designing effective online engagement campaigns
TRANSCRIPT
Discovering If Like Equals Love: Understanding and Testing
Online Engagement
#15NTCislikelove
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@LimeRedStudio
Director of Strategic Design, LimeRed
Studio
Ask me about:
Music & Media, cultural diversity, design,
web development, storytelling, nonprofits
@askdebra
Digital Engagement Strategist,
Community Organizer 2.0
Ask me about:
Finding one’s voice, community
organizing, nonprofits, living abroad
Today’s Workshop• Online Engagement Campaigns
– Frameworks
– Preparation
– Case study
• Develop your own engagement campaign
idea (small group discussion)
• Optimize an engagement campaign
(small group discussion)
• Regroup and discuss
What is a Social Media Campaign?
https://www.flickr.com/photos/seanrnicholson/6450168613/in/photostream/
Why Campaigns Succeed
Why Campaigns Succeed
Story Elements
Design
Movement-building
Why Campaigns Succeed
Story Elements
– Emotional connection
– A good story & narrative arc
– Visual medium & memes
Why Campaigns Succeed
Design– Easy to participate
– Identified and primed group of participants
– Specific ask
– Limited time frame
– Seamless sharing integrations
Why Campaigns Succeed
Movement-building
– Campaign is connected to a large
cause
– Participants can identify their role
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The Social Media Funnel
ENGAGE
TRUST
ACTION
Social Media
Create
Move to
Know What Your Stakeholders
Care Deeply About
Diagram courtesy of Darim Online
Tweet this…
You can’t energize people on #socialmediaunless you engage and build trust with them first #15NTCislikelove
Campaign Design
Campaign
Design
Checklist
Research the concept and evaluate support
Identify the audience
Set campaign goals
Assess internal assets and staff capacity
Design the campaign
Select social media channels and assets to be leveraged
Create a campaign timeline
Content and asset development
Supporter/fan development
Technological elements
Create a campaign champions group
Evaluation
Post-campaign engagement strategy
Identify your audience
Design SMART
Engagement
Campaign
Goals
Specific
Measurable
Achievable/Realistic
Part of a longer-term
org goal
Movement-building
Tests an idea
Builds the organization
Tweet this…
Knowing if you’ve succeeded in #socialcampaigns depends on knowing your goals #15NTCislikelove
Assess Your Assets
https://www.flickr.com/photos/58472333@N00/2852616711/
Campaign
Assets
(“stuff”)
Email address acquisition assets
– Sign-up forms and people/interest data
collection
Database
– Does it connect with your forms?
– Can it segment new contacts?
Graphic design and images
– SM channel customization
– Promotional images for the campaign
– Promotions during the campaign
– Photographic images
Microsite/website/web page
– Customization ability, real-time
customization possibility
Fundraising integration
Real-time campaign metrics tracking
Software/hardware specific to the campaign
People Assets
People Assets
Internal
– Board
– Committee members and volunteers
– Staff
– Decision makers
People Assets
External
– Most engaged online fans
– Most influential online fans
– Those you can count on
– Partnering organizations and allies
People Assets
Together
– Champions group/advisory group
Tweet this…
Your most important assets are people, not tools or tech #15NTCislikelove
https://www.flickr.com/photos/98908208@N00/173786138/
Design the campaign
Have the Right Tools
Choose
Appropriate
Channels
Develop a
Campaign
Timeline
• Research• Asset & content development• Design campaign• Recruit champions
3 to 2 months out: Research
& Design
• Content creation
• Campaign seeding
• Solidify support, tactics, elements
1 month out: Solidify Plans
• Activate and engage supporters• Execute• Monitor, Measure, Capture • Iterate (if necessary)
Campaign: Activate &
Engage
• Evaluate campaign• Nurture new leads/emails• Deepen new supporter loyalty
1 week post: Evaluate &
Engage
Tweet this…
Campaigns are emotional, inspiring, and empowering just like _______________ #15NTCislikelove
Want to know a secret?
https://www.flickr.com/photos/53098051@N02/5887099054/
https://www.flickr.com/photos/intersectionconsulting/5177773782/in/photostream/
Social Media Champions Are
Your Secret Weapon
https://www.flickr.com/photos/51035555243@N01/6954844640/
Case Study:
Brain Tumor Awareness
Month
National Brain Tumor Society
May 2014
http://www.braintumor.org/BTAM
Evaluateand refine
Move community
to action
Test new frameworks
Foundation building
GoalsIncrease engagement and activism with org social media channelsAcquire new email addressesTest frameworks:
– Video chat– Offer ideas– Give an email address
Grow social media spaces, especially Twitter and Facebook
Assets Highly engaged national Facebook page (facebook.org/braintumors)
13 statewide Facebook pages, national Twitter account, large email list, blog, State Lead Advocates
Robust mailing list
In-house design and web dev capacity
Tools: Sprout Social, Hashtag, Mention, Zoom (for the Community Chat)
Downloadable publication: Frankly Speaking About Cancer: Brain Tumors
braintumor.org/BTAM
Head to the Hill Advocacy Day
FB Event as Conversation Convener
Actively used in Head to the Hill FB event
InfoSnaps
Create Shareable GraphicsGood reach & engagement; drove to website
Share to educate and build brand awareness
Lead to website
http://www.braintumor.org/join-the-fight/brain-tumor-awareness-month/infosnaps.html
Gated Material for Download 377 downloaded Frankly Speaking
Online Community Chat
Video Community Chat39 first-ever participants; Focus: Frankly Speaking
Community-building element
Live video chat forum with various presenters and knowledge experts.
