Designing Social Media Engagement

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About the Presenter

Experience: Former executive director, business consultant, fundraiser & more

Bring strategy into social media: Engagement Strategist, Community Organizer 2.0

BA, Emory UniversityMBA, Bar Ilan University

The Social Media FunnelTheories of EngagementDesigning Engagement

Nonprofit ExamplesBarriers to Engagement

Creating the Engagement Calendar

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The Social Media Funnel

Theories of Engagement

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Participation Inequality** Increase engagement to break the rule

Source: Jakob Nielsen http://www.useit.com/alertbox/participation_inequality.html

http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html

Ladder of Engagement

Happy BystandersSpreadersDonorsEvangelistsInstigators

The Networked Nonprofit by Allison Fine and Beth Kanter (p.68)

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What knowledge and

content is shareable

and/or open to input?

1

Determine appropriate

online spaces and channels

Assess unique attributes and culture of each social media

space

2

Brainstorm and develop

participation opportunities

3

Designing Engagement

Create an engagement

calendar

You Need a Content Strategy

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1. Why are people interested in your organization or cause?

2. What content creates conversation?3. What content could create community?4. What can the community create for your

content? (Collaborate and empower)5. What content or ideas can you open up?6. What added value can your content offer?7. What does the medium dictate?

Questions to Get You Started

Real interactions: personal engagementValue-added contentRegular programming

Participation entry paths

hhh

Conversation startersOpen-ended questions

Engaging Practices

Assess Participation Opportunities

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These are your tools

BloggingMicro

Blogging

Photo Sharing

Video Sharing

PodcastsWidgets

Social Networking

Chat Rooms

Message Boards

RSS Feeds

Source: Universal McCann Companies Study on Social Media Trends (March 2008)

ExacTarget survey of internet users, April 2010Source: http://www.emarketer.com/Article.aspx?R=1007829

ExacTarget survey of internet users, April 2010Source: http://www.emarketer.com/Article.aspx?R=1007829

Appeals to those who want to feel most up-to-date, in the know. Want to connect to real people and be part of a tribe. Pushed by early adopters.

Twitter Participants and Features

@messages, DM, hashtagsTiny URL, personal touch, newsTwitter #chats, tag, twitpics, petitions, oneforty.com (store)

@messages, events, video tagging, photo tagging, custom tabs, private groups, open groups, games and apps, causes, calls to action, community

Facebook Participants and Features

Fans tend to want to show support publicly, motivation for entertainment. Want community and news.

Blogging Participants and Features

They want to be recognized for commenting, being loyal readers, loving your organization. May have their own blogs. Readers skew older.

Embed video, photo, images, developed ideas, calls to action, community, multi-user blog, guest blogging, commenting strategy

News and politics videos gain the most comments. 20-35 year old bloggers embed videos the most into their blogs, then 36-60 year-olds. Music and entertainment most popular. 26% of all search is YouTube.

Friend requests, wall posting, moderator function, calls to action, video annotation links to cause, comments voting, channel subscriptions, Google checkout donations, embed externally, video responses, text comments, contests

YouTube Participants and Features

Awesome Participatory Practices

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Florence: the person behind the logo

Hold a Twitter chat

What is more personal than the Twitter Kids tweeting?

Compelling from the introduction

Create opportunities for personal engagement: Q&A

Facebook app to create engagement

Barriers to Engagement

Multi-level approvalsInability to respond quicklyTalking logos

Not knowing what the stakeholder wantsNot delivering valueOne-way conversationsNo entry paths to participation

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Create Your Engagement Calendar

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What knowledge and

content is shareable

and/or open to input?

1

Determine appropriate

online spaces and channels

Assess unique attributes and culture of each social media

space

2

Brainstorm and develop

participation opportunities

3

Designing Engagement

Create an engagement

calendar

Sample Facebook Engagement Calendar

Sample Engagement Calendar

Nonprofits That Create Great Spaces

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Epic Change: www.epicchange.orgBullyingUK: wwhttp://www.bullying.co.uk/Diabetes Hands Foundation: www.tudiabetes.orgPowered by Orange: www.poweredbyorange.comAmerican Red Cross: http://www.redcross.org/en/National Wildlife Federation: NWF.orgOceana: www.oceana.orgONE: http://one.org/international/Charity:water: http://www.charitywater.org/Humane Society: http://www.humanesociety.org/

THANK YOU!

Debra Askanase, Engagement Strategistdebra@communityorganizer20.comwww.communityorganizer20.comTwitter: @askdebraBuzz: daskanase