Designing Effective Online Engagement Campaigns

Debra Askanase, Community Organizer 2.0 https

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About Debra AskanaseFormer executive director, organizer, business consultant

Digital Engagement Strategist for mission-driven organizations

debra@communityorganizer20.com @askdebra

Director of Outreach, National Brain Tumor Society

Today’s Webinar

1. Why online campaigns succeed2. Organizational readiness3. Designing an effective campaign4. Case studies

– National Brain Tumor Society’s Brain Tumor Awareness Month

– The NYC Elder Abuse Center’s 14 Days of Thanks

What is a Social Media Campaign?

https://www.flickr.com/photos/seanrnicholson/6450168613/in/photostream/

Why Campaigns Succeed

Story Elements– Emotional connection– A good story– Visual medium

Design– Easy to participate– Identified and primed group of supporters – Specific ask– Limited time frame– Seamless sharing integrations

Movement-building– Campaign is connected to a larger cause

Timely

Interactive

Crowd sourced

Easy to amplify & share

Why campaigns spread

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anrightscampaign/sets/72157633101425657/

Organizational Readiness

https://www.flickr.com/photos/artdrauglis/4192498087/in/photostream/

Organizational Readiness

Are You Walledor Networked?

Slide courtesy of Allison FineResource: The Networked Nonprofit, http://allisonfine.com/publications/networked-nonprofit/

Soci

al M

edia EngageCr

eate Trust

Mov

e to

Action

Focus on the Social Media Funnel

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Relationship-based

*Build trust and reciprocity for deeper engagement

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photostream/

Diagram courtesy of Darim Online

Know What Your Stakeholders Care About Deeply

17

Developed Social

Presence

Large community Engaged community Interconnections

within the network Personal engagement On multiple social

channels

https://www.flickr.com/photos/21394564@N04/5007899775/

Use Social Media Building Blocks

http://www.flickr.com/photos/83626778@N00/4340325594/

…to amplify causes

and movement

s online

Tactics

Overall Strategy

Platforms Website

Tactics Campaigns

ROI

Staff Time and Expertise “Reality Check”

http://www.flickr.com/photos/17571763@N00/1489000905/

Organizational Readiness Checklist

Networked Nonprofit (to some extent)

Adopts the social media funnel

Developed social media presence Multiple social channels

Creates personal connections with stakeholders

Knows what stakeholders care deeply about

Mailing list minimum of 5,000 good emails

Developed social media strategy Campaign is an element of the strategy

Campaign Design

http://www.flickr.com/photos/83626778@N00/4339581169/

https://www.flickr.com/photos/98908208@N00/173786138/

Designing Campaign Goals

SpecificMeasurableAchievable/RealisticPart of a longer-term org goalMovement-buildingTests an ideaBuilds the organization

https://www.flickr.com/photos/58472333@N00/2852616711/

Assess Campaign Assets

Critical Campaign Assets (“stuff”)

Email address acquisition assets– Sign-up forms and people/interest data collection

Database– Does it connect with your forms?– Can it segment new contacts?

Graphic design and images– SM channel customization– Promotional images for the campaign– Promotions during the campaign– Photographic images

Microsite/website/web page– Customization ability, real-time customization possibility

Fundraising integrationReal-time campaign metrics trackingSoftware/hardware specific to the campaign

People Assets

Internal– Board– Committee members and volunteers– Staff

External– Most engaged online fans– Most influential online fans– Those you can count on

Together– Champions group/advisory group

Want to know a secret?

https://www.flickr.com/photos/53098051@N02/5887099054/

https://www.flickr.com/photos/intersectionconsulting/5177773782/in/photostream/

Social Media Champions Are Your Secret Weapon

https://www.flickr.com/photos/51035555243@N01/6954844640/

https://www.flickr.com/photos/27237408@N03/4530861996/

Pay For the Right Tools

Choose Appropriate Media

http://www.slideshare.net/lsgrodeska/telling-the-right-story-for-your-online-campaign-22830254

• Research• Asset & content development• Design campaign• Recruit champions

3 to 2 months out: Research & Design

• Content creation• Campaign seeding • Solidify support, tactics, elements

1 month out: Solidify Plans

• Activate and engage supporters• Execute• Monitor, Measure, Capture • Iterate (if necessary)

Campaign: Activate & Engage

• Evaluate campaign• Nurture new leads/emails• Deepen new supporter loyalty

1 week post: Evaluate & Engage

Develop a Campaign Timeline

Pre-campaign (1-3 months out)

Research– Concept– Similar campaigns– Potential partners– Influencers– Most engaged supporters/potential social media champions– Internal capacity– Software/apps/tools needed

Campaign Design– Goals– Channels– Activities– Metrics– Interactivity/engagement– Assets

Pre-campaign (1-3 months out)

Asset & Content Development– Social media channel customization– Graphic image and photo image design/dev– Website home page– Microsite/web page content– Email calendar– Write blog posts and social media updates– Develop editorial calendar– Survey or other evaluation tools– Blogger outreach

Pre-campaign (1-3 months out)

