Social Media Workshop for Non Profits

THE SO-WHAT ABOUT
SOCIAL MEDIA
September 2010

Brent MacKinnon
Mark Holmgren
www.markholmgren.com 1 www.socialmediatools.ca

INTENT
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
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
objections
organizations
have with respect
to 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


way?
ga ny
ke tin
ar
at i sm
wh
So


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


MARKETING
ORGANIZATION CONSUMER

Solution SALES
Problem or Need or Desire

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 exchange
Use of personal channels.
www.markholmgren.com viral14
Two-way and conversations. www.socialmediatools.ca

Business Model
Organizational Mission,
Outcomes, and
Goals are the driver.

Strategies

Tactics

Aligning Operations
(programs, communications
PEOPLE
and marketing)
Social Media
Measures & Evaluation


Using Social Media to Achieve
Business Goals
(DASI FRAMEWORK)
Jeremiah Owyang

Foster Dialogue

ADAPT Promote Advocacy
BUSINESS LEARN

GOALS
Facilitate Support
LISTEN

Spur Innovation


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

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

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

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

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”.
The more porous your
membrane (”x”), the easier it is Area “B” represents the
for the internal conversation to people in the market who
inform and align with the external are not making, but buying.
conversation, and vice versa. We call that “The External
Conversation”.
www.socialmediatools.ca
www.markholmgren.com 21

SOCIAL
MEDIA AND
TARGET
AUDIENCES

Forrester Research

SOCIAL MEDIA – WHY BOTHER?
(1) Social media has
altered the balance of Everyone is after
power the holy grail of
return on
(2) You can copy
what has worked investment (ROI).
elsewhere
(3) Your nonprofit has
a compelling (untold) The top ROI of
story using social media
(4) Your staff’s
for your nonprofit?
internal dynamics Insight.
will thrive www.socialmediatools.ca
www.markholmgren.com 23
JD Lasica

ROI = INSIGHT

David Armano
VP Experience Design
Critical Mass

UNCONVENTIONAL MARKETING
David Armano
Critical Mass


10 WAYS
TO GET
ROI
(Return on
Insight)

David Armano
Critical Mass

SOCIAL MEDIA LANDSCAPE
Click here


SOCIAL MEDIA TOUR
World Wild Life Fund
Red RSS - Huh?
iGoogle

Anticipate! Delicious
Doyon Foundation

Twitter Flickr
Twellow
Dell

GMAIL
Linked in Profile
Wiki wiki what?


SOCIAL MEDIA LEARNING
The 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 Book
http://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 LEARNING
The 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). “


Thank you!

Brent MacKinnon
Mark Holmgren
www.socialmediatools.ca
www.markholmgren.com


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