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 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.

Published in: Social Media

Designing Effective Online Engagement Campaigns

  1. 1. Designing Effective Online Engagement Campaigns Debra Askanase, Community Organizer 2.0
  2. 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. 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. 4. What is a Social Media Campaign?
  5. 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. 6. Timely Interactive Crowd sourced Easy to amplify & share Why campaigns spread
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  8. 8. Organizational Readiness Organizational Readiness
  9. 9. Are You Walled or Networked? Slide courtesy of Allison Fine Resource: The Networked Nonprofit,
  10. 10. SocialMedia Engage Create Trust Moveto Action Focus on the Social Media Funnel
  11. 11. Relationship-based *Build trust and reciprocity for deeper engagement
  12. 12. am/
  13. 13. Diagram courtesy of Darim Online Know What Your Stakeholders Care About Deeply
  14. 14. 17
  15. 15. Developed Social Presence  Large community  Engaged community  Interconnections within the network  Personal engagement  On multiple social channels
  16. 16. Use Social Media Building Blocks …to amplify causes and movements online
  17. 17. Tactics Overall Strategy Platforms Website Tactics Campaigns ROI
  18. 18. Staff Time and Expertise “Reality Check”
  19. 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. 20. Campaign Design
  21. 21.
  22. 22. Designing Campaign Goals  Specific  Measurable  Achievable/Realistic  Part of a longer-term org goal  Movement-building  Tests an idea  Builds the organization
  23. 23. Assess Campaign Assets
  24. 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. 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. 26. Want to know a secret?
  27. 27.
  28. 28. Social Media Champions Are Your Secret Weapon
  29. 29. Pay For the Right Tools
  30. 30. Choose Appropriate Media
  31. 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. 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. 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. 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. 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. 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. 37. Case Studies: Effective Online Campaigns
  38. 38. National Brain Tumor Society May 2014 Evaluate and refine Move community to action Test new frameworks Foundation building
  39. 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. 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
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  42. 42. Head to the Hill Advocacy Day FB Event as Conversation Convener Actively used in Head to the Hill FB event
  43. 43. InfoSnaps Create Shareable Graphics Good reach & engagement; drove to website  Share to educate and build brand awareness  Lead to website
  44. 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. 45. #BTVoice Online Campaign Submit advice through #BTVoice; share and support Registration Forms Community Chat and BTAM; BTVoice submit by email
  46. 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. 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. 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. 49. Online/Offline component
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  52. 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. 53. Additional Resources
  54. 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. 55. Email: Work email: Website: Blog: Linkedin: Twitter: @askdebra Other slides: Telephone: (617) 682-2977 I’m always happy to answer follow-up questions!
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