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Rescooped by John van den Brink from Social-Business-Marketing!

The Circles Of NonProfit Marketing

The Circles Of NonProfit Marketing | AtDotCom Social media |

In this Post, Debra Ashkanase has also used  Seth Godin's, “The Circles of Marketing,” in which he states that marketing is not buzz or followers, but an entire ecosystem surrounding the product itself.

Intrigued, Debra considered  how The Circles of Marketing could be modified for nonprofit social media marketing. Here  the nonprofit marketer’s iteration, begins with The Cause.

As shown in this Infographic

The outer circle: Most nonprofit marketing consultants and team members are hired to do: create buzz, ads, word of mouth, “virality” using social media, increase the number of social media fans/followers/connections. This is just the tip of the iceberg in marketing. However, most nonprofit marketing professionals are hired to primarily focus on the outer circle and that this is the final circle of work, not the first.

The second circle: The real marketing time should be spent. This circle is focused on creating a community that cares most about your cause, and can help you to promote it. Included in this circle are the elements needed to create an engaged online community around your cause: defining what people really want to talk about;  crafting the 'story of the cause', developing an online community that cares passionately about your cause, and supporting all of this with excellent content (your organization’s content + crowd-contributed content). The next circle just outside of  the center is the basis for its adjacent second circle. These are the factors that surround the cause itself, and affect the perception of interest in the cause. Timeliness of the issue, the need for a solution to the problem, and public interest in the cause all affect how The Cause is perceived. This is the circle that executive directors, program staff, fundraisers, and founders will want to continuously review and consider. If perception of a problem does not exist, then the you will need to revise your story. If the issue is no longer timely, that will affect interest, The Conversation, community involvement, etc.

The innermost circle is "The Cause" note The Organization. description of the innermost “When the thing you sell has communication built in, when it is remarkable and worth talking about, when it changes the game—marketing seems a lot easier.” [Seth Godin]


By Debra Askanase.


Via maxOz
maxOz's comment, August 13, 2012 7:05 AM
Alessio You Are Welcome x
maxOz's comment, August 13, 2012 10:35 PM
Debra, My Pleasure, Great Post & Visual, Thank You x
Ken Morrison's comment, August 18, 2012 7:55 AM
Thank you for the rescoop. I really like the idea of developing the 'second circle'.
Rescooped by John van den Brink from Market to real people!

Social Influence Marketing is Hot - Here are 6 Trends to Watch

Social Influence Marketing is Hot  - Here are 6 Trends to Watch | AtDotCom Social media |

Another insightful piece by Mark Schaefer for his blog. Here's what you'll find in this article:


**understand your own influence in the marketplace individually and as a business 


**how to curate your audience, and discover if they are influencers, advocates or friends once you know this, there is good information and strategy to help you manage, leverage and utilize this knowledge in your business.


**what social influence measuring tools are out there today that are determining social influence   who is creating buzz, changing behavior and driving sales through recommendations and much more. 


**what tools are out there, what companies are moving into this space with better ways of determining who the influencers are and what this means to your business and to you as an individual and much more......




"Social influence marketing is moving out of the experimental stage and into the mainstream. What's next?"


Here are a few highlights that caught my attention: 


Moving out of the lab


Mark Schaffer:


"I recently met with Azeem Azhar, the very bright and ambitious founder of PeerIndex and he noted that in 2012, social influence marketing and outreach programs are moving out of the “experimental stage” and into mainstream marketing budgets".


Connecting Online Conversations to Offline Buying Behavior


Many critics contend that online influence does not necessarily translate to offline buying behavior — but these dots are being connected very quickly.


In fact, it’s already happening. Whether we like it or not.........


Smart phones are going to auto-publish content to your Facebook timeline and other platforms —


**where we are shopping, what we are listening to, what we are viewing.

**So it’s a simple matter of connecting your conversations with influencers to these actions.


 *More and more search results are including recommendations from your friends, which will also support connections between online and offline behaviors.


Over time, an actual dollar value will be assigned to your “influence power.”

Selected by Jan Gordon, covering "Curation, Social Business and Beyond"

Read full article here: []

Via janlgordon, Robin Martin
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