Donnie Claudino, Marketing Manager, Bikes Without Borders

Are you one of those people who rarely forwards emails? Yet on that rare occasion, something strikes you as special – and you are inspired to “pass-it-on.” Something about it clicked with you. Perhaps you can’t even explain it; a certain je ne sais quoi. That “something” is often described by marketers as “stickiness.” Stickiness is typically associated with “Viral Marketing.”

But who wants to spread a virus? When we connect with a message, a video, a website – we automatically engage with it, and want to share it. We don’t even have to be asked, because it’s automatic. At this Five Good Ideas session, participants discovered five things your organization can do to grow an automatic marketing culture – and have your messages exponentially spread by your constituents.

Link to Automatic Marketing presentation: http://www.slideshare.net/DonnieClaudino.

Five Good Ideas

1. Encourage honesty and creativity
2. Know your community very well
3. Discover and communicate your “stickiness”
4. Be very good to your Ambassadors
5. Track and reward successes

Five Good Resources

1. A suggestions box, and community animators
2. A telephone, and a good database
3. The internet, and charisma
4. Your email inbox, and spokesperson(s)
5. A calculator, and recipe book

Viral videos presented

• “Sons of Maxwell – United Breaks Guitars”
• “The Michael Gungor Band “White Man”
• “Tourism Queensland Seeks Applicants for ‘The Best Job in the World ‘ – Island Caretaker”
• “Peace One Day – Get Involved and Lives Will Be Saved”
• “Stephen Harper Sings Beatles Song with Yo Yo Ma”

Donnie Claudino

Donnie has
 been training (and entertaining) nonprofit and charity audiences for years. In June he presented at the Canada Helps My Charity Connects Conference about how organizations can improve their Online Storytelling techniques. As a board member of the American Marketing Association in Boston, he developed a marketing training series, entitled ”the nonprofit marketers’ toolbox” to help nonprofit managers better understand how and when to utilize marketing tools.

He has held positions as a journalist, graphics and web designer, advertising art director, communications manager, and marketing director; working with (and at organizations in the United States and Canada such as: Boston University, MADD, Sierra Club, Crohn’s and Colitis Foundation, United Planet, and TechSoup Canada.

Donnie currently splits his time as marketing director of Bikes Without Borders (an international bikes relief organization) with a sister for-profit mountain bike adventure travel company, SacredRides. Donnie holds a bachelors in advertising design, and a masters in nonprofit marketing management.

Contact
Donnie:
donnieclaudino@gmail.com
@donnieclaudino (Twitter)
http://www.meetup.com/Toronto-Cause-to-Market-Meetup/