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



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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  • http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/
  • http://www.animatedexplanations.com/Animation.aspx?animation=391(Twitter)
  • Note the satisfaction with blogs as highest.
  • http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/
  • http://www.flickr.com/photos/rmnl/207379365/sizes/o/in/photostream/
  • 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)
  • 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/glenscott/860805757/sizes/l/in/photostream/
  • http://www.flickr.com/photos/cglosli/2215278376/sizes/m/in/photostream/
  • http://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/

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

  • Understanding the Engagement Factor
    Engagement Strategies on Social Media
    Website: www.firstgiving.com
    Twitter: @firstgiving
    Blog: blog.firstgiving.com
  • About the presenters
    Andrew Urban
    Head of Sales and Business Development
    Debra Askanase
    Community Engagement Manager
  • Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it.
    View slide
  • About FirstGiving
    • 8,000+ nonprofitshave utilized FirstGiving View slide
    • 13 million+ online donors
    • 10+ years in business
    • 31employees in the US
    • Offices in Boston and San Francisco
    • 100+ employees worldwide
    82% - the average year over year increase in online donations a nonprofit sees that utilizes FirstGiving.
  • The Social Media Funnel
    Theories of Engagement
    Designing Engagement
    Nonprofit Examples
    Creating the Engagement Calendar
    Leveraging engagement for events
  • The Social Media Funnel
  • It’s about RELATIONSHIPS, not broadcasting
  • It’s about the conversation and value-added content, not broadcasting
  • It’s about storytelling, not broadcasting
  • Social Media Influences Actions
    Action Taken As a Result of Social Media
  • 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: http://www.coneinc.com/content2615
  • Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/
  • Understand the Ladder of Engagement
    Happy Bystanders
    The Networked Nonprofit by Allison Fine and Beth Kanter (p.68)
  • 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
  • You Need a Content Strategy
  • 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
    Conversation starters
    Open-ended questions
  • Assess Participation Opportunities
  • 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)
  • 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, groups, Places, Deals, games and apps, community pages, Events
  • 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 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
  • Awesome Participatory Practices
  • Florence: the person behind the logo
  • Hold a Twitter chat
  • http://fblandingtabs.wikispaces.com/Nonprofitexamples
    Compelling from the introduction
  • Tagging Another Page
  • Facebook app to create engagement
  • The Uncultured Project: 72,000 subscribers. Using video to tell about stories.
  • 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
  • Create Your Engagement Calendar
  • Sample Engagement Calendar
  • Sample Engagement Calendar
  • Leverage the Social Media Funnel
  • 1. Create Engaged Social Spaces
  • 2. ID Engaged Stakeholders
  • 3. Create a Closed Play/Plan Space
    Specifically target influencers and dedicated fans to join
  • 4. Encourage event social sharing
  • 5. Share From Website and Across Platforms
  • 5. Recognize People
  • Key Takeaways
  • 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?
  • 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
  • Join us our social spaces for value-added content and community
    Online Fundraising Blog: blog.firstgiving.com
    Twitter: @firstgiving
    Facebook: facebook.com/firstgiving
    Flickr: http://www.flickr.com/groups/firstgivingevents/pool/
  • FirstGiving Webinars
    The third Thursday of every month
    Next webinar:
    The Ecology of Giving
    January 20, 2011
    1pm to 2pm EST
  • Thank you!
    Debra Askanase,
    Communty Engagement Manager
    Andrew Urban,
    Head of Sales