Social Media Presentation

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Social Media Presentation

  1. 1. THE SO-WHAT ABOUTSOCIAL MEDIA Mark Holmgren www.markholmgren.com
  2. 2. “You arewhat youtweet.” - Alex Tew2
  3. 3. “A brand is what we tell the no longer whatwe tell the consumer it is –consumer it is.it is what consumers telleach other it is.”- Scott Cook “LinkedIn is for people you know. Facebook is for people you used to know. Twitter is for people you want to know.” - Unknown 3
  4. 4. 4 MHC
  5. 5. Objections to Social Media 5 Photo from http://jodimallowmaas.com/
  6. 6. Objections to Social Media  My head’s dizzy with the info I have to deal with.  It’s all so meaningless  I dont have time  It’s for geeks, not our constituents  It’s too risky for our organization  It’s still new. We will do it later  It’s so confusing. I don’t know where to start  We’re not sexy enough to use this stuff 6 MHC
  7. 7. Social Media – Why Bother?7 MHC
  8. 8. Social Media Revolution 8 MHC http://www.youtube.com/watch?v=fpMZbT1tx2o&feature=player_embedded
  9. 9. Marketing and Social Media``the exchange of goods for an agreed sum ofmoney`` www.wordnetweb.princeton.edu/perl/webwn``Marketing is the process by whichcompanies determine what products orservices may be of interest to customers, andthe strategy to use in sales, communicationsand business development...``www.en.wikipedia.org/wiki/Marketing 9 MHC
  10. 10. Marketing and Social MediaSocial media are highly accessible andscalable publishing techniques used for socialinteraction.Social media is about dialogue, not monologue.A common thread running through all definitionsof social media is a blending of technology andsocial interaction for the co-creation of value.Adapted from http://en.wikipedia.org/wiki/Social_media 10 MHC
  11. 11. “Social Media is about sociology and psychology more than technology.” – Brain Solis11
  12. 12. Social Media & Networking YOUR ? ORGANIZATION Audience in control. The network is talking about value. Involving and influencing one another. You can`t control the messaging and the exchange12 Use of personal channels. Two-way and viral conversations.
  13. 13. DASIFRAMEWORKJeremiah Owyang Foster Dialogue Spur Your Promote Innovation GOALS Advocacy Provide 13 Support
  14. 14. DASI FRAMEWORK Build Awareness Foster Dialogue Engage with individuals Spur Promote Innovation Advocacy Respond to individuals Provide SupportStop thinking campaigns and think communication! 14
  15. 15. DASI FRAMEWORK: PROMOTE ADVOCACY Jeremiah Owyang Build Awareness Foster Dialogue Develop Spur Promote relationshipsInnovation Advocacy Nurture existing Provide Support relationships “The goal of social media is to turn customers into a volunteer 15 MHC marketing army.” - Anonymous
  16. 16. DASI FRAMEWORK: Foster Resolve service Dialogue issues Spur Promote Expedite issue Innovation Advocacy resolution Elevate Provide satisfaction Support16 MHC
  17. 17. DASI FRAMEWORK Gather customer insights Foster Dialogue Process ideas and community feedback Spur Promote Innovation Advocacy Deliver new or changed products Provide Support Engage rather than sell … Work as a co-creator, not a marketer.”17 MHC – Tom H. C. Anderson
  18. 18. UNCONVENTIONALMARKETING(micro strategies, big insights, rapid iterations) Insights Insights Iterative Curve Little Cycle Strategy Learning Little Strategy Adjust David Armano VP Experience Design 18 MHC Critical Mass
  19. 19. 1. Are you actively listening to your constituents10 WAYS in the places they hang out online?TO GET 2. Are you launching initiatives that can beROI easily updated?(Return on 3. Are you enabling a culture of rapidInsight) response? 4. Are you evaluating everything you do and making changes quickly when required? 5. Are you building a culture where “failure” is acceptable?David ArmanoVP Experience Design 6. Are you creating pilots? Prototyping ideas?Critical Mass Not limiting yourself to traditional ROI exercises? 19 MHC
  20. 20. 7. Do you plan and undertake initiatives that10 WAYS help your organization learn prior to launching major marketing campaigns?TO GETROI 8. Are you paying attention to more than data and metrics – like listening to the stories the(Return on data is telling?Insight) 9. Are you tweaking strategy along the way, adapting as you move forward? 10. Are you empowering all team members to think and act like digital anthropologists?David ArmanoVP Experience DesignCritical Mass 20 MHC
  21. 21. BIG IDEAS FOR MUNCIPALITIES Organize public meetings using Google Moderator. Broadcast critical meetings, allow for online conversation and polling. Share news, facts, links to reports on Twitter and Facebook Publish Statistics in ways people find interesting. 21 MHC
  22. 22. BIG IDEAS FOR MUNCIPALITIES  Use social media for disaster planning and response.  Mapping crime rates, services, health indicators, demographics  Allow discussion online about a major report.  Make your newsroom into a blog  Announce awards, recognize people.  Organize events, recruit staff and volunteers 22 MHC
  23. 23. Risk23 MHC
  24. 24. 24 MHC
  25. 25. SOCIALMEDIA ANDTARGETAUDIENCES Forrester Research 25 MHC
  26. 26. How do we begin?26 MHC
  27. 27. Resources Non Profits on Face Book www.facebook.com/nonprofits Social Media Comparison Chart http://thesocialmediaguide.com/social_media/social-media-comparison- charts How to Get Twitter Followers http://thesocialmediaguide.com/social_media/how-to-get-twitter-followers Mashable http://mashable.com/ Social Media Best Practices http://mashable.com/2011/04/28/14-best-practices-for-long-term-social- media-success/ Social Media Glossary http://www.socialbrite.org/sharing-center/glossary/27 MHC
  28. 28. Thank you! Mark Holmgren is an Edmonton-based consultant who works primarily with non profit organizations, collaborations, and occasionally with governments. He specializes in helping organizations develop strategies and undertake significant change within their organizations.Follow Mark on He also is an advocate of using the Internet and socialTwitter media to deliver on the mission of non profit organizations.@mjholmgren Current or recent clients include:780 299 0780 United Way of Alberta Capital Region Bissell Centre Alberta Association of Services for Children and Families Alberta Rural Development Network Aspen Family Services The Family Centre The Support Network Partners for Kids Head Start Interagency Leadership Council 28 MHC www.markholmgren.com

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