Viral Marketing For Non-Profits Best Practices And Immediately Actionable Strategies

1. Viral Marketing for Non-Profits Best Practices and Immediately Actionable Strategies Ken Herron Chief Marketing Officer and Co-Founder, SocialGrow BSG Webinar Series: Social Media for Non-Profits #SM4NP December 3, 2009

2. Introduction Who am I, and why should you listen to what I have to say about viral marketing? Ken Herron 20+ years of F500 and start-up marketing experience Previously CMO for one of the world’s largest online social networks Currently CMO and Co-Founder of social media software and professional services firm SocialGrow (http://socialgrow.com) I practice what I preach -- not only am I a strategist, coach, and consultant, but I personally use social media as a key part of SocialGrow’s integrated marketing and communications strategy to acquire, convert, and retain customers Page 2 of 14

3. Introduction What is this social media thing? Social media is listening, learning, and sharing, facilitated by constantly evolving technologies BrianSolis.com Page 3 of 14

4. Introduction What, really, has changed with how we use marketing and communications to engage our stakeholders? Previously: Control Outbound Broadcasting Conversation Now: Curation Inbound Page 4 of 14 Flickr: tanakawho

5. Objectives What do you want to achieve for your organization? Acquisition Conversion ($, activism/political change, volunteers/human capital) Retention JugFunnel.com Page 5 of 14

6. Objectives Who are your employees, clients, and donors, and what are they individually and collectively trying to achieve? Deeply understanding your multiple stakeholders’ wants and needs is key to effectively engaging them Page 6 of 14 Flickr: Julie70

7. Strategies What viral marketing strategies *really* work? Ubiquity: Be everywhere your audiences are Page 7 of 14 TimMcGraw.com

8. Strategies What viral marketing strategies *really* work? Domain Expertise: Be the expert in your self-defined niche Flickr: draggin Page 8 of 14

9. Strategies What viral marketing strategies *really* work? Content: Be generous in sharing (publishing) your expertise Page 9 of 14 Flickr: phil h

10. Strategies What viral marketing strategies *really* work? Virality: Make your content incredibly easy to share Flickr: furiousgeorge81 Page 10 of 14

11. Conclusion What have we learned today? Social media is technology-enabled listening, learning, and sharing Understanding your different stakeholders’ needs is the critical first step of any marketing and/or communications strategy Ubiquity, domain expertise, content, and virality are the four most effective viral marketing strategies for non-profits Page 11 of 14 Flickr: Pictures by Ann

12. Conclusion How can SocialGrow’s software application and professional services help you to achieve your objectives? SocialGrow gives you more relevant connections, easier and faster Webinar Bonus: Every webinar participant who tweets, with @SocialGrow and the hashtag #SM4NP, one thing they learned today, will receive one free month of SocialGrow’s service -- and one participant (chosen at random) will receive one free year of service! Page 12 of 14

13. Conclusion How can SocialGrow’s software application and professional services help you to achieve your objectives? SocialGrow gives you more relevant connections, easier and faster Webinar Bonus: Every webinar participant who tweets, with @SocialGrow and the hashtag #SM4NP, one thing they learned today, will receive one free month of SocialGrow’s service -- and one participant (chosen at random) will receive one free year of service! Page 12 of 14

14. Q&A What are your questions? What do you need to increase the effectiveness of your viral marketing efforts? Page 13 of 14 Flickr: Shhexycorin

15. How can you learn more? Connect with me on LinkedIn at: http://www.linkedin.com/in/kenherron Follow me on Twitter at: http://twitter.com/socialgrow Page 14 of 14