Understanding
the
Engagement
Factor:


Engagement
Strategies
on
Social
Media


       Debra
Askanase,
Presenter

         ...
Helping
ordinary
people
raise
extraordinary
amounts
for
nonprofits
is
all
we
do,
and
we
love
it.





                   A
...
About
the
Presenter

Bring
strategy
into
social
media:


Engagement
Strategist,
Community
Organizer
2.0



               ...
The
Social
Media
Funnel

     Theories
of
Engagement

      Designing
Engagement

       Nonprofit
Examples

     Barriers
...
The
Social
Media
Funnel





                                      Move
to


                                             ...
AcBon
Taken
As
a
Result
of
Social
Media

   Social
Media
Influences
AcBons





                            (nonprofit)

hDp://www.emarketer.com/ArBcle.aspx?R=1006930,


Effects
of
Nonprofit
Social
Media
Efforts


Opportunity
to
learn
about
new
issues
–
85%

Another
way
to
support
a
favorite
ca...
Using
Social
Media
to
Meet
Nonprofit
Goals
hDp://idealware.org/sm_survey/

Theories
of
Engagement





       hDp://www.flickr.com/photos/7855449@N02/2780458538/sizes/m/in/photostream/

ParUcipaUon
Inequality*

                 *
Increase
engagement
to
break
the
rule





Source:
Jakob
Nielsen
hDp://www.use...
hDp://forrester.typepad.com/groundswell/
2010/01/conversaBonalists‐get‐onto‐the‐
ladder.html

Ladder
of
Engagement


Happy
Bystanders

Spreaders

Donors

Evangelists

InsBgators





    The
Networked
Nonprofit
by
All...
Designing
Engagement


      1
                 2
               3


     What
        Determine
        Brainstorm
and

k...
You
Need
a
Content
Strategy





            hDp://www.flickr.com/photos/rmnl/207379365/sizes/o/in/photostream/

QuesUons
to
Get
You
Started



1.  Why
are
people
interested
in
your

    organizaBon
or
cause?

2.  What
content
creates
...
Engaging
PracUces


Real
interacBons:
personal
engagement

          Value‐added
content

         Regular
programming

  ...
Assess
ParUcipaUon
OpportuniUes





           hDp://www.flickr.com/photos/jenlen/291765681/sizes/m/in/photostream/

Blogging

                                                     Micro

       RSS
Feeds

                                  ...
ExacTarget
survey
of
internet
users,
April
2010

Source:
hDp://www.emarketer.com/ArBcle.aspx?R=1007829

ExacTarget
survey
of
internet
users,
April
2010

Source:
hDp://www.emarketer.com/ArBcle.aspx?R=1007829

TwiEer
ParUcipants
and
Features


        Appeals
to
those
who
want
to

        feel
most
up‐to‐date,
in
the

        know...
Facebook
ParUcipants
and
Features


          Fans
tend
to
want
to
show

          support
publicly,
moBvaBon
for

       ...
Blogging
ParUcipants
and
Features

         They
want
to
be
recognized
for

         commenBng,
being
loyal
readers,

    ...
YouTube
ParUcipants
and
Features

                           News
and
poliBcs
videos
gain

                           the
...
Awesome
ParUcipatory
PracUces





        hDp://www.flickr.com/photos/intersecBonconsulBng/3469011212/sizes/o/in/photostre...
Florence:
the
person
behind
the
logo

Hold
a

TwiDer

chat

What
is
more
personal
than

the
TwiDer
Kids
tweeBng?

Compelling

from
the

introducBon

Create
opportuniBes
for
personal

engagement:
Q&A

Facebook
app
to
create

engagement

Barriers
to
Engagement

MulB‐level
approvals

Inability
to
respond
quickly

Talking
logos




Not
knowing
what
the
stakeho...
Create
Your
Engagement
Calendar





          hDp://www.flickr.com/photos/cglosli/2215278376/sizes/m/in/photostream/

Sample
Engagement
Calendar

Sample
Engagement
Calendar

Nonprofits
That
Create
Great
Spaces





           hDp://www.flickr.com/photos/foundphotoslj/865557386/sizes/m/in/photostre...
Epic
Change:
www.epicchange.org

BullyingUK:
wwhDp://www.bullying.co.uk/

Diabetes
Hands
FoundaBon:
www.tudiabetes.org

Po...
Debra
Askanase,
Engagement
Strategist

debra@communityorganizer20.com

www.communityorganizer20.com

TwiDer:
@askdebra

Bu...
Find the listings for our current season of webinars
                    and register at

