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Social media is all about engagement. This slide deck walks you through best social media practices, how to increase social media channel involvement, how to create unique value for your fans on each channel, and a sample social media content calendar.
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Engagement Strategies on Social Media
Website: www.firstgiving.com Twitter: @firstgivingBlog: blog.firstgiving.com
Understanding the Engagement Factor
About the presenters
Andrew UrbanHead of Sales and Business [email protected]
Debra AskanaseCommunity Engagement [email protected]
Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it.
About FirstGiving
155 Million Donated online to FirstGiving since 2003
80 Million+ of that 155 Million donated through FirstGiving is in the last 18mos
Over 1.2 Billion Donated Online since 2001 through FirstGiving worldwide (combined US and UK offices)
• 8,000+ nonprofits have utilized FirstGiving• 13 million+ online donors• 10+ years in business• 31 employees in the US
• Offices in Boston and San Francisco• 100+ employees worldwide
82% - the average year over year increase in online donations a nonprofit sees that utilizes FirstGiving.
The Social Media FunnelTheories of EngagementDesigning Engagement
Nonprofit ExamplesCreating the Engagement CalendarLeveraging engagement for events
http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/
Soci
al M
edia Engage Cr
eate
s
Trust
Mov
e to
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
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/
Understand the Ladder of Engagement
Happy Bystanders
Spreaders
Donors
Evangelists
Instigators
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
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, groups, Places, Deals, games and apps, community pages, Events
Facebook Participants and Features
Fans tend to want to show support publicly, motivation for entertainment. Want community and news.
Blogging Participants and FeaturesThey 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 commentsMusic 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
Compelling from the introduction
http://fblandingtabs.wikispaces.com/Nonprofitexamples
Tagging Another Page
Facebook app to create engagement
The Uncultured Project: 72,000 subscribers. Using video to tell about stories.
Barriers to EngagementMulti-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
Soci
al
Medi
a
Engage
Creates
Trust
Move
to
Action
Leverage the Social Media Funnel
1. Create Engaged Social Spaces
2. ID Engaged Stakeholders
3. Create a Closed Play/Plan Space
Specifically target influencers and dedicated fans to join
http://www.flickr.com/photos/foundphotoslj/865557386/sizes/m/in/photostream/
4. Encourage event social sharing
5. Share From Website and Across Platforms
5. Recognize People
http://www.flickr.com/photos/55450520@N07/5142589205/in/pool-1561782@N22/
Key Takeaways
1. Remember the social media funnel: engage, create trust, move to action
2. Identify social channels where you want to engage
3. Create value on each social media channel – what is unique that you can offer there?
Key Takeaways
4. Develop a content calendar
6. Leverage the social media funnel for events: ID stakeholders, create a plan/play group, integrate social sharing, leaderboards, recognition, spread across social platforms
Key Takeaways
5. Engage! Measure! Create a group of people who care!
Join us our social spaces for value-added content and community
Online Fundraising Blog: blog.firstgiving.comTwitter: @firstgivingFacebook: facebook.com/firstgivingFlickr: http://www.flickr.com/groups/firstgivingevents/pool/
FirstGiving Webinars
The third Thursday of every month
Next webinar:The Ecology of
GivingJanuary 20, 20111pm to 2pm EST
