designing social media engagement
DESCRIPTION
Everyone talks about social media "return on investment" -- but measuring your "return on engagement" (ROE) is what matters. Research and analysis prove that real social media engagement drives results. This presentation covers what kind of social media activities give the highest ROE, why it's so important, and how to use that information to design your programs and social media work. Case studies of organizations that have designed their online engagement to result in high ROE will also be highlighted. The presentation also reviews two approaches to measuring measuring Return on Engagement.TRANSCRIPT
It’s All About Engagement: Designing for Return on
Engagement
Presented by Debra Askanase Principal and Engagement Strategist
Community Organizer 2.0May 18, 2012
Today’s conversation
I. Hello social mediaII. Designing engagementIII. Measuring Return on Engagement: Two
approachesIV. Summary and takeaways
I. Hello social media!
Your URL isn’t just your website
It’s your entire social web
Communication
Collaboration
Multimedia
Entertainment
Reviews and OpinionsThe
wor
ld o
f soc
ial m
edia
tool
s
A social business is a “networked nonprofit”
Old Rules: Marcom focused
New Rules: Socially focused
Marketing Understand networksCommunications Build relationshipsMulti-channel ConnectedSilos Integrated
http://bit.ly/networkednp
Additional resource: The Networked Nonprofit, by Allison Fine and Beth Kanter:
You are NOT (primarily)…a community manager…a marketing professional…a development professional…a social media person
Your title:Chief Conversation Officer
http://www.flickr.com/photos/89165847@N00/5876255457/
II. Designing Engagement
Design starts with SMART goals
SpecificMeasurableAttainableRealisticTimely
Design your social media activities to meet your org or programmatic goals:
• resource awareness• membership• fundraising• activism• sign up for a program
Diagram courtesy of Darim Online
Soci
al M
edia Engage Cr
eate
sTrust
Mov
e to
Action
The social media activity funnel
Design engagement for highest ROE
Create a video,
message, tweet,
blog post product
about the company
Become a fan
FriendFollow
JoinDiscuss
Post reviews
Give feedback
VoteContribute
ideas
VisitWatch
DownloadReadPlay
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
How they influenced purchasing
Create a video,
message, tweet,
blog post product
about the company
Become a fan
FriendFollow
JoinDiscuss
Post reviews
Give feedback
VoteContribute
ideas
VisitWatch
DownloadReadPlay
Engage Contribute Participate Create
20% 26% 32% 35%Percentage of each group that spurred a purchase
Design is supported through a content strategy
http://www.flickr.com/photos/venosdale/5974664030/sizes/l/in/photostream/
What content will support your engagement design?
- Plot out engagement- Decide what design
assets you’ll need- Figure out what
content assets you’ll need
- Create a content calendar
Soci
al M
edia Engage Cr
eate
sTrust
Mov
e to
Action
The social media activity funnel
http://www.flickr.com/photos/57038784@N00/2215481444/
Companies can leverage trust and reciprocity to strengthen relationship ties
*You will 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
Trust = authenticity, transparency
Be the person behind the logo
Trust = authenticity, transparency
Be the person behind the logo
Trust = authenticity, transparency
Be the person behind the logo
Reciprocity = co-creation
Reciprocity = friends helping each other
Reciprocity = friends helping each other
Don’t forget offline supporting online
http://www.causes.com/causes/601441-support-sar-academy/actions/1367612
Don’t forget offline supporting online
http://www.causes.com/causes/601441-support-sar-academy/actions/1367612
ROE is fan engagement and trust
Create a video,
message, tweet,
blog post product
about the company
Become a fan
FriendFollow
JoinDiscuss
Post reviews
Give feedback
VoteContribute
ideas
VisitWatch
DownloadReadPlay
Engage Contribute Participate Create
TRUST
RECIPROCITY
Summary: designing engagement
Design different ways to become engaged online. Remember your content calendar and
offline engagement!
Be authentic and transparent: create trust and reciprocity
Integrate co-creation into your engagement strategy
Being a networked nonprofit makes it all easier!
III. Measuring ROE: Two approaches
http://www.flickr.com/photos/76283671@N00/184612846/in/photostream/
Return on Engagement
The metric tied to time and investment spent participating or interacting with
other social media users, and in turn, what transpired that's worthy of measurement.
*Hat tip to Brian Solis for the inspirationhttp://socialmediatoday.com/index.php?q=SMC/176801
Know what you want to measure
http://idealware.org/facebook_survey
Approach 1: SMART Goal ROE
Are your fans taking the action that you asked them to do?
Are they signing up for activities? How many? From which social media channels?How does that compare with last month’s actions?Are they sharing content or talking about it on their own channels?
Look at what actions you’ve designed and their effects on your SMART goals: what needs to be tweaked, what is not working?
What indicates that your activities are working?
• Sales/transactional• What indicators tell you you’re meeting your goal with the right tactics?
Percent of member interest clicks from Facebook, amount of time on site from Linkedin visitors, number of inquiries from Twitter followers, etc.