            NonprofitWebinars.co...
Understanding The Engagement Factor
Understanding The Engagement Factor
Understanding The Engagement Factor
Understanding The Engagement Factor
Understanding The Engagement Factor
Understanding The Engagement Factor
Understanding The Engagement Factor
Understanding The Engagement Factor
Understanding The Engagement Factor
Understanding The Engagement Factor
Understanding The Engagement Factor
Understanding The Engagement Factor
Understanding The Engagement Factor
Understanding The Engagement Factor
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Understanding The Engagement Factor

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Social media is ALL about engagement. In this webinar, we’ll take a look at Twitter, Facebook, Google Buzz, and blogs. We’ll also look at some creative engagement using Linkedin, if time permits. With deeper engagement, supporters are much more likely to take action on your behalf, share your organization’s information, donate money, and bring friends to your social spaces.

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Transcript of "Understanding The Engagement Factor"

  1. 1. Understanding
the
Engagement
Factor:

 Engagement
Strategies
on
Social
Media
 Debra
Askanase,
Presenter
 July
28,
2010
 Use
TwiEer
Hashtag
#npweb
 Special
Thanks
To
Our
Sponsors

  2. 2. Helping
ordinary
people
raise
extraordinary
amounts
for
nonprofits
is
all
we
do,
and
we
love
it.
 A
Proud
Sponsor
of
NonprofitWebinars.com

  3. 3. About
the
Presenter
 Bring
strategy
into
social
media:

 Engagement
Strategist,
Community
Organizer
2.0
 Experience:
Former
 execuBve
director,
 business
consultant,
 fundraiser
&
more
 BA,
Emory
University
 MBA,
Bar
Ilan
University

  4. 4. The
Social
Media
Funnel
 Theories
of
Engagement
 Designing
Engagement
 Nonprofit
Examples
 Barriers
to
Engagement
 CreaBng
the
Engagement
Calendar
 hDp://www.flickr.com/photos/ooh_food/3295778011/sizes/o/in/photostream/

  5. 5. The
Social
Media
Funnel
 Move
to

 AcBon
 Creates
 Trust
 Social
Media
 Engage

  6. 6. AcBon
Taken
As
a
Result
of
Social
Media
 Social
Media
Influences
AcBons
 (nonprofit)

  7. 7. hDp://www.emarketer.com/ArBcle.aspx?R=1006930,


  8. 8. 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:
hDp://www.coneinc.com/content2615

  9. 9. Using
Social
Media
to
Meet
Nonprofit
Goals
hDp://idealware.org/sm_survey/

  10. 10. Theories
of
Engagement
 hDp://www.flickr.com/photos/7855449@N02/2780458538/sizes/m/in/photostream/

  11. 11. ParUcipaUon
Inequality*
 *
Increase
engagement
to
break
the
rule
 Source:
Jakob
Nielsen
hDp://www.useit.com/alertbox/parBcipaBon_inequality.html

  12. 12. hDp://forrester.typepad.com/groundswell/ 2010/01/conversaBonalists‐get‐onto‐the‐ ladder.html

  13. 13. Ladder
of
Engagement
 Happy
Bystanders
 Spreaders
 Donors
 Evangelists
 InsBgators
 The
Networked
Nonprofit
by
Allison
Fine
and
Beth
Kanter
(p.68)
 hDp://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/

  14. 14. Designing
Engagement
 1
 2
 3
 What
 Determine
 Brainstorm
and
 knowledge
and
 appropriate
 develop
 content
is
 online
spaces
 parBcipaBon
 shareable
and/ and
channels
 opportuniBes
 or
open
to
 input?


 Assess
unique
 aDributes
and
 Create
an
 culture
of
each
 engagement
 social
media

 calendar
 space

  15. 15. You
Need
a
Content
Strategy
 hDp://www.flickr.com/photos/rmnl/207379365/sizes/o/in/photostream/

  16. 16. QuesUons
to
Get
You
Started
 1.  Why
are
people
interested
in
your
 organizaBon
or
cause?
 2.  What
content
creates
conversaBon?
 3.  What
content
could
create
community?
 4.  What
can
the
community
create
for
your
 content?
(Collaborate
and
empower)
 5.  What
content
or
ideas
can
you
open
up?
 6.  What
added
value
can
your
content
offer?
 7.  What
does
the
medium
dictate?


