Social Media Workshop for Non Profits

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This file contains the slides from a social media presentation delivered via video conference to Hanna Learning Centre and Return to Rural, two community initiatives in Alberta. The presentation …

This file contains the slides from a social media presentation delivered via video conference to Hanna Learning Centre and Return to Rural, two community initiatives in Alberta. The presentation addresses objections to social media, a framework for strategy development, and a tour of social media applications.

For more info about our social media work, contact mark@markholmgren.com

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  • 1. THE SO-WHAT ABOUT SOCIAL MEDIA September 2010 Brent MacKinnon Mark Holmgren www.markholmgren.com 1 www.socialmediatools.ca
  • 2. INTENT Clarify the relationship of social media to marketing and organizational goals. Discuss how to use social media to engage audiences in social conversations and to what end. Introduce the various types of social media and determine target audience focus. Demonstrate various common social media (such as blog, twitter, facebook, YouTube and Flickr) and their applications. www.markholmgren.com 2 www.socialmediatools.ca
  • 3. “Conversations among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.” – Seth Godin, Seth’s Blog “Quit counting fans, followers and blog subscribers like bottle caps. Think, instead, about what you’re hoping to achieve with and through the community that actually cares about what you’re doing.” – Amber Naslund, Social Media Today www.markholmgren.com 3 www.socialmediatools.ca
  • 4. What are some common objections organizations have with respect to using social media? Photo from http://jodimallowmaas.com/ www.markholmgren.com 4 www.socialmediatools.ca
  • 5. Objections to Social Media  I suffer from information overload already.  So much of what's discussed online is meaningless.  I don't have the time to contribute and moderate  Our stakeholders don't use this stuff, the learning curve limits its usefulness to geeks.  Communicators [bloggers, tweeters] are so fickle, better to stay unengaged than risk random brand damage. We don't want hostile comments left about us on any forum we've legitimized. www.markholmgren.com 5 www.socialmediatools.ca Marshall Kirkpatrick
  • 6. Objections to Social Media  Traditional media and audiences are still bigger, we'll do new stuff when they do.  There are so many tools that are similar, I can't tell where to invest my time so I don't use any of it at all.  That stuff's fine for sexy brands, but we sell unsexy stuff and are known for stability more than chasing the flavor-of-the-month. We're doing just fine with the tools we've got, thanks. www.markholmgren.com 6 www.socialmediatools.ca Marshall Kirkpatrick
  • 7. Social Media Revolution FROM SOCIALNOMICS.NET Click here http://www.youtube.com/user/Socialnomics09#p/a/u/1/lFZ0z5Fm-Ng www.markholmgren.com 7 www.socialmediatools.ca
  • 8. way? ga ny ke tin ar at i sm wh So www.markholmgren.com 8 www.socialmediatools.ca
  • 9. marketing and social media ``the exchange of goods for an agreed sum of money`` www.wordnetweb.princeton.edu/perl/webwn ``Marketing is the process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development...`` www.en.wikipedia.org/wiki/Marketing www.markholmgren.com 9 www.socialmediatools.ca
  • 10. marketing and social media Social media are highly accessible and scalable publishing techniques used for social interaction. Social media is about dialogue, not monologue. A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value. Adapted from http://en.wikipedia.org/wiki/Social_media www.markholmgren.com 10 www.socialmediatools.ca
  • 11. MARKETING ORGANIZATION CONSUMER Solution SALES Problem or Need or Desire Brand in control. Drive the value proposition home. Inform and educate in order to persuade. Organizational controlled messages and channels. Use of conventional channels. Primarily one-way communication. www.markholmgren.com 11 www.socialmediatools.ca
  • 12. www.markholmgren.com 12 www.socialmediatools.ca
  • 13. THE BREAK UP http://www.youtube.com/watch?v=RZDXfB0Rd4Q&feature=player_embedded www.markholmgren.com 13 www.socialmediatools.ca
  • 14. 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 exchange Use of personal channels. www.markholmgren.com viral14 Two-way and conversations. www.socialmediatools.ca
  • 15. Business Model Organizational Mission, Outcomes, and Goals are the driver. Strategies Tactics Aligning Operations (programs, communications PEOPLE and marketing) Social Media Measures & Evaluation www.markholmgren.com 15 www.socialmediatools.ca
  • 16. Using Social Media to Achieve Business Goals (DASI FRAMEWORK) Jeremiah Owyang Foster Dialogue ADAPT Promote Advocacy BUSINESS LEARN GOALS Facilitate Support LISTEN Spur Innovation www.markholmgren.com 16 www.socialmediatools.ca
