Social Media: Not Just Pictures Of Your Gerbil - For Freshsight
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Social Media: Not Just Pictures Of Your Gerbil - For Freshsight

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Social Media Strategy 101:

Social Media Strategy 101:

1) do you need one?
2) some ideas about online platforms & networks
3) is it, if at all, different from 'offline' management strategy

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  • Re EBL: Duarte (2006/7) etc - http://jutlp.uow.edu.au/2006_v03_i01/pdf/duarte_007.pdf
  • Pulse check!
  • Poll: How much do you use social media? http://www.polleverywhere.com/multiple_choice_polls/MzY5NTE0MjA2 Skim
  • Poll: What Social Media platform(s) do you use... http://www.polleverywhere.com/multiple_choice_polls/ODMwNTE0NDcy Skim
  • Back to Polls
  • Back to Polls
  • Back to Polls
  • QUESTION: Client organisation profiles? What issues/problems? NOT BASIC QUESTIONS OF OUTPUTS
  • The Barber Shop, in a nutshell: the satisfied customer leaves the shop tangibly with the result of having (presumably) less facial hair and less money, but with the intangible of having pleasantly experienced a desired process. Conversely, while the disgruntled customer also leaves the shop with less facial hair and money, but with the intangible of having had a negative experience. These contrasting experiences are determined both by the quality of the cut delivered by the barber as played against the customer's personal expectations thereof. In this scenario, the successful barber shop is one that manages to meet expectations whilst assuring delivery – introducing both elements of image marketing, and the need to pay attention to due process

Social Media: Not Just Pictures Of Your Gerbil - For Freshsight Social Media: Not Just Pictures Of Your Gerbil - For Freshsight Presentation Transcript

