This document discusses the potential benefits and objections to using social media for organizations. It outlines frameworks like the DASI model for how social media can foster dialogue, spur innovation, promote advocacy, and provide support. The document also provides examples of how municipalities and non-profits can leverage social media to engage constituents, gather insights, and achieve returns on insights through unconventional marketing strategies focused on learning.

1. THE SO-WHAT ABOUT
SOCIAL MEDIA Mark Holmgren
www.markholmgren.com

2. “You are
what you
tweet.”
- Alex Tew
2

3. “A brand is what we tell the
no longer what
we tell the consumer it is –
consumer it is.
it is what consumers tell
each other it is.”
- Scott Cook
“LinkedIn is for people you know. Facebook
is for people you used to know. Twitter is for
people you want to know.”
- Unknown
3

4. 4 MHC

5. Objections to Social Media
5 Photo from http://jodimallowmaas.com/

6. 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
6 MHC

7. Social Media – Why Bother?
7 MHC

8. Social Media Revolution
8 MHC
http://www.youtube.com/watch?v=fpMZbT1tx2o&feature=player_embedded

9. 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
9 MHC

10. 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
10 MHC

11. “Social Media is
about sociology
and psychology
more than
technology.” – Brain Solis
11

12. 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 exchange
12
Use of personal channels.
Two-way and viral conversations.

13. DASI
FRAMEWORK
Jeremiah Owyang
Foster
Dialogue
Spur Your Promote
Innovation GOALS Advocacy
Provide
13 Support

14. DASI FRAMEWORK
Build Awareness
Foster
Dialogue
Engage with
individuals
Spur Promote
Innovation Advocacy
Respond to
individuals
Provide
Support
Stop thinking campaigns and think communication!
14

15. DASI FRAMEWORK:
PROMOTE ADVOCACY
Jeremiah Owyang
Build Awareness
Foster
Dialogue
Develop
Spur Promote relationships
Innovation
Advocacy
Nurture existing
Provide
Support relationships
“The goal of social media is to turn
customers into a volunteer
15 MHC marketing army.”
- Anonymous

16. DASI FRAMEWORK:
Foster
Resolve service Dialogue
issues
Spur Promote
Expedite issue Innovation Advocacy
resolution
Elevate
Provide
satisfaction Support
16 MHC

17. DASI FRAMEWORK
Gather customer
insights
Foster
Dialogue
Process ideas and
community
feedback Spur Promote
Innovation Advocacy
Deliver new or
changed products
Provide
Support
Engage rather than sell … Work as
a co-creator, not a marketer.”
17 MHC – Tom H. C. Anderson

18. UNCONVENTIONAL
MARKETING
(micro strategies, big insights, rapid iterations)
Insights
Insights
Iterative
Curve
Little Cycle
Strategy
Learning
Little
Strategy
Adjust
David Armano
VP Experience Design
18 MHC Critical Mass

19. 1. Are you actively listening to your constituents
10 WAYS in the places they hang out online?
TO GET 2. Are you launching initiatives that can be
ROI easily updated?
(Return on 3. Are you enabling a culture of rapid
Insight) response?
4. Are you evaluating everything you do and
making changes quickly when required?
5. Are you building a culture where “failure” is
acceptable?
David Armano
VP Experience Design 6. Are you creating pilots? Prototyping ideas?
Critical Mass
Not limiting yourself to traditional ROI
exercises?
19 MHC

20. 7. Do you plan and undertake initiatives that
10 WAYS help your organization learn prior to
launching major marketing campaigns?
TO GET
ROI 8. Are you paying attention to more than data
and metrics – like listening to the stories the
(Return on data is telling?
Insight)
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?
David Armano
VP Experience Design
Critical Mass
20 MHC

21. 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.
21 MHC

22. 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
22 MHC

23. Risk
23 MHC

24. 24 MHC

25. SOCIAL
MEDIA AND
TARGET
AUDIENCES
Forrester
Research
25 MHC

26. How do we begin?
26 MHC

27. 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/
27 MHC

28. 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.
Follow Mark on
He also is an advocate of using the Internet and social
Twitter
media to deliver on the mission of non profit organizations.
@mjholmgren
Current or recent clients include:
780 299 0780
United Way of Alberta Capital Region
Bissell Centre
Alberta Association of Services for Children and Families
Alberta Rural Development Network
Aspen Family Services
The Family Centre
The Support Network
Partners for Kids
Head Start Interagency Leadership Council
28 MHC
www.markholmgren.com