  17. 17. Engaging
PracUces
 Real
interacBons:
personal
engagement
 Value‐added
content
 Regular
programming
 ParBcipaBon
entry
paths
 " ConversaBon
starters
 Open‐ended
quesBons

  18. 18. Assess
ParUcipaUon
OpportuniUes
 hDp://www.flickr.com/photos/jenlen/291765681/sizes/m/in/photostream/

  19. 19. Blogging
 Micro
 RSS
Feeds
 Blogging
 Message
 Photo
 Boards
 These
are
 Sharing
 your
tools
 Chat
 Video

 Rooms
 Sharing
 Social
 Networking
 Podcasts
 Widgets
 Source:
Universal
McCann
Companies
Study
on
Social
Media
Trends
(March
2008)


  20. 20. ExacTarget
survey
of
internet
users,
April
2010
 Source:
hDp://www.emarketer.com/ArBcle.aspx?R=1007829

  21. 21. ExacTarget
survey
of
internet
users,
April
2010
 Source:
hDp://www.emarketer.com/ArBcle.aspx?R=1007829

  22. 22. TwiEer
ParUcipants
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
 TwiDer
#chats,
tag,
twitpics,
 peBBons,
oneforty.com
(store)

  23. 23. Facebook
ParUcipants
and
Features
 Fans
tend
to
want
to
show
 support
publicly,
moBvaBon
for
 entertainment.
Want
community
 and
news.

 @messages,
events,
video
 tagging,
photo
tagging,
custom
 tabs,
private
groups,
open
 groups,
games
and
apps,
causes,
 calls
to
acBon,
community

  24. 24. Blogging
ParUcipants
and
Features
 They
want
to
be
recognized
for
 commenBng,
being
loyal
readers,
 loving
your
organizaBon.
May
 have
their
own
blogs.
Readers
 skew
older.
 Embed
video,
photo,
images,
 developed
ideas,
calls
to
acBon,
 community,
mulB‐user
blog,
 guest
blogging,
commenBng
 strategy

  25. 25. YouTube
ParUcipants
and
Features
 News
and
poliBcs
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
posBng,
moderator
funcBon,
calls
to
 acBon,
video
annotaBon
links
to
cause,
comments
voBng,
 channel
subscripBons,
Google
checkout
donaBons,
embed
 externally,
video
responses,
text
comments,
contests

  26. 26. Awesome
ParUcipatory
PracUces
 hDp://www.flickr.com/photos/intersecBonconsulBng/3469011212/sizes/o/in/photostream/

  27. 27. Florence:
the
person
behind
the
logo

  28. 28. Hold
a
 TwiDer
 chat

  29. 29. What
is
more
personal
than
 the
TwiDer
Kids
tweeBng?

  30. 30. Compelling
 from
the
 introducBon

  31. 31. Create
opportuniBes
for
personal
 engagement:
Q&A

  32. 32. Facebook
app
to
create
 engagement

  33. 33. Barriers
to
Engagement
 MulB‐level
approvals
 Inability
to
respond
quickly
 Talking
logos
 Not
knowing
what
the
stakeholder
wants
 Not
delivering
value
 One‐way
conversaBons
 No
entry
paths
to
parBcipaBon
 hDp://www.flickr.com/photos/glenscoD/860805757/sizes/l/in/photostream/

  34. 34. Create
Your
Engagement
Calendar
 hDp://www.flickr.com/photos/cglosli/2215278376/sizes/m/in/photostream/

  35. 35. Sample
Engagement
Calendar

  36. 36. Sample
Engagement
Calendar

  37. 37. Nonprofits
That
Create
Great
Spaces
 hDp://www.flickr.com/photos/foundphotoslj/865557386/sizes/m/in/photostream/

  38. 38. Epic
Change:
www.epicchange.org
 BullyingUK:
wwhDp://www.bullying.co.uk/
 Diabetes
Hands
FoundaBon:
www.tudiabetes.org
 Powered
by
Orange:
www.poweredbyorange.com
 American
Red
Cross:
hDp://www.redcross.org/en/
 NaBonal
Wildlife
FederaBon:
NWF.org
 Oceana:
www.oceana.org
 ONE:
hDp://one.org/internaBonal/
 Charity:water:
hDp://www.charitywater.org/

  39. 39. Debra
Askanase,
Engagement
Strategist
 debra@communityorganizer20.com
 www.communityorganizer20.com
 TwiDer:
@askdebra
 Buzz:
daskanase

  40. 40. Find the listings for our current season of webinars and register at NonprofitWebinars.com Chris Dumas Chris@NonprofitWebinars.com 707-812-1234 Special Thanks To Our Sponsors
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