  • 17. DASI FRAMEWORK: FOSTER DIALOGUE Build Awareness and word of mouth activity through conversations, and the promotion and endorsement of these conversations. Engage with individuals to determine their response to and interest in ideas,thoughts, products, and activities of the organization. Respond to individuals on behalf of the brand through genuine interactions. www.markholmgren.com 17 www.socialmediatools.ca Jeremiah Owyang
  • 18. DASI FRAMEWORK: PROMOTE ADVOCACY Build Awareness and word of mouth activity through conversations, and endorsing conversations shared by individuals. Develop relationships with individuals who have an affinity towards the brand (advocates) Nurture existing relationships with customers or stakeholders as a proven method of building advocacy within an easily indentified segment. www.markholmgren.com 18 www.socialmediatools.ca Jeremiah Owyang
  • 19. DASI FRAMEWORK: FACILITATE SUPPORT Resolve service issues through social media channels via direct company response and crowd- sourcing alternatives. Expedite issue resolution with quality and integrity. Elevate satisfaction through flexible support options. www.markholmgren.com 19 www.socialmediatools.ca Jeremiah Owyang
  • 20. DASI FRAMEWORK: SPUR INNOVATION Gather customer insights via social media channels with a clear mission of identifying market needs and service opportunities. Process ideas and community feedback as a means to drive products and services. This requires receptive management. Deliver new or changed products and services to your market with credit and acknowledgment to customers or stakeholders. www.markholmgren.com 20 www.socialmediatools.ca Jeremiah Owyang
  • 21. SOCIAL MEDIA AND TARGET AUDIENCES “Y” is your Market – this is where the conversations take place. Area “A” represents your company, the people supplying the market. We call that “The Internal Conversation”. The more porous your membrane (”x”), the easier it is Area “B” represents the for the internal conversation to people in the market who inform and align with the external are not making, but buying. conversation, and vice versa. We call that “The External Conversation”. www.socialmediatools.ca www.markholmgren.com 21
  • 22. SOCIAL MEDIA AND TARGET AUDIENCES www.markholmgren.com 22 www.socialmediatools.ca Forrester Research
  • 23. SOCIAL MEDIA – WHY BOTHER? (1) Social media has altered the balance of Everyone is after power the holy grail of return on (2) You can copy what has worked investment (ROI). elsewhere (3) Your nonprofit has a compelling (untold) The top ROI of story using social media (4) Your staff’s for your nonprofit? internal dynamics Insight. will thrive www.socialmediatools.ca www.markholmgren.com 23 JD Lasica
  • 24. ROI = INSIGHT David Armano VP Experience Design Critical Mass www.markholmgren.com 24 www.socialmediatools.ca
  • 25. UNCONVENTIONAL MARKETING David Armano VP Experience Design Critical Mass www.markholmgren.com 25 www.socialmediatools.ca
  • 26. 10 WAYS TO GET ROI (Return on Insight) David Armano VP Experience Design Critical Mass www.markholmgren.com 26 www.socialmediatools.ca
  • 27. SOCIAL MEDIA LANDSCAPE Click here www.markholmgren.com 27 www.socialmediatools.ca
  • 28. SOCIAL MEDIA TOUR World Wild Life Fund Red RSS - Huh? iGoogle Anticipate! Delicious Doyon Foundation Twitter Flickr Twellow Dell GMAIL Linked in Profile Wiki wiki what? www.markholmgren.com 28 www.socialmediatools.ca
  • 29. SOCIAL MEDIA LEARNING The Facebook Guide Book http://mashable.com/guidebook/facebook/ This guide book provides training and resource in the following areas: Facebook 101, Managing your Facebook Wall, Facebook for Businesses (or organizations), using Facebook applications, and advanced uses of Facebook. The Twitter Guide Book http://mashable.com/guidebook/twitter/ This guide book provides a great introduction to key learnings like hashtags, retweets, how to build your Twitter community, how to manage your Twitter stream, branding, and much more. Instructional and informative videos are offered as well. www.markholmgren.com 29 www.socialmediatools.ca
  • 30. SOCIAL MEDIA LEARNING The Unofficial User`s Manual for Updating Your Facebook Page http://www.johnhaydon.com/2010/08/unofficial-users-manual-updating-facebook-pages/ This is an excellent resource to use along side of the Facebook Guidebook and is full of tips and how-to`s. The author is social media expert, John Haydon. http://commoncraft.com This small company offers helpful and enjoyable videos on range of social media topics. A good starting point for someone totally unfamiliar with social media. Non Profits on Facebook http://www.facebook.com/nonprofits “This Page is a resource for non-profits and other organizations for social good. We built it to help you harness the power of Facebook and bring positive change to the world`` (from the website). “ www.markholmgren.com 30 www.socialmediatools.ca
  • 31. Thank you! Brent MacKinnon Mark Holmgren www.socialmediatools.ca www.markholmgren.com www.markholmgren.com 31 www.socialmediatools.ca