designing online engagement to collaborate with your community
TRANSCRIPT
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
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