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Designing Online Engagement to Collaborate with Your Community

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  • 1. Designing Online Engagement to Collaborate with Your Community#12NTCCollabAmy Sample WardDebra AskanaseVanessa Rhinesmith
  • 2. Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad! or Online at www.nten.org/ntc/eval
  • 3. Workshop RoadmapIntroductions: Who we are Who you areLooking within: Keystones for co-creation Organizational assets for co-creation What the research says about engagement and co-creationTying research to practice: Case studiesTying research to your practice: Designing your own collaborative engagement SESSION TITLE Slide 2
  • 4. Who we are: Debra Vanessa Amy Sample Askanase Rhinesmith WardCommunity Organizer 2.0 StartSomeGood & NTEN NetSquared
  • 5. Who you are: http://www.flickr.com/photos/cubicgarden/2063097269/in/photostream/
  • 6. Looking Within: Keystones for Co-Creation
  • 7. The social media funnel Move to Action Creates TrustSocial Media Engage Designing engagement- oriented actions
  • 8. How they influenced purchasing Engage Contribute Participate Create Create a Post Become a Visit video, reviews fan Watch message, Give FriendDownload tweet, feedback Follow Read blog post Vote Join Play product Contribute Discuss about the ideas company 20% 26% 32% 35% Percentage of each group that spurred a purchase
  • 9. Designing Engagement for highest ROE Engage Contribute Participate Create Create a Post Become a Visit video, reviews fan Watch message, Give Friend Download tweet, feedback Follow Read blog post Vote Join Play product Contribute Discuss about the ideas company Lowest to highest Return on Engagement* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
  • 10. Creators talked and proactively shared information about the brand the most. They alsoinfluenced buying decisions the most. *Low-level engagement by itself did not produce significant ROE
  • 11. The Social Media Funnel: Trust Move to Action Creates TrustSocial Media Engage Leveraging org trust, personal trust, and encouraging reciprocity
  • 12. 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/
  • 13. Four components of tie strengthTrust: Time:intimacy, mutual Amount of time spentconfiding togetherReciprocity: Intensity:amount of Emotional intensity,reciprocal sense of closenessservices
  • 14. Trust = authenticity, transparency
  • 15. Reciprocity = co-creation
  • 16. Reciprocity = fans helping each other
  • 17. A note about community-driven design and co-creation Co-creation is stakeholder input =>create. Co-design engages the community in order to align business intent and user experience. People support what they help create. The role of the designer is critical in co-design. The designer acts as facilitator of user engagement to gain information for design directionCo-creation incorporates elements of transparency, trust, andreciprocity to move people to deep engagement and action
  • 18. ROE is fan engagement and trust Engage Contribute Participate Create Create a Post Become a Visit video, reviews fan Watch TRUST message, Give FriendDownload tweet, feedback Follow Read blog post Vote Join Play product ContributeRECIPROCITYabout the Discuss ideas company
  • 19. Organization – Fan relationships *hat tip Amy Sample Their network of friends, Ward: http://bit.ly/qMjA2f family, colleagues, etc. Reach You want this Online Communitygroup to moveinto the online Already interested, community weaker relationship tie Reach Superfans Move Strongest relationship, most loyal Your Organization
  • 20. Case study #1:Best Friends Animal Society
  • 21. ROE is fan engagement and trust Engage Contribute Participate Create Create a Post Become a Visit video, reviews fan Watch TRUST message, Give FriendDownload tweet, feedback Follow Read blog post Vote Join Play product ContributeRECIPROCITYabout the Discuss ideas company
  • 22. Culture to listen & follow, staffing tosupport community, and permission to take action!
  • 23. Case study #2:Teal Cat Project
  • 24. ROE is fan engagement and trust Engage Contribute Participate Create Create a Post Become a Visit video, reviews fan Watch TRUST message, Give FriendDownload tweet, feedback Follow Read blog post Vote Join Play product ContributeRECIPROCITYabout the Discuss ideas company
  • 25. Culture to listen & follow, staffing tosupport community, and permission to take action!
  • 26. Tying it to your own practiceInstructions: 1. Circle up in groups 2. 4-part grid 3. Lots of questions and conversation 4. Sharing with the whole room
  • 27. Share!
  • 28. We’d love to continue the conversation! Debra Askanase http://communityorganizer20.com debra@communityorganizer20.com Twitter: @askdebra Amy Sample Ward http://amysampleward.org http://nten.org Twitter: @amyrsward Vanessa Rhinesmith http://vanessarhinesmith.com/blog/ http://startsomegood.com Twitter: @vrhinesmith
  • 29. Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad! or Online at www.nten.org/ntc/eval