Supporters/Fans– ID Influencers/bloggers/mentions/most

engaged– Pulse out social media messages to test idea &

recruit participants– Recruit social media champions– ID partner orgs that will support your campaign– Develop a social media “champions” group– Test support for the idea amongst stakeholders

Post-Campaign: Marketing Activities

Evaluate– Send survey or other evaluation tools– Internal post-event evaluation

• Mad, sad, glad feedback

– Ask champions for feedback– Did it meet the campaign goals?– Review metrics

Lead nurturing and loyalty development– Post-campaign email

• What was accomplished + nurturing content

– Ask them to do something else

Campaign Design Checklist

Research the concept and evaluate support

Design the campaign

Set campaign goals

Select social media channels and assets to be leveraged

Assess internal assets and staff capacity

Create a campaign timeline Content and asset development

Supporter/fan development

Technological elements

Create a campaign champions group

Evaluation

Post-campaign engagement strategy

Case Studies: Effective Online Campaigns

National Brain Tumor Society May 2014

http://www.braintumor.org/btam

Evaluate and refine

Move community

to action

Test new frameworks

Foundation building

Goals

Increase engagement and activism with org social media channelsAcquire new email addressesTest frameworks:

– Video chat– Offer ideas– Give an email address

Grow social media spaces, especially Twitter and Facebook

Assets

Highly engaged national Facebook page (facebook.org/braintumors)

13 statewide Facebook pages, national Twitter account, large email list, blog, State Lead Advocates

In-house design and web dev capacity

Tools: Sprout Social, Hashtag, Mention, Zoom (for the Community Chat)

Downloadable publication: Frankly Speaking About Cancer: Brain Tumors

braintumor.org/BTAM

Head to the Hill Advocacy Day

FB Event as Conversation Convener

Actively used in Head to the Hill FB event

InfoSnaps

Create Shareable Graphics Good reach & engagement; drove to website

Share to educate and build brand awareness

Lead to website

http://www.braintumor.org/join-the-fight/brain-tumor-awareness-month/infosnaps.html

Gated Material for Download 377 downloaded Frankly Speaking

Online Community Chat

Video Community Chat 39 first-ever participants; Focus: Frankly Speaking

Community-building element Live video chat forum with

various presenters and knowledge experts.

http://braintumor.org/communitychat

#BTVoice

Online Campaign Submit advice through #BTVoice; share and support

Registration Forms Community Chat and BTAM; BTVoice submit by email

http://www.braintumor.org/btvoice

14 Days ThanksNovember 2013

Email photos to NYCEAC 17 photos submitted

Submit photos through Facebook or Twitter

14 through Facebook, 3 through Twitter

Goals

• Test fan commitment on Facebook: – would they really take action if asked?

• Determine whether or not the social strategy paying off

• Deepen online fan engagement• Attract new Facebook fans (minor goal)

Facebook commitment702 Likes, 41 Shares, 35 comments275% increase in fan engagement

Total reach through Facebook7281 = 137% increase800% increase in new likes (177)

Assets

Facebook page, over 1100 fans (https://www.facebook.com/NYCElderAbuseCenter)

Small Twitter following Highly-respected blog in the elder justice field

(http://nyceac.com/category/elder-justice-dispatch/)

Team commitment from all of the staff Campaign Tumblr blog captures all submissions

http://nycelderabusecenter.tumblr.com/)

7 submissions ready to go Staff personally reached out to many other orgs

and professionals to participate

Online/Offline component

http://nycelderabusecenter.tumblr.com/

http://nycelderabusecenter.tumblr.com/

Why Campaigns Fail

You don’t set a realistic goalNot setting a timeline for major campaign

development pointsSingle channel approachNot having the right measurement system

in place or being able to measure successUndeveloped social spacesNot reaching out to most engaged social

media fans ahead of time

Additional Resources

Resources/Additional Information

Case Studies Wrap-Ups:– Blog post wrap up of 14 Days of Thanks:

http://nyceac.com/elder-justice-dispatch-thank-you-for-making-14-days-thanks-a-success/

– Blog post wrap-up of #BTAM: blog.braintumor.org/head-hill-btvoice-btam-recap/

Online Campaigns:– Telling the Right Story for Online Campaigns:

http://www.slideshare.net/lsgrodeska/telling-the-right-story-for-your-online-campaign-22830254

– Building a Ladder of Engagement in Online Campaigns: http://www.slideshare.net/newmediaclay/the-ladd

– Best Practices to Build a Multichannel Campaign Plan:http://www.slideshare.net/womenwhotech/mulitchannelcampaigns-interactionforum

– Social media campaigns and practices: http://communityorganizer20.com/category/social-media-campaign/

Email: debra@communityorganizer20.comWork email: daskanase@braintumor.orgWebsite: communityorganizer20.comBlog: http://communityorganizer20.comLinkedin: linkedin.com/in/debraaskanaseTwitter: @askdebraOther slides: slideshare.net/debaskTelephone: (617) 682-2977

I’m always happy to answer follow-up questions!