The So What of Social Media

www.markholmgren.com

THE SO-WHAT ABOUT SOCIAL MEDIA

February 2011


Building capacities for new visions

http://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.


WHY?

3

What’s the interest in social media?


WHAT FIRST?


THIS?


OR THIS?


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


Say Hello to Micro-Volunteerism…

www.sparked.com

ALSO

Micro Giving

Crowdsourcing

Flash Mobs

Informal

Volunteering


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.

http://linkedin.com/in/markholmgren


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.


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.


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


DASI FRAMEWORK Using Social Media to Achieve Business Goals Jeremiah Owyang

14

Foster Dialogue Promote Advocacy Facilitate Support Spur Innovation

DASI


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.


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


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.


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.


UNCONVENTIONAL MARKETING

19

David Armano VP Experience Design Critical Mass


Website

Twitter

LinkedIn

SlideShare

E-News

Facebook

Blog RSS FEEDS WIDGETS SIGNATURE LINES BUSINESS CARDS REPORTS WHITE PAPERS

ONE STRATEGY



twitter


kawwsu29's


24

SOCIAL MEDIA

AND TARGET

AUDIENCES

Forrester Research


25

David Armano

VP Experience Design

Critical Mass

10 WAYS

TO GET

ROI

(Return on

Insight)


26

Mark Holmgren www.markholmgren.com

780 299 0780

Thank you!



Technology

The So What of Social Media