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Presentation and about Social Media and it's application for the Kentucky Humane Society and Non-profits. Some slides re-purposed from presentations by Nathan Schock and Lance Shields
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Kentucky Humane Society and Social Media
Hosting the Conversation3/27/2009
“We are not seats or eyeballs or end-users or consumers. We are human beings - and our reach extends your grasp. Deal with it.” - Excerpt from the Clue Train Manifesto
To answer the question “what is social branding?”, I need to fall back on a personal experience. My wife and I are raising two kids in the suburbs of East Tokyo. Our son is 10 and our daughter is 5. The two fight like cats and dogs and my wife does her best to handle these rascals while I’m at work.
But the real troublemaker is our youngest since she always wants what her brother has and is a terror trying to get it (I love her!) So for the past 5 years we’ve been trying to teach her to share and think about her brother and others besides herself. It isn’t an easy sell let me tell you.
At some point in time all of us when we were kids had our parents teach us how to share and get along with others. We weren’t taught to give up what we wanted or deserved but to learn to think about others’ feelings too. Basic social skills, right? Can you see where I’m headed?Photo credit: Konstantin Ryabitsev
In a dog-eat-dog world, business as usual means companies trying to get what they want at all costs, sometimes at the expense of customers, employees or partners. What the social web has changed is corporations really don’t have a choice to be spoiled brats any longer. Not knowing what the customer wants is no excuse anymore.
Photo credit: Listener42
Having a relationship with our customers isn’t about some CRM program since we don’t have an option to “manage the relationship” (we never really did). People demand more from us than ever before and mass marketing is dead since when was the last time anyone liked being considered just one of the masses.Photo credit: Bettina Tizzy
Social branding isn’t really about brand at all, or at least not brand as we’ve known it - something to control, to measure, to systemize. That’s because our brand is not our’s to control. It’s our customers, our employees’ and all the other people who think and talk about us behind or in front of our backs.Photo credit: Thomas Hawk
To start thinking and breathing social branding means to get down on our customer’s level and speak with him or her one on one like people used to do in little village stores and barbershops.
Photo credit: smccard
Like my daughter and her struggle to share, companies (especially
the big ones) are seen as greedy & scheming on the
social web and people could just as
well go on having conversations without
us. But there’s an obvious lesson here
for all of us in business if we care to
pay attention.
If we can learn to see the importance of others feelings and needs, then we will care
enough to listen. And if we care enough to listen then we will
want to say something to them.
And if we have real conversations with our customers (not press
releases or ads) then we may start to build
something substantial, something I like to call a
social brand.
Or we could just as well call it friendship?
The World in Which we Live
The Consumer is in Control
Consumers have unlimited options
Consumers are avoiding advertising
Pop-up Blocker
Consumers are going to the web
What are they finding?
Web 1.0 was CommerceWeb 2.0 is People
- Ross Mayfield
Web 2.0 seems to be like Pink Floyd lyrics: It can mean different things to different people, depending upon your state of mind.
- Kevin Maney
Web 2.0 is Content and Sharing
Lets Take Two
We Can’t Forget
Web 2.0 is Conversations
How do we have the conversation?
• Be Human• Use Common Sense• Be Respectful of Your Colleagues • Get Your Facts Straight • Provide Context to Your Argument • Engage in Private Feedback • You are legally responsible for your
commentary
Who has the conversations?
Where do non-profits fit?
• http://beth.typepad.com/ - Social Media and Non Profits
• http://blueavocado.org/• http://hsus.typepad.com/wayne/ -
CEO of the Humane Society of the US• http://www.mobilecause.com/• http://www.youtube.com/nonprofits• Facebook Causes
In the Web 2.o world, every consumer is. . .
… a publisher
…an expert
…a broadcaster
…an editor
…a network
…a critic
…syndicated
Thoughts? Questions? Complaints?
Attribution
• Nathan Schock• Lance Shields• SlideShare.com