Designing Social Media Engagement

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/

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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

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/

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

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Designing Social Media Engagement

by Debra Askanase on Aug 02, 2010

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Designing Social Media Engagement — Presentation Transcript