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Designing Social Media Engagement<br />http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/<br />
About the Presenter<br />Bring strategy into social media:<br />Engagement Strategist, Community Organizer 2.0<br />Experi...
The Social Media Funnel<br />Theories of Engagement<br />Designing Engagement<br />Nonprofit Examples<br />Barriers to Eng...
The Social Media Funnel<br />
Theories of Engagement<br />http://www.flickr.com/photos/7855449@N02/2780458538/sizes/m/in/photostream/<br />
Participation Inequality*<br />* Increase engagement to break the rule<br />Source: Jakob Nielsen http://www.useit.com/ale...
http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html<br />
Ladder of Engagement<br />Happy Bystanders<br />Spreaders<br />Donors<br />Evangelists<br />Instigators<br />The Networked...
Designing Engagement<br />1<br />2<br />3<br />Determine appropriate online spaces and channels<br />What knowledge and co...
You Need a Content Strategy<br />http://www.flickr.com/photos/rmnl/207379365/sizes/o/in/photostream/<br />
Questions to Get You Started<br />Why are people interested in your organization or cause?<br />What content creates conve...
Engaging Practices<br />Real interactions: personal engagement<br />Value-added content<br />Regular programming<br />Part...
Assess Participation Opportunities<br />http://www.flickr.com/photos/jenlen/291765681/sizes/m/in/photostream/<br />
Blogging<br />Micro Blogging<br />RSS Feeds<br />Photo Sharing<br />Message Boards<br />These are your tools<br />Chat Roo...
ExacTarget survey of internet users, April 2010<br />Source: http://www.emarketer.com/Article.aspx?R=1007829<br />
ExacTarget survey of internet users, April 2010<br />Source: http://www.emarketer.com/Article.aspx?R=1007829<br />
Twitter Participants and Features<br />Appeals to those who want to feel most up-to-date, in the know. Want to connect to ...
Facebook Participants and Features<br />Fans tend to want to show support publicly, motivation for entertainment. Want com...
Blogging Participants and Features<br />They want to be recognized for commenting, being loyal readers, loving your organi...
YouTube Participants and Features<br />News and politics videos gain the most comments. 20-35 year old bloggers embed vide...
Awesome Participatory Practices<br />http://www.flickr.com/photos/intersectionconsulting/3469011212/sizes/o/in/photostream...
Florence: the person behind the logo<br />
Hold a Twitter chat<br />
What is more personal than the Twitter Kids tweeting?<br />
Compelling from the introduction<br />
Create opportunities for personal engagement: Q&A<br />
Facebook app to create engagement<br />
Barriers to Engagement<br />Multi-level approvals<br />Inability to respond quickly<br />Talking logos<br />Not knowing wh...
Create Your Engagement Calendar<br />http://www.flickr.com/photos/cglosli/2215278376/sizes/m/in/photostream/<br />
Designing Engagement<br />1<br />2<br />3<br />Determine appropriate online spaces and channels<br />What knowledge and co...
Sample Facebook Engagement Calendar<br />
Sample Engagement Calendar<br />
Nonprofits That Create Great Spaces<br />http://www.flickr.com/photos/foundphotoslj/865557386/sizes/m/in/photostream/<br />
Epic Change: www.epicchange.org<br />BullyingUK: wwhttp://www.bullying.co.uk/<br />Diabetes Hands Foundation: www.tudiabet...
THANK YOU!<br />Debra Askanase, Engagement Strategist<br />debra@communityorganizer20.com<br />www.communityorganizer20.co...
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Designing Social Media Engagement

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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.

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  • 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/
  • Transcript of "Designing Social Media Engagement "

