designing online engagement to collaborate with your community

Designing Online Engagement to Collaborate

with Your Community #12NTCCollab

Amy Sample Ward Debra Askanase Vanessa Rhinesmith

Evaluate This Session! Each entry is a chance to win an NTEN engraved iPad!

or Online at www.nten.org/ntc/eval

Workshop Roadmap

Introductions:

Who we are

Who you are

Looking within: Keystones for co-creation

Organizational assets for co-creation

What the research says about engagement and co-creation

Tying research to practice: Case studies

Tying research to your practice:

Designing your own collaborative engagement

Slide 2 SESSION TITLE

Who we are:

Debra

Askanase

Vanessa

Rhinesmith Amy Sample

Ward

Community Organizer 2.0 StartSomeGood &

NetSquared

NTEN

Who you are:

http://www.flickr.com/photos/cubicgarden/2063097269/in/photostream/

Looking Within: Keystones for Co-Creation

Soci

al M

edia

Engage Cre

ates

Trust

Mo

ve t

o

Action

The social media funnel

Designing

engagement-

oriented

actions

How they influenced purchasing

Create a video,

message, tweet,

blog post product

about the company

Become a fan

Friend Follow

Join Discuss

Post

reviews Give

feedback Vote

Contribute ideas

Visit Watch

Download Read Play

Engage Contribute Participate Create

20% 26% 32% 35%

Percentage of each group that spurred a purchase

Designing Engagement for highest ROE

Create a video,

message, tweet,

blog post product

about the company

Become a fan

Friend Follow

Join Discuss

Post

reviews Give

feedback Vote

Contribute ideas

Visit Watch

Download Read Play

Engage Contribute Participate Create

Lowest to highest Return on Engagement

* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498

Creators talked and proactively

shared information about the

brand the most. They also

influenced buying decisions the

most.

*Low-level engagement by itself did not

produce significant ROE

Soci

al M

edia

Engage Cre

ates

Trust

Mo

ve t

o

Action

The Social Media Funnel: Trust

Leveraging org

trust, personal

trust, and

encouraging

reciprocity

http://www.flickr.com/photos/57038784@N00/2215481444/

Brands can leverage brand trust and reciprocity

to strengthen relationship ties

*You’ll see more

engagement if

your organization

is personal

Trust:

intimacy, mutual

confiding

Time:

Amount of time spent

together

Reciprocity:

amount of

reciprocal

services

Intensity:

Emotional intensity,

sense of closeness

Four components of tie strength

Trust = authenticity, transparency

Reciprocity = co-creation

Reciprocity = fans helping each other

A note about community-driven design and

co-creation

Co-creation is stakeholder input =>create.

Co-design engages the community in order to align business intent and user experience. People support what they help create.

The role of the designer is critical in co-design. The designer acts as facilitator of user engagement to gain information for design direction

Co-creation incorporates elements of transparency, trust, and

reciprocity to move people to deep engagement and action

ROE is fan engagement and trust

Create a video,

message, tweet,

blog post product

about the company

Become a fan

Friend Follow

Join Discuss

Post

reviews Give

feedback Vote

Contribute ideas

Visit Watch

Download Read Play

Engage Contribute Participate Create

TRUST

RECIPROCITY

Your

Organization

Online Community

Superfans

Organization – Fan relationships

Their network of friends,

family, colleagues, etc.

Strongest relationship, most loyal

Already interested,

weaker relationship tie

You want this

group to move

into the online

community

*hat tip Amy Sample

Ward:

http://bit.ly/qMjA2f

Move

Reach

Reach

Case study #1: Best Friends Animal Society

ROE is fan engagement and trust

Create a video,

message, tweet,

blog post product

about the company

Become a fan

Friend Follow

Join Discuss

Post

reviews Give

feedback Vote

Contribute ideas

Visit Watch

Download Read Play

Engage Contribute Participate Create

TRUST

RECIPROCITY

Culture to listen & follow, staffing to support community, and permission

to take action!

Case study #2: Teal Cat Project

ROE is fan engagement and trust

Create a video,

message, tweet,

blog post product

about the company

Become a fan

Friend Follow

Join Discuss

Post

reviews Give

feedback Vote

Contribute ideas

Visit Watch

Download Read Play

Engage Contribute Participate Create

TRUST

RECIPROCITY

Culture to listen & follow, staffing to support community, and permission

to take action!

Tying it to your own practice

Instructions:

1. Circle up in groups

2. 4-part grid

3. Lots of questions and conversation

4. Sharing with the whole room

Share!

We’d love to continue the conversation!

Debra Askanase

http://communityorganizer20.com

debra@communityorganizer20.com

Twitter: @askdebra

Amy Sample Ward

http://amysampleward.org

http://nten.org

Twitter: @amyrsward

Vanessa Rhinesmith

http://vanessarhinesmith.com/blog/

http://startsomegood.com

Twitter: @vrhinesmith

Evaluate This Session! Each entry is a chance to win an NTEN engraved iPad!

or Online at www.nten.org/ntc/eval