replicating”

Automatic Marketing
Come again?

Automatic Marketing:Marketing that comesacross as being so sincere and natural; from the heart—that people are automaticallydrawn to: donate, participate,volunteer,pass on a viral video,etc.

AutomaticMarketingbegins withyou.

Create a culture,
createCommunity

I’m home!

Good Idea #1
Encourage honesty
& creativity

Good Idea #1
Invite
internal
feedback:
Encourage honesty
& creativity

Suggestions box
Ideas@yourorg.ca

Good Idea #1
Invite
internal
feedback:
Encourage honesty
& creativity

Suggestions box
Ideas@yourorg.ca

Recruit
“Community
Animators:”

Star volunteers
Energetic interns… Animators bring your brand to life

We’re inthistogether!

Good Idea #2
Know your
community
very well

Good Idea #2
Don’t be
afraid of“Research,”
Do a little
Everyday:
Know your
community
very well

Call someoneto say Thank You, and ask for theirfeedback (5 mins)

Good Idea #2
Don’t be
afraid of“Research,”
Do a little
Everyday:
Know your
community
very well
Invest
in a great database

Call someoneto say Thank You, and ask for theirfeedback (5 mins)
Share Google spreadsheets!

Thank youfor asking me!

Good Idea #3
Discover & communicate
your “stickiness”

Good Idea #3
What’s
unique about your
Org, your
Brand?

Ask your community
Google your org. often … reach out to everyone who links to you

Good Idea #3
Develop
a tagline:
What’s
unique about your
Org, your
Brand?

7 words
Place iteverywhere
Ask your community
Google your org. often … reach out to everyone who links to you

I wantto bemoved!

Good Idea #4
Be very
good to your
Ambassadors

Good Idea #4
Be very
good to your
Ambassadors
Identify
Your orgs
Spokespersons

Who’s talking about you?

Good Idea #4
Who’s
emailing
You?
Be very
good to your
Ambassadors

Attending every event?
Donating every year?
Top-referrers

Identify
Your orgs
Spokespersons

Who’s talking about you?

Willingto do more!

Good Idea #5
Set goals,
reward successes

Good Idea #5
Set goals,
reward successes
Make
Promises,
and keepthem:

Develop commitment to “members” statement

Good Idea #5
Set goals,
reward successes
Make
Promises,
and keepthem:
Celebrate
achievements:

Develop commitment to “members” statement
“Staff of the week”
Extra time off
Weekly “happy hour”

It feels greatto beappreciated!

Good Idea #6
Get fired up!

Passion
for Mission
is contagious!

Contact me:donnieclaudino@gmail.com@donnieclaudino (Twitter)
Join us!
Toronto
Cause to
MarketMeetup

Creating an automatic marketing culture

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