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Creating a Culture that Markets Itself

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by

Daniel Fahrner

on 9 October 2013

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Transcript of Creating a Culture that Markets Itself

Empower employees to interact:
Content marketing
Social Media
Customer Service
Creating a Culture
That Markets Itself!

Culture Powered Marketing...
How to "Create" Culture!
Geez, that's a little abstract. What does it look like? - You
@DanielFahrner @SmallBox
"Brands can no longer control all marketing or messaging from the top down." - Me, just now
1. DEFINE
VALUES: foundational

2. Attract
Get the right people on the bus!
4. Sustain
Accountability!
3. Empower
Give employees tools & access to community.
VALUES: curiosity, collaboration, growth
PURPOSE: do great things
MISSION: serving authentic organizations
VISION: spread a revolution of people-centered work
Empower:
ownership of blog & email
access to community of certified professionals
Results!
PURPOSE: the why?
(curiosity, collaboration, growth)
MISSION: the how?
(do great things)
VISION: the what?
(serving authentic organizations)
(spread a revolution of
people-centered work)
Team members must
embody values
be invested in purpose, mission, vision
Create a blog & social calendar for team
Cultural calendar!
Extend ownership of institutions
Measure performance based on:
progress toward shared goals
cultural contribution
values
Content
Curating, co-authoring & editing articles produced by ACSM community.
Email
Custom monthly content for 4 segmented groups.
Social
All content promoted by ACSM & community members.
Current
Pros
Future
Pros
University Professors
Club
Owners
ACSM has seen:
Increased engagement across all channels
Increased community size: 30,000 new members
Page 1 Google rankings for desired terms
100% increase in certifications YTD
Access: the web
Tools: social media
begins w/ BRAND AMBASSADORS
Customers Demand Authenticity
Full transcript