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MARK HOLMGREN CONSULTINGMark Holmgren780 299 0780

mark@markholmgren.com

THE SO-WHAT ABOUTSOCIAL MEDIA

November 2011

www.markholmgren.com

Prepared for:FCSSAA “Leading the Way” conference

Edmonton AlbertaNovember 16-18 2011

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MHC3 Photo from http://jodimallowmaas.com/

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Objections to Social Media

My head’s dizzy with the info I have to deal with. It’s all so meaningless I don't 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

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Social Media – Why Bother?

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Social Media Revolution

http://www.youtube.com/watch?v=fpMZbT1tx2o&feature=player_embedded

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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

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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

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Risk

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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 exchangeUse of personal channels.Two-way and viral conversations.

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DASIFRAMEWORKJeremiah Owyang

YourGOALS

Foster Dialogue

Promote Advocacy

Provide Support

Spur Innovation

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DASI FRAMEWORK:FOSTER DIALOGUE

Jeremiah Owyang

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.

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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 identified segment.

Jeremiah Owyang

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DASI FRAMEWORK:PROVIDE 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

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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.

Jeremiah Owyang

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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.

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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

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SOCIALMEDIA AND TARGET AUDIENCES

Forrester Research

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Fail Forward, Fail Fast, Fail Better

http://www.youtube.com/watch?v=LSDmgr_JVa8&feature=player_embedded

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UNCONVENTIONAL MARKETING

David ArmanoVP Experience DesignCritical Mass

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How do we begin?

Listen

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10 WAYSTO GETROI (Return on Insight)

David Armano

VP Experience Design

Critical Mass

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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/

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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. 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.

Follow Mark on Twitter @mjholmgren

780 299 0780