This is from a presentation given at the 2011 FCSSAA conference on November 17, 2011 in Edmonton AB

1. THE SO-WHAT ABOUT
SOCIAL MEDIA
November 2011
Prepared for: MARK HOLMGREN CONSULTING
FCSSAA Mark Holmgren
780 299 0780
“Leading the Way” mark@markholmgren.com
conference
www.markholmgren.com
Edmonton Alberta
November 16-18 2011
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Photo from http://jodimallowmaas.com/

4. 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
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5. Social Media – Why Bother?
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6. Social Media Revolution
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http://www.youtube.com/watch?v=fpMZbT1tx2o&feature=player_embedded

7. 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
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8. 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
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9. Risk
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10. 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
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Use of personal channels.
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Two-way and viral conversations.

11. DASI
FRAMEWORK
Jeremiah Owyang
Foster
Dialogue
Spur Your Promote
Innovation GOALS Advocacy
Provide
Support
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12. 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.
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13. DASI FRAMEWORK:
PROMOTE ADVOCACY
Jeremiah Owyang
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 identified segment.
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14. DASI FRAMEWORK:
PROVIDE 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.
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15. 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.
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16. 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.
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17. 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
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19. SOCIAL
MEDIA AND
TARGET
AUDIENCES
Forrester
Research
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20. Fail Forward, Fail Fast, Fail Better
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http://www.youtube.com/watch?v=LSDmgr_JVa8&feature=player_embedded

21. UNCONVENTIONAL MARKETING
David Armano
VP Experience Design
Critical Mass
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22. How do we begin?
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23. 10 WAYS
TO GET
ROI
(Return on
Insight)
David Armano
VP Experience Design
Critical Mass
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24. 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/
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25. Thank you!
Mark Holmgren is an Edmonton-based consultant who
works primarily with non profit
organizations, collaborations, and occasionally with
Follow Mark on
governments.
Twitter
@mjholmgren
He specializes in helping organizations develop
strategies and undertake significant change within their
780 299 0780
organizations. He also is an advocate of using the
Internet and social media to deliver on the mission of
non profit organizations.
Mark’s clients include: United Way, Bissell Centre, the
Alberta Association of Services for Children and
Families, Aspen Family Services, The Support
Network, Partners for Kids, Head Start Interagency
Leadership Council, Alberta Environment, and many
more.
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