Tasner M. Marketing in the Moment. The Practical Guide to Using Web 3.0 Marketing to Reach Your Customers First 2010
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Conclusion:
The Art of Giving Back
You might be wondering, If this is a book on marketing, why
end with a discussion on charity? Now that I’ve given you my
secrets, I want to ask something of you: Give back just 1%
of the revenue this book helps you generate, and 1% of your
time to some type of charity or social entrepreneurship
cause. We’re in a crazy time in the United States right now,
like many other areas of the world. The worst thing we can
do is scale back on our charitable works when times get
tough.
I’ll be very blunt with you: My passion is not for doing
Internet marketing for others and making them rich. My
passion is for enabling and educating others to use my tech-
niques to make themselves rich. I’m able to reach a lot more
people that way and change a lot more lives.
When I’m speaking, one of the most frequently asked ques-
tions I get is “Why did you become an entrepreneur versus
anything else?” To me, there isn’t really anything else that
compares to being an entrepreneur, so I knew from a young
age that it was what I wanted to become; but I’ve boiled
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down this answer to what I call the four Fs of why I love
being an entrepreneur:
Fun: If you’re not having fun, change what you’re doing.
I incorporate some fun into each and every day. You will
learn that some of the most successful companies do this
same thing. In fact, they foster and encourage it. Take
Google, for example: They encourage you to take breaks in
the PlayStation lounge, relax in the aquarium room in a
massage chair watching the fish swim by, or even hustle to
the massage room for a session of destressing with a hands-
on masseur. Now that rocks!
Freedom: Running your own company allows you to enjoy
much more flexibility than you might normally expect.
Don’t be surprised if you find yourself working on your
patio, on a boat, or even sitting on the beach. With added
freedom come choices. How do you want to spend your
extra free time? I personally have declared Fridays to be
family day. I’m also able to attend various meetings in my
community and contribute my time and energy to various
charities I endorse throughout the week.
Financial: I know it’s tough to be an entrepreneur or even
working as a marketing executive at a corporation in the
beginning, but if you work intelligently, create your unique
selling position, and use some of these marketing tactics, the
financial end can become quite lucrative. As a marketer in a
corporation, you will rewarded based on the success of the
campaigns you help with or run. Money should not be the
only reason you get into this game, but it sure has to be one
of them.
Family: One of my all-time favorite books is by Jeffrey
Gitomer, titled Customer Satisfaction Is Worthless, Customer
Loyalty Is Priceless. The biggest takeaway I got from this book
was when he said to take a picture of your family eating.
Anytime you are on the brink of losing a customer or
dealing with a dispute, look at the photo and realize that
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you’re taking food out of your family’s mouths if you handle
the situation the wrong way. Yes, this seems very irrational,
but think about it—it really is true. The customers are what’s
putting food on our tables, and we do what we do to love,
support, and provide for our families.
One of the best ways I know how to make a difference is
through charitable work. Everyone has a different definition
of what charity means to him. For some, it’s giving their
time, for others it’s solely money, and for some it’s making a
difference that will carry on for generations. Participating in
any form of charity that feels right to you is what it’s all
about. To me, personally, it’s a combination of everything.
For some charities I simply give money, while others get my
time and money, and for others I help in many random
areas. You personally need to make the choices to give your
time and money, not me. My only hope is that as your busi-
ness grows and provides you more freedom, your giving gets
bigger and more frequent!
As entrepreneurship continues to become more and more
popular, various charities are popping up. One of the areas
in particular is social entrepreneurship. A social entrepre-
neur recognizes a social problem or an area he or she can
impact and uses entrepreneurial methods to create and
manage a business or venture to make it happen. One of
the first examples of social entrepreneurship is Ben & Jerry’s
Homemade Ice Cream. They realized they could make a big
difference by donating money from every carton of ice
cream sold.
Another great example of the social entrepreneur is
Muhammad Yunus, founder of the Grameen Bank. This
bank provides microloans to people looking to start their
own businesses. In many cases, a loan for less than $50 for
someone in a third-world country can allow them to start a
thriving business that will supply them and many others
with the resources they need for the rest of their lives. The
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risks are certainly evident, but to ensure repayment, the
bank uses a system called “solidarity groups.” These infor-
mal groups consist of several loan applicants who act as
cosigners for one another. This builds not only a web of net-
working and business affiliates, but also one of trust, friend-
ship, and community.
Since 1983 when the Grameen Bank was founded, Yunus
and his foundation have loaned over $6.83 billion to more
than 7.4 million borrowers. Many of the micolending groups
also have record payback rates and some of the lowest
default rates in the world.
Some of My Favorite Charities
In no way am I trying to influence you to give to any of
these charities. I simply want to mention a few that I
personally endorse.
St. Jude Children’s Research Hospital
Web site: www.stjude.org
Many people are familiar with St. Jude’s name, but I have
found that few truly understand the impact this hospital has
made on our nation and our world.
St. Jude is a premier pediatric hospital that focuses on treat-
ment and in-house research for children stricken with cancer
and other catastrophic diseases. Located in Memphis,
Tennessee, the hospital’s ultimate goal is to find a cure to
heal these ailing children for life. The facility includes 2.5
million square feet of research, administrative offices, and
clinical space dedicated to that particular goal.
The St. Jude doctors and staff have seen many of the
nation’s (and world’s) sickest patients and most difficult
cases, and are dedicated to the wellness of those children.
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But with an operating cost of over $1.4 million per day, the
hospital greatly relies on fundraising efforts to support its
research and clinical productions.
I do not financially support St. Jude because they need my
contribution, but because they deserve it. Here’s why: All
patients accepted for treatment at St. Jude are treated with-
out regard to the family’s ability to pay. A company (albeit,
a hospital) willing to lend its services to the healing and
well-being of ill children while running the risk of not being
repaid? I’ll contribute to that all day, every day. I have sup-
ported this charity since I was 16 years old, and I will con-
tinue to do so.
