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Social media is ALL about engagement. Your organization’s social media strategy should include an engagement strategy on every platform that adds value to your fans and creates deeper loyalty. In this webinar, we’ll take a look at Twitter, Facebook, blogs or video, and Linkedin. With deeper engagement, your supporters are much more likely to take action at your organization’s urging, share your organization’s information, donate funds, and bring their friends to your social spaces.
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Understanding the Engagement Factor: Engagement Strategies on Social Media
Debra Askanase, PresenterNovember 10, 2010
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Today’s Speakers
Hosting: Sam Frank, Synthesis Partnership
Assisting with chat questions: Chris Dumas, FirstGiving
Debra AskanaseFirstGiving
Understanding the Engagement Factor:Engagement Strategies on Social Media
Nonprofit WebinarsJuly 28, 2010
About the Presenter
Experience: Former executive director, business consultant, fundraiser & more
Bring strategy into social media:Community Engagement Manager, FirstGivingSpeaker and presenter
BA, Emory UniversityMBA, Bar Ilan University
The Social Media FunnelTheories of EngagementDesigning Engagement
Nonprofit ExamplesBarriers to Engagement
Creating the Engagement Calendar
http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/
Soci
al M
edia Engage Cre
ates Trust
Mo
ve t
o
Action
The Social Media Funnel
It’s about RELATIONSHIPS, not
broadcasting
It’s about the conversation and value-added content, not
broadcasting
It’s about storytelling, not broadcasting
Social Media Influences ActionsAction Taken As a Result of Social Media
(nonprofit)
Effects of Nonprofit Social Media Efforts
Opportunity to learn about new issues – 85%Another way to support a favorite cause – 80%Used some form of online media to support a
cause – 60%Advocate for a cause (forward messages)- 36%Personal behavior change – 34%Purchasing cause-related products – 23%
Source: 2009 Cone Consumer New Media Study: http://www.coneinc.com/content2615
Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/
Theories of Engagement
http://www.flickr.com/photos/7855449@N02/2780458538/sizes/m/in/photostream/
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)
http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/
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
http://www.flickr.com/photos/rmnl/207379365/sizes/o/in/photostream/
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
http://www.flickr.com/photos/jenlen/291765681/sizes/m/in/photostream/
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
http://www.flickr.com/photos/intersectionconsulting/3469011212/sizes/o/in/photostream/
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
http://www.flickr.com/photos/glenscott/860805757/sizes/l/in/photostream/
Create Your Engagement Calendar
http://www.flickr.com/photos/cglosli/2215278376/sizes/m/in/photostream/
Sample Engagement Calendar
Sample Engagement Calendar
Nonprofits That Create Great Spaces
http://www.flickr.com/photos/foundphotoslj/865557386/sizes/m/in/photostream/
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/
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