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Debra Askanase: Creating and Measuring Return on Engagement
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Debra Askanase: Creating and Measuring Return on Engagement

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Getting folks to follow you isn’t enough— the real value of social media is Return on Engagement, and research tells us which social media activities yield better results, so we can design ...

Getting folks to follow you isn’t enough— the real value of social media is Return on Engagement, and research tells us which social media activities yield better results, so we can design campaigns with ROE in mind. In this presentation, we’ll look at the least and most effective strategies and activities and explore different ways to measurement impact.

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  • http://www.communityorganizer20.com/2009/10/23/the-case-of-the-4000-twitter-followers-who-dont-care/
  • Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site
  • Contributors = 80 more people talking than the engage set. Participators = 60 more than the engage set. Creators = 170 moreSocial media activity generated 2.5 times more conversations amongst creators than the engage set. http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
  • Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site
  • Name 5 people who love your organization online. Now. Why do those names come up for you? do you know what they’ve done for you? What they could do? How have you personally engaged them? http://www.flickr.com/photos/350org/3940562095/in/set-72157622455212282
  • The notion of tie strength was first introduced in 1973 by Prof. Mark Granovetter in his seminal work: The Strength of Weak Ties. He identified four different components of tie strength. Time, Intensity, Trust, Reciprocity of four components.Trust and reciprocity are the two components that companies can leverage effectively for building a stronger customer relationship.
  • The notion of tie strength was first introduced in 1973 by Prof. Mark Granovetter in his seminal work: The Strength of Weak Ties. He identified four different components of tie strength. Trust and reciprocity are the two components that companies can leverage effectively for building a stronger customer relationship.Further reading: http://lithosphere.lithium.com/t5/Building-Community-the-Platform/My-Chapter-on-Relationships-The-R-in-Social-CRM/ba-p/19024
  • Brands can build trust by being more transparent and authentic, and they can increase reciprocity by implementing co-creation strategies.http://lithosphere.lithium.com/t5/Building-Community-the-Platform/My-Chapter-on-Relationships-The-R-in-Social-CRM/ba-p/19024
  • Let them help you by letting them help other customers and reward them properly. This will create a cycle of reciprocity can sustain itself. Aside from the added benefit of reducing support cost, implementing a co-creation strategy is one of is the most effective way to increase reciprocity between your brand and your customers.
  • Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site
  • Relationship is Indicative of True LoyaltyAnother key reason why relationship is important for business is that it can be predictive of customer retention and loyalty. Customers who have a stronger relationship with a brand tend to be more loyal.The single most predictive factor that determines who will influence who, is the strength of their relationship (i.e. tie strength). The stronger the tie strength, the greater the influence between them.http://lithosphere.lithium.com/t5/Building-Community-the-Platform/My-Chapter-on-Relationships-The-R-in-Social-CRM/ba-p/19024From the comScore Power of Like report, July 2011: for every Fan, there are an additional 34 Friends of Fans that can be reached (with significant variance among brands). This multiplier grows even larger as we look beyond the top 100 brand pages (81x on average among the top 1,000 Fan pages).
  • Lilypad event – engages superfans IRL. Event takes online engagement further to that space of trust and engagement. Establishes the cause’s commitment to the fans, and trust amongst fans.
  • http://www.flickr.com/photos/51035614344@N01/5483454646/
  • How do you know it is working? Take time to ID what is working, getting participation level. Be willing to change measures and weights if need be
  • .
  • Trust, reciprocity, engagement, participation, fans, and superfans in the Blue Key Tweetathon June 11, 201133% of the Blue Key Champions at the time participated in the Tweetathon (13 participants, out of approximately 35/36 Champions)
  • http://www.flickr.com/photos/moriza/2565606353/

Debra Askanase: Creating and Measuring Return on Engagement Debra Askanase: Creating and Measuring Return on Engagement Presentation Transcript