  • Social Media for Non-Profits: A Primer for Freshsight Consultants 18 October 2011 Elric Honoré 2 nd Year PhD in Management / DSUEBS @elric_vh / [email_address] Training Presentation
    • ‘ Experience-based Learning’ Approach (EBL)
      • Duarte (2007) etc
    • Social Media for Non-Profits Primer:
      • Demo / Overview of Social Media
      • Service Management Consulting
      • Social Media & Non-profits: Synergy
      • Business Case
    • Activity / Learning Outcomes:
      • Pre-workshop: Social Media 101(FB & Twitter)
      • Workshop: Facts, Figures, Concepts, Practical Project
      • Handouts: Social Media ‘Consultant’s Cheat Sheet’
    Overview:
    • Intro/Agenda (this section) 1830
    • Checking the Pulse 1840
    • Facts & Figures Etc 1900
      • 1: Overview/Demo of Social Media
      • 2: Non Profits Consulting:Tips from Service Management
      • 3: Social Media & Non-profits: Some Pointers
    • Break / Chat 1935
    • Case Study 1945
    • Solutions 2005
    • End 2015
    Agenda: (may vary)
    • Is it:
      • Hype?
      • Marketing, PR & CRM circa 2011?
      • Procrastination?
      • (d) All of the Above?
    Social Media:
    • Most likely to be (d); but as a consultant make sure that its:
    • Not Just Pictures of Your Gerbil / Cat / Dog / Worse…
  • Pulse Check – I (homework)
    • So so did this
        • Who posted what – gossip & insights
        • The pretext / Foot in the door / Elevator Pitch
        • Conference networking
        • Academic > Funding
    Social Media Pulse Check ?
  • Pulse Check – Ia
    • Facebook Page
      • Event set up by Lucy
      • 2-3 ‘seed’ posts
      • Some UGC : link from Robin
      • Not much more…
    • Why not more active?
      • List of participants? Who knows who? What Network? Who’s this Elric geezer? (i.e. not ‘ personal enough ’)
      • What do we do here?
      • Weekend work, no no no.
  • Pulse Check – Ib
    • Twitter Chat
      • #freshsm4np anyone?
      • Early birds (i.e. 24h+ ago): Alex, Bianca, Bryce, Charlotte, Frances, Lucy, Minty, Robin, Vicky
    • Why more active (than FB) ?
      • Who’s on Facebook, who’s on Twitter?
      • Clearer task?
      • Twitter for work, Facebook for relaxation?
  • Pulse Check - IIa (NB: 24 hours ago) Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.
  • (NB: 24 hours ago) Old News Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.
    • 24 hours ago:
      • Alex: 24 hours ahead
      • Bianca: informative, busy bee
      • Bryce: ready to go!
      • Charlotte: jumping in (1 st tweet!)
      • Frances: jumping in (1 st tweet!) could do with some hints & tips
      • Lucy: jumping in (1 st tweet!)
      • Minty: informative, to the point
      • Robin: friendly/keen to share info etc/may need a to do list
      • Vicky: informative, to the point
    Lesson Learnt (im b o) Photos & Illustrations Courtesy of: jscreationzs
    • ‘ Pre’-Networking
    • ‘ You never get a second chance at a first impression’
    • Where? Events…events…events
      • Conferences
      • Funding Calls
      • Partnerships
      • Forums
      • Service Users (who you serve?)
      • Etc etc
    Why Bother? - I Photos & Illustrations Courtesy of: Napoleon Dynamite
  • Why Bother? - II Photos & Illustrations Courtesy of: Napoleon Dynamite
    • (i.e. Events or more)
      • Conferences
      • Funding Calls
      • Service Users (who you serve?)
      • Etc etc
    • ‘ Foot in the door’
      • 8 vs 32 (alex, bianca etc)
      • A story
    • Why Social Media?
      • Twitter less Invasive that Email
      • The brand of me / them
    Me ! (Them)
  • Lesson Learnt
    • Social Media as 21 st Century Networking:
      • Context vs Pretexts
      • ‘ What’s the craic’ vs Requests
    • Good for:
      • Relevance & Impact
      • Bidirectional Conversation (dialectics vs didactics if you’re into lingo)
      • i.e Consultation
    Photos & Illustrations Courtesy of: jscreationzs This is what im up to… Me ! Me !
  •  
  • Social Media: Fad, Hype, or…?
  • BTW: Facts & Figures: Yawn
    • Doodling Helps You Pay Attention ( Time Science )
    • “ Fed-up professors say texting is the new doodling” ( FTT Times )
    • So:
      • Keep tweeting: #freshsm4np
      • This is what it looks like: http://twebevent.com/freshsightsm4np
    Photos & Illustrations Courtesy of: jscreationzs
  • Non Profits Management Consulting 101
    • Non Profits (Typical) Characteristics & Themes:
      • Passion for mission
      • Atmosphere of “scarcity”
      • Bias toward informality, participation and consensus
      • Dual bottom lines: financial and mission
      • Program outcomes are difficult to assess
      • Governing board has both oversight and supporting roles
      • Third-party funding
      • Mixed skill levels of staff (management and program)
      • Participation of volunteers
      • [Allison & Kaye (2003) Strategic Planning for Nonprofit Organizations, John Wiley and Sons]
    • Might need m ore than SWOTs?
    Photos & Illustrations Courtesy of: jscreationzs
  • Ref: Reframing Business Co-producer (crowds) Source Receiver (market) Production Relationships Organization of Value Creation Critical competence View of Customer Industrialism Customer base Management Configurable Social Systems Normann, 2001 Normann, R. (2001) Reframing business: When the map changes the landscape . Wiley : Chichester Evolution of Management Strategic Paradigms: (or:this is not news/social media is not that new, really: # SMINTNR )
  • Service Management: In a Nutshell
    • Services Management (Normann, R. (2000) Services Management. John Wiley:Chichester ) :
      • Intangible
      • Consist of interactions
      • Consumption and production happen simultaneously
    • The ‘Barber Shop’
      • i.e. managing relationships & process is a core service
    • Non-Profits are essentially service industries
    Photos & Illustrations Courtesy of: jscreationzs
  • Hints from Service Management: 5 areas to help shape a Social Media strategy Service Management System - Normann, 2000:58
    • Embrace Culture & Philosophy
      • ‘ Walk the talk’ of the organisation
    • Map Market Segment
      • Detail the stakeholders & networks
    • Develop relevant Image
      • FB/Twitter etc to the right stakeholders - No pics of gerbils sent to your Funder! (unless RSPCA)
    • Fine tune the Delivery System
      • Support existing motivations (TSOs)
    • Adopt a Service Concept
      • Consider journey of all stakeholders
  • 21 st Century Social Media, Non Profits, Service Management: A Montage
    • Common Ground
      • Networks, co-production, value creation
    • What aspects of Social Media are past disillusionment / into productivity:
      • Online Fundraising
      • Cause Marketing Relationship Building
      • Reputation Management
      • Brand Awareness
    Some info on this (for starters) at: http:// www.rositacortez.com /
  • Break: Beyond Boredom
    • Keep tweeting: #freshsm4np
    • This is what it looks like: http://twebevent.com/freshsightsm4np
    Photos & Illustrations Courtesy of: jscreationzs
  • Case Study: FreshSight
  • Case Study: FreshSight
    • Culture & Philosophy
      • What is it?
    • Market Segment
      • Nonprofits, Students, others?
    • Relevant Image
      • What platform for what audience?
    • Fine tune the Delivery System
      • Which platform is already active? Which could burgeon if helped?
    • Adopt a Service Concept
      • What journeys exist, what’s the gaps?
    • Any suggestions/ideas?
    • Evaluation to follow
    • More tips on twitter: @elric_vh
    • THANKS!
    CONTACT: Email (general contact/info): [email_address] LinkedIn Group (professional/public): www.linkedin.com/groups?gid =3950115 Twitter (event updates etc): @ DoctoralSociety Scribd(papers etc): http:// www.scribd.com/dsuebs EUSA Website (NB: online end Sept): www.eusa.ed.ac.uk/societies/society/dsuebs