THE SO-WHAT ABOUT SOCIAL MEDIA November 2011 Prepared for: MARK HOLMGREN CONSULTING FCSSAA Mark Holmgren 780 299 0780 “Leading the Way” firstname.lastname@example.org conference www.markholmgren.com Edmonton Alberta November 16-18 20111 MHC
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
Social Media Revolution 6 MHC http://www.youtube.com/watch?v=fpMZbT1tx2o&feature=player_embedded
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
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
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.
DASIFRAMEWORKJeremiah Owyang Foster Dialogue Spur Your Promote Innovation GOALS Advocacy Provide Support 11 MHC
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
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
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
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
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
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
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
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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