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The Remarkables - Barefoot and Silberman

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From the talk that Michael Silberman and I gave at NTC 2011 in Washington, DC.

Published in: Technology
  • Word of mouth marketing has been proven effective not only to small businesses but also to large corporations as well. It is one of the newest marketing strategy that utilizes the internet.
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The Remarkables - Barefoot and Silberman

  1. 1. The Remarkables: HowNonprofits Win with Word-of-Mouth Marketing11NTCwomMichael Silberman,EchoDittoDarren Barefoot,Biro Creative
  2. 2. 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:
  3. 3. @dbarefoot@birocrea-ve@silbatron@echodi3o 3
  4. 4. delicious.com/tag/ntcwom
  5. 5. Two Approaches: Heartbeat and Remarkable
  6. 6. HeartbeatActivities
  7. 7. • Website content• SEO• Email marketing• Social media• Advertising
  8. 8. • 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
  9. 9. The Problem
  10. 10. Remarkables
  11. 11. “Safe is risky,and risky is safe” - Seth Godin
  12. 12. • 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
  13. 13. How do you make remarkables?
  14. 14. Change the medium of the message
  15. 15. Say it visually
  16. 16. Riff onwhat the web loves
  17. 17. Enable usercontributions
  18. 18. Sex sells
  19. 19. Photos by Caro Wallis, marie.joi, Naida Folgado, Julie Szabo and Darren Barefoot
  20. 20. Over to Michael
  21. 21. Flickr @jelee_unleashed
  22. 22. We
can
ask
more
of
people. More
than
a
click.
The
era
of
broadcast
organizing
is
over.
  23. 23. Flickr: @vineetdiwadkar
  24. 24. 189,000 people in 1,200 neighborhoods
  25. 25. Successful
member
 ENGAGEMENT
=
Remarkable
RELATIONSHIP +
Remarkable
ACTIONS
  26. 26. ROI?• Less
list
fa-gue• More
money• Stronger
volunteer
power• Sustainability• Impact• Relevance
  27. 27. INGREDIENTS Theory
of
change Understanding
your
“superpower” Supporter‐centric
approach
(do
ppl
ma3er?) People! Ac-onable
content
and
campaigns Staff
resources
–
Online
organizers
  28. 28. How
does
it
work?• Bite‐size,
remarkable
asks• Track
engagement
levels• Invest
in
leadership
development
  29. 29. Let’s
put
the
organizing
back
in
online
organizing.
  30. 30. 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:
  31. 31. @dbarefoot@birocrea-ve@silbatron@echodi3o
  32. 32. Who
wants
a
book? 54
  33. 33. • 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?
  34. 34. Find the fun(ny)
  35. 35. Make it useful
  36. 36. Demonstrateextraordinary skill
  37. 37. Add mystery
  38. 38. Let visitors interact
  39. 39. Enable usercontributions
  40. 40. 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
  41. 41. There areno magic beans.

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