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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  • Universal McCann (March 2008) Power to the People - Wave 3 Study on Social Media Trends 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: Twitter users are more like to consume news (47% of traffic),
  • Facebook users are interested in news (28% of traffic) and community (17%), Challenge to create community, easier to create participation.
  • Designing Social Media Engagement

    1. Designing Social Media Engagement<br /><br />
    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. The Social Media Funnel<br />Theories of Engagement<br />Designing Engagement<br />Nonprofit Examples<br />Barriers to Engagement<br />Creating the Engagement Calendar<br /><br />
    4. The Social Media Funnel<br />
    5. Theories of Engagement<br /><br />
    6. Participation Inequality*<br />* Increase engagement to break the rule<br />Source: Jakob Nielsen<br />
    7.<br />
    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 /><br />
    9. 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 />
    10. You Need a Content Strategy<br /><br />
    11. 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 />
    12. 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 />
    13. Assess Participation Opportunities<br /><br />
    14. 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 />
    15. ExacTarget survey of internet users, April 2010<br />Source:<br />
    16. ExacTarget survey of internet users, April 2010<br />Source:<br />
    17. 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, (store)<br />
    18. 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 />
    19. 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 />
    20. 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 />
    21. Awesome Participatory Practices<br /><br />
    22. Florence: the person behind the logo<br />
    23. Hold a Twitter chat<br />
    24. What is more personal than the Twitter Kids tweeting?<br />
    25. Compelling from the introduction<br />
    26. Create opportunities for personal engagement: Q&A<br />
    27. Facebook app to create engagement<br />
    28. 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 /><br />
    29. Create Your Engagement Calendar<br /><br />
    30. 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 />
    31. Sample Facebook Engagement Calendar<br />
    32. Sample Engagement Calendar<br />
    33. Nonprofits That Create Great Spaces<br /><br />
    34. Epic Change:<br />BullyingUK: ww<br />Diabetes Hands Foundation:<br />Powered by Orange:<br />American Red Cross:<br />National Wildlife Federation:<br />Oceana:<br />ONE:<br />Charity:water:<br />Humane Society:<br />
    35. THANK YOU!<br />Debra Askanase, Engagement Strategist<br /><br /><br />Twitter: @askdebra<br />Buzz: daskanase<br />