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.

1. Creating and Measuring Return on Engagement Social Media for Nonprofits/NYC August 4, 2011

2. Today’s conversation Numbers don’t convert to ROE Designing engagement for highest ROE Moving fans to superfans: serious ROE Measuring ROE – an approach

3. 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)

4. The social media funnel: engage Designing engagement-oriented actions

5. 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

6. 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

7. 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

8. The social media funnel: trust Leveraging org trust, personal trust, and encouraging reciprocity

9. Who are your fans and superfans? http://www.flickr.com/photos/350org/3940562095/in/set-72157622455212282

10. 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/

11. Four components of tie strength

12. Trust = authenticity, transparency

14. Reciprocity = co-creation

15. Reciprocity = fans helping each other

16. 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

17. 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

18. The social media funnel: action

20. membership

21. fundraising

22. activism

24. 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/

25. 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

26. 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

27. Measuring ROE http://www.flickr.com/photos/51035614344@N01/5483454646/

28. Know what you want to measure http://idealware.org/facebook_survey

30. Actively engaged

31. Making a commitmentCan 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

33. Number of engaged fans/online community

34. Number that proactively talk about your org

35. Number that create (something you asked them to do)

36. Number that participate interact with others

37. Other measures relevant to your organization2. Assign weights to each, depending on what is most important to your organization 3. Overall weighted score = level of community commitment

38. 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?

40. 169% increase in web traffic

41. led to >50% of key purchases that weekUsed with permission from USA for UNHCR

42. 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

43. What experience do you design? http://www.flickr.com/photos/moriza/2565606353/

44. 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