The So What of Social Media

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This is from a presentation given at the 2011 FCSSAA conference on November 17, 2011 in Edmonton AB

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The So What of Social Media

  1. 1. THE SO-WHAT ABOUT SOCIAL MEDIA November 2011 Prepared for: MARK HOLMGREN CONSULTING FCSSAA Mark Holmgren 780 299 0780 “Leading the Way” mark@markholmgren.com conference www.markholmgren.com Edmonton Alberta November 16-18 20111 MHC
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  4. 4. 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 4 MHC
  5. 5. Social Media – Why Bother?5 MHC
  6. 6. Social Media Revolution 6 MHC http://www.youtube.com/watch?v=fpMZbT1tx2o&feature=player_embedded
  7. 7. 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 7 MHC
  8. 8. 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 8 MHC
  9. 9. Risk9 MHC
  10. 10. 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 exchange10 Use of personal channels. MHC Two-way and viral conversations.
  11. 11. DASIFRAMEWORKJeremiah Owyang Foster Dialogue Spur Your Promote Innovation GOALS Advocacy Provide Support 11 MHC
  12. 12. DASI FRAMEWORK:FOSTER DIALOGUE Jeremiah OwyangBuild Awareness and word of mouth activity throughconversations, and the promotion and endorsement ofthese conversations.Engage with individuals to determine their response toand interest in ideas, thoughts, products, and activities ofthe organization.Respond to individuals on behalf of the brand throughgenuine interactions.12 MHC
  13. 13. DASI FRAMEWORK:PROMOTE ADVOCACY Jeremiah Owyang 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 identified segment.13 MHC
  14. 14. DASI FRAMEWORK:PROVIDE SUPPORT Jeremiah Owyang 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.14 MHC
  15. 15. DASI FRAMEWORK:SPUR INNOVATION Jeremiah OwyangGather customer insights via social media channels witha clear mission of identifying market needs and serviceopportunities.Process ideas and community feedback as a means todrive products and services. This requires receptivemanagement.Deliver new or changed products and services to yourmarket with credit and acknowledgment to customers orstakeholders.15 MHC
  16. 16. 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. 16 MHC
  17. 17. 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 17 MHC
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  19. 19. SOCIALMEDIA ANDTARGETAUDIENCES Forrester Research 19 MHC
  20. 20. Fail Forward, Fail Fast, Fail Better20 MHC http://www.youtube.com/watch?v=LSDmgr_JVa8&feature=player_embedded
  21. 21. UNCONVENTIONAL MARKETING David Armano VP Experience Design Critical Mass21 MHC
  22. 22. How do we begin?22 MHC
  23. 23. 10 WAYSTO GETROI(Return onInsight)David ArmanoVP Experience DesignCritical Mass 23 MHC
  24. 24. 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/24 MHC
  25. 25. Thank you! Mark Holmgren is an Edmonton-based consultant who works primarily with non profit organizations, collaborations, and occasionally withFollow Mark on governments.Twitter@mjholmgren He specializes in helping organizations develop strategies and undertake significant change within their780 299 0780 organizations. He also is an advocate of using the Internet and social media to deliver on the mission of non profit organizations. Mark’s clients include: United Way, Bissell Centre, the Alberta Association of Services for Children and Families, Aspen Family Services, The Support Network, Partners for Kids, Head Start Interagency Leadership Council, Alberta Environment, and many more. 25 MHC

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