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Designing Online Engagement to Collaborate with Your Community
 

Designing Online Engagement to Collaborate with Your Community

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In this session, we will discuss how co-creation unleashes online evangelists and strengthens cause-centric communities, and help you to do that as well. Specifically, we will reveal the latest ...

In this session, we will discuss how co-creation unleashes online evangelists and strengthens cause-centric communities, and help you to do that as well. Specifically, we will reveal the latest research about designing online engagement, highlight the connection between the theory of relationship ties and online evangelism, and offer examples of organizations with successful co-creation strategies. Towards the end of this workshop, we'll work together to design a co-creation strategy to engage and motivate your online community and evangelists.

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  • blessing_66666@yahoo.com

    My name is Blessing
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  • Flickr: http://www.flickr.com/photos/julijannyca/4478770576
  • How many people consider themselves to be an early adopter? So, it may not be your natural reaction to follow. You may be jumping around onto new tools or using new applications – and that’s okay! Listening is crucial – both for topics but also for content. Following is much more successful than migrating! NWF example.
  • If you’re co-creating something, if you’re collaborating, whatever you’re doing with your community, you need to have the capacity to actually do it! Estimate not just the kind of support but the number of hours and the timing of when that support is needed. Women who tech telesummit example.
  • Organization leadership needs to give authority to staff to respond as needed, in real time. For many organizations this means being able to tweet without getting it edited and approved every time! For others, it means that all staff are able to jump in to help. For example, at Planned Parenthood….
  • Flickr: http://www.flickr.com/photos/julijannyca/4478770576
  • Engage: passive activities such as visiting a site, reading the blog, playing a game Contribute: ideas, reviews, feedback Participate: within a group or fan page Create: create new content on a site or on their own about the site
  • Engage: passive activities such as visiting a site, reading the blog, playing a game Contribute: ideas, reviews, feedback Participate: within a group or fan page Create: 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 more Social 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
  • 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.
  • Resource: http://thinkplace.com.au/co-design-an-introduction/
  • Engage: passive activities such as visiting a site, reading the blog, playing a game Contribute: ideas, reviews, feedback Participate: within a group or fan page Create: create new content on a site or on their own about the site
  • Engage: passive activities such as visiting a site, reading the blog, playing a game Contribute: ideas, reviews, feedback Participate: within a group or fan page Create: create new content on a site or on their own about the site
  • Engage: passive activities such as visiting a site, reading the blog, playing a game Contribute: ideas, reviews, feedback Participate: within a group or fan page Create: create new content on a site or on their own about the site
  • Engage: passive activities such as visiting a site, reading the blog, playing a game Contribute: ideas, reviews, feedback Participate: within a group or fan page Create: create new content on a site or on their own about the site
  • Engage: passive activities such as visiting a site, reading the blog, playing a game Contribute: ideas, reviews, feedback Participate: within a group or fan page Create: create new content on a site or on their own about the site
  • Relationship is Indicative of True Loyalty Another 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/19024 From 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).

Designing Online Engagement to Collaborate with Your Community Designing Online Engagement to Collaborate with Your Community Presentation Transcript

  • Designing Online Engagement to Collaborate with Your Community#12NTCCollabAmy Sample WardDebra AskanaseVanessa Rhinesmith
  • Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad! or Online at www.nten.org/ntc/eval
  • 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 3
  • Who we are: Debra Vanessa Amy Sample Askanase Rhinesmith WardCommunity Organizer 2.0 StartSomeGood NTEN
  • Who you are: http://www.flickr.com/photos/cubicgarden/2063097269/in/photostream/
  • Looking Within: Keystones for Co-Creation
  • The social media funnel Designingengagement- oriented actions
  • 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
  • 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
  • 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
  • The Social Media Funnel: Trust Leveraging org trust, personal trust, and encouraging reciprocity
  • 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 strengthTrust: Time:intimacy, mutual Amount of time spentconfiding togetherReciprocity: Intensity:amount of Emotional intensity,reciprocal sense of closenessservices
  • Trust = authenticity, transparency
  • Reciprocity = co-creation
  • Reciprocity = fans helping each other
  • 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
  • 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 ContributeRECIPROCITY Discuss about the ideas company
  • Case Studies
  • Case study #1:Best Friends Animal Society www.bestfriends.org
  • ROE = 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 ContributeRECIPROCITY Discuss about the ideas company
  • ROE = 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 ContributeRECIPROCITY Discuss about the ideas company
  • ROE = 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 ContributeRECIPROCITY Discuss about the ideas company
  • One word: commitment
  • One word: commitment
  • Best Friends Animal Society Members + Community
  • Best Friends Animal Society Members + Community
  • Best Friends Animal Society Members + Community
  • Best Friends Animal Society Members + Community
  • But, what if I’m a small org?
  • Case study #2: Teal Cat Projecthttp://tealcatproject.com/
  • ROE = 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 ContributeRECIPROCITY Discuss about the ideas company
  • Teal Cat ProjectCat + Animal Lover Community
  • 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
  • Share!
  • 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
  • Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad! or Online at www.nten.org/ntc/eval
  • 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