    1. 1. Designing Social Media Engagement<br />http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/<br />
    2. 2. About the Presenter<br />Bring strategy into social media:<br />Engagement Strategist, Community Organizer 2.0<br />Experience:Former executive director, business consultant, fundraiser & more<br />BA,Emory University<br />MBA, Bar Ilan University<br />
    3. 3. The Social Media Funnel<br />Theories of Engagement<br />Designing Engagement<br />Nonprofit Examples<br />Barriers to Engagement<br />Creating the Engagement Calendar<br />http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/<br />
    4. 4. The Social Media Funnel<br />
    5. 5. Theories of Engagement<br />http://www.flickr.com/photos/7855449@N02/2780458538/sizes/m/in/photostream/<br />
    6. 6. Participation Inequality*<br />* Increase engagement to break the rule<br />Source: Jakob Nielsen http://www.useit.com/alertbox/participation_inequality.html<br />
    7. 7. http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html<br />
    8. 8. Ladder of Engagement<br />Happy Bystanders<br />Spreaders<br />Donors<br />Evangelists<br />Instigators<br />The Networked Nonprofit by Allison Fine and Beth Kanter (p.68)<br />http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/<br />
    9. 9.
    10. 10. Designing Engagement<br />1<br />2<br />3<br />Determine appropriate online spaces and channels<br />What knowledge and content is shareable and/or open to input? <br />Brainstorm and develop participation opportunities<br />Assess unique attributes and culture of each social media space<br />Create an engagement calendar<br />
    11. 11. You Need a Content Strategy<br />http://www.flickr.com/photos/rmnl/207379365/sizes/o/in/photostream/<br />
    12. 12. Questions to Get You Started<br />Why are people interested in your organization or cause?<br />What content creates conversation?<br />What content could create community?<br />What can the community create for your content? (Collaborate and empower)<br />What content or ideas can you open up?<br />What added value can your content offer?<br />What does the medium dictate? <br />
    13. 13. Engaging Practices<br />Real interactions: personal engagement<br />Value-added content<br />Regular programming<br />Participation entry paths<br />hhh<br />Conversation starters<br />Open-ended questions<br />
    14. 14. Assess Participation Opportunities<br />http://www.flickr.com/photos/jenlen/291765681/sizes/m/in/photostream/<br />
    15. 15. Blogging<br />Micro Blogging<br />RSS Feeds<br />Photo Sharing<br />Message Boards<br />These are your tools<br />Chat Rooms<br />Video <br />Sharing<br />Social Networking<br />Podcasts<br />Widgets<br />Source: Universal McCann Companies Study on Social Media Trends (March 2008) <br />
    16. 16. ExacTarget survey of internet users, April 2010<br />Source: http://www.emarketer.com/Article.aspx?R=1007829<br />
    17. 17. ExacTarget survey of internet users, April 2010<br />Source: http://www.emarketer.com/Article.aspx?R=1007829<br />
    18. 18. Twitter Participants and Features<br />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.<br />@messages, DM, hashtags<br />Tiny URL, personal touch, news<br />Twitter #chats, tag, twitpics, petitions, oneforty.com (store)<br />
    19. 19. Facebook Participants and Features<br />Fans tend to want to show support publicly, motivation for entertainment. Want community and news. <br />@messages, events, video tagging, photo tagging, custom tabs, private groups, open groups, games and apps, causes, calls to action, community<br />
    20. 20. Blogging Participants and Features<br />They want to be recognized for commenting, being loyal readers, loving your organization. May have their own blogs. Readers skew older.<br />Embed video, photo, images, developed ideas, calls to action, community, multi-user blog, guest blogging, commenting strategy<br />
    21. 21. YouTube Participants and Features<br />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.<br />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<br />
    22. 22.
    23. 23. Awesome Participatory Practices<br />http://www.flickr.com/photos/intersectionconsulting/3469011212/sizes/o/in/photostream/<br />
    24. 24. Florence: the person behind the logo<br />
    25. 25.
    26. 26. Hold a Twitter chat<br />
    27. 27. What is more personal than the Twitter Kids tweeting?<br />
    28. 28. Compelling from the introduction<br />
    29. 29.
    30. 30. Create opportunities for personal engagement: Q&A<br />
    31. 31.
    32. 32.
    33. 33.
    34. 34. Facebook app to create engagement<br />
    35. 35.
    36. 36.
    37. 37.
    38. 38.
    39. 39. Barriers to Engagement<br />Multi-level approvals<br />Inability to respond quickly<br />Talking logos<br />Not knowing what the stakeholder wants<br />Not delivering value<br />One-way conversations<br />No entry paths to participation<br />http://www.flickr.com/photos/glenscott/860805757/sizes/l/in/photostream/<br />
    40. 40. Create Your Engagement Calendar<br />http://www.flickr.com/photos/cglosli/2215278376/sizes/m/in/photostream/<br />
    41. 41. Designing Engagement<br />1<br />2<br />3<br />Determine appropriate online spaces and channels<br />What knowledge and content is shareable and/or open to input? <br />Brainstorm and develop participation opportunities<br />Assess unique attributes and culture of each social media space<br />Create an engagement calendar<br />
    42. 42. Sample Facebook Engagement Calendar<br />
    43. 43. Sample Engagement Calendar<br />
    44. 44. Nonprofits That Create Great Spaces<br />http://www.flickr.com/photos/foundphotoslj/865557386/sizes/m/in/photostream/<br />
    45. 45. Epic Change: www.epicchange.org<br />BullyingUK: wwhttp://www.bullying.co.uk/<br />Diabetes Hands Foundation: www.tudiabetes.org<br />Powered by Orange: www.poweredbyorange.com<br />American Red Cross: http://www.redcross.org/en/<br />National Wildlife Federation: NWF.org<br />Oceana: www.oceana.org<br />ONE: http://one.org/international/<br />Charity:water: http://www.charitywater.org/<br />Humane Society: http://www.humanesociety.org/<br />
    46. 46. THANK YOU!<br />Debra Askanase, Engagement Strategist<br />debra@communityorganizer20.com<br />www.communityorganizer20.com<br />Twitter: @askdebra<br />Buzz: daskanase<br />
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