Make-a-Wish Foundation
Web site: www.wish.org
You are most likely familiar with this charity. They help
numerous children living with life-threatening medical
conditions achieve their wildest dreams.
The foundation’s first official wish-child, 7-year-old Frank
“Bopsy” Salazar, was granted his lifelong dream of becom-
ing a firefighter. After a day of hosing down cars in his
custom Phoenix Fire Department uniform, a ride in a hot-
air balloon, and an entire day at Disneyland, Bopsy was
presented his official wings as the city’s first-ever honorary
firefighter. Bopsy passed away after returning to the hospital
from his Disneyland adventure, but he left this world having
his greatest dreams fulfilled.
As of press time, 185,900 children like Bopsy have had their
wildest wishes granted by the Make-a-Wish Foundation.
Living with a terminal disease is difficult and emotionally
draining for not only the ill child but his or her family as
well. To see a big smile on such a small face is worth every
dollar I could ever donate.
Some of My Favorite Charities
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Women & Children’s Hospital
Web site: www.wchob.org
This hospital is local to western New York, where I call
home. It’s rated as one of the best hospitals for children in
the United States and is very, very close to my heart. My twin
boys were born premature and had to be kept in the neo-
natal intensive care unit (NICU) in this very hospital. If you
have been in a similar situation, you aren’t surprised when I
say it was one of the most challenging things my wife and I
(and family) have ever experienced, seeing our precious little
boys with tubes and wires running from every part of their
bodies. It was a feeling of total helplessness. There were so
many babies in the NICU, many who were much smaller
than our boys. The same day our boys were admitted,
another baby was admitted weighing less than one pound.
Due to the constant care of the nurses and doctors, our twin
boys are now healthier than ever.
Because I’m an entrepreneur, I was able to be there with my
boys during the day and the evening. If I had been working
a 9-to-5 job, that wouldn’t have been the case. Because I
was ever-grateful for the hospital, I wanted to give back in
some way. When visiting my boys, I noticed that many of
the other parents didn’t have a place to sit to relax during
the day while keeping an eye on their babies. Seven brand-
new glider chairs and ottomans were donated in my sons’
names (Connor Michael and Logan Michael) as just one
small debt of gratitude paid to this hospital.
How to Start Giving Back
American Cancer Society: www.cancer.org
American Heart Association: www.americanheart.org
American Red Cross: www.redcross.org
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AmeriCares: www.americares.org
Autism Speaks: www.autismspeaks.org
Big Brothers Big Sisters of America: www.bbbsa.org
Boy Scouts of America: www.scouting.org
Boys & Girls Clubs of America: www.bgca.org
Breast Cancer Research Foundation: www.bcrfcure.org
Cystic Fibrosis Foundation: www.cff.org
Feed the Children: www.feedthechildren.org
Food for the Poor: www.foodforthepoor.org
Girl Scouts of the USA: www.girlscouts.org
Goodwill Industries International: www.goodwill.org
Habitat for Humanity: www.habitat.org
Juvenile Diabetes Research Foundation International:
www.jdrf.org
Kiwanis International: www.kiwanis.org
Lance Armstrong Foundation: www.livestrong.org
Leukemia & Lymphoma Society: www.leukemia-
lymphoma.org
Lion’s Club International Foundation: www.lionsclubs.org
March of Dimes Foundation: www.marchofdimes.com
Meals on Wheels Association of America: www.mowaa.org
Mothers Against Drunk Driving (MADD): www.madd.org
Muscular Dystrophy Association: www.mda.org
Ronald McDonald House Charities: www.rmhc.org
The Salvation Army: www.salvationarmyusa.org
Special Olympics: www.specialolympics.org
Susan G. Komen for the Cure: www.komen.org
United Way: www.liveunited.org
World Vision: www.worldvision.org
How to Start Giving Back
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YMCA: www.ymca.net
YWCA: www.ywca.org
I trust that this tactical book on the latest and greatest Web
3.0 marketing trends will make a difference in your life, the
lives of people around you, and the lives of those who are in
much greater need than you may be.
Until we meet again,
From the heart,
Michael S. Tasner Jr.
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Index
Symbols
140 conference, 34
360-degree review of Web
platform and marketing
efforts, 17-22
3D Planets, 93
3DEE Virtual Reality, 93
A
accounts, Twitter, 43
action plans
collaboration tools, 203
mobile, 202-203
video, 201-202
action steps, SMART goals,
201
Active Worlds, 85-86
add-ons, blogs, 30
Adobe Connect, 179
Alexa.com, 197
Amazingshoppingcart.com,
170-171
Amazon, 184-186
Amazon S3, 185
Amazon Video on
Demand, 138
Analytics, 166-167
animated, clips, MMS, 69
Answers.com, 139
application development,
148-150
apps, 137-138
Amazon Video on
Demand, 138
Basecamp, 140
for BlackBerry, 54
BlogTalkRadio, 139
creating, 146-150
Kayak, 139
lead generation and profit
apps, 147-148
LogMeIn, 139
Mint, 139
ooVoo, 139
Pandora, 140
Picasa, 139
Remember The Milk, 140
Skype, 139
Veodia, 139
VoiceThread, 139
Web 3.0 marketing,
140-141
Enhancing, 145-146
Facebook, 142-143
live streaming video
apps, 144
mobile apps, 142
Twitter, 141
virtual-reality-world
apps, 143
Wikia, 140
Woot, 139
www.Answers.com, 139
YouSendIt, 139
Zillow, 139
Zoho, 139
From the Library of Wow! eBook