Thu, September 23 2010

Book Review of microMARKETING - and we’re all micromarketers

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Social Media •

In our sector, we’re all “micro-marketers.”  We have itty bitty marketing budgets.  And so we can’t reach everyone.  We don’t have to be convinced to do highly targeted micro-marketing - we have no choice.  That’s in fact a good thing - because the general public and general awareness are bad marketing targets anyway. 

As the new book microMARKETING puts it:

We now do business in an age when it is far better to be everything to the right someone than it is to attempt to offering something for everyone.

I agree.  So when I was sent a copy of Greg Verdino’s new book, microMARKETING, and asked to do a review, I said yes.  Micro-marketing and nonprofits go together like gin and tonic. 

MicroMARKETING lays out seven ways in which micro-marketing contrasts with the passe world of mass marketing:

I recommend the whole book, which is a fun, highly accessible greatest hits of these principles at work.  I was asked specifically to do a micro-review of chapter 4—From Media Networks to the Network Effect—so I’ll provide some highlights on that topic.  What is the network effect?  As Greg says, think of the old Faberge Organic Shampoo ad (if you’re as old as me): “I told two friends and they told two friends.  And so on and so on and so on…”  An example from our sector is Drew Olanoff’s cancer fundraising work at Blame Drew’s Cancer.

Chapter 4 asks the question: can you make the network effect happen?  Can you “make” a viral video, for example?

The network effect is very hard if not possible to manufacture artificially, but Greg does lay out some key thoughts on how to make your organization’s content so exciting that you might get the Faberge effect.  Here are his insights:

1. We spread what interests us and what we think will interest others.  Make sure your content is not just “good enough to check out” but rather “good enough to recommend.”

2. We spread what allows us to share something about ourselves.  When we want people to share something about us, make sure there’s the opportunity and inspiration necessary for them to share somethign about themselves, like Drew did with Blame Drew’s Cancer.

3. We spread what we have incentive to share.  Give people a reason to spread the word.  It could be the desire to be part of something bigger than ourselves or social currency or social status.  Or the chance to do good.

Great advice.  Great book.

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