The Remarkables - Barefoot and Silberman

The Remarkables: HowNonprofits Win with Word-of-Mouth Marketing11NTCwomMichael Silberman,EchoDittoDarren Barefoot,Biro Creative

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@dbarefoot@birocrea-ve@silbatron@echodi3o 3

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Two Approaches: Heartbeat and Remarkable

HeartbeatActivities

• Website content• SEO• Email marketing• Social media• Advertising

• 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

The Problem

Remarkables

“Safe is risky,and risky is safe” - Seth Godin

• 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

How do you make remarkables?

Change the medium of the message

Say it visually

Riff onwhat the web loves

Enable usercontributions

Sex sells

Photos by Caro Wallis, marie.joi, Naida Folgado, Julie Szabo and Darren Barefoot

Over to Michael

Flickr @jelee_unleashed

We can ask more of people. More than a click. The era of broadcast organizing is over.

Flickr: @vineetdiwadkar

189,000 people in 1,200 neighborhoods

Successful member  ENGAGEMENT = Remarkable RELATIONSHIP + Remarkable ACTIONS

ROI?• Less list fa-gue• More money• Stronger volunteer power• Sustainability• Impact• Relevance

INGREDIENTS Theory of change Understanding your “superpower” Supporter‐centric approach (do ppl ma3er?) People! Ac-onable content and campaigns Staﬀ resources – Online organizers

How does it work?• Bite‐size, remarkable asks• Track engagement levels• Invest in leadership development

Let’s put the organizing back in online organizing.

Session Evaluation Each entry via text or web is a chance to win great NTEN prizes throughout the day! TEXT ONLINE Text 11NTCwom to Use 11NTCwom at 69866. http://nten.org/ntc/evalSession Evaluations Powered By:

@dbarefoot@birocrea-ve@silbatron@echodi3o

Who wants a book? 54

• 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?

Find the fun(ny)

Make it useful

Demonstrateextraordinary skill

Add mystery

Let visitors interact

Enable usercontributions

TV had magic beans for forty years. For forty years, anyone, even acomplete moron, could make a lot of money using TV ads. Buy enoughads, dont screw up, youre rich...On the web, there are countless marketers just standing around waitingfor someone to hand them the magic beans. And thats the problem.Marketing online takes too much measurement, patience, creativity,technical knowledge, ﬂexibility, speed and authenticity. It requires toomuch thinking and not enough going out for dinner with clients.Perhaps there will never be magic beans again. Perhaps marketing isabout to transition to a new kind of profession, one that requiresinsight, dedication and smarts.Or maybe someone will ﬁnd some magic beans. -Seth Godin

There areno magic beans.

The Remarkables - Barefoot and Silberman

by Darren Barefoot

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