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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 …

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

    • 1. Designing Social Media Engagement
      http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/
    • 2. 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
    • 3. 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/
    • 4. The Social Media Funnel
    • 5. Theories of Engagement
      http://www.flickr.com/photos/7855449@N02/2780458538/sizes/m/in/photostream/
    • 6. Participation Inequality*
      * Increase engagement to break the rule
      Source: Jakob Nielsen http://www.useit.com/alertbox/participation_inequality.html
    • 7. http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html
    • 8. 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/
    • 9.
    • 10. 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
    • 11. You Need a Content Strategy
      http://www.flickr.com/photos/rmnl/207379365/sizes/o/in/photostream/
    • 12. 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?
    • 13. Engaging Practices
      Real interactions: personal engagement
      Value-added content
      Regular programming
      Participation entry paths
      hhh
      Conversation starters
      Open-ended questions
    • 14. Assess Participation Opportunities
      http://www.flickr.com/photos/jenlen/291765681/sizes/m/in/photostream/
    • 15. 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)
    • 16. ExacTarget survey of internet users, April 2010
      Source: http://www.emarketer.com/Article.aspx?R=1007829
    • 17. ExacTarget survey of internet users, April 2010
      Source: http://www.emarketer.com/Article.aspx?R=1007829
    • 18. 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)
    • 19. 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
    • 20. 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
    • 21. 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
    • 22.
    • 23. Awesome Participatory Practices
      http://www.flickr.com/photos/intersectionconsulting/3469011212/sizes/o/in/photostream/
    • 24. Florence: the person behind the logo
    • 25.
    • 26. Hold a Twitter chat
    • 27. What is more personal than the Twitter Kids tweeting?
    • 28. Compelling from the introduction
    • 29.
    • 30. Create opportunities for personal engagement: Q&A
    • 31.
    • 32.
    • 33.
    • 34. Facebook app to create engagement
    • 35.
    • 36.
    • 37.
    • 38.
    • 39. 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/
    • 40. Create Your Engagement Calendar
      http://www.flickr.com/photos/cglosli/2215278376/sizes/m/in/photostream/
    • 41. 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
    • 42. Sample Facebook Engagement Calendar
    • 43. Sample Engagement Calendar
    • 44. Nonprofits That Create Great Spaces
      http://www.flickr.com/photos/foundphotoslj/865557386/sizes/m/in/photostream/
    • 45. 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/
    • 46. THANK YOU!
      Debra Askanase, Engagement Strategist
      debra@communityorganizer20.com
      www.communityorganizer20.com
      Twitter: @askdebra
      Buzz: daskanase