Designing Social Media Engagement
 

Designing Social Media Engagement

on

  • 7,663 views

Social media engagement must be designed. This slide deck includes discussion of the social media funnel, how to design engagement, barriers to engagement, a sample engagement calendar, and examples ...

Social media engagement must be designed. This slide deck includes discussion of the social media funnel, how to design engagement, barriers to engagement, a sample engagement calendar, and examples of nonprofit organizations engaging effectively on Facebook, Twitter, and YouTube.

Statistics

Views

Total Views
7,663
Views on SlideShare
6,975
Embed Views
688

Actions

Likes
34
Downloads
417
Comments
1

17 Embeds 688

http://www.levidepoches.fr 338
http://www.communityorganizer20.com 138
http://www.stonepower.fr 63
http://www.levidepoches.blogs.com 50
http://ernesthschan.wordpress.com 35
http://ejewishphilanthropy.com 24
http://levidepoches.blogs.com 17
http://www.paperblog.fr 8
http://www.slideshare.net 3
http://dawsonite.dawsoncollege.qc.ca 3
http://pigeindexermau 2
http://feeds.feedburner.com 2
http://feeds2.feedburner.com 1
http://aiesecernest.wordpress.com 1
http://static.slideshare.net 1
http://pigeindexeroff 1
https://ernesthschan.wordpress.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution-NonCommercial LicenseCC Attribution-NonCommercial License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Congratulations !!! Thank you for sharing. I referenced your excellent presentation in Slideshare group 'BANK OF KNOWLEDGE' : http://www.slideshare.net/group/bank-of-knowledge - to inform our members ...Feel free to join us. I wish you a nice day. Nadine
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • http://www.flickr.com/photos/jenlen/291765681/sizes/m/in/photostream/
  • Universal McCann (March 2008) Power to the People - Wave 3 Study on Social Media Trends www.universalmccann.com/Assets/wave_3_20080403093750.pdf49% of internet users worldwide upload and share photos at least weekly (Universal McCann Wave 3 Study)
  • 2/3 of daily FB users are fans of brands4/10 Twitterers follow a brand
  • Psychographics: IOAV: Interests, activities, opinions, valuesFurther info: http://aimgroup.com/clients/2009/07/13/new-study-reveals-social-net-psychographics/http://mmx.typepad.com/mmx/psychographics/: Twitter users are more like to consume news (47% of traffic),
  • http://mmx.typepad.com/mmx/psychographics/: Facebook users are interested in news (28% of traffic) and community (17%), Challenge to create community, easier to create participation.
  • http://www.readwriteweb.com/archives/whats_hot_on_youtube_and_who_is_embedding_those_vi.php
  • http://www.flickr.com/photos/intersectionconsulting/3469011212/sizes/o/in/photostream/
  • http://tweetsgiving.epicchange.org/twitterkids/
  • http://www.youtube.com/user/charitywater#p/a/u/1/xqiKJXLj6fU
  • http://www.flickr.com/photos/cglosli/2215278376/sizes/m/in/photostream/

Designing Social Media Engagement Designing Social Media Engagement Presentation Transcript

  • Designing Social Media Engagement
    http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/
  • About the Presenter
    Bring strategy into social media:
    Engagement Strategist, Community Organizer 2.0
    Experience:Former executive director, business consultant, fundraiser & more
    BA,Emory University
    MBA, Bar Ilan University
  • The Social Media Funnel
    Theories of Engagement
    Designing Engagement
    Nonprofit Examples
    Barriers to Engagement
    Creating the Engagement Calendar
    http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/
  • The Social Media Funnel
  • Theories of Engagement
    http://www.flickr.com/photos/7855449@N02/2780458538/sizes/m/in/photostream/
  • Participation Inequality*
    * Increase engagement to break the rule
    Source: Jakob Nielsen http://www.useit.com/alertbox/participation_inequality.html
  • http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html
  • 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/
  • Designing Engagement
    1
    2
    3
    Determine appropriate online spaces and channels
    What knowledge and content is shareable and/or open to input?
    Brainstorm and develop participation opportunities
    Assess unique attributes and culture of each social media space
    Create an engagement calendar
  • You Need a Content Strategy
    http://www.flickr.com/photos/rmnl/207379365/sizes/o/in/photostream/
  • Questions to Get You Started
    Why are people interested in your organization or cause?
    What content creates conversation?
    What content could create community?
    What can the community create for your content? (Collaborate and empower)
    What content or ideas can you open up?
    What added value can your content offer?
    What does the medium dictate?
  • Engaging Practices
    Real interactions: personal engagement
    Value-added content
    Regular programming
    Participation entry paths
    hhh
    Conversation starters
    Open-ended questions
  • Assess Participation Opportunities
    http://www.flickr.com/photos/jenlen/291765681/sizes/m/in/photostream/
  • Blogging
    Micro Blogging
    RSS Feeds
    Photo Sharing
    Message Boards
    These are your tools
    Chat Rooms
    Video
    Sharing
    Social Networking
    Podcasts
    Widgets
    Source: Universal McCann Companies Study on Social Media Trends (March 2008)
  • ExacTarget survey of internet users, April 2010
    Source: http://www.emarketer.com/Article.aspx?R=1007829
  • ExacTarget survey of internet users, April 2010
    Source: http://www.emarketer.com/Article.aspx?R=1007829
  • Twitter Participants and Features
    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.
    @messages, DM, hashtags
    Tiny URL, personal touch, news
    Twitter #chats, tag, twitpics, petitions, oneforty.com (store)
  • Facebook Participants and Features
    Fans tend to want to show support publicly, motivation for entertainment. Want community and news.
    @messages, events, video tagging, photo tagging, custom tabs, private groups, open groups, games and apps, causes, calls to action, community
  • Blogging Participants and Features
    They 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
  • YouTube Participants and Features
    News and politics videos gain the most comments. 20-35 year old bloggers embed videos the most into their blogs, then 36-60 year-olds. Music 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
  • Awesome Participatory Practices
    http://www.flickr.com/photos/intersectionconsulting/3469011212/sizes/o/in/photostream/
  • Florence: the person behind the logo
  • Hold a Twitter chat
  • What is more personal than the Twitter Kids tweeting?
  • Compelling from the introduction
  • Create opportunities for personal engagement: Q&A
  • Facebook app to create engagement
  • Barriers to Engagement
    Multi-level approvals
    Inability to respond quickly
    Talking logos
    Not knowing what the stakeholder wants
    Not delivering value
    One-way conversations
    No 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/
  • Designing Engagement
    1
    2
    3
    Determine appropriate online spaces and channels
    What knowledge and content is shareable and/or open to input?
    Brainstorm and develop participation opportunities
    Assess unique attributes and culture of each social media space
    Create an engagement calendar
  • Sample Facebook Engagement Calendar
  • Sample Engagement Calendar
  • Nonprofits That Create Great Spaces
    http://www.flickr.com/photos/foundphotoslj/865557386/sizes/m/in/photostream/
  • Epic Change: www.epicchange.org
    BullyingUK: wwhttp://www.bullying.co.uk/
    Diabetes Hands Foundation: www.tudiabetes.org
    Powered by Orange: www.poweredbyorange.com
    American Red Cross: http://www.redcross.org/en/
    National Wildlife Federation: NWF.org
    Oceana: www.oceana.org
    ONE: http://one.org/international/
    Charity:water: http://www.charitywater.org/
    Humane Society: http://www.humanesociety.org/
  • THANK YOU!
    Debra Askanase, Engagement Strategist
    debra@communityorganizer20.com
    www.communityorganizer20.com
    Twitter: @askdebra
    Buzz: daskanase