social media workshop for non profits

www.socialmediatools.ca1www.markholmgren.com

Mark Holmgren Brent MacKinnon

THE SO-WHAT ABOUTSOCIAL MEDIA

September 2010

INTENTClarify 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 determine target audience focus.

Demonstrate various common social media (such as blog, twitter, facebook, YouTube and Flickr) and their applications.

“Conversations among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.” – Seth Godin, Seth’s Blog

“Quit counting fans, followers and blog subscribers like bottle caps. Think, instead, about what you’re hoping to achieve with and through the community that actually cares about what you’re doing.” – Amber Naslund, Social Media Today

What are some common objectionsorganizationshave with respectto using social media?

Photo from http://jodimallowmaas.com/

Objections to Social Media I suffer from information overload already. So much of what's discussed online is

meaningless. I don't have the time to contribute and moderate Our stakeholders don't use this stuff, the

learning curve limits its usefulness to geeks. Communicators [bloggers, tweeters] are so

fickle, better to stay unengaged than risk random brand damage. We don't want hostile comments left about us on any forum we've legitimized.

Marshall Kirkpatrick

Objections to Social Media Traditional media and audiences are still bigger,

we'll do new stuff when they do. There are so many tools that are similar, I can't

tell where to invest my time so I don't use any of it at all.

That stuff's fine for sexy brands, but we sell unsexy stuff and are known for stability more than chasing the flavor-of-the-month. We're doing just fine with the tools we've got, thanks.

Marshall Kirkpatrick

Social Media Revolution

FROM SOCIALNOMICS.NET

Click here

http://www.youtube.com/user/Socialnomics09#p/a/u/1/lFZ0z5Fm-Ng

So what is marketing anyway?

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

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

Problem or Need or Desire

CONSUMER

Solution

ORGANIZATION

MARKETING

Brand in control.Drive the value proposition home.Inform and educate in order to persuade.Organizational controlled messages and channels.Use of conventional channels.Primarily one-way communication.

THE BREAK UP

http://www.youtube.com/watch?v=RZDXfB0Rd4Q&feature=player_embedded

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.

Social Media

Business Model

PEOPLE

Organizational Mission,Outcomes, and

Goals are the driver.

Strategies

Tactics

Aligning Operations(programs, communications

and marketing)

Measures & Evaluation

Using Social Media to Achieve Business Goals

(DASI FRAMEWORK)Jeremiah Owyang

BUSINESSGOALS

Foster Dialogue

Promote Advocacy

Facilitate Support

Spur InnovationLIS

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.

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 indentified segment.

Jeremiah Owyang

DASI FRAMEWORK:FACILITATE SUPPORT

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

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.

SOCIAL MEDIA AND TARGET AUDIENCES

“Y” is your Market – this is where the conversations take place.

Area “A” represents your company, the people supplying the market. We call that “The Internal Conversation”.

Area “B” represents the people in the market who are not making, but buying. We call that “The External Conversation”.

The more porous your membrane (”x”), the easier it is for the internal conversation to inform and align with the external conversation, and vice versa.

www.socialmediatools.ca22www.markholmgren.comForrester Research

SOCIAL MEDIA AND

TARGET AUDIENCES

SOCIAL MEDIA – WHY BOTHER?

(1) Social media has altered the balance of power

(2) You can copy what has worked elsewhere

(3) Your nonprofit has a compelling (untold) story

(4) Your staff’s internal dynamics will thrive

Everyone is after the holy grail of

return oninvestment (ROI).

The top ROI of using social media for your nonprofit?

Insight.

JD Lasica

ROI = INSIGHT

David ArmanoVP Experience DesignCritical Mass

UNCONVENTIONAL MARKETINGDavid ArmanoVP Experience DesignCritical Mass

10 WAYSTO GET

ROI (Return on

Insight)

David ArmanoVP Experience DesignCritical Mass

SOCIAL MEDIA LANDSCAPEClick here

SOCIAL MEDIA TOURWorld Wild Life FundRed

Anticipate!

RSS - Huh?

Flickr

Linked in Profile

Doyon Foundation

TwitterTwellowDell

Delicious

GMAILWiki wiki what?

iGoogle

SOCIAL MEDIA LEARNINGThe Facebook Guide Book

http://mashable.com/guidebook/facebook/

This guide book provides training and resource in the following areas: Facebook 101, Managing your Facebook Wall, Facebook for Businesses (or organizations), using Facebook applications, and advanced uses of Facebook.

The Twitter Guide Bookhttp://mashable.com/guidebook/twitter/

This guide book provides a great introduction to key learnings like hashtags, retweets, how to build your Twitter community, how to manage your Twitter stream, branding, and much more. Instructional and informative videos are offered as well.

SOCIAL MEDIA LEARNINGThe Unofficial User`s Manual for Updating Your Facebook Page

http://www.johnhaydon.com/2010/08/unofficial-users-manual-updating-facebook-pages/This is an excellent resource to use along side of the Facebook Guidebook and is full of tips and how-to`s. The author is social media expert, John Haydon.

http://commoncraft.com This small company offers helpful and enjoyable videos on range of social media topics. A good starting point for someone totally unfamiliar with social media.

Non Profits on Facebook http://www.facebook.com/nonprofits

“This Page is a resource for non-profits and other organizations for social good. We built it to help you harness the power of Facebook and bring positive change to the world`` (from the website). “

Mark Holmgrenwww.markholmgren.com

Brent MacKinnonwww.socialmediatools.ca

Thank you!

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