The So What of Social Media
-
Upload
mark-holmgren-consulting -
Category
Technology
-
view
459 -
download
2
description
Transcript of The So What of Social Media
www.markholmgren.com
THE SO-WHAT ABOUT SOCIAL MEDIA
February 2011
www.markholmgren.com
Building capacities for new visions
www.markholmgren.com
INTENT
2
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 discuss how they might be relevant to the work of volunteer managers. Promote strategic thinking about the use of social media.
www.markholmgren.com
WHY?
3
What’s the interest in social media?
www.markholmgren.com
WHAT FIRST?
www.markholmgren.com
THIS?
www.markholmgren.com
OR THIS?
www.markholmgren.com
marketing and social media
www.socialmediatools.ca
7
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 8
Traditional Marketing Social Networking
Brand in Control Audience in Control
Organization drives the Value
Proposition
Networks determines & talks about
Value
Organization informs and educates
in order to persuade
People involve and influence one
another.
Organization controls messaging Networks say what they want
Channels are conventional and
controlled by organizations
Channels are personal and
determined by individuals
One way communication Two-way and viral conversations.
COMPARE
www.markholmgren.com
Say Hello to Micro-Volunteerism…
www.sparked.com
ALSO
Micro Giving
Crowdsourcing
Flash Mobs
Informal
Volunteering
www.markholmgren.com
http://www.slideshare.net/CogoMojo/dc-summit-presentation
Identify your audience and then hang out where they hangout and do a lot of listening. Facebook and Twitter are more informal than LinkedIn or Blogs. Twitter is fast and good for bridging, shout outs, making quick connections and resources. Facebook is more sophisticated, allows for more detailed messaging, easier to find messaging streams, can scale very big. Blogs allow for in depth coverage of issues and ideas and can position you as an expert and/or influencer.
www.markholmgren.com
Invite people to do stuff – sign up, offer content, join another platform, tell a friend, give something, apply for something. Pitch the social interaction of volunteering and support via social media
Your website should be at the center of your social media strategy.
www.markholmgren.com
WHAT MAKES PEOPLE TICK
They need to be in charge of their own lives, independent, autonomous. They need a purpose, aspirations to strive for. They need to advance their knowledge and skills doing what matters. They need connections with people and recognition.
www.markholmgren.com
WHAT MOTIVATES?
Intrinsic motivations: people get involved because of shared values, a personal connection, or because it feels good. Extrinsic motivations: people get involved because of ego, because of a need for some kind of affiliation with a broader community, because it makes them look good to others. Explicit motivations: people get involved in exchange for rewards, tangible recognition. It’s a quid pro quo arrangement. fromWiki Brands, Sean Moffitt, Mike Dover
www.markholmgren.com
DASI FRAMEWORK Using Social Media to Achieve Business Goals Jeremiah Owyang
14
Foster Dialogue Promote Advocacy Facilitate Support Spur Innovation
DASI
www.markholmgren.com
DASI FRAMEWORK FOSTER DIALOGUE
15
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.
www.markholmgren.com
DASI FRAMEWORK PROMOTE ADVOCACY
16
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
www.markholmgren.com
DASI FRAMEWORK FACILITATE SUPPORT
17 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.
www.markholmgren.com
DASI FRAMEWORK SPUR INNOVATION
18 Jeremiah Owyang
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
UNCONVENTIONAL MARKETING
19
David Armano VP Experience Design Critical Mass
www.markholmgren.com
Website
SlideShare
E-News
Blog RSS FEEDS WIDGETS SIGNATURE LINES BUSINESS CARDS REPORTS WHITE PAPERS
ONE STRATEGY
www.markholmgren.com
www.markholmgren.com
www.markholmgren.com
kawwsu29's
www.markholmgren.com
24
SOCIAL MEDIA
AND TARGET
AUDIENCES
Forrester Research
www.markholmgren.com
25
David Armano
VP Experience Design
Critical Mass
10 WAYS
TO GET
ROI
(Return on
Insight)
www.markholmgren.com
26
Mark Holmgren www.markholmgren.com
780 299 0780
Thank you!