The So What of Social Media


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Presented to the Volunteer Manager Group, a professional group of Volunteer Managers. Website is

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The So What of Social Media

  1. 1. THE SO-WHAT ABOUT SOCIAL MEDIA February 2011 Building capacities for new visions
  2. 2. INTENTClarify the relationship of Introduce the various typessocial media to of social media andmarketing and discuss how they might beorganizational goals. relevant to the work of volunteer managers.Discuss how to usesocial media to engage Promote strategic thinkingaudiences in social about the use of socialconversations and to media.what end.. 2
  3. 3. WHY?What’s theinterest in socialmedia? 3
  4. 4. WHAT FIRST?
  5. 5. THIS?
  6. 6. OR THIS?
  7. 7. 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 7
  8. 8. COMPARETraditional Marketing Social NetworkingBrand in Control Audience in ControlOrganization drives the Value Networks determines & talks aboutProposition ValueOrganization informs and educates People involve and influence onein order to persuade another.Organization controls messaging Networks say what they wantChannels are conventional and Channels are personal andcontrolled by organizations determined by individualsOne way communication Two-way and viral conversations. 8
  9. 9. Say Hello to Micro-Volunteerism… ALSO Micro Giving Crowdsourcing Flash Mobs Informal Volunteering
  10. 10. Identify your audience and then hang out wherethey hangout and do a lot of listening.Facebook and Twitter are more informal thanLinkedIn or Blogs.Twitter is fast and good for bridging, shout outs,making quick connections and resources.Facebook is more sophisticated, allows formore detailed messaging, easier to findmessaging streams, can scale very big.Blogs allow for in depth coverage of issues andideas and can position you as an expert and/orinfluencer.
  11. 11. Invite people to do stuff– sign up, offercontent, join anotherplatform, tell a friend,give something, applyfor something. Your website shouldPitch the social be at the center ofinteraction of your social mediavolunteering and via socialmedia
  12. 12. WHAT MAKES PEOPLE TICKThey need to be in charge of their ownlives, independent, autonomous.They need a purpose, aspirations to strivefor.They need to advance their knowledgeand skills doing what matters.They need connections with people andrecognition.
  13. 13. WHAT MOTIVATES?Intrinsic motivations: people get involved becauseof shared values, a personal connection, or becauseit feels good.Extrinsic motivations: people get involvedbecause of ego, because of a need for some kind ofaffiliation with a broader community, because itmakes them look good to others.Explicit motivations: people get involved inexchange for rewards, tangible recognition. It’s aquid pro quo arrangement.fromWiki Brands, Sean Moffitt, Mike Dover
  14. 14. DASI FRAMEWORK Using Social Media to Achieve Business Goals Jeremiah OwyangFoster Dialogue DASIPromote AdvocacyFacilitate SupportSpur Innovation 14
  15. 15. DASI FRAMEWORK FOSTER DIALOGUEBuild Awareness and word of mouth activitythrough conversations, and the promotion andendorsement of these conversations.Engage with individuals to determine theirresponse to and interest in ideas, thoughts,products, and activities of the organization.Respond to individuals on behalf of the brandthrough genuine interactions. Jeremiah Owyang 15
  16. 16. DASI FRAMEWORKPROMOTE ADVOCACYDevelop relationships with individualswho have an affinity towards the brand(advocates)Nurture existing relationships withcustomers or stakeholders as aproven method of building advocacywithin an easily identified segment. Jeremiah Owyang 16
  17. 17. DASI FRAMEWORKFACILITATE 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. Jeremiah Owyang 17
  18. 18. DASI FRAMEWORKSPUR 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. Jeremiah Owyang 18
  19. 19. UNCONVENTIONAL MARKETING David Armano VP Experience Design Critical Mass 19
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  22. 22. twitter
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  24. 24. SOCIAL MEDIA AND TARGET AUDIENCES Forrester Research 24
  25. 25. 10 WAYSTO GETROI(Return onInsight)David ArmanoVP Experience DesignCritical Mass 25
  26. 26. Thank you! Mark Holmgren 780 299 0780 26