UnderstandingtheEngagementFactor:EngagementStrategiesonSocialMedia

DebraAskanase,PresenterJuly28,2010

UseTwiEerHashtag#npweb

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AboutthePresenter

Experience:FormerexecuBvedirector,businessconsultant,fundraiser&more

Bringstrategyintosocialmedia:EngagementStrategist,CommunityOrganizer2.0

BA,EmoryUniversityMBA,BarIlanUniversity

TheSocialMediaFunnelTheoriesofEngagementDesigningEngagementNonprofitExamples

BarrierstoEngagementCreaBngtheEngagementCalendar

hDp://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/

SocialM

edia

Engage Creates

Trust

Moveto

AcBon

TheSocialMediaFunnel

SocialMediaInfluencesAcBonsAcBonTakenAsaResultofSocialMedia

(nonprofit)

hDp://www.emarketer.com/ArBcle.aspx?R=1006930,

EffectsofNonprofitSocialMediaEfforts

Opportunitytolearnaboutnewissues–85%Anotherwaytosupportafavoritecause–80%Usedsomeformofonlinemediatosupportacause–60%

Advocateforacause(forwardmessages)‐36%Personalbehaviorchange–34%Purchasingcause‐relatedproducts–23%

Source:2009ConeConsumerNewMediaStudy:hDp://www.coneinc.com/content2615

UsingSocialMediatoMeetNonprofitGoalshDp://idealware.org/sm_survey/

TheoriesofEngagement

hDp://www.flickr.com/photos/7855449@N02/2780458538/sizes/m/in/photostream/

ParUcipaUonInequality**Increaseengagementtobreaktherule

Source:JakobNielsenhDp://www.useit.com/alertbox/parBcipaBon_inequality.html

hDp://forrester.typepad.com/groundswell/2010/01/conversaBonalists‐get‐onto‐the‐ladder.html

LadderofEngagement

HappyBystandersSpreadersDonorsEvangelistsInsBgators

TheNetworkedNonprofitbyAllisonFineandBethKanter(p.68)

hDp://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/

Whatknowledgeand

contentisshareableand/oropentoinput?

1

Determineappropriateonlinespacesandchannels

AssessuniqueaDributesandcultureofeachsocialmedia

space

2

Brainstormanddevelop

parBcipaBonopportuniBes

3

DesigningEngagement

Createanengagementcalendar

YouNeedaContentStrategy

hDp://www.flickr.com/photos/rmnl/207379365/sizes/o/in/photostream/

1.  WhyarepeopleinterestedinyourorganizaBonorcause?

2.  WhatcontentcreatesconversaBon?3.  Whatcontentcouldcreatecommunity?4.  Whatcanthecommunitycreateforyour

content?(Collaborateandempower)5.  Whatcontentorideascanyouopenup?6.  Whataddedvaluecanyourcontentoffer?7.  Whatdoesthemediumdictate?

QuesUonstoGetYouStarted

RealinteracBons:personalengagementValue‐addedcontentRegularprogramming

ParBcipaBonentrypaths

"

ConversaBonstartersOpen‐endedquesBons

EngagingPracUces

AssessParUcipaUonOpportuniUes

hDp://www.flickr.com/photos/jenlen/291765681/sizes/m/in/photostream/

Theseareyourtools

BloggingMicro

Blogging

PhotoSharing

VideoSharing

PodcastsWidgets

SocialNetworking

ChatRooms

MessageBoards

RSSFeeds

Source:UniversalMcCannCompaniesStudyonSocialMediaTrends(March2008)

ExacTargetsurveyofinternetusers,April2010Source:hDp://www.emarketer.com/ArBcle.aspx?R=1007829

ExacTargetsurveyofinternetusers,April2010Source:hDp://www.emarketer.com/ArBcle.aspx?R=1007829

Appealstothosewhowanttofeelmostup‐to‐date,intheknow.Wanttoconnecttorealpeopleandbepartofatribe.Pushedbyearlyadopters.

TwiEerParUcipantsandFeatures

@messages,DM,hashtagsTinyURL,personaltouch,newsTwiDer#chats,tag,twitpics,peBBons,oneforty.com(store)

@messages,events,videotagging,phototagging,customtabs,privategroups,opengroups,gamesandapps,causes,callstoacBon,community

FacebookParUcipantsandFeatures

Fanstendtowanttoshowsupportpublicly,moBvaBonforentertainment.Wantcommunityandnews.

BloggingParUcipantsandFeatures

TheywanttoberecognizedforcommenBng,beingloyalreaders,lovingyourorganizaBon.Mayhavetheirownblogs.Readersskewolder.

Embedvideo,photo,images,developedideas,callstoacBon,community,mulB‐userblog,guestblogging,commenBngstrategy

NewsandpoliBcsvideosgainthemostcomments.20‐35yearoldbloggersembedvideosthemostintotheirblogs,then36‐60year‐olds.Musicandentertainmentmostpopular.26%ofallsearchisYouTube.

Friendrequests,wallposBng,moderatorfuncBon,callstoacBon,videoannotaBonlinkstocause,commentsvoBng,channelsubscripBons,GooglecheckoutdonaBons,embedexternally,videoresponses,textcomments,contests

YouTubeParUcipantsandFeatures

AwesomeParUcipatoryPracUces

hDp://www.flickr.com/photos/intersecBonconsulBng/3469011212/sizes/o/in/photostream/

Florence:thepersonbehindthelogo

HoldaTwiDerchat

WhatismorepersonalthantheTwiDerKidstweeBng?

CompellingfromtheintroducBon

CreateopportuniBesforpersonalengagement:Q&A

Facebookapptocreateengagement

BarrierstoEngagement

MulB‐levelapprovalsInabilitytorespondquicklyTalkinglogos

NotknowingwhatthestakeholderwantsNotdeliveringvalueOne‐wayconversaBonsNoentrypathstoparBcipaBon

hDp://www.flickr.com/photos/glenscoD/860805757/sizes/l/in/photostream/

CreateYourEngagementCalendar

hDp://www.flickr.com/photos/cglosli/2215278376/sizes/m/in/photostream/

SampleEngagementCalendar

SampleEngagementCalendar

NonprofitsThatCreateGreatSpaces

hDp://www.flickr.com/photos/foundphotoslj/865557386/sizes/m/in/photostream/

EpicChange:www.epicchange.orgBullyingUK:wwhDp://www.bullying.co.uk/DiabetesHandsFoundaBon:www.tudiabetes.orgPoweredbyOrange:www.poweredbyorange.comAmericanRedCross:hDp://www.redcross.org/en/NaBonalWildlifeFederaBon:NWF.orgOceana:www.oceana.orgONE:hDp://one.org/internaBonal/Charity:water:hDp://www.charitywater.org/

DebraAskanase,EngagementStrategistdebra@communityorganizer20.comwww.communityorganizer20.comTwiDer:@askdebraBuzz:daskanase

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