Before You Design Your Digital Engagement Strategy

Facilitated By: Rebecca Peel

@rebeccaapeel

What We’ll Cover Today:

• Define your organizations primary goals & objectives for digital media

• Determine your resources (cash, people, time)

• Where will digital media fit in your organization?

• Engage and enroll members of your organization

• Which social networks should you invest time on?

• Creating your Online Content Guide

Goals and Objectives

• Enhance the experience of your current community, donors, customers.

• Engage new community members

• Provide customer support and information on events, sales, etc.

• Connect to other organizations to share thoughts and ideas.

• Build social movements and create online activism and awareness around a specific issue.

What Resources Do You Have?The strategy you design and create will be primarily

dependent on your resources (Cash, People, Time).• Budget (Cash): advertisement, services and

dashboards, offline advertising, digital strategist or conslutent.

• People: To write blogs, tweet, status update, communications team for PR consulting, web development and creative's for graphics and site integration, etc.

• Time: How many weekly execution and management hours will you have. This will determine how many social channels you can maintain a presence on how often you blog, etc.

Failure Modes & Success FactorsCommon Failures• Underestimate the manpower it takes to execute a given

strategy.• Delays on graphics, web development, mainstream media.Hedging Against Failures• With experience we make better estimations of time

requirements for given strategies.• We learn to build strategies around our resources and

strengths.• Developing strategies and contest that generate large

amounts of user generated content can reduce risk of failure do to lack of internal resources.

Zoom Out on Digital Engagement

Digital Media is a unique opportunity to:

• Relay information to the public

• Provide help services and customer assistance

• Advocate for your brand or cause

• Market advertise and sell

• Grow your brand through interacting with your customer/ online community.

• Share resources and communicate within your organization

Engage/Enlist Your Organization• Information sessions and workshops.

• Share the capabilities of new media and digital technologies to enhance internal communication and collaboration with your organization.

• Integrate the expertise of specific departments when creating your strategy.• Public Relations Online Content Guide

• Communications Internal comms plans

• Marketing Target market research, demographics

• Creative Graphics, website integration, media

• Advocacy Supporting and driving momentum for policy

Digital Media Channels

Where is your online community?

• Looking at demographics and trends can be very helpful in identifying where your current community and future community are spending there time online.

• Creating a survey monkey for your current donor database is a great way of exploring where your community would like to interact online.

Intro to Demographics and Trends

You Don’t Want To Be On Hi5

You Do Want To Be On Twitter

Facebook Twitter

Don’t Get Blind Sided By a Geographic Trend

Which sites should you focus on?

Analysis of Demographi

cs and Trends

Surveys Feedback

from Community

Resources:

Money

People

Time

Your Future Social Channel

Presence

Creating Your Online Content Guide

• Your content guide should be created in collaboration with your communications, public relations, branding and advocacy teams.

• Your content guide should be provided to anyone who is acting as the voice of the organization in online media.

• Your content guide should instruct users on all aspects necessary to create a fluid user experience for your guests.

Interaction Practices for

Specific Social

Networks

Resources…

• http://www.socialmediaexaminer.com/

• http://www.hootsuite.com/

• http://www.quora.com/

• http://nonprofitorgs.wordpress.com/

• http://mashable.com/social-media/

• http://www.ignitesocialmedia.com/social-media-stats/2011-social-network-analysis-report/

Disagree? Please send me your feedback in 140 characters or less or you can shoot me an email rebeccaapeel@gmail.com