• Program involvement• What indicators tell you you’re meeting your goal with the right tactics?
Example: increased % of program signup from Facebook.• Customer service• Volunteers/leadership• Personnel/hiring goals• Other
…think about this for each goal, and how you are using social media
Find online at http://bit.ly/SMARTgoaltracking
Tweetathon: • 258 people/1,524 tweets with #bluekey• 169% increase in web traffic• led to >50% of key purchases that week
Used with permission from USA for UNHCR
SMART goal ROE: #bluekey Tweetathon
Approach 2: ROE of Community Commitment
How committed is the entire community you’ve built? Are you building a return on engagement?
This is a relative metric. You want to compare it against itself, and against your competitors.
Value = are you building a community of engaged advocates and stakeholders? Are you creating a sustainable fan base?
Status measurements Engagement and activism measurements
Numbers that are not in the context of social media conversations, nor reflect the impact of social network conversations
Numbers that are in the context of social media conversations, and often reflect the impact of social network conversations
Leading to ROE Used to measure ROE
“Status” metrics of who is following you show the opportunity
• Those that join but not comment are waiting to be activated• The number of those that “activate” on behalf of a brand
grows yearly• “Slacktivism” is on the rise also…
To rely on status metrics is to incorrectly understand your social media community
It’s the potential, but not actual ROE
Value of status metrics • Look at trends – what communities are growing, and why• Look at what’s not working – where is there stagnation, little
growth• What trends are you seeing?
Engagement and activism measurements: foster community
These are contextual measurements that
speak to how engaged the community is, how
willing it is to take action, & your influence
on the community=>
Converts to intended action
http://www.flickr.com/photos/34086095@N05/4860818097/
Where are the touch points = engagement points?
• Facebook Page• Facebook conversation• Twitter follow• Twitter conversation• Twitter DM• Watch a YouTube video• Comment on a YouTube video• Follow company on LinkedIn• Talk with you on LinkedIn in within a group• Connect with you on Linkedin• Etc…
Measuring the ROE of Community Commitment
1. Measure the commitment of your fans• Number of engaged fans/online community• Number that proactively talk about your org• Number that create (something you asked them
to do)• Number that interact with others• Other measures relevant to your organization
2. Total number of engaged fans in each space divided by Total number of fans
3. Overall percentage = level of community commitment
Tying it all together:Lily the Black Bear
http://www.facebook.com/lily.the.black.bear
http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/
http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/
http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/
http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/
Designing Lily’s Engagement on FB
Engage: Watch videos on FB and Live cam on site, donate, read, visit site
Contribute: give opinions and feedback, vote in contests, name the bear, etc.
Participate: Facebook Friend, follow tweets, discuss and comment
Create: Post their own photos, tweet proactively, comment proactively
Designing Lily’s Engagement on FB
Trust: you see the bears on webcam, know who’s posting to Facebook, meet the NABC at the Lilypad picnic
Reciprocity: offer opinions and feedback, vote in contests, name the bear, fans encourage each other to participate
Most importantly, Lily the Black Bear has a fully networked relationship with its stakeholders
Tying it all together: Lily the Black Bearmoves 143,633 Facebook fans to action
Raised $359,597 from 53,502 fans in one year
17,916 votes to win the second Chase Community Giving Challenge
Motivated 1793 supporters to donate $165,000 in Minnesota’s Give to the Max day 2011 (over 3,000 donors)
Helped local Ely Esy public school win $20,000 in the K-12 America’s School Spirit challenge
Helped Soudan Underground Mine State Park in MN win $200,000 in a 2010 parks challenge; activated 1.6 million voters (only 101,000 visited the park!)
Tactics
Overall Strategy
Platforms Website
Tactics Campaigns
ROE
Addendum: the larger spectrum of engagement you can measure
Participation – comments, interactions, usage of widgets, @messages, shares, likes, posts, tagsDegree of Authority – authoritative sites linking to your URLs, talking to about your content, organization, campaign Influence – size of user base subscribed to your content, ability to influence conversation, Klout/Twitalyzer, #RTs per post, hits to website from social sitesSentiment – how do people feel about you, % change
Resource: http://www.beingpeterkim.com/2008/09/a-framework-for.html
In summary
1. Know what you want to measure: Define your SMART goals2. Integrate engagement theory into social media strategy design3. Design along the ladder of engagement4. What social media actions are working towards meeting your
goals?5. What is making the most difference? What is not? 6. Two social media measurement approaches: SMART goal ROE
and community engagement metric7. Evaluate: How can you tweak your engagement?
What experience will you design?
http://www.flickr.com/photos/moriza/2565606353/
I’m always available to answer follow-up questions!
Email: [email protected]: communityorganizer20.comBlog: http://communityorganizer20.comLinkedin: linked.com/in/debraaskanaseTwitter: @askDebraOther slides: slideshare.net/debaskTelephone: (617) 682-2977