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Understanding the Engagement Factor: Using Social Media
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Understanding the Engagement Factor: Using Social Media


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Social media is all about engagement. This slide deck walks you through best social media practices, how to increase social media channel involvement, how to create unique value for your fans on each …

Social media is all about engagement. This slide deck walks you through best social media practices, how to increase social media channel involvement, how to create unique value for your fans on each channel, and a sample social media content calendar.

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  • Note the satisfaction with blogs as highest.
  • 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)
  • 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.
  • Transcript

    • 1. Understanding the Engagement Factor
      Engagement Strategies on Social Media
      Twitter: @firstgiving
    • 2. About the presenters
      Andrew Urban
      Head of Sales and Business Development
      Debra Askanase
      Community Engagement Manager
    • 3. Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it.
    • 4. About FirstGiving
      • 8,000+ nonprofitshave utilized FirstGiving
      • 5. 13 million+ online donors
      • 6. 10+ years in business
      • 7. 31employees in the US
      • 8. Offices in Boston and San Francisco
      • 9. 100+ employees worldwide
      82% - the average year over year increase in online donations a nonprofit sees that utilizes FirstGiving.
    • 10. The Social Media Funnel
      Theories of Engagement
      Designing Engagement
      Nonprofit Examples
      Creating the Engagement Calendar
      Leveraging engagement for events
    • 11. The Social Media Funnel
    • 12. It’s about RELATIONSHIPS, not broadcasting
    • 13. It’s about the conversation and value-added content, not broadcasting
    • 14. It’s about storytelling, not broadcasting
    • 15. Social Media Influences Actions
      Action Taken As a Result of Social Media
    • 16.
    • 17. Effects of Nonprofit Social Media Efforts
      Opportunity to learn about new issues – 85%
      Another way to support a favorite cause – 80%
      Used some form of online media to support a cause – 60%
      Advocate for a cause (forward messages)- 36%
      Personal behavior change – 34%
      Purchasing cause-related products – 23%
      Source: 2009 Cone Consumer New Media Study:
    • 18. Using Social Media to Meet Nonprofit Goals
    • 19. Understand the Ladder of Engagement
      Happy Bystanders
      The Networked Nonprofit by Allison Fine and Beth Kanter (p.68)
    • 20.
    • 21. Designing Engagement
      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
    • 22. You Need a Content Strategy
    • 23. 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?
    • 24. Engaging Practices
      Real interactions: personal engagement
      Value-added content
      Regular programming
      Participation entry paths
      Conversation starters
      Open-ended questions
    • 25. Assess Participation Opportunities
    • 26. Blogging
      Micro Blogging
      RSS Feeds
      Photo Sharing
      Message Boards
      These are your tools
      Chat Rooms
      Social Networking
      Source: Universal McCann Companies Study on Social Media Trends (March 2008)
    • 27. ExacTarget survey of internet users, April 2010
    • 28. 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, (store)
    • 29. 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, groups, Places, Deals, games and apps, community pages, Events
    • 30. 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
    • 31. YouTube Participants and Features
      News and politics videos gain the most commentsMusic 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
    • 32.
    • 33. Awesome Participatory Practices
    • 34. Florence: the person behind the logo
    • 35.
    • 36. Hold a Twitter chat
    • 37.
    • 38.
      Compelling from the introduction
    • 39.
    • 40.
    • 41. Tagging Another Page
    • 42. Facebook app to create engagement
    • 43.
    • 44.
    • 45.
    • 46.
    • 47. The Uncultured Project: 72,000 subscribers. Using video to tell about stories.
    • 48. 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
    • 49. Create Your Engagement Calendar
    • 50. Sample Engagement Calendar
    • 51. Sample Engagement Calendar
    • 52. Leverage the Social Media Funnel
    • 53. 1. Create Engaged Social Spaces
    • 54. 2. ID Engaged Stakeholders
    • 55. 3. Create a Closed Play/Plan Space
      Specifically target influencers and dedicated fans to join
    • 56. 4. Encourage event social sharing
    • 57. 5. Share From Website and Across Platforms
    • 58. 5. Recognize People
    • 59. Key Takeaways
    • 60. Key Takeaways
      1. Remember the social media funnel: engage, create trust, move to action
      2. Identify social channels where you want to engage
      3. Create value on each social media channel – what is unique that you can offer there?
    • 61. Key Takeaways
      4. Develop a content calendar
      5. Engage! Measure! Create a group of people who care!
      6. Leverage the social media funnel for events:
      ID stakeholders, create a plan/play group, integrate social sharing, leaderboards, recognition, spread across social platforms
    • 62. Join us our social spaces for value-added content and community
      Online Fundraising Blog:
      Twitter: @firstgiving
    • 63. FirstGiving Webinars
      The third Thursday of every month
      Next webinar:
      The Ecology of Giving
      January 20, 2011
      1pm to 2pm EST
    • 64. Thank you!
      Debra Askanase,
      Communty Engagement Manager
      Andrew Urban,
      Head of Sales