Learn the current best practices and immediately actionable strategies for effective viral marketing. Presented on December 3, 2009 as part of the 2009 BSG Social Media for Non-Profits webinar series.

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
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3. Introduction
What is this social media thing?
Social media is listening, learning, and sharing, facilitated by
constantly evolving technologies
BrianSolis.com
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4. Introduction
What, really, has changed with how we use
marketing and communications to
engage our stakeholders?
Previously: Now:
Control Curation
Outbound Inbound
Broadcasting Conversation
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Flickr: tanakawho

5. Objectives
What do you want to achieve for your
organization?
Acquisition
Conversion ($, activism/political change, volunteers/human capital)
Retention
JugFunnel.com
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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
Flickr: Julie70 Page 6 of 14

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

8. Strategies
What viral marketing strategies *really*
work?
Domain Expertise: Be the expert in your self-defined niche
Flickr: draggin
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9. Strategies
What viral marketing strategies *really*
work?
Content: Be generous in sharing (publishing) your expertise
Flickr: phil h Page 9 of 14

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

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
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