  • Creating and Measuring
    Return on Engagement
    Social Media for Nonprofits/NYC
    August 4, 2011
  • Today’s conversation
    Numbers don’t convert to ROE
    Designing engagement for highest ROE
    Moving fans to superfans: serious ROE
    Measuring ROE – an approach
  • The case of the 4,000 Twitter followers who didn’t care
    Goal: register to play online educational gameSocial media activity: TwitterStatus metric: number of followers
    4,000 Twitter followers in one year!
    Reality check:
    400 spammers
    Couldn’t influence people to click links!
    No one playing game came from Twitter
    3 followers cared (a little)
    View slide
  • The social media funnel: engage
    Designing engagement-oriented actions
    View slide
  • Designing Engagement for highest ROE
    Participate
    Contribute
    Engage
    Create
    Become a fan
    Friend
    Follow
    Join
    Discuss
    Post reviews
    Give feedback
    Vote
    Contribute ideas
    Create a video, message, tweet, blog post product about the company
    Visit
    Watch
    Download
    Read
    Play
    Lowest to highest Return on Engagement
    * Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
  • Creators talked and proactively shared information about the brand the most. They also influenced buying decisions the most.
    Low-level engagement by itself did not produce significant ROE
  • How they influenced purchasing
    Participate
    Contribute
    Engage
    Create
    Become a fan
    Friend
    Follow
    Join
    Discuss
    Post reviews
    Give feedback
    Vote
    Contribute ideas
    Create a video, message, tweet, blog post product about the company
    Visit
    Watch
    Download
    Read
    Play
    20%
    26%
    32%
    35%
    Percentage of each group that spurred a purchase
  • The social media funnel: trust
    Leveraging org trust, personal trust, and encouraging reciprocity
  • Who are your fans and superfans?
    http://www.flickr.com/photos/350org/3940562095/in/set-72157622455212282
  • Brands can leverage brand trust and reciprocity to strengthen relationship ties
    *You’ll see more engagement if your organization is personal
    http://www.flickr.com/photos/57038784@N00/2215481444/
  • Four components of tie strength
  • Trust = authenticity, transparency
  • Reciprocity = co-creation
  • Reciprocity = fans helping each other
  • ROE is fan engagement and trust
    Engage
    Contribute
    Participate
    Create
    Create a video, message, tweet, blog post product about the company
    Become a fan
    Friend
    Follow
    Join
    Discuss
    Post reviews
    Give feedback
    Vote
    Contribute ideas
    Visit
    Watch
    Download
    Read
    Play
    TRUST
    RECIPROCITY
  • Organization – Fan relationships
    *hat tip Amy Sample Ward: http://bit.ly/qMjA2f
    Their network of friends, family, colleagues, etc.
    Online Community
    You want this group to move into the online community
    Already interested, weaker relationship tie
    You want them to reach out to their networks
    Superfans
    Move
    Strongest relationship, most loyal
    You want them to interact with the community and cultivate more superfans
    Your Organization
  • The social media funnel: action
  • Know your SMART goals
    Specific
    Measurable
    Attainable
    Realistic
    Timely
    Design your social media activities to meet your org or programmatic goals:
    • resource awareness
    • membership
    • fundraising
    • activism
    • sign up for a program
  • ROE: Lily the Black Bear132,489 Facebook fans
    Raised $159,597 from 23,502 fans in one year
    17,916 votes to win the second Chase Community Giving Challenge
    Motivated 1793 supporters to donate $39,597 in Minnesota’s Give to the Max day
    Helped local Ely Esy public school win $20,000 in the K-12 America’s School Spirit challenge
    Currently helping Soudan Underground Mine State Park in MN win $200,000 in a parks challenge; activated 1 million voters
  • ROE of social media actions:
    Lily the Black Bear
    http://www.facebook.com/lily.the.black.bear
    http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/
  • Designing Lily’s Engagement on FB
    Engage: Watch videos on FB and Live cam on site, donate, read, visit site
    Contribute: give opinions and feedback, vote in contests, name the bear, etc.
    Participate: Facebook Friend, follow tweets, discuss and comment
    Create: Post their own photos, tweet proactively, comment proactively
  • Designing Lily’s Engagement on FB
    Trust: you see the bears on webcam, know who’s posting to Facebook, meet the NABC at the Lilypad picnic
    Reciprocity: offer opinions and feedback, vote in contests, name the bear, fans encourage each other to participate
  • Measuring ROE
    http://www.flickr.com/photos/51035614344@N01/5483454646/
  • Know what you want to measure
    http://idealware.org/facebook_survey
  • ROE is fan commitment and trust
    Build and track the levels of commitment:
    • Simply taking an action
    • Actively engaged
    • Making a commitment
    Can you track the number of engaged fans taking action vs. others from your online community?
    Commit to actions through a Google doc, online petition, online pledge, joining a back-door planning group. Use bit.ly links, special landing pages, other
    Ask fans to cultivate others – measure the number of fans that move to superfans
  • ROE of community commitment: increasing engagement and loyalty
    1. Measure the commitment of your fans
    • Number of “superfans”
    • Number of engaged fans/online community
    • Number that proactively talk about your org
    • Number that create (something you asked them to do)
    • Number that participate interact with others
    • Other measures relevant to your organization
    2. Assign weights to each, depending on what is most important to your organization
    3. Overall weighted score =
    level of community commitment
  • ROE and SMART goals
    Are your fans taking the action that you asked them to do?
    Are they playing the online game?
    How many?
    From which social media channels?
    How does that compare with last month’s actions?
    Look at what actions you’ve designed and their effects on your SMART goals: what needs to be tweaked, what is not working?
  • Tying it all together: #bluekeyTweetathon
    Tweetathon:
    • 258 people/1,524 tweets with #bluekey
    • 169% increase in web traffic
    • led to >50% of key purchases that week
    Used with permission from USA for UNHCR
  • Leaving you today with these thoughts
    Numbers don’t convert to ROE
    You can design engagement for ROE
    Who are your superfans and how can you motivate them to move others to action?
    Measuring ROE – fan commitment, community commitment, meeting SMART goals
  • What experience do you design?
    http://www.flickr.com/photos/moriza/2565606353/
  • Debra Askanase
    Engagement Strategist
    debra@communityorganizer20.com
    Twitter: @askdebra
    Linkedin: www.linkedin.com/in/debraaskanase
    Slideshare: www.slideshare.net/debask
    Google Plus: http://gplus.to/askdebra