THE SO-WHAT ABOUT

SOCIAL MEDIA

www.markholmgren.com

Mark Holmgren

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“You are what you tweet.” - Alex Tew

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“A brand is what we tell the consumer it is.

“LinkedIn is for people you know. Facebook is for people you used to know. Twitter is for people you want to know.”- Unknown

“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.”- Scott Cook

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5 Photo from http://jodimallowmaas.com/

Objections to Social Media

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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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“Social Media is about sociology and psychology more than technology.” – Brain Solis

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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

Build Awareness

Engage with individuals

Respond to individuals

Foster Dialogue

Promote Advocacy

Provide Support

Spur Innovation

Stop thinking campaigns and think communication!

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DASI FRAMEWORK:PROMOTE ADVOCACY

Build Awareness

Develop relationships

Nurture existing relationships

Jeremiah Owyang

Foster Dialogue

Promote Advocacy

Provide Support

Spur Innovation

“The goal of social media is to turn customers into a volunteer marketing army.”- Anonymous

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DASI FRAMEWORK:

Resolve service issues

Expedite issue resolution

Elevate satisfaction

Foster Dialogue

Promote Advocacy

Provide Support

Spur Innovation

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DASI FRAMEWORK

Gather customer insights

Process ideas and community feedback

Deliver new or changed products

Foster Dialogue

Promote Advocacy

Provide Support

Spur Innovation

Engage rather than sell … Work as a co-creator, not a marketer.”– Tom H. C. Anderson

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UNCONVENTIONALMARKETING

David Armano

VP Experience Design

Critical Mass

(micro strategies, big insights, rapid iterations)

Design

Launch

Measure

Learn

Plan

Iterative Cycle

Insights

Little Strategy

Insights

Little Strategy

Adjust

Lear

ning

Cur

ve

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10 WAYSTO GETROI (Return on Insight)

David Armano

VP Experience Design

Critical Mass

1. Are you actively listening to your constituents in the places they hang out online?

2. Are you launching initiatives that can be easily updated?

3. Are you enabling a culture of rapid response?

4. Are you evaluating everything you do and making changes quickly when required?

5. Are you building a culture where “failure” is acceptable?

6. Are you creating pilots? Prototyping ideas? Not limiting yourself to traditional ROI exercises?

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10 WAYSTO GETROI (Return on Insight)

David Armano

VP Experience Design

Critical Mass

7. Do you plan and undertake initiatives that help your organization learn prior to launching major marketing campaigns?

8. Are you paying attention to more than data and metrics – like listening to the stories the data is telling?

9. Are you tweaking strategy along the way, adapting as you move forward?

10. Are you empowering all team members to think and act like digital anthropologists?

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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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Risk

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SOCIALMEDIA AND TARGET AUDIENCES

Forrester Research

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How do we begin?

Listen

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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.

Current or recent clients include:United Way of Alberta Capital RegionBissell CentreAlberta Association of Services for Children and FamiliesAlberta Rural Development NetworkAspen Family ServicesThe Family CentreThe Support NetworkPartners for KidsHead Start Interagency Leadership Council

Follow Mark on Twitter @mjholmgren

780 299 0780

www.markholmgren.com