Designing and Measuring Return on Engagement

Creating and Measuring
Return on Engagement
Social Media for Nonprofits/NYC
August 4, 2011

Today’s conversation
Numbers don’t convert to ROE
Designing engagement for highest ROE
Moving fans to superfans: serious ROE
Measuring ROE – an approach

You are NOT (primarily) this:
…a community manager
…a marketing professional
…a development professional
…a social media person
Your new job title:
Chief Conversation Officer

The case of the 4,000 Twitter followers who didn’t care
Goal: register to play online educational gameSocial media activity: TwitterStatus metric: number of followers
4,000 Twitter followers in one year!
Reality check:
400 spammers
Couldn’t influence people to click links!
No one playing game came from Twitter
3 followers cared (a little)

The social media funnel: engage
Designing engagement-oriented actions

Designing Engagement for highest ROE
Participate
Contribute
Engage
Create
Become a fan
Friend
Follow
Join
Discuss
Post reviews
Give feedback
Vote
Contribute ideas
Create a video, message, tweet, blog post product about the company
Visit
Watch
Download
Read
Play
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
Participate
Contribute
Engage
Create
Become a fan
Friend
Follow
Join
Discuss
Post reviews
Give feedback
Vote
Contribute ideas
Visit
Watch
Download
Read
Play
20%
26%
32%
35%
Percentage of each group that spurred a purchase

The social media funnel: trust
Leveraging org trust, personal trust, and encouraging reciprocity

Who are your fans and superfans?
http://www.flickr.com/photos/350org/3940562095/in/set-72157622455212282

Organization – Fan relationships
*hat tip Amy Sample Ward: http://bit.ly/qMjA2f
Their network of friends, family, colleagues, etc.
Online Community
You want this group to move into the online community
Already interested, weaker relationship tie
You want them to reach out to their networks
Superfans
Move
Strongest relationship, most loyal
You want them to interact with the community and cultivate more superfans
Your Organization

Brands can leverage brand trust and reciprocity to strengthen relationship ties
*You’ll see more engagement if your organization is personal
http://www.flickr.com/photos/57038784@N00/2215481444/

Four components of tie strength

Trust = authenticity, transparency

Reciprocity = co-creation

Reciprocity = fans helping each other

ROE is fan engagement and trust
Engage
Contribute
Participate
Create
Become a fan
Friend
Follow
Join
Discuss
Post reviews
Give feedback
Vote
Contribute ideas
Visit
Watch
Download
Read
Play
TRUST
RECIPROCITY

The social media funnel: action

Know your SMART goals
Specific
Measurable
Attainable
Realistic
Timely
Design your social media activities to meet your org or programmatic goals:
resource awareness
membership
fundraising
activism
sign up for a program

ROE: Lily the Black Bear132,489 Facebook fans
Raised $159,597 from 23,502 fans in one year
17,916 votes to win the second Chase Community Giving Challenge
Motivated 1793 supporters to donate $39,597 in Minnesota’s Give to the Max day
Helped local Ely Esy public school win $20,000 in the K-12 America’s School Spirit challenge
Currently helping Soudan Underground Mine State Park in MN win $200,000 in a parks challenge; activated 1 million voters

ROE of social media actions:
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/

ROE of social media actions:
Lily the Black Bear
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

Measuring ROE
http://www.flickr.com/photos/51035614344@N01/5483454646/

Know what you want to measure
http://idealware.org/facebook_survey

ROE is fan commitment and trust
Build and track the levels of commitment:
Simply taking an action
Actively engaged
Making a commitment
Can you track the number of engaged fans taking action vs. others from your online community?
Commit to actions through a Google doc, online petition, online pledge, joining a back-door planning group. Use bit.ly links, special landing pages, other
Ask fans to cultivate others – measure the number of fans that move to superfans

ROE of community commitment: increasing engagement and loyalty
1. Measure the commitment of your fans
Number of “superfans”
Number of engaged fans/online community
Number that proactively talk about your org
Number that create (something you asked them to do)
Number that participate interact with others
Other measures relevant to your organization
2. Assign weights to each, depending on what is most important to your organization
3. Overall weighted score =
level of community commitment

ROE and SMART goals
Are your fans taking the action that you asked them to do?
Are they playing the online game?
How many?
From which social media channels?
How does that compare with last month’s actions?
Look at what actions you’ve designed and their effects on your SMART goals: what needs to be tweaked, what is not working?

Tying it all together: #bluekeyTweetathon
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

Leaving you today with these thoughts
Numbers don’t convert to ROE
You can design engagement for ROE
Who are your superfans and how can you motivate them to move others to action?
Measuring ROE – fan commitment, community commitment, meeting SMART goals

What experience do you design?
http://www.flickr.com/photos/moriza/2565606353/

Debra Askanase
Engagement Strategist
debra@communityorganizer20.com
Twitter: @askdebra
Linkedin: www.linkedin.com/in/debraaskanase
Slideshare: www.slideshare.net/debask
Google Plus: http://gplus.to/askdebra

http://www.communityorganizer20.com	1102
http://www.socialbrite.org	434
http://ejewishphilanthropy.com	323
http://freeunit2012.collected.info	130
http://reconfiguringrelationships.wordpress.com	70
http://www.communityorganizer20.com.php5-24.dfw1-2.websitetestlink.com	56
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http://www.doriaxie.com	19
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Designing and Measuring Return on Engagement

by Debra Askanase on Aug 10, 2011

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