This opening discussion will set the stage for the two action-packed days of learning and discovery at MyCharityConnects. Experts from the sector will shed light on current trends, challenges, and opportunities in philanthropy.

1. It’s A Matter Of Choice(s)
June 8, 2009 | MyCharityConnects
Marilyn Schaffer, President, XT+M
Technology‐Driven Marketing

2. Old World
Technology‐Driven Marketing

3. New World
Technology‐Driven Marketing

4. Outbound | Inbound
SEO Blogs
Interruption Based Permission Based
Technology‐Driven Marketing

5. The Influencers
• Consumers trust their peers more
than they trust marketers.
• 90% of choices are influenced by
recommendations of other
consumers.
Technology‐Driven Marketing

6. Navigating the Choice(s) Generation
BUILD COMMUNITY
RETAIN INTEREST
GET NOTICED
STAND CREATE SIMPLIFY
OUT ADOPTION ENGAGE‐
IN SEA MENT
OF CHOICE KEEP
RELEVANT
DYNAMIC
Technology‐Driven Marketing

7. Marketing Org: So 2000 n’ Late
CMO
VP, Public VP,
Relations Advertising
Manager,
Manager,
Media Television Radio Print OOH
Social Media
Relations
Technology‐Driven Marketing

8. The New Marketing Organization
Organization
Product or
Service
Customers
Social Blogs Ratings Reviews
Net. Technology‐Driven Marketing

9. PR Makes YOU the Influencer
“Media companies don't control the
conversation anymore, at least not to the
extend that we once did. We must learn how
younger generations of consumers prefer to
receive their news and entertainment, and
we must meet those expectations” Rupert Murdoch in Forbes.com
Technology‐Driven Marketing

10. Conclusion
Thoughts for marketing in the Choice
Economy:
• Get Noticed
• Build Community
• Retain Interest. Be Relevant
Technology‐Driven Marketing

11. Marshall McLuhan, in 2009
• It’s not the medium. It’s the
message. ?
Technology‐Driven Marketing