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Designing Effective Online Engagement Campaigns


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What's the secret to designing and executing a successful online engagement campaign? It's all detailed in this presentation, including assets needed to launch and run a successful digital engagement …

What's the secret to designing and executing a successful online engagement campaign? It's all detailed in this presentation, including assets needed to launch and run a successful digital engagement campaign, timelines, elements of engagement campaigns, and two case studies. Throughout, there are checklists to help you prepare and succeed: checklists of organizational readiness, campaign prep, and campaign assets. Included are two case studies of nonprofit digital engagement campaigns: the NYC Elder Abuse Center's 14 Days of Thanks Campaign, and the National Brain Tumor Society's Brain Tumor Awareness Month multifaceted awareness campaign.

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    • 1. Designing Effective Online Engagement Campaigns Debra Askanase, Community Organizer 2.0
    • 2. About Debra Askanase Former executive director, organizer, business consultant Digital Engagement Strategist for mission-driven organizations @askdebra Director of Outreach, National Brain Tumor Society
    • 3. Today’s Webinar 1. Why online campaigns succeed 2. Organizational readiness 3. Designing an effective campaign 4. Case studies – National Brain Tumor Society’s Brain Tumor Awareness Month – The NYC Elder Abuse Center’s 14 Days of Thanks
    • 4. What is a Social Media Campaign?
    • 5. 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
    • 6. Timely Interactive Crowd sourced Easy to amplify & share Why campaigns spread
    • 7.
    • 8. Organizational Readiness Organizational Readiness
    • 9. Are You Walled or Networked? Slide courtesy of Allison Fine Resource: The Networked Nonprofit,
    • 10. SocialMedia Engage Create Trust Moveto Action Focus on the Social Media Funnel
    • 11. Relationship-based *Build trust and reciprocity for deeper engagement
    • 12. am/
    • 13. Diagram courtesy of Darim Online Know What Your Stakeholders Care About Deeply
    • 14. 17
    • 15. Developed Social Presence  Large community  Engaged community  Interconnections within the network  Personal engagement  On multiple social channels
    • 16. Use Social Media Building Blocks …to amplify causes and movements online
    • 17. Tactics Overall Strategy Platforms Website Tactics Campaigns ROI
    • 18. Staff Time and Expertise “Reality Check”
    • 19. 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
    • 20. Campaign Design
    • 21.
    • 22. Designing Campaign Goals  Specific  Measurable  Achievable/Realistic  Part of a longer-term org goal  Movement-building  Tests an idea  Builds the organization
    • 23. Assess Campaign Assets
    • 24. 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 integration Real-time campaign metrics tracking Software/hardware specific to the campaign
    • 25. 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
    • 26. Want to know a secret?
    • 27.
    • 28. Social Media Champions Are Your Secret Weapon
    • 29. Pay For the Right Tools
    • 30. Choose Appropriate Media
    • 31. • 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
    • 32. 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
    • 33. 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
    • 34. 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
    • 35. 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
    • 36. 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
    • 37. Case Studies: Effective Online Campaigns
    • 38. National Brain Tumor Society May 2014 Evaluate and refine Move community to action Test new frameworks Foundation building
    • 39. Goals Increase engagement and activism with org social media channels Acquire new email addresses Test frameworks: – Video chat – Offer ideas – Give an email address Grow social media spaces, especially Twitter and Facebook
    • 40. Assets  Highly engaged national Facebook page (  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
    • 41.
    • 42. Head to the Hill Advocacy Day FB Event as Conversation Convener Actively used in Head to the Hill FB event
    • 43. InfoSnaps Create Shareable Graphics Good reach & engagement; drove to website  Share to educate and build brand awareness  Lead to website
    • 44. 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.
    • 45. #BTVoice Online Campaign Submit advice through #BTVoice; share and support Registration Forms Community Chat and BTAM; BTVoice submit by email
    • 46. 14 Days Thanks November 2013 Email photos to NYCEAC 17 photos submitted Submit photos through Facebook or Twitter 14 through Facebook, 3 through Twitter
    • 47. 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 commitment 702 Likes, 41 Shares, 35 comments 275% increase in fan engagement Total reach through Facebook 7281 = 137% increase 800% increase in new likes (177)
    • 48. Assets  Facebook page, over 1100 fans (  Small Twitter following  Highly-respected blog in the elder justice field (  Team commitment from all of the staff  Campaign Tumblr blog captures all submissions  7 submissions ready to go  Staff personally reached out to many other orgs and professionals to participate
    • 49. Online/Offline component
    • 50.
    • 51.
    • 52. Why Campaigns Fail You don’t set a realistic goal Not setting a timeline for major campaign development points Single channel approach Not having the right measurement system in place or being able to measure success Undeveloped social spaces Not reaching out to most engaged social media fans ahead of time
    • 53. Additional Resources
    • 54. Resources/Additional Information Case Studies Wrap-Ups: – Blog post wrap up of 14 Days of Thanks: making-14-days-thanks-a-success/ – Blog post wrap-up of #BTAM: Online Campaigns: – Telling the Right Story for Online Campaigns: for-your-online-campaign-22830254 – Building a Ladder of Engagement in Online Campaigns: – Best Practices to Build a Multichannel Campaign Plan: mpaigns-interactionforum – Social media campaigns and practices: campaign/
    • 55. Email: Work email: Website: Blog: Linkedin: Twitter: @askdebra Other slides: Telephone: (617) 682-2977 I’m always happy to answer follow-up questions!