http://braintumor.org/communitychat
#BTVoice
Online CampaignSubmit advice through #BTVoice; share and support
Registration FormsCommunity Chat and BTAM; BTVoicesubmit by email
http://www.braintumor.org/btvoice
Why Campaigns Fail You don’t set a realistic goal
Not setting a timeline for major campaign development points
Single channel approach or wrong channels
Not having the right measurement system in place or being
able to measure success
Undeveloped social spaces
Not reaching out to most engaged social media fans ahead
of time
Bad or not enough planning and research
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Optimizing Your Presence
Ad Hoc & Strugglingfailing infrastructure, time & budget go towards work-arounds
Planned & Functioningbasic systems in place, keep the lights, leadership makes decisions based on
efficiencies with little/no staff input
Institutionalized & Operatingstable infrastructure, basic policies and practices, leadership consults with staff before making decisions
Evaluated & Leadinginnovators, recognized tech is an investment, strategic planning involves all
“What if?” STEP 1: Brainstorming & Ideation (20 mins)
Step 2: Optimizing the Campaign Ideas (15 mins)
GOALS
AUDIENCES
ASSETS (People & Stuff)
ACTIVITIES
TIME FRAME
TOOLS & TECH
MEASUREMENT
Additional
Resources
Resources/Additional InformationCase Studies Wrap-Ups:
– Blog post wrap up of 14 Days of Thanks: http://nyceac.com/elder-justice-dispatch-thank-you-for-making-14-days-thanks-a-success/
– Blog post wrap-up of #BTAM: blog.braintumor.org/head-hill-btvoice-btam-recap/
Online Campaigns:– Telling the Right Story for Online Campaigns: http://www.slideshare.net/lsgrodeska/telling-
the-right-story-for-your-online-campaign-22830254– Building a Ladder of Engagement in Online Campaigns:
http://www.slideshare.net/newmediaclay/the-ladd– Best Practices to Build a Multichannel Campaign Plan:
http://www.slideshare.net/womenwhotech/mulitchannelcampaigns-interactionforum– Social media campaigns and practices: http://communityorganizer20.com/category/social-
media-campaign/
Pre-campaign (1-3 months out)Research
– Concept– Similar campaigns– Potential partners– Influencers– Most engaged supporters/potential social media champions– Internal capacity– Software/apps/tools needed
Campaign Design– Goals– Channels– Activities– Metrics– Interactivity/engagement– Assets
Pre-campaign (1-3 months out)Asset & Content Development
– Social media channel customization
– Graphic image and photo image design/dev
– Website home page
– Microsite/web page content
– Email calendar
– Write blog posts and social media updates
– Develop editorial calendar
– Survey or other evaluation tools
– Blogger outreach
Pre-campaign (1-3 months out)
Supporters/Fans– ID Influencers/bloggers/mentions/most engaged
– Pulse out social media messages to test idea & recruit participants
– Recruit social media champions
– ID partner orgs that will support your campaign
– Develop a social media “champions” group
– Test support for the idea amongst stakeholders
Post-Campaign: Marketing Activities
Evaluate– Send survey or other evaluation tools
– Internal post-event evaluation• Mad, sad, glad feedback
– Ask champions for feedback
– Did it meet the campaign goals?
– Review metrics
Lead nurturing and loyalty development– Post-campaign email
• What was accomplished + nurturing content
– Ask them to do something else
Email: [email protected]
Work email: [email protected]
Website: communityorganizer20.com
Blog: http://communityorganizer20.com
Linkedin: linkedin.com/in/debraaskanase
Twitter: @askdebra
Other slides: slideshare.net/debask
Telephone: (617) 682-2977
Email: [email protected]
Website: www.limeredstudio.com
Blog: http://www.limeredstudio.com/what-we-think/
Linkedin: linkedin.com/demetriomaguigad
Twitter: @limeredstudio, @dmaguigad
Other slides:
http://www.slideshare.net/Demetrio_Maguigad
Telephone: (312) 238-9070
We’re always happy to answer follow-up questions!
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