The So What of Social Media

THE SO-WHAT ABOUT
SOCIAL MEDIA
February 2011

Building capacities for new visions
www.markholmgren.com


INTENT
Clarify the relationship of Introduce the various types
social media to of social media and
marketing and discuss how they might be
organizational goals. relevant to the work of
volunteer managers.
Discuss how to use
social media to engage Promote strategic thinking
audiences in social about the use of social
conversations and to media.
what end.

.
2

WHY?
What’s the
interest in social
media?

3

WHAT FIRST?


THIS?


OR THIS?


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 7
www.socialmediatools.ca www.markholmgren.com

COMPARE
Traditional Marketing Social Networking
Brand in Control Audience in Control
Organization drives the Value Networks determines & talks about
Proposition Value
Organization informs and educates People involve and influence one
in order to persuade another.

Organization controls messaging Networks say what they want

Channels are conventional and Channels are personal and
controlled by organizations determined by individuals

One way communication Two-way and viral conversations.
8

Say Hello to Micro-Volunteerism…
ALSO

Micro Giving

Crowdsourcing

Flash Mobs

Informal
Volunteering

www.sparked.com


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://www.slideshare.net/CogoMojo/dc-summit-presentation

Invite people to do stuff
– sign up, offer
content, join another
platform, tell a friend,
give something, apply
for something.
Your website should
Pitch the social be at the center of
interaction of your social media
volunteering and strategy.
support via social
media

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

Foster Dialogue
DASI

Promote Advocacy

Facilitate Support

Spur Innovation

14


DASI FRAMEWORK
FOSTER DIALOGUE

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.

Jeremiah
Owyang

15 www.markholmgren.com

DASI FRAMEWORK
PROMOTE ADVOCACY

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 16

DASI FRAMEWORK
FACILITATE SUPPORT

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.
Jeremiah
Owyang 17

DASI FRAMEWORK
SPUR INNOVATION

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.
Jeremiah
Owyang 18

UNCONVENTIONAL MARKETING
David Armano
VP Experience Design
Critical Mass

19

ONE STRATEGY
Twitter

RSS FEEDS Blog LinkedIn

WIDGETS

SIGNATURE LINES
Website
BUSINESS CARDS

REPORTS
Facebook SlideShare
WHITE PAPERS

E-News


twitter


kawwsu29's


SOCIAL MEDIA
AND TARGET
AUDIENCES

Forrester
Research

24

10 WAYS
TO GET
ROI
(Return on
Insight)

David Armano
VP Experience Design
Critical Mass 25

Thank you!

Mark Holmgren
780 299 0780

26

The So